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 Competitive video gaming is set to return to television with
the Tuesday launch of a 10-week gaming league that will partly
be broadcast on cable network TBS. Gares, 27, hopes the league
will finally validate so-called eSports in the eyes of a
long-skeptical American public.
"I think it takes (competitive gaming) to the next level," Gares
said. "There's still that stigma that eSports athletes are
acne-ridden nerds playing World of Warcraft in their parents'
basements. I think this will help erase a lot of that."
The league will feature 24 teams from around the world,
including Gares' own Echo Fox, owned by former National
Basketball Association player Rick Fox, who won three NBA
championships while playing with the Los Angeles Lakers.
The teams will compete in the cutthroat first-person military
shooter "Counter-Strike: Global Offensive."
With interest in professional gaming surging and money pouring
into the industry, Turner Broadcasting and entertainment agency
WME/IMG, the companies partnering on the new eLeague, are
betting the timing is right for eSports' breakthrough into the
mainstream.
The last attempt at a regularly broadcast gaming league,
DirecTv's "Championship Gaming Series," was launched in 2007. It
foundered after only two seasons because it was "ahead of its
time" and turned out not to be financially viable, organizers
said at the time.
Turner and WMG hope this time will be different, largely because
of the exploding popularity in the last three years of the
streaming website Twitch.Almost 2 million professional and
amateur gamers stream their play on Twitch monthly to more than
100 million viewers. The eLeague aims to replicate that booming
interest on television, with games streamed on Twitch Tuesdays
through Fridays and simultaneously aired on TBS on Fridays.
The eLeague is "sort of the coming of age of a subculture into
the mainstream spotlight," said Joost van Dreunen, CEO of
research firm SuperData and an adjunct professor at New York
University's Game Center.
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SuperData recently projected a growth in revenue for the competitive
gaming industry from about $750 million this year to nearly $1.2
billion by 2019.
The lion's share of that money is coming from sponsors and brands
aiming to get their names and products in front of the young and
advertiser-coveted gaming audiences.
Among them is Buffalo Wild Wings, a restaurant chain often
associated with traditional TV sports like basketball and football.
It is joining the eLeague as an official partner and will air TBS's
Friday night broadcasts and portions of the Twitch-streamed games at
its restaurants.
For all that promise, TBS will face the challenges of drawing new
fans into the fold and enticing millennials to tune in despite their
notorious aversion to television, let alone cable.
While gaming research firm Newzoo estimates that around 43 million
people watch eSports in the United States, cable companies have been
increasingly abandoned by "cord cutters" unwilling to pay for
bundled cable TV channels and preferring to watch media on demand on
a variety of devices.
This is a particularly acute problem for competitive gaming’s
transition to TV, because eSports have historically been native to
online platforms.
Still, Tobias Sherman, head of eSports for WME/IMG, said he hopes
Counter-Strike will be popular enough with gamers to pull them to TV
and easy enough for non-gamers flipping through channels to
understand.
Either way, Sherman said gaming will not go away any time soon, and
established media companies will have to start taking notice: “The
appetite for content is undeniable, and it has grown.”
(Reporting by Curtis Skinner in San Francisco; Editing by Patrick
Enright and David Gregorio)
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