Niche is the new mainstream. Battle Royale players are one of these niches – far from mainstream in terms of consumer penetration, but impactful and valuable. Across music, video, news, magazines and games, they engage and spend more than average gamers. Simultaneously, they are demographically, and in parts attitudinally, illustrative of what the next-generation mainstream may look like in terms of entertainment. Brands, video, music and games companies are well positioned to flourish in symbiotic partnerships to serve Battle Royale audiences, drive value, and build loyalty and positive sentiment – crucial assets in the post-peak attention economy.