Que me han contado en las finales de LCS-NA

He estado 3 meses en EEUU trabajando en temas de eSports, como guinda del pastel el pasado finde me invitaron desde Riot con pase de prensa.

Ha sido una experiencia única: , estar al lado de los jugadores, notar la emoción del público, poder hablar con los fans, tener libre acceso por el Oracle Arena (la casa de los Golden State Warriors)…

Pero sobretodo verlo desde un punto de vista profesional: ver los preparativos de producción, charlar con compañeros de prensa y hablar con otras agencias sobre las activaciones.

Parecía un niño japonés (emocionado y haciendo fotos todo el rato)!!!

Aquí os reproduzco partes de las entrevistas a 2 cracks: Alfonso Mithy Aguirre (una estrella española del LOL afincado aquí) y Miles Yim (periodista especializado en eSports de la ESPN). Y cuando me de el ok, Travis Gafford.

Mithy, ¿Cómo ha cambiado tu vida profesional respecto a España y a Europa con tu llegada a EEUU? Noto un cambio que Las organizaciones están mejor estructuradas, seguramente por toda la entrada de dinero procedente de inversores. No es tanto un tema de salario, sino de estructuras más fuertes y con más personal y managers.

¿Y en la parte de sponsors y marketing? Aquí en EEUU se hacen muchas más activaciones de sponsors y no sólo la cantidad, sino también la calidad; está mucho más pautado y calendarizado. Lo noté especialmente con el anuncio de DR Pepper, me sentí un actor.

Y un mensaje a la audiencia española España va por buen camino, es la liga más famosa en Europa. Pero tenemos que quitarnos esa mentalidad española de conformismo, hay que atreverse a cosas nuevas y seguir creyendo en nosotros mismos. ¡Ánimos!

Miles, can you explain to Spanish audience the eSports media landscape in US? The eSports landscape starts with entirely esports-focused, once are small and other mid-size.

But when you look at non-endemic like Cheddar or TBS they are more focused on to grow; eSports is a huge vector and want to get new audiences, but they really don’t understand, they don´t know what is exactly they see esports as a curiosity, a small drop in their wider coverage pond.

My opinion of the landscape with a lot of small and well-founded companies focused on eSports, and big media groups testing the waters.

What’s the main difference between (players, teams, managers, etc) of traditional sports and eSports? The first thing that shock me was the level of accessibility of these players in comparison with traditional sports. I work with LCS-NA in Los Angeles and we get after every match a 1-on-1, is not only that the manager goes to a press-conference. That allows more details in the story and that´s what fans really engage.

What´s your thoughts about the difference in the audience. Here we have an Athletic´s match and the fans in comparison with LCS are totally different. The audience for traditional sports are built during 100 years, you can see the passion thought generations.

Esports are new, you can find families, but it´s true you can´t see the legacy that you can find in traditional sports. But it´s a question of time, one day we will see generations experience on esports.

About the brands. What´s your thoughts about how are using the possibilities in communication? Communication in a large view, not only Ads. I think non-endemic brands understand enough the fans and the audience, great brands start the sponsorship with teams and players.

Some witch funny videos but without a consistent storytelling. One of the best works I ‘ve seen is the approach of Snickers with FlyQuest creating specific content with players and team, elevating jokes or funny videos.

Non endemic brands are in the same place like non endemic media, they want to be a part but they are figuring how to be

Any special comment to the Spanish audience Well, one of my favorite experiences abroad was years ago getting caught in the rain in Vigo, taking shelter in the Capela da Guía, and looking out over the ría de Vigo. I still remember the view 8 years later…

CEO at Play the Game (marketing agency focused on eSports and videogames. Since 2016 helping brand to deliver the value to the eSports and videogames community)