The growth of eSports, as a cultural movement, continues this summer, with startup Super League Gaming’s partnership with the three largest movie theater chains in the USA. Summer 2015 will feature the world’s most popular game, Minecraft, in over one third of the country, with plans to expand to Canada and China in the fall of this year. More importantly, it marks a key landmark in the convergence of gaming and media; providing further proof that eSports is fast changing how youth consume media and entertainment.
#1 – eSports is the new face of digital entertainment
Today, more and more children are gaming, and are doing it more than just casually. However, the growth of competitive gaming has added a wrinkle to the “kid-friendly” notion of playing games. eSports, with its combination of competition, teamwork (where applicable) and social elements, is pushing gaming from a typically solitary form of entertainment to a shared, interactive experience. The explosion of internet capable devices has connected the gaming universe and brought eSports to its forefront. With a focus on the social aspect, eSports has given way to a generation of youth who are also willing spectators of gaming events.
eSports is attracting more viewers worldwide than most professional sports leagues; giiving rise to a new generation of “digital athletics.” Features like lower barriers to entry (accessible to anyone with device and internet connection) and less focus on immutable physical traits (height, weight, athleticism, etc.) resonates with youth across the globe. As a new genre, eSports isn’t a birthright, nor a cultural artifact. Instead, it is becoming the new face of digital entertainment.
#2 – Online comes alive
The 90’s dot-com boom birthed the debate between online vs “brick and mortar,” which continues to rage on today. And while online communities have existed since the inception of a publicly available Internet, very few have made their way into physical spaces. eSports is changing that, in a hurry. From eSports bars, where patrons gather to socialize and watch matches, to dedicated venues, where fans attend tournaments featuring pro teams, there is an increasing number of offline locations where online communities can meet face-to-face. Super League Gaming’s partnership not only guarantees this number will grow, but that the next generation will consider it the “new normal.”
#3 – Passive entertainment is dead
The integration of game concepts into non game related spaces, a.k.a gamification, has already taken hold. Gamification is also causing a shift in how entertainment is delivered. Younger generations want participatory experiences. Sitting in a dark room with strangers, watching a movie for 2+ hours preceded by 20 minutes of trailers, is fast losing appeal. Children are faced with almost limitless options vying for their attention. Passive experiences aren’t cutting it anymore. Youth want to be engaged. They crave experiences that enrapture and can be shared with their close and wider social networks. eSports provides that “stickiness,” in a nutshell.
Why you should care
The entertainment and media landscapes are evolving. It’s no small coincidence that the three largest movie theater chains are lined up to partner with Super League Gaming. Cinemark, Regal and AMC aren’t just betting that eSports will be big; they’re showing great business sense by aligning with an undeniable cultural trend. After all, if you want to find out what’s cool, ask the kids.
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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