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FOCUS: UK ESPORTS
Championship
Manager
The first ever online gaming tournament organised under the auspices of the UK eSports Association kicks off next month. Dave Roberts talks to the CEO, Ray Mia, about how and why the body was formed and where it’s heading…
First of all, can we have a very potted history of UKeSA and an idea of where it fits in global terms? A unifying UK eSports Body has been attempted before, but due to the fractured nature of the industry, there tended to be a lack of sustainability. 18 months back, talks began of how to best serve the industry through a centralised and independent governing body. It would define the sport, provide a framework and redefine the perception of gaming with a more inclusive approach; an ‘FA for video games’. Since that time, both XLTV and ED have rapidly spearheaded the setting up and endorsement of the UK eSports Association (UKeSA). An application to the International eSports Federation has been made and the UK is working closely with EU Associations, most notably the German and Danish entities, as well as the Korean and Japanese counterparts, to develop a global approach. The action starts next month; how and where have you promoted this and recruited players? The promotional aspects have been coordinated through the network of communities already out there. Players, both active and passive, have been kept in the loop of UKeSA activities. Across the EU, there is a real buzz about what is happening in the UK. Can you explain the tiered structure of the tournaments? The Opens are grass root, free entry, free play, free-for-all, gaming for all. The Championships have a small admin fee, there is prize money, and the games will require a more organised team that allows for developing talent and management. The Premierships are the professional level of eSports in the UK. There is significant prize money, sponsorship, TV coverage, regular full match webcasts and commentary. Each team earns a retainer and the finals will be held at the UKeSA Live event. The teams don’t pay entry fees, but the bottom two
when eSports begins to operate as a traditional sport, and that involves serious eSports journalism that Future will provide across a range of their titles on a monthly basis. How do we find the next Lewis Hamilton, and how do we ensure that he or she is an eSports player? If the UKeSA is to be the FA of gaming, then there needs to be a significant level of media support that creates opinion in support of, and also criticism of, what UKeSA is doing. Only then can the market move forwards.
teams will get relegated with the top two Championship teams promoted. There will be three seasons per year, three months per season, with a one month close to allow for player trading. How many players do you expect there to be in each division? Open free play competitions tend to attract upwards of 300 per title. The Championships only come into being if the title is popular at Open level. At this level we’re looking at 256 teams (normally with four to eight players per squad). The Premiership is the top of the tree, and we are looking to have eight to ten teams. What does the Future deal entail? Future provides a significant monthly signpost to the wider gaming public that the Open Divisions exist. The deal also extends to providing quality print and online journalism to the professional levels being built. Committed business and brand building for the teams as marketable products can only happen
UKeSA head Ray Mia thinks that gaming tournaments offer opportunities to retailers, publishers and the media
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With the reach we have across media platforms UKeSA is in a commanding position. Ray Mia, UKeSA
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Tell us about the event at the O2 on April 25th to 26th. What’s happening there and how is it being promoted? It is all about gaming for all: exhibitions, game releases, and an opportunity for the industry and retail to truly interact with the public through direct access on the ground at London’s big entertainment venue. Our Premiership/Championship deciders, relegation, promotion and Cup Finals will also take place. The live event at the O2 will be the culmination of three months of sustained online activity/gameplay, three months of print coverage through Future, and three months of TV coverage to be announced with a major network channel (we are currently negotiating with two competing networks). We’ll even be running a celebrity knockout competition that will be at the finals and incorporated on our TV content. Is there a retail partner for the event? What will they bring to the party? We are currently under negotiation with three of the largest players, with two firm offers made. We will announce a partner in the coming weeks. With the reach we have across media platforms, and priority access to a registered and loyal committed eSports community – plus the inroads we are making with partners outside the gaming world keen to buy into eSports as a gaming lifestyle choice – UKeSA is in a commanding position. www.ukesa.com