This article is part of our Beyond the Game series.
Andy Swanson is far too nice a guy to claim he is an eSports visionary. But he is.
We sat down with the 18-year eSports veteran at the Cynopsis eSports Conference in NYC and were blown away by both his insights and generosity. Andy is currently VP, eSports Evanglist for Twitch. He's the perfect man for the job, reflecting a wise, enthusiastic yet cautious vision for eSports. Andy is also a really cool dude. After the conference we pestered Andy for more insights and, of course, he delivered.
Is eSports growing too quickly or not quickly enough?
It's really interesting because eSports has gone from slow burn growth for 10+ years to a meteoric rise in the last 2 years. The last two years, and in reality, the last 6 months or so, we've really seen a gold rush to the space with game publishers, professional athletes/teams, and venture capital firms all jumping in the pool. What eSports really needs at this point is consistency and organizational maturation that takes into account the players, teams and league organizers as well as game publishers, broadcast platforms and sponsorship partners.
What steps do you think should be taken to develop a better environment for professional eSport athletes?
Many team owners and some leagues are creating environments that raise the bar on how eSport athletes are treated and trained but because the revenue model in eSports is very different from traditional sports, it can be difficult to sustain. I do believe at some point in the relatively near term future, we will see the formation of a players association or some version of it. Ultimately, the players represent the talent and their interests will require representation that works along side of teams and leagues.
At the Cynopsis eSports Conference, there was a lot of talk about building an annual eSports calendar. With so many eSports software and event companies competing with each other, do you think that is realistic?
I think it will become a necessary reality. Right now with all of the different leagues and games played, you have what is in essence, the AFL, NFL, XFL and USFL all trying to compete in professional football. In order to maximize viewership, advertising and sponsorship dollars, drive physical attendance at events, and lock in the top tier talent, each game or eSport will need to form some type of major league. That doesn't mean their isn't space for smaller/minor leagues or collegiate eSports, but the market will need to define the best of the best and create a season/schedule around it like every other professional sports organization has done.
If I'm a consumer brand thinking about sponsoring eSport events or teams, what high-level advice do you have for me?
First, you have to understand that eSports is broken into many different "sports" by game title, just like traditional sports is. Understanding the size, reach and audience of say professional tennis compared to the NFL or the NBA, would be important to any brand marketer. eSports is no different. Also, understanding that a brand can (and should) get involved in multiple levels in an eSport is important. Look into media buys, league sponsorships, and team based opportunities. See how you can have multiple touch points to integrate the brand into the players' AND fans' experience. Brands, at this moment, have a big opportunity to be early game changers in eSports. Don't hesitate too long.
In five years, how do you think Twitch will be different from what it is today?
Who knows? With technology changing as rapidly as it is, it is pretty difficult to see the future. Will it be AR or VR based? Will it be smart glass or wearable technology? Will it continue to be a multi-screen experience? I wish I knew, but I am convinced that we are currently at a "remember when" moment for eSports and Twitch.
