Dr Mumbo

Live on Fox Sports some branded content

It seems even the arena of live sports is not immune to the creep of branded content, with Fox Sports preparing to pit sports stars and celebrities against video gamers in a “history making video game tournament”.

Still, given the global popularity of ‘e-sports’ and Australia’s love of seeing celebrities humiliated by ordinary members of the public he suspects this could be a ratings winner when it goes out on Fox Sports 4 at 7.30pm tonight.

Dr Mumbo also wonders why Sportsbet hasn’t spammed him yet with odds on which of the celebrities from the likes of AFL player Gary Ablett, Channel V presenter Danny Clayton, NRL player Jamie Soward and actual real life footballer Kosta Barbarouses will make it the furthest against their virtual counterparts.


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