MLB Levels Up: How Esports and Gaming Are Expanding Baseball’s Accessibility
With the 2025 MLB season officially underway and as teams and fans embrace a fresh start, Major League Baseball (MLB) is seizing the opportunity and building off of their strong World Series viewership numbers to connect with a broader, more diverse audience through partnerships with esports and gaming brands. Collaborations with Pokémon GO, KONAMI Digital Entertainment, and Nintendo are not just about enhancing the fan experience, they’re about making baseball more accessible and engaging new audiences, particularly those who may not have traditionally followed the sport.
MLB and Pokémon GO
In an exciting first, MLB has teamed up with Pokémon GO and Niantic to integrate all 30 Major League ballparks into the popular augmented reality game. Over the next three seasons, each stadium will feature PokéStops, Gyms, and interactive Routes, allowing fans to explore while collecting rewards. This innovative fusion of live sports and location-based gaming creates a unique, immersive fan experience that brings the ballpark to life in new ways.
The partnership also includes Pokémon GO Theme Nights at select MLB games throughout the 2025 season. Fans attending these events will receive limited-edition Pokémon GO x MLB team-branded T-shirts and exclusive in-game content, such as virtual baseball caps and collectible Pikachu with ballpark-themed backgrounds. This initiative aims to reach a younger, tech-savvy audience while making baseball games more interactive and fun, bridging the gap between traditional sports fans and the digital generation.
MLB and KONAMI
MLB is also pushing the boundaries of accessibility with a global partnership with KONAMI Digital Entertainment. The collaboration launches MLB PRO SPIRIT, a mobile game available on Android and iOS. Featuring Shohei Ohtani as the cover athlete, this immersive MLB-licensed game allows fans to enjoy baseball anytime, anywhere.
KONAMI’s partnership includes a global sponsorship of the MLB All-Star Ballot, ensuring international fans have greater access to vote for their favorite players. The game’s “STAR WATCH” feature connects real-life MLB action with in-game enhancements, allowing players to vote for and boost their favorite stars. With digital activations and in-game events tied to MLB milestones, this partnership ensures baseball is accessible to fans both in the stadium and on their mobile devices around the world.
Nintendo and the Seattle Mariners
The Seattle Mariners are also taking their relationship with Nintendo to new heights. Starting Opening Day, Nintendo became the first-ever official jersey sleeve sponsor of the Mariners, marking a significant milestone in the decades-long partnership. For the first time in MLB history, the Mariners will feature different branding for home and away games, with the Nintendo racetrack logo on home jerseys and the Nintendo Switch 2 logo on away jerseys.
This collaboration not only celebrates a rich history between Nintendo and the Mariners, dating back to 1992, but also underscores the digital innovation shaping baseball’s future. The partnership bridges sports and gaming, further integrating gaming culture into the ballpark experience and engaging a younger, digital-first audience in ways never seen before.
Final Thoughts
From Nintendo branding on jerseys to Pokémon GO activations at stadiums and KONAMI’s mobile gaming innovations, MLB is redefining the fan experience. These partnerships showcase how the sport is evolving to engage new generations of fans, making baseball more accessible and immersive than ever before. By embracing digital innovation, MLB is expanding its reach and introducing baseball to an entirely new audience. These collaborations highlight the league's willingness to integrate fresh, innovative ideas, and serve as a positive sign for both the league’s future and its overall health. I can’t wait to see how these partnerships unfold throughout the season!