half
Dick Tooth (41)
At the risk of using another sport and being belted for it.
We have missed many warning of things are changing.
I have mentioned this before, but IMO there is a message in this, how to react, and what to do, I have no idea. But ignore at our own peril.
We have missed many warning of things are changing.
I have mentioned this before, but IMO there is a message in this, how to react, and what to do, I have no idea. But ignore at our own peril.
When you think of professional gamers, you might think of South-Koreans in darkened rooms, chugging Red Bull and tapping ferociously at keyboards.
But it’s much more likely, especially if you’re a male between 10 and 40 years old, that you know exactly how diverse the gaming community is.
Chances are, you’re one of them.
While the average FIFA enthusiast – a game so popular it’s assumed the governing body’s moniker – doesn’t get paid for the privilege of gaming, enough people play EA Sports’ videogame that there is a growing market for watching the very best do their thing.
Such a market, in fact, that the e-League’s launch on Foxsports drew bigger ratings than the average A-League match.
“I definitely think that’s a good thing,” Brittany Austin said.
Austin is the Brand Engagement Manager for EA, as well as host of the e-League on Foxsports.
“Esports are massively growing worldwide, so to be the first broadcaster involved is a massive win for Foxsports,” she continued.
“I wouldn’t say the e-League’s ratings beating the A-League was a worry, I’d encourage them to get more behind esports because it shows there’s such a big market and passion for people wanting to see it.”
Football Federation Australia (FFA) surprised many in January when it became the first major Australian sporting competition – and one of the first professional football leagues worldwide – to jump on the esports bandwagon.
This drew the ire of some hardcore fans, with concern that marketing through a videogame could cheapen the already-struggling competition, but a 16% ratings jump and larger social media following soon put those fears into context.
FFA's Head of Commercial, Digital and Marketing, Luke Bould, believed their decision was immediately vindicated by the competition's popularity.
“We weren’t surprised by the response,” he said.
“But it does validate our belief that an e-League will be popular and act as a bridge between the gaming world and the Hyundai A-League.”
FFA’s aim is to increase metrics in a stagnating domestic competition by differentiating their advertising and channelling more existing football fans into attending matches.
Unlike its major rivals – AFL, NRL and Big Bash League – the A-League has representation in a global videogame heavyweight. Austin believes leveraging this advantage is extremely important.
“I think, moving forward, this is something FFA will want to continue,” she said.
“If they keep rolling with continual seasons they can blend the online and offline world of football. It’s shown how successful it’s been with viewers, so they have the chance to leverage that success.
“Linking e-League athletes to their club’s star players or hosting pre-match e-League games offers a link between the two sports. There’s a lot of opportunity.
“FFA haven’t necessarily shared their future plans though.
“E-League isn’t the cheapest activation to pull together. I don’
t know whether (Foxsports will) broadcast it next year, but the professionalism and media knowledge they have adds a lot of authenticity.”
It appears that while the A-League stands to benefit from its electronic namesake, esports and the young gamers they optimistically call “athletes” will thrive nonetheless.
In a new technological era, the final frontier for sports broadcasting may be rebroadcasting a television screen.
“It’s where sport's going these days, so broadcasters have to be on board with that trend,” Austin said.
“It’s imperative for broadcasting companies. There’s talk about it becoming an Olympic sport.
“Esports gives players who don't have the physical skill, but have the brain of an athlete, the chance to perform.”