Digiday has profiled GALE and our work with MilkPEP for harnessing the power of brand to elevate women’s sports, particularly in esports and gaming. Despite the growing attention on women’s sports, women and girls continue to face many challenges in the realm of gaming. GALE and Milk are tackling this issue through a variety of activations, including The Milk Cup, a first-of-its-kind Fortnite circuit offering the largest women’s esports prize pool in North America. 

Speaking about the tournament, Creative Director Ali Eng, said: “We wanted to create opportunities for women in gaming—more consistently not only for esports players, but also on the production side, like broadcasters, throughout the space. We want to create change essentially, and level the playing field.” 

The piece also amplifies an ongoing priority at GALE: create entertainment that truly engages rather than conventional ads. 

“A big thing here at GALE is advertisement more as entertainment and less traditional ad,” said Eng. “I think it’s just a good place to meet people where they’re at and be a contribution instead of just an ad.”

Read the full piece here.