Accompanying the popularity of high-performance computers, the amount of scholarly study focused on organized, competitive gaming has steadily expanded. To date, user engagement analysis has primarily concentrated on in-game variables, but external influences, including game streams and game-centered communities, affect the intention to both play the game and make in-game transactions. In particular, a new medium for customer engagement is offered by the rise of professional gaming, known as esports. Many non-endemic conventional luxury companies have, however, avoided capitalizing on prospects for esports brand creation. This paper offers a literature analysis of the past and present literature on esports and sports marketing, resulting in the development of a figure representing the history of the esports endemic and non-endemic industry of esports brand use. This study examines the ability for esports to be a powerful element in recognizing both gaming intentions and spending money on games as well as brand development.