Doordash is aiming to boost delivery orders from millenials and Gen-Z customers by plugging into the gaming community with a slew of new partnerships and activations. In September, Doordash hosted its first-ever gaming tournament called The Battle of the Snacks, which aired on Twitch. The two-day event brought together teams representing some of the top snack brands and high-profile gamers. Then, in June, they struck a deal with Twitch streamer Anthony Kongphan to star in its first-ever green-screen spot.

"At DoorDash, we strive to find ways to authentically engage with new audiences by meeting them where they are, and the connection between gaming and food felt like a natural fit for us," said Katie Daire, Senior Director of Consumer Marketing at DoorDash. "As the gaming audience grows, especially among younger audiences, we're excited at the opportunity to create dynamic content and experiences to better connect with the gaming community."

Working with media agency Wavemaker on all of its gaming initiatives, DoorDash has also been interested in competitions and tournaments. Earlier this year, it became the first-ever presenting partner of the NBA 2K League playoffs and the naming rights partner of the Australia-based League of Legends Circuit Oceania tournament.

The company has already leveraged alliances with brand clients in a multitude of industries. In the past year, DoorDash teamed up with retailer PetSmart and grocery chain Albertsons.

(All information was provided by Adweek)