Esport Gets Off The Couch And Into Stadiums

Esport Gets Off The Couch And Into Stadiums
SHARE
THIS



Forget Australian Institute of Sport inspired diets for the athlete of the future, competition prepping food will be pizza and Red Bull. At least that’s what the super fast growing segment of esport ‘athletes’ will be eating on game day.

Esport is not a new concept, the first iterations of it were Space Invaders tournaments held by Atari back in the 1980s. However where once having your initials recorded against the highest score in the local arcade’s machine while your mate watched over your shoulder, esports is now big business with events capable of packing out New York’s Madison Square Garden.

In a field where the size of audiences and the proportions of prize money may well see your jaw on the floor, the audiences and participants are far more predictable – young males.

On one weekend in August 2015, across four events in four different countries there were more than 100,000 attendees and more than 50 million viewers! Esports is truly global and the audience has scale – and sponsors are starting to take note.

If you, like me, fall outside of the demographic, then these gargantuan numbers may just take you a little by surprise. However as Andrew Condon, director and head of marketing at sports and entertainment company Gemba says, it’s really no more surprising than watching someone else cook a meal on television.

According to figures released by NewZoo, in 2015 esports attracted an audience of 150 million and 32 million participants in competitive gaming in 2015.

The prize money is real too! In 2015, Dota2 The International (an esport tournament) handed out 17 million in prize money, third behind only Wimbeldon and the FIFA World Cup.

With such money on hand, “athletes” have turned pro and tend to live together and train together. They’re also attracting sponsors of their own and command huge audiences of fans who like the way they swivel their controller paddle just so while eradicating zombies from their virtual world.

In Australia, according to Riot Games marketing director Mark Cox, Australia is on the cusp of getting the scale needed to see out first teams turn pro.

The 2015 OPL Grand Final  took over Sydney’s Luna Park in August last year and saw over 10,000 attendees.

League of Legends eSports league structure in Oceania is the Oceanic Pro League (OPL), which is the top league (like the A-League in the soccer), was the first professional esports league set up in Australia, launching at the beginning of last year.

In 2016, Hoyts signed on as a sponsor for the league and will be live streaming up to nine League of Legends esports events in cinemas across Australia and New Zealand this year.

Major players in the ecosystem include distributors, publishers, sponsors, fans and players as detailed below.

Gemba eSports presentation 09.04

So if you’ve pining for darts and snooker to get recognised as Olympic sports, then you may well have a new string to your bow.

 

Please login with linkedin to comment

Advertising Standards Bureau Andrew Condon apg chair basil fawlty eSports League of Legends Mark Cox

Latest News

Highsnobiety Partners With Citizens Of Culture To Help Lead Its Media Partnerships In Australia
  • Media

Highsnobiety Partners With Citizens Of Culture To Help Lead Its Media Partnerships In Australia

Culture-leading publisher Highsnobiety continues to evolve its local operations with the appointment of Citizens of Culture as its strategic partner across media operations within Australia.  Highsnobiety is a premium global brand dedicated to cultural pioneers, with work spanning across digital platforms, print media, documentaries, cutting edge events, a shopping platform and a full service creative […]

Investigation Reveals That Amazon Destroys Thousands Of Dollars Of Unsold Stock, Including Laptops, TVs And Face Masks
  • Technology

Investigation Reveals That Amazon Destroys Thousands Of Dollars Of Unsold Stock, Including Laptops, TVs And Face Masks

An investigation by British broadcaster ITV has found that Amazon is destroying millions of items in unsold or returned stock. The report specifically focuses on one of the 24 warehouses the company has in the UK. According to ITV News, the destroyed items are largely unused and new, either returned items or those which never […]

by B&T Magazine

B&T Magazine
Witchery Partners With GlamCorner To Boost Subscription Shopping
  • Media

Witchery Partners With GlamCorner To Boost Subscription Shopping

Australian fashion brand Witchery has partnered with B Corp GlamCorner as part of GlamCorner’s subscription box offering as the demand for everyday essentials soars. This partnership marks another milestone for the Australian fashion industry towards becoming more circular and introducing more paths to reduce textile waste. Customers nationally will be able to rent more of […]

Curry Club For COVID-19 Relief, Powered By UnLtd, Challenges AdLand To Raise $100,000
  • Marketing
  • Media

Curry Club For COVID-19 Relief, Powered By UnLtd, Challenges AdLand To Raise $100,000

The media, marketing and creative industries are being encouraged to host their own ‘Curry Club for COVID’ before 30th June to help meet the ambitious $100k target set by its organisers. Curry Club for COVID, which was conceived by long-time adtech executive Peter Bray, sales director at Impact, and is powered by industry social purpose organisation […]

by B&T Magazine

B&T Magazine
UnLtd’s ‘Goals for Good’ Soccer Tournament Celebrates 10 Years
  • Media

UnLtd’s ‘Goals for Good’ Soccer Tournament Celebrates 10 Years

The UnLtd Cup is returning for its tenth consecutive year, marking a decade of soccer shenanigans that’s raised nearly $500,000 for children’s mental health charity, KidsXpress. On July 22-23rd, 28 teams from across the industry will battle it out on the soccer field in the two-day tournament at Sydney University Sports and Fitness Centre, Darlington. […]

Mobile Pnone Shopping Online With A Debit Card
  • Marketing
  • Technology

Ultra Commerce Acquires Vesta eCommerce

Australian-bred company Ultra Commerce has acquired New Zealand-based company Vesta eCommerce, a global software business providing leading product data management solutions. The recent acquisition is a significant move for the business, which is Australian born, owned, and headquartered, but has built out a global presence as it pursues rapid growth in the eCommerce market. Connecting […]