Presentation 'Esports strategies of sport clubs' by Ivan Bulavka, Head of Dynamo Kyiv Esports (en.efcdk.com) and general manager (cnp-esports.com) at v4 Future Sports Festival (v4futuresports.eu), March, 2018. Content 1) Sport clubs presence in esports 2) Esports spin-offs of leagues & federations 3) Cooperation with game publishers 4) Key drivers to enter esports 5) Strategic choices 6) Takeaways Профессиональные спортивные клубы на рынке киберспорта https://www.linkedin.com/in/bulavka https://en.efcdk.com/ http://cnp-esports.com/

1. Esports strategies of sport clubs
Ivan Bulavka, Head of Dynamo Kyiv Esports
(CNP-Esports)
v4 Future Sports Festival
March, 2018

2. Content
1. Sport clubs presence in esports
2. Esports spin-offs of leagues & federations
3. Cooperation with game publishers
4. Key drivers to enter esports
5. Strategic choices
6. Takeaways
2

3. Sport clubs presence in esports
3
● Started 2015 it becomes mainstream in 2018
● European football clubs are the most involved
● More sports join this season
2015
efcdk.com
cnp-esports.com

4. Sport clubs presence in esports
● Started 2015 it becomes mainstream in 2018
● European football clubs are the most involved
● More sports join this season
4
efcdk.com
cnp-esports.com

5. Sport clubs presence in esports
● Started 2015 it becomes mainstream in 2018
● European football clubs are the most involved
● More sports join this season
5
efcdk.com
cnp-esports.com

6. Esports spin-offs of leagues & federations
● Open competitions under sport league brand
○ TAG Heuer Virtual Bundesliga (Germany)
● Esport divisions for esports players of the clubs only
● Mixed (pro and amateur players)
6
efcdk.com
cnp-esports.com

7. Esports spin-offs of leagues & federations
● Open competitions under sport league brand
● Esport divisions for esports players of the clubs only
○ Edivisie (Netherlands)
● Mixed (pro and amateur players)
THE OFFICIAL EREDIVISIE FIFA 18 ULTIMATE TEAM COMPETITION
7
efcdk.com
cnp-esports.com

8. Esports spin-offs of leagues & federations
● Open competitions under sport league brand
● Esport divisions for esports players of the clubs only
● Mixed (pro and amateur players)
○ RPFL Cyberfootball league (Russia)
8
efcdk.com
cnp-esports.com

9. Cooperation with game publishers
● Exclusive esports licenses by leagues/federations
○ Football is the only sport with 2 esports game titles
● Sport club esports player only tournaments/divisions
9
efcdk.com
cnp-esports.com

10. Cooperation with game publishers
● Exclusive esports licenses by leagues/federations
● Sport club esports player only tournaments/divisions
10
efcdk.com
cnp-esports.com

11. Key drivers to enter esports
● Threats
○ Sport fans are getting older (+10y)
○ Low reach & engagement of the young audience
● Opportunities
○ Brand
○ Overlap between sport and esports audiences
○ Growth and potential size of esports market
11
n/a n/a
n/a
n/a
n/a
32
efcdk.com
cnp-esports.com

12. Key drivers to enter esports
● Threats
○ Sport fans are getting older
○ Low reach & engagement of the young audience
● Opportunities
○ Brand
○ Overlap of sport and esports audiences
○ Growth and potential size of esports market
12
efcdk.com
cnp-esports.com

13. Strategic choices
● Discipline
✓ Sport simulators (Tier 3) VS Top esports games (Tier 1)
● Squad
● Operational set-up
● Brand positioning
● Range of activities
● Commercial model
13
Tier 1
Tier 2
Tier 3
efcdk.com
cnp-esports.com

14. Strategic choices
● Discipline
● Squad
✓ Young talents VS Professionals
● Operational set-up
● Branding
● Range of activities
● Commercial model
14
CS:Go
tier 1 player
monthly salary:
$4,000..10,000
efcdk.com
cnp-esports.com

15. Strategic choices
● Discipline
● Squad
● Operational set-up
✓ Own organization VS Contract/License
● Branding
● Range of activities
● Commercial model
15
Esports organisation partnership In-house Contracting management company
efcdk.com
cnp-esports.com

16. Strategic choices
● Discipline
● Squad
● Operational set-up
● Branding
✓ Integration VS Attribution
● Range of activities
● Commercial model
16
Football
Esports
efcdk.com
cnp-esports.com

17. Strategic choices
● Discipline
● Squad
● Operational set-up
● Branding
● Range of activities
✓ Pro esports VS Fan engagement
● Commercial model
17
efcdk.com
cnp-esports.com

18. Strategic choices
● Discipline
● Squad
● Operational set-up
● Branding
● Range of activities
● Commercial model
✓ Profit center VS Cost center
18
efcdk.com
cnp-esports.com

19. Takeaways
★ Esports is becoming mainstream for sport clubs
★ Immature and dynamic esports ecosystem
○ Material risks have to be accepted and managed
○ Limited planning horizon requires lean and prompt management
★ Strategic opportunity for sport clubs: exclusive positioning
in professional esports ecosystem
○ Requires high level of cooperation between sport clubs
○ It’s a momentum which might be gone soon
★ Main esports alternatives for sport clubs
A. ‘Marketing project’
B. ‘Strategic investment’
C. ‘Venture Capital investment’
19
efcdk.com
cnp-esports.com

20. 20
Thank you!
efcdk.com
cnp-esports.com
Ivan Bulavka
Head of Dynamo Kyiv Esports
(CNP-Esports)
efcdk.com
cnp-esports.com
ivan.bulavka@efcdk.com