NEWS

Oct 3, 2018

The question around the phenomena known as esports is not so much whether the industry is here to stay. Rather, the question is how quickly everyone including sponsors, media, universities, the meeting and event industry and others can capitalize on this fast-growing economy.

The first Esports Business Summit concluded a three-day run at Caesars Palace in Las Vegas on Wednesday in what’s being described as the first all-encompassing gathering dedicated to all aspects of the esports business.

More than 700 people attended the event hosted by Access Intelligence, an information and marketing company. The education program featured more than 50 sessions, keynote speakers and an expo that drew from throughout the esports world.

“I have attended five or six other esports conferences, but this was the first in Las Vegas and this one really raised the bar,” said Lisa Motley, director of sports marketing and special events at the Las Vegas Convention and Visitors Authority (LVCVA). “The level of speakers and education has been amazing, a lot of credibility.

“Esports is the next big niche for meeting planners. Someone here said esports is barely at the first pitch in the first inning. You’re going to see much more coming out of this for planners and venues.”

The event in Las Vegas utilized multiple facilities—more than 20,000 square feet at Caesars Palace as well as the dedicated esports arena at the Luxor Hotel.

For those unfamiliar, esports is competitive, organized video gaming with competitors, or gamers, who play the same game such as Call of Duty, Madden NFL or others.

A report from Newzoo, a marketing analytics company, shows that 380 million people worldwide will watch esports this year, with revenues expected to reach $906 million. That number is projected to exceed $1 billion next year.

The competitions are followed worldwide, with fans attending live events or watching online or on television. Newzoo research reported there were nearly 600 esports events in 2017.

In addition to the esports arena at Luxor, cities such as Washington, D.C., and Arlington, Texas, are building or renovating facilities to accommodate esports competitions.

Destinations and meeting and event venues are capitalizing on this new experience. The conference attracted a wide range of interests, from sponsors to universities looking to add esports programs to CVBs and other meeting industry professionals interested in how this emerging business might impact room nights and event space.

The education program included issues such as workshops for brand marketers, career opportunities, licensing, technology and moving from traditional sports to esports.

The conference exceeded the expectations of Kerry Smith, senior vice president, marketing communications division for Access Intelligence.

“This is really the first time we have brought everyone in the industry together,” he said. “We were hoping for about 300 people, but we had a really good turnout. We had hoped to get enough people that represent all segments of the ecosystem. People are still trying to figure out how to leverage esports, but we’re hoping they can come here and discover, explore and find the value of all this.”

Donny Neufuss, director of digital engagement at Production Resource Group in Madison, Wis., led a session on “Lessons in Authenticity: Tips for Engaging esports Fans” and said the conference was an ideal place for individuals and companies to get a crash course in esports.

“There is so much happening and it’s all still relatively early in the game,” he said. “There are still so many unanswered questions. But this is the place to get some information and an understanding of so many aspects of esports.”

Caesars Entertainment jumped into the esports fray last year after hiring Drew Brunson, who has since been promoted to esports manager, information