Esports Is a Content Delivery Platform, Period.

Yes, I have said this for a while now, but I have never taken the time to put my feelings on paper for all to read. Most of you who know me know I am very passionate when it comes to esports, and I have a burning passion for seeing and helping it continue to grow.

Esports at its core is about competition right? Human nature is to compete, compete for food, compete for land, compete for a better job, compete for a better car, better house, competing is something we do and don’t even think about it.

I have seen 70yr old women competing on Bejeweled on Facebook and talking smack to each other based on who has the highest score or have reached the highest level. I have coached young men in football and watched them compete during a football game, then watched them compete after the game at my house playing Madden. Competition is in our DNA and esports allows anyone to scratch their competitive itch regardless of how fast he or she can run, or high they can jump, how much they weigh or how tall they are.

Content is king! How many times have you heard that before? If you follow me or know me, then you will know I say this all the time. Content is king, and we need to take care of our king at all costs. Without written and video content then all of the competition that I have talked would be almost meaningless from a value proposition.

Good content that is engaging and draws in views and traffic is valuable to esports, it allows us, marketers, to be storytellers for our products and services. As traditional media keeps declining, you will see more and more non-endemic brands turn their marketing budgets to gaming and more importantly esports. When these brands turn to esports, we need to be ready to serve them and help them integrate their campaigns seamlessly into our ecosystem.

Within esports, there are a few types of vehicles that are driving and delivering content.

1. Dev’s/Publishers:
2. Org’s/Teams:
3. Media Companies:
4. Independent Content Creators/Players:

If you have been around long enough, then you have seen first hand how meaningful content from Devs/Publishers has grown over the years. I mean, some of the content that is being created around the Overwatch World League is some of the best I have seen.

I love content from Orgs and Teams when I can get it, sadly not many of them are producing good and regular content, this needs to change asap. People want to connect with their favorite players and who better to quench that thirst than the teams that they play for. Behind the scenes, please, let me connect with my favorite player… People know Player B is impressive at his job, but they want to know the real Player B, what makes Player B tick? What does Player B do daily, how does Player B live? It is all about the players. As more investment takes place into other Orgs, you will see the content efforts pick up.

The big one for me here is Media Companies… running a media company is very tough these days and is NOT a short-term play in my opinion. I do feel that the best esports focused media companies that are left standing within the next 12 to 36 months will do very well. I am confident you will see a few of them get acquired by larger brands that are forced to move into the esports space for impressions/views/users.

Number four on my list is so significant to me that I am going to take the time to write another blog post that only covers that topic.  Look for it to go up next month.

If the content is King, who is trying to own esports?

Overwatch League Spot/City for $15 MILLION!?

I’m pretty sure unless you’ve been living under a rock the past few days you’re up to date on all of the Overwatch news regarding the Overwatch League.  There are rumors floating around that “spots” can be purchased from Overwatch with prices ranging from $2M – $15M.

Let’s talk about the price for a moment.  What’s $2M – $5M to a current team/org owner? A LOT!  I can almost count on one hand the current orgs who can afford a spot in this league based on the rumored price ranges.  Let’s stop and think for a moment… What if Blizzard doesn’t want traditional orgs to have league spots?  We’re just assuming they would want the nV’s, C9, TSM, Fanatic, NAVI’s and others part of this league.

What if they don’t?  What if Blizzard wants to truly set this league up just like a copy of the NFL for example?  How would that be received by the community?  Let us not forget this statement basedScreen Shot 2017-03-08 at 9.39.57 PM.png on this statement I can only assume Blizzard are going to take players rankings from the in-game season ranks and apply a top 500, 1,000, etc. list of players who can go into a “draft” for these CITIES… yes, CITIES not “spots.”

I fully believe you will see cities with arenas/stadiums potentially making bids to bring Esports orgs to their city in the future.  For now, I’m thinking you will see a lot of traditional sports teams jumping into the mix as a way to help fill stadiums/arenas on open dates and so on.  I also believe you will be seeing traditional sports teams from the NBA and the NFL making the largest investments into Overwatch.

With that being said, this leads me to my next question.  Does Blizzard need the current orgs for the league to have a chance?  No, the players hold the power, not the orgs.  For most Esports titles the players have all of the influencing power, and the orgs that they play for have very little influencing power.  There are only a few exceptions to this rule, and most of them are initially console based orgs like OpTic Gaming, and FaZe for example, who have a lot of influencing power.

Now that we’ve talked about traditional sports teams entering the mix for Overwatch teams.. the rumored numbers don’t seem so crazy do they?  What’s $10M to someone like Jerry Jones?  What’s $15M to Jerry Buss?  Regarding what they’re spending on their respectful teams, not that much.

With the power of new media and Esports if you can’t see how this would be a fantastic investment IF managed right, then I don’t know what else to tell you.  A lot of money is pouring into Esports right now, and the best part is we’re still on the ground level of it.  Just wait until the massive brands turn their marketing budgets and attention to the influencing power of Esports.