When you think of Topgolf, you’re likely not thinking about esports. But the entertainment company whose high-end driving ranges have become a phenomenon of sorts continues to branch out into new areas. The latest of those is the creation of Esports Lounges at six of their properties in an effort to attract a new audience to their venues and to plant a flag in the growing esports market. Leading the charge is YuChiang Cheng, president of Topgolf Media. Cheng already had a background in gaming before joining Topgolf, founding the World Golf Tour, a golf website and mobile golf game, in 2006. When Topgolf acquired the World Golf Tour, Cheng became president of Topgolf Media, whose aim is to use technology to enhance in-venue golf games, apps and virtual experiences. In this conversation, Cheng discusses Topgolf’s interest in esports, the company’s target audience for events and his own background in gaming and sports.