screaming fans & packed stadiums - how games are turned into a global sport

SCREAMING FANS & PACKED STADIUMSHow games are turned into a global sport

ESL ARENA

PLAYER VS PLAYERTEAM VS TEAM

CHAMPIONS

FAN CULTURE

WHAT THE EXPERTS ARE SAYING

“ I feel like eSports is happening with or

without us. Games have become the biggest

unofficial sports league in the world right

now. There’s a massive (…) ecosystem of content. ”

Eric Hirshberg, CEO Activision

“ There are fundamental advantages that e-

sports will have over traditional sports. ”

Gabe Newell, Founder & CEO Valve

“ eSports is growing out of control. It’s alive

and breathing and flying away. I have no idea when it’s going to stop. ”

Dustin Browder, Lead Designer StarCraft II Blizzard

32m+ MAUMultiplayer Online Battle Arena (MOBA)

50m registered players globallyFirst Person Tank Simulation

10m+ copies soldReal Time Strategy (RTS)

5m+ MAUMOBA

30m+ copies sold of all CS VersionsFirst Person Shooter (FPS)

100m players across franchiseFirst Person Shooter (FPS)

THE GAMES

IcefrogDota 2

Gabe NewellCounter-Strike

Mike MorhaimeStarCraft II

Victor KislyiWorld of Tanks

Brandon Beck, Marc MerillLeague of Legends

Bobby KotickCall of Duty

?

THE ECCLESTONES

WCS 2012 EU FINALS

LOL S2 WORLD CHAMPIONSHIP

IEM KATOWICE

THE INTERNATIONAL 3

How games are turned into sport

KEY LEARNINGS

» One-off events don‘t work

» Running leagues is hard

» eSports is not an acquisition channel

» Not every game is a winner

» Always be balancing

BEST PRACTICES

» Be smart about your investments

» Evolve eSports features slowly, steadily

» Close collaboration with leagues

» Leagues create sustainable eco systems

COMMITMENT

» Free-to-play

» Matchmaking

» Custom Matches

» Anti-Cheat

THE GAME

LEAGUES

» Consulting

» Matchmaking aaS

» Anti-Cheat aaS

RESULT

» A potential sport

CREATION GRASSROOTS FORMATION OWNERSHIP

TOURNAMENTS

» Anorganic (40k$ annually / region)

» Weekly cups with monthly final

» Key questions: game mode, maps and team size

» Ongoing competition creates stories

RULES & REFEREES

RULES & REFEREES

» Leagues are methodic about rule setting

» League rule sets designed to form clans out of parties / loose teams

» If rules have to work around your balancing, you‘re doing it wrong

CLANS

CLANS

» Financial self interest

» Support many games, good as testimonials and consultants early on

» Various, large communication channels

» They want exposure and prize money

Measure of success

LIVESTREAMING

COMMENTATORS

COMMENTATORS

» Leagues have commentator stables

» Pro players, former pros, personalities, full time commentators, hosts

» Build up fresh faces

» In-house streamers

» Faces of your brand

» Hire known commentators for industry events (500$+ daily)

BUILDING THE GRASSROOTS

LEAGUES

» Making players ambitious

» Tournaments

» Rulebooks

» Clans

» Commentators

» Streaming networks

COMMITMENT

» eSports coordinator

» Balancing

» Streaming-Friendly

» Spectator mode

» Map editor

BUILDING THE GRASSROOTS

BUILDING THE GRASSROOTS

RESULT

» Ongoing league content

» Your first audience

» Good commentators

» Known players & teams

» Balanced game

SANCTIONED LEAGUES

» Different models: Hands-off, Co-branded, Co-Owned, Secretly funded

» 3rd party sponsorships

» Existing infrastructure

» Leagues operate globally, useful for entering new markets

» No ownership of league, still an investment

» 50k$-2m$ (depending on regional scale, team size, physical presence)

SANCTIONED LEAGUES

TV SHOWS

COVERAGE

PROFESSIONALSTREAMING

» Sanctioned leagues offer global event presence

» Pay attention to the details

» Leagues create the professional environment you‘ll claim

MEDIALIZATION

FORMING A SPORT

LEAGUES

» Sanctioned Leagues

» Sponsors

» Events

» Coverage

» Medialization

COMMITMENT

» eSports team

» Demo recording

» Team matchmaking

» Custom Match / Stats APIs

FORMING A SPORT

FORMING A SPORT

RESULT

» Outside investments

» Eco system

» Global infrastructure

» Audience

OFFICIAL LEAGUES

» Online & Offline league covering all major territories

» Developer hands-on with the details

» Centralized coverage

OFFICIAL LEAGUES

OWNING A SPORT

» Building a new business

» Companies change

» Own league and infrastructure

» Large-scale events

» New revenue streams open up

ESL ARENA

» Fixed studio environment

» Frequent global highlight events

» Support for Barcrafts & eSports Bars

PHYSICAL PRESENCE

HAPPY PLAYERS

PRO TEAMS

» Make the pro players really happy

» Help teams with visa and establishing physical presences

» Team houses are essential to professionalize

PLAYERS & TEAMS

» Livestreams reach critical mass

» Name brand sponsors

» Traditional TV desperate for young content

TOUCHING THE MAINSTREAM

» Sponsors

» Ads

» Tickets

» In-game merch

» Merch

» TV Licenses

REVENUE STREAMS

OWNING A SPORT

LEAGUES

» League services

» Production Services

» TV Licensing

» Sales

COMMITMENT

» eSports Unit

» Operational control

» Official league

» Contractors

» Player Management

OWNING A SPORT

RESULT

» A global, profitable sport

OWNING A SPORT

» We‘ll need Bigger Stadiums

» Player agencies

» Emerging Markets

» Many new competitive free-to-play games

OUTLOOK

THANK YOU !

@affentod