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The Missed Opportunity for
Publishers and Platforms
Ed Chang
EIR, The Chernin Group
@ed_chang
2
Esports vs. Traditional Sports
Organizational
Model
Description Traditional Sports Esports Titles
Decentralized • Independently organized competitions
• Sanctioned and governed by an administrative
body
• Open to any qualifying athlete
Standard
Leagues
• Set number of recurring teams and players
• Exclusively managed by league front office that
is collectively owned by each team
Heavily
Centralized
• Administrates all professional and competitive
play worldwide
3
Esports vs. Traditional Sports
The difference?
4
How Did We Get Here?
“It’s a significant investment that we’re not making money
from. It’s an investment into the game, for our fans, just like
we’d invest in any other feature within the game. It’s a
worthwhile thing for us to do because it’s such a high quality,
engaging experience for our fans.”
5
How Did We Get Here?
6
How Did We Get Here?
7
How Did We Get Here?
8
How Did We Get Here?
9
How Did We Get Here?
10
How Did We Get Here?
11
How Did We Get Here?
12
How Did We Get Here?
Open APIs
Control over media rights
Monetization avenues
13
Case Studies: Tech
$80MM fund for supporting new integrations
AppExchange generates 2.8x revenue of
Salesforce
14
Case Studies: Valve
• Steam Workshop: 125,000 CS:GO items, 50,000 DOTA2 items
• Ecosystem succeses: FaceIt ($15mm series A), ESEA (acquired by ESL),
Kickback (YC W15)
• Robust competitive circuit: Eleague, ESL, FaceIt, top salaries
• CS:GO items economy: At one point >$7bb yearly transactionvolume
15
Case Studies: Twitch
Features created or inspired by 3rd
party ecosystem:
• Bits, preceded by Streamlabs and
StreamTip
• Clips, preceded by Oddshot, Plays.tv
and Forge
• Subscriptions / Partner Program and
3rd-party services (Revlo, Gamewisp
and Curse/Discord integrations
• TwitchPlays
• Chatbots (Moobot, Nightbot and
Xanbot)
16
What about you?

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Edward Chang: The Missed Opportunity for Publishers and Platforms

  • 1. The Missed Opportunity for Publishers and Platforms Ed Chang EIR, The Chernin Group @ed_chang
  • 2. 2 Esports vs. Traditional Sports Organizational Model Description Traditional Sports Esports Titles Decentralized • Independently organized competitions • Sanctioned and governed by an administrative body • Open to any qualifying athlete Standard Leagues • Set number of recurring teams and players • Exclusively managed by league front office that is collectively owned by each team Heavily Centralized • Administrates all professional and competitive play worldwide
  • 3. 3 Esports vs. Traditional Sports The difference?
  • 4. 4 How Did We Get Here? “It’s a significant investment that we’re not making money from. It’s an investment into the game, for our fans, just like we’d invest in any other feature within the game. It’s a worthwhile thing for us to do because it’s such a high quality, engaging experience for our fans.”
  • 5. 5 How Did We Get Here?
  • 6. 6 How Did We Get Here?
  • 7. 7 How Did We Get Here?
  • 8. 8 How Did We Get Here?
  • 9. 9 How Did We Get Here?
  • 10. 10 How Did We Get Here?
  • 11. 11 How Did We Get Here?
  • 12. 12 How Did We Get Here? Open APIs Control over media rights Monetization avenues
  • 13. 13 Case Studies: Tech $80MM fund for supporting new integrations AppExchange generates 2.8x revenue of Salesforce
  • 14. 14 Case Studies: Valve • Steam Workshop: 125,000 CS:GO items, 50,000 DOTA2 items • Ecosystem succeses: FaceIt ($15mm series A), ESEA (acquired by ESL), Kickback (YC W15) • Robust competitive circuit: Eleague, ESL, FaceIt, top salaries • CS:GO items economy: At one point >$7bb yearly transactionvolume
  • 15. 15 Case Studies: Twitch Features created or inspired by 3rd party ecosystem: • Bits, preceded by Streamlabs and StreamTip • Clips, preceded by Oddshot, Plays.tv and Forge • Subscriptions / Partner Program and 3rd-party services (Revlo, Gamewisp and Curse/Discord integrations • TwitchPlays • Chatbots (Moobot, Nightbot and Xanbot)

Editor's Notes

  1. Dustin beck in 2013, on the LCS
  2. Snapshot of the publisher revenue in December 2013 in MMs – not hard to see why esports is an afterthought
  3. Then amazon buys twitch in august of 2014, for 1 billion dollars, built on the backs of all this esports content
  4. ESL, the premiere 3rd party organizer of tournaments is then scooped up for $86mm by the Swedish media company MTG
  5. Open APIs Access to data streams, ability to build products on top of the original experience Control over media rights Need to ask publisher for the right to air, even for the right branding/logos/etc Monetization avenues Sports betting, illegal sponsors list controlled by publisher
  6. SFDC Market cap of $50BB IDC estimates that the AppExchange generates 2.8x SFDC revenue! Slack 1.25mm+ paying users 3.8bb valuation Still recognized the need early for supporting new integrations
  7. Howcan the brands in the audience get involved? ADD YOUR EXPERTISE - ESPORTS HAS LONG BEEN DRIVEN BY PASSIONATE INDIVIDUALS, GENERALISTS, BUT TO REALLY MOVE FORWARD THE INDUSTRY WE NEED SUBJECT MATTER EXPERTS Eleague – production WME|IMG – sponsorships Big Ten – collegiate sports Pinnacle sports – just took their 5 millionth esports bet, first one was taken in 2010