eSports
Game mode on: BBC Three takes viewers behind the multimillion-pound esports scene
- Fight For First: EXCEL ESPORTS, available on BBC iPlayer early 2021
- Narrated by Cillian Murphy
At a time when the global audience for esports is set to eclipse the viewership of traditional spectator sporting events and 80 million people a month play League of Legends, a new documentary series from BBC Three has been commissioned to give viewers an unprecedented insight into one of the biggest games in the world. Fight for First: EXCEL ESPORTS will be available to stream on BBC iPlayer in early 2021.
Narrated by Golden Globe and BAFTA nominee Cillian Murphy, this five-part series follows, a multimillion pound esports organisation, at home in their state of the art training facility at Twickenham stadium and abroad at The League of Legends European Championships (LEC) in Berlin, meeting the six-figure salary gamers who are at the heart of this team of rising young superstars. In 2019, they finished in tenth place, but now with huge financial backing, brand new players and a world class coaching team, can they make a true impact on the international League of Legends scene?
Founded in 2014, brothers Kieran and Joel Holmes-Darby came up with the idea for an esports team over a pint. Now six years later and with an investment of eight figures behind them, EXCEL compete in one the biggest gaming leagues in the world.
The team train out of Twickenham stadium and have access to a wide range of sporting facilities usually only reserved for top athletes. Whether it’s DNA testing, physiotherapy, sports psychology, or nutrition, EXCEL applies the same level of training as any traditional sporting team.
During the season, the EXCEL players all live together in a gaming house, so they’re in each other’s pockets 24/7. BBC Three follows the team as they compete against the world’s best esports athletes, while navigating the growing pains of adulting, living away from home, love, new friendships and fame. On the surface, they may be young, rich and living out their dreams, but each player has their own deep-rooted reasons why gaming plays such an important role in their lives.
Cillian Murphy says: “My sons love gaming. When I showed them the trailer for this, they said I had to do it. Being involved in Fight For First has been a great experience and there is so much more to professional gaming than I ever thought. It has opened up a whole new world to me and this series provides a proper insight into a fascinating, global industry.”
Kieran Holmes-Darby, Co-Founder and Chief Gaming Officer at EXCEL ESPORTS, said: “This five-part series showcases our attempts to reach the League of Legends European Championship play-offs for the first time in our history and is a completely unique insight into EXCEL ESPORTS and what goes on behind the scenes of a major esports organisation. At EXCEL, whilst competing at the elite level, we pride ourselves on always striving to be better, and the series demonstrates how we practise, prepare and play. Not only will it offer our fans a deeper look into what we do, but it will also offer people who are completely new to esports a fascinating perspective of our exciting industry.”
Fiona Campbell, Controller BBC Three, says: “The BBC Three in-house documentary team have created a fascinating series and true insight into the world’s fastest growing sport – and one that has a huge following and importance to our audience. We’re excited to be the first UK broadcaster to follow an esports team through a global esports competition, taking viewers behind the scenes as the teenage team members juggle competing on a world stage with their lives at home.”
Fight For First: EXCEL ESPORTS is a 5 x 30 production made by the BBC Three in-house team. It was commissioned by Fiona Campbell, Controller BBC Three, produced and directed by Simon Rawles. The Executive Producers are James Corbin and Jo Smith for BBC Three.
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Angela Bernhard Thomas
CAPCOM’S STREET FIGHTERTM 6 GOING TO COLLEGE THIS FALL
- CSMG will create and operate College Street FighterTM Tour in North America for the 2024-25 academic year
- College conference Street Fighter 6 champions will punch their ticket to the national Collegiate Esports Commissioner’s Cup (CECC) & May Madness in 2025
eSports
R&D rethink needed for sportsbooks to harness esports’ power
Esports betting is still grappling with a perception problem amongst operators. Despite the leaps and bounds in product development made by suppliers – particularly in the last two years – esports hasn’t shaken off the image built in the late 2010s.
Our good friend, Oliver Niner, Head of Sales at PandaScore, has been kind to share the below article with us.
There’s scepticism around esports betting’s value, how well it can actually perform and what’s needed to make it appeal to bettors. A big part of that comes down to perception, which shapes the research and development (R&D) choices made by each operator.
Self-fulfilling prophecy?
Operators who have put the research and development (R&D) resources into esports are seeing excellent growth, while others are still treating it like part of a long tail. The lack of a uniform approach to esports often translates into hesitancy to be bullish and invest in esports.
Whereas in the United States, post-PASPA sports betting has exploded and operators are seeking to capture as much territory and market share as possible because in most cases, you switch the lights on and the money comes in. It’s, of course, good business sense to take opportunities like this – you can apply the same templates used elsewhere on an incredibly lucrative market.
This kind of approach has been attempted for esports and hasn’t found the same success. Granted, the legislation for betting on esports has been somewhat slower than that of sports betting and iGaming.
However, bullish operators have acknowledged the fact that esports hasn’t found the same success in regulated states and asked what can be done differently, while for others, esports has been thrown into the too-hard basket or relegated to the bargain bucket.
For the latter, the fate of the esports vertical becomes a self-fulfilling prophecy – especially if an operator already using a budget esports product that throttles its very growth.
It takes two to tango
When esports is discussed in broader betting circles, you’ll often hear different versions of the same talking point: the problem with esports is no one is doing it well, it doesn’t innovate.
This argument is a case of the pot calling the kettle black. Esports is a driver of innovation, and it is sportsbook R&D that is holding it back.
Multiple suppliers on the market are investing significant resources into R&D, and bullish operators are leveraging these product innovations to acquire new customers and create engagements made for the internet age.
There are understandable reasons why sports betting doesn’t innovate. It’s largely because operators focus on acquisition, entering new territories and spending money on data rights. But the actual R&D on sportsbook products is left lacking, with ever-increasing cost-per-acquisition (CPA) numbers a clear symptom of this.
It means that if an operator does decide to use or acquire an esports specialist supplier but does little to cater its product and attempts to just lay the sports betting template over the top, of course performance will be throttled.
It’s like putting a Ferrari engine in a Prius – no offence to Toyota or Prius owners.
The same problem exists on the platform supplier front. Platforms are understandably focused on compliance and getting customers live, not necessarily improving models or their products.
Even the idea that if you just acquire an innovative company the problem is solved or you have found the solution, doesn’t hold water. In many cases, the company is acquired and plenty of noise is made about it, but there’s little organisational investment in R&D afterwards.
It’s not just in esports
These problems extend to customer acquisition and marketing for most emerging markets, not just esports. There’s a rush to use the same old playbook in newer sectors because it’s easy.
The fantasy vs. house sector in the US is already experiencing an acquisition arms race. As analyst Dustin Gouker points out, deposit match bonuses for new users on fantasy vs house products have jumped from $100 to as high as $500 in some places.
This is the same race that played out in sports betting and despite the costs, there’s little effort from most operators to try something different. There’s less work when you just put the same acquisition template on an emerging sector and call it a day. This seems to be an accepted practice in the industry, for better or for worse.
Esports betting success requires ongoing dialogue
Rather than attempting to wedge esports into hegemonic sportsbook approaches, sportsbooks need to take a completely unique approach.
The fact is the betting sector has barely scratched the surface – communities of esports fans are still dormant. Canadian operator Rivalry has built a successful, esports-first business by embracing the ever-changing internet culture that esports inhabits. French esports organisation Karmine Corp recently sold out a 30,000-person stadium for an event with no prize money up for grabs.
Innovative products developed on the supplier side like microbetting and betbuilders are only half of the equation.
Maximising esports revenues requires institutional investment, ongoing R&D and collaboration between suppliers and operators to create products and experiences. This includes having staff on the operator side that can drive and push the product further, and crucially, rethinking current sportsbook strategies and practices.
Building experiences for betting’s greatest emerging market – one that caters to your future core audience – takes investment, innovation and a willingness to experiment. If the industry wants to make the most of the Millennial and Gen Z audience that will become its primary customers, investment into R&D and close collaboration between suppliers and operators is needed. Many hands makes light work.
eSports
ESIC Announces Establishment of Global Esports Industry Advisory Board
The Esports Integrity Commission (ESIC) is pleased to announce the establishment of its Global Esports Industry Advisory Board, designed to enhance integrity and ethical practices across the esports landscape. The Advisory Board will serve a pivotal role by providing expert advice to ESIC’s Chief Executive Officer on a range of critical industry issues.
The primary function of the Advisory Board is to create a robust framework for integrity and fairness, setting a global benchmark for ethical conduct and fair competition in esports. The board will offer strategic insights, help shape policies governing fair play, liaise with key industry stakeholders, and act as ambassadors advocating for ethical practices.
ESIC has appointed two highly esteemed members to inaugurate this board:
- David Neichel, Senior Vice President of Public & International Affairs at ESL FACEIT Group (EFG), joins the Advisory Board with over fifteen years of experience in the video games industry, including significant roles at Activision-Blizzard and Electronic Arts. David’s profound impact on international and public affairs initiatives makes him an invaluable addition to the board.
- Robbie Douek, CEO of BLAST, also joins the Advisory Board, bringing a wealth of experience from his roles at Google and Disney, along with his leadership through major acquisitions. Robbie is celebrated for his strategic leadership and his instrumental role in elevating esports to a significant global entertainment platform.
The formation of the Advisory Board is an engagement that underscores the commitment of its members to upholding and promoting the highest standards of integrity within the esports industry. The board will meet as required to address strategic challenges and ensure that ESIC’s initiatives effectively meet current and future industry needs.
“Both David and Robbie bring a remarkable depth of knowledge and a passion for advancing the integrity of esports,” said Stephen Hanna, CEO of ESIC. “Their expertise will be crucial as we navigate the evolving landscape of esports and strive to maintain the integrity that our community expects and deserves.”
Robbie Douek, CEO at BLAST, said: “I’m honoured to be given the opportunity to support the Global Esports Industry Advisory Board and ESIC in their ambition to create the best and fairest environment possible for players, teams and fans.”
David Neichel, Senior Vice President of Public & International Affairs at ESL FACEIT Group (EFG) also commented: “It is a true honour to join the Global Esports Industry Advisory Board and support ESIC’s successful journey. Fairplay and integrity are at the core of esports. We owe it to the players and to the fans and for a better endemic industry governance”
The post ESIC Announces Establishment of Global Esports Industry Advisory Board appeared first on European Gaming Industry News.
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