Just a few short years ago, there was a lot of excitement in sports about the emerging ‘thing’ that was esports.
For the uninitiated – of which I was firmly one, being neither ‘young’ nor ‘male’ – it was surrounded by sniffy prejudices – such as being a pastime for anti-social boys, sitting alone in a basement, fueled by a diet of Haribo and a vampire-like aversion to sunlight.
Still, the sports industry got quite excited: here was a new seam to mine. There was a lot of rather superior chat about what sports could do for esports. And yet, esports never came knocking.
On the contrary, in a move that would make JFK proud, some smarter folk asked not what sports could do for esports but what esports could do for them. They were repaid in spades during the pandemic.
When I read about the League of Legends World Championship Finals taking place at London’s O2 last weekend, it suddenly struck me that I hadn’t heard much about esports in a work context for the past year. I had a look at some of the coverage and, frankly, it looked great fun – and affordable.
Despite the thought that in dressing up as Fizz and skipping off to East London, I might have felt like a babysitter to 14,500 Rakans, Ramuses, Rek’Sais or Rells, I would have really liked to have gone along. Sadly, I was far too late to the party: the tickets had sold out ‘in seconds’.
So what did I miss? While sports leagues battle with fluctuating viewership and rising operational costs, esports continues to see a steady increase in global audiences, particularly among younger demographics.
The value of the global esports market is expected to exceed $3 billion by 2025, driven by sponsorships, broadcasting deals, and merchandise sales, and the London event was reported as being worth £12 million to the local area. That’s an enviable business case however you look at it.
Esports excels at attracting a diverse audience base and engaging all of them. Not only were there 14,500 fans at the O2, millions more viewed online via Twitch, YouTube and the like. When it comes to overcoming geographical and physical barriers, esports does a great job.
Esports events have always embraced outstanding production technology, including AR, immersive soundscapes, and real-time data analytics, creating an environment that’s both a show and a sport.
I’ve been in the industry 25 years and the talk of ‘sports as entertainment’ is evergreen – but we have yet to really crack it. Certainly, blistering performances on the pitch or track need no embellishment. But if the action is off the pace, then embracing theatrical technologies properly will at least ensure the wider experience was worth the entry fee.
If sports want to compete and win younger fans, maybe that esports conversation needs to be reignited.
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