The news coverage of eSports presents an attractive avenue to a new audience for business, sports, and gaming journalists. The audience's interest is understandable given the financial vibrancy of the hobby. This chapter reflects an analysis of news articles (n=406) published in The Wall Street Journal, The New York Times, Forbes, and Business Insider from January 2018 to December 2020. Researchers analyzed these articles for specific marketing and public relations messages and identified how various entertainment businesses were reflected in the news coverage of eSports. This chapter argues that eSports represents a topic typically covered through lifestyle journalism that has instead been dominated by traditional business reporting. Both gaming and sports are predominantly lifestyle specialties—hence, the dominant role of business journalism in reporting the specialty means that the emphasis on the niche has primarily been on awards and financing.