The deadline for people to sign-up for health insurance through the Affordable Care Act, often colloquially called Obamacare, is February 15. With only a few days left, the White House has turned to several prominent esports stars, the White House highlighted the growth of esports as an increasingly important part of the media landscape.

Over the last decade, eSports players, commentators, tournaments, and online streaming services have gained a following that rivals many traditional sports, including more than 31 million eSports fans in the United States alone.

Today, a group of eSports industry leaders (ESL, Twitch.tv, and GEER) have collaborated to launch an effort encouraging gaming audiences to visit HealthCare.gov and sign up for an affordable health plan before the February 15 deadline.

Their unprecedented effort to reach this important and growing audience stems from the fact that nearly one in four young Americans does not have health insurance — which is a risk not worth taking.

As esports continues to grow, it's unlikely that these kinds of promotions will be the last of their kind.