The eSports Content Value Chain

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Following release of the first week of viewership numbers for Turner Sports’ ELeague, it’s worth clarifying the nature of premium eSports programming, and the critical role it will play in growing the eSports ecosystem. While expectation that gaming content will pull younger audiences back to linear TV in significant numbers, ignores the fundamental realities of pay-TV today, i.e. it’s just too pricey. Turner’s ELeague characterizes the convergence of entertainment and competitive video games. The product is a mainstream-friendly product, capable of resonating with non-gaming audiences.

The vast majority of eSports content today is geared to attract those mostly familiar with the video games being played. This approach is perfectly suited to the dynamics of freely accessible content. However, to scale on pay-to-watch platforms, like TV, content must appeal more broadly. Turner’s approach to ELeague does just that; specifically by focusing on narratives and storytelling, borrowed from their wealth of experience in traditional sports. The structure around premium programming creates a positive feedback loop for a number of actors across the eSports landscape, see below:

Properties – Includes leagues, tournaments, teams, and even players. This is the essential set of assets necessary for competitive video game play and is what draws fans.

Rights & Intellectual Property (I.P.) – Turner decided to create and manage an independent league structure, as opposed to purchasing broadcast rights. However, there are very real considerations which must be made for a video game’s intellectual property rights. In the case of ELeague, Valve Software is the proprietor of the game being played – Counter-Strike Global Offensive (CSGO).

Events management – As is the case in traditional sports, competitive gaming events must be managed. Hospitality, ticketing, marketing and promotion are managed accordingly. Considerations for team travel and lodging can also fall within this category.

Content packaging – Given its global fan base, the vast majority of eSports content is consumed remotely, e.g. not in person. Aligning with the sensibilities of hardcore fans as well as advertisers and sponsors is the central challenge for premium eSports content. ELeague represents a case study in balancing these necessities.

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