The 2022 Esports Business Summit brought together innovators and business leaders from around the world to discuss the thriving online gaming industry. At the summit, these industry captains discussed future opportunities in this sector and ways to keep a passion for gaming alive through all aspects of esports. One common theme felt throughout the discussion was esports’ close connection to traditional entertainment, including film and television.
Cast & Crew sponsored this year’s event, hosting the panel “Return to LAN: Programming a Successful Post-COVID Esports Event,” which highlighted many of the important behind-the-scenes factors that go into building an esports tournament. Moderated by esports broadcaster and host Caleb “WavePunk” Simmons, the panel featured industry innovators behind some of the most extraordinary esports functions, including Cristina Amaya (Director of ESL Facelift Group), Matt Arden (Head of Content & Media for NBA 2K League), and Adam Rosen (CEO of Rally Cry). Rounding out the panel was Steven Fishman, VP of Sales at Cast & Crew, who shared his experiences and discussed the role a payroll provider can play in helping to facilitate the creation of an esports event.
Five considerations for your next esports event
With 474 million esports viewers around the world in 2021, hosting a tournament may be an appealing opportunity for your company. Still, a number of factors go into planning this kind of event. Here are five things that this panel of experts advises you to think about:
1. Audience and goals
It’s vital to know who your audience is and who your esports event is for. The size of your event’s audience comes down to your specific goals and that which you’re trying to achieve. For example, if you are looking to gain visibility and awareness, a large event with a sizable audience will help you deliver on your KPIs. But, if your goal is to engage with a specific community, a smaller local event may be better. Panelist Matt Arden noted that “the origin of esports is grassroots.” When you host an esports event, you want the town to feel like it's part of their community. You can engrain yourself with local marketing and by reaching out to institutions like schools to form a true connection.
2. Location
Choosing a location means more than just finding the perfect venue. Keep the bigger picture in mind, because your chosen location may come with some perks. In the world of film and television, certain states have programs that encourage production with tax rebates and credits. (You can get the latest information on all credits and incentives by subscribing to our newsletter here.) Some states are looking beyond traditional entertainment, and Steven Fishman was keen to point out that North Carolina became the first state to implement an esports tax rebate program in 2021, while other states in the U.S. may soon follow. The North Carolina program offers producers a financial rebate of up to 25 percent on qualified expenses when they choose to host their event in the state.
The panel also recommends exercising all due diligence to make sure that an esports audience resides in your chosen city. Is this audience connected to the franchise you’re hosting? Who will show up? Who will care? To provide an authentic experience that brings the right energy to the tournament, it’s important to do your research before you settle. In that vein, panelist Cristina Amaya recommends distributing an audience engagement survey before planning your next gameday. It’s a fantastic way to uncover some vital data before (hopefully) selling tickets.
3. Crew
You have the right audience and the perfect location, but who will work the venue, broadcast the livestream, and make the event run smoothly? The crew, of course. In the discussion, Steven Fishman said, “people are not thinking about the importance of an entertainment payroll vendor when they should be.” To him, these vendors should be considered as early as possible in the budgeting process to ensure that crews are paid the right way. By using an employer of record, esports producers facilitate crews in moving from job to job with things like W-2 processing and workers’ compensation claims.
Additionally, it’s important to discern crew depth and availability in the location of your choice. For example, if a large movie production or music tour is in town at the same time as your event, will there be enough crew available to fulfill your needs? When it comes to handling these intricacies, working with a payroll provider is helpful, as they can provide proper resources to assess the local market and ensure that the people who staff your event are properly paid.
4. Safety and COVID protocols
COVID has changed production budgeting in a very big way. Entertainment and events of all sizes must commit a large portion of their budget toward COVID safety protocols, as non-compliance can be costly and put your project in jeopardy. When budgeting for your next event, the planning process must include all safety protocols and contingencies. Even with these safeguards in place, a positive case can still throw a wrench in your plans. Adam Rosen advises that “once you announce the event, and the fans are there and you are selling tickets, you commit to it. That necessitates doing things the right way and taking the proper precautions.” While you don’t need a backup crew member for every role, the event must have the flexibility to adapt in case something goes wrong.
Overall player and crew safety must also be noted because esports events often run for long periods of time. Ensuring that everyone is taking care of their own needs and following proper safety precautions will help sustain the energy of the event and keep people excited. When players and crew are properly cared for, it makes a big impact.
5. Livestream and other needed equipment
To livestream or not to livestream? That is the question many esports promoters are asking themselves. Who is your audience? Smaller esports tournaments trying to connect to a community do not always need to be broadcast, while bigger events should, because broadcast audiences often outnumber those in the stands. As Matt Arden said, “for most of these events, the bulk of our audience comes from online.” So, while you are deciding on a venue, it’s important to think of the event from a broadcast perspective.
If livestreaming is for you, then your venue and crew must be prepared with the proper equipment. Will you have access locally, or can you bring what you need from out of state? You must do this important research and consider the facts of the situation while you're budgeting. Payroll providers like Cast & Crew have a lot of experience working with well-planned budgets for film and television, so they can be a great resource when planning an esports event.
Final thoughts
The pandemic era made us understand the true impact of in-person events, and esports can bridge the gap between digital and physical spaces. The market will continue to try and meet the demands for more content by building new spaces and adjusting venues, but esports events are complex in nature, combining the technical needs of broadcast production with the social needs of a concert. Esports are about the community and the people in the room. When planning your next event, make your audience a top priority at every step. These functions simply can’t happen without extensive planning and a solid crew.
