This is part 8 of eSports Group’s eSports Marketing Playbook. See part 7, here.

As the scope and influence of the eSports phenomenon intensifies, it is critical to comprehend the role and nature of media within the domain. As is the case in other disciplines, eSports media is a mediator between competitive gaming events and a viewing audience. It is also member of the entertainment complex surrounding competitive gaming, and a key source of influencers. Yet, eSports media remains entirely separate from general video game media and, unlike traditional sports, is a fully digital and independent of TV. This is a sharp paradigm shift for most marketing and media agencies seeking to engage eSports; one that must be accounted for within an education process.

Painting a bigger picture

Most importantly, the nature of eSports media is part of a larger trend; where younger, tech-savvy crowds gravitate towards socially connected communities for news, entertainment and insight. This trend extends past the purview of gaming.  According to a 2015 study from the Pew Research Center for Media and Journalism, more than 60% of millennials surveyed said they got their political news from Facebook during the last week.

This leaves eSports, a millennial heavy domain, with organically occurring forms of media. All independent of established (see: corporate) influence. Therein, the role of fan/enthusiast and member of the media is indistinct. In fact, media personalities in eSports (journalists, on-camera talent, etc.) are drawn directly from a wider pool of supporters. As a result, it’s yet to be seen how/when the professionalization of these capacities will occur. Regardless of how non-traditional this might seem, it remains a feature, NOT a bug, of the eSports design.

Community as a cradle

In contrast to traditional sports, there is no established approach to media coverage within eSports. Widespread standards for journalistic integrity and production quality have yet to be instituted.  In place of polished end-products, the media in eSports is adept at providing community-owned coverage, which appeals to a highly knowledgeable and engaged audience. With elements of storytelling and fandom wired directly into the eSports experience, there’s no room for officially sanctioned “talking head” types present in other arenas. In essence, media is coverage is made for the community by the community.

At first view, this landscape seems to call for consolidation. For example, there is no central home or leader in eSports media, e.g. an ESPN. In essence, sky-high levels of accessibility by teams, players and management in eSports allow fans to bypass the need for centralized media outlets. And while there are individual content hubs, providing various levels of consolidated coverage, none exist to scale. However, this scattered nature is reflective of a highly segmented and largely global community. More specifically, audiences of different eSport titles demand a higher degree of charm brought by the informality of grassroots coverage. Hence, game title specific forums and sites like Reddit remain preferred destinations for information and insight.

The faces of eSports Media

To put a face on the picture of eSports media today, here are profiles of key people worth learning about:

• Christopher “MonteCristo” Mykles, analyst/eSports team co-owner – From beginnings as a volunteer writer to his current role as on-air analyst and co-owner of a pro team; Montecristo has been an active figure throughout the League of Legends (LoL) eSports scene. His tenure even includes a stint as coach for professional team Counter Logic Gaming (CLG). Having been involved with the LoL scene since before its emergence as the world’s top eSport , Montecristo remains both a leading personality and respected figure.

• Duncan “Thorin” Shields, historian/pundit – Thorin’s career in eSports journalism dates back to 2001, spanning Russia, Sweden, the USA and Germany. Known for infusing current events with vibrant historical context, Thorin is an active content creator across a number of eSport titles. His YouTube presence is a fan favorite, routinely producing key commentary on issues affecting the world of competitive gaming.

• Richard Lewis, journalist/analyst – Known for his outspoken and unapologetic demeanor, Mr. Lewis is a leading eSports journalist and commentator. As a veteran of the scene, he’s broken several notable stories across a number of competitive gaming communities. Somewhat of a lightning rod for controversy, his talent as a reporter is oftentimes overlooked. Nonetheless, he continues as a leading example for professional journalism in eSports.

• Soe Gschwind-Penski, commentator/host – Ms. Gschwind-Penski is a noted presence across a number of online and offline media outlets, including German television channels NRW TV. Her background includes stints as a commentator across several different eSport scenes. She also hosts events and creates shows for a number of different media projects. A creative background coupled with professional adaptability has crafted a diverse career that will only brighten.

The way forward

Outlining the character of media in eSports is a critical step to understanding the phenomenon, as a whole. Non-endemic marketers and media companies looking to get involved with the domain must invest in solid education to support a continuous learning process. Because, despite its highly unique nature, there are a number of opportunities that still exist. For instance, there are sizable voids in media coverage for newcomers and casual fans, not yet knowledgeable about the intricacies of competitive play. Expect this, and other attractive segments, to swell as the profile for eSports increases over the next 2 – 3 years.

eSports Group monitors hundreds of trending signals to keep you “in the game” of the global eSports industry.  Join our free mailing list and stay connected to the business side of eSports – http://tinyletter.com/afletcher

Alex Fletcher is founder & president at eSports Group, where he helps customers meet their eSports advisory & consulting needs. When Alex isn’t glued to a screen, he spends time with his wife, their two dogs, and pretends to learn Polish. Feel free to stalk him on Twitter – @FletchUnleashed