I researched two gaming organizations that use social media for many different reasons. One being Riot Games and the eSports scene for League of Legends (LCS for NA). Two sides of one coin but they use the media sources similar and for outreaching goals.

Everything from sales of merchandise, to fantasy updates, player and team updates, and hype building around rivalry and matches. eSports and Riot have been growing organizations over the years and are starting to finally get the recognition from a massive audience of many different nations and people through sources all internet run and managed. Though the popularity of the LCS has caused quite a local scene in LA as well with merchandise and the live professional games.