Competition fuels the engine of esports. No longer just a few friends gathered around a single screen, it has evolved into a global phenomenon. Esports now rivals traditional sports in its reach and impact. Millions tune in to watch iconic titles like League of Legends, Dota, and Counter-Strike, igniting passions that mirror the fervour of football or basketball.

Exploring this evolution, an expert panel convened during SiGMA Europe 2024. Moderated by Eugene Ravdin, Head of Communications and Marketing at MightyTips, the discussion delved into the past, present, and future of esports. With a background in sports media and community casting, Ravdin brought a seasoned perspective to guide the conversation.

The panel featured three industry heavyweights, each offering a unique lens on the esports ecosystem.

Kersten James Chircop, Business Development Director at GMR, represents the event organisation side of esports. Over 12 years, GMR has grown from an academic project into a powerhouse, hosting events like Playcon, the leading conference for gaming and esports enthusiasts.

Daniel Finkler, Co-Founder and CEO of Berlin International Gaming (BIG), has steered his organisation through eight years of competitive highs and lows. Managing teams across six major titles, Finkler drives BIG’s vision of strategic growth and sustainability in the esports world.

Chris Cachia, Co-Founder of Bloxx Bureau, brings expertise in supporting non-EU organisations entering the European esports and gaming market. His work bridges gaps for newcomers, addressing challenges in funding, compliance, and strategy.

“Esports is all about competition.”

“Esports is all about competition,” opened Finkler, setting the stage for the discussion. “It has to attract a large player base and significant viewership. That’s what makes it a true sport.”

The scope of esports stretches far beyond the players themselves. “Esports is more than just gaming. It’s a structured industry,” added Chircop, highlighting the intricate ecosystem that connects teams, publishers, broadcasters, and fans.

Esports beyond gaming redefining the rules

Esports has outgrown its humble beginnings. Today, it mirrors the professionalisation seen in mainstream sports. Nutritionists, mental coaches, and tailored strategies have become essential, transforming players into athletes who compete at the highest levels.

“Professional players are athletes in their own right,” said Chircop, emphasising how far the industry has come. “The industry has evolved to include support systems that mirror traditional sports.”

The evolution doesn’t stop with players. Events have become a spectacle, designed to captivate fans and draw them into immersive experiences. Fan engagement is now the heartbeat of esports, bringing communities together in unforgettable ways. From cosplay villages at League of Legends championships to themed celebrations for game anniversaries, organisers are raising the bar.

“Yesterday marked the 30th anniversary of WarCraft,” Chircop shared. “Blizzard created an event with in-game perks for fans and players alike. It’s about making people feel part of something bigger.”

Fan villages like those seen at the League of Legends World Championship in London are an example of this transformation. Built with game-themed environments and featuring cosplay and immersive activities, they create an atmosphere that connects fans to the games they love.

Esports faces the challenges of uncertainty

Behind the glittering events and growing fanbase lies a reality that every esports organisation must grapple with. Uncertainty. Publishers hold the reins, controlling the games that teams compete in and the rules of engagement. A single decision can disrupt even the most carefully laid plans.

“Nothing is certain, and you always have to adapt.”

“Nothing is certain, and you always have to adapt,” explained Finkler, reflecting on eight years of navigating the esports world. “The publishers decide what happens, and teams like ours have to stay agile.”

This was clear in Valve’s decision to end franchise leagues for Counter-Strike, a move that opened the competition but left teams who had invested heavily in these leagues scrambling for solutions. “We spent millions to buy into these leagues, believing they guaranteed presence and visibility,” said Finkler. “Now, we’re in a different world, and it’s about controlling what we can.”

For BIG, that means diversifying its operations. Esports alone, while a passion, isn’t always enough to sustain a business. “We’ve expanded into merchandise, created a bootcamp in Berlin, and even launched a creator agency,” Finkler shared. “You have to build a brand that resonates, even when the teams aren’t winning.”

The bootcamp has become a hub for major tournaments, and even BIG’s competitors use the Berlin facility to prepare for events. It’s part of a broader strategy to remain flexible and forward-thinking in an unpredictable industry.

Chris Cachia added that uncertainty extends to how publishers impose rules on monetisation, such as restrictions on in-game advertising. “Publishers control the games, so they also control how revenue is generated within those ecosystems,” he said.

Adaptation isn’t optional in esports—it’s survival. With new games constantly emerging and fan interests shifting, organisations must remain nimble to stay ahead.

The money behind the magic

The rise of esports hasn’t just redefined gaming. It’s reshaping business models. Traditional revenue streams like sponsorships and merchandising still dominate, but the industry’s digital nature has opened doors to new opportunities.

“Sponsorships and merchandising remain crucial,” said Cachia. “But esports lives in a digital world, which means data and media rights are becoming increasingly important.”

Unlike traditional sports, where clubs control their media rights, esports operates under the watchful eye of publishers. These companies, who own the games, dictate how advertising, in-game purchases, and even tournament revenues are shared. “It’s a balancing act,” added Cachia. “Teams must navigate the publishers’ rules while unlocking sustainable income streams.”

Data is one of the industry’s most promising frontiers. It fuels everything from player performance analytics to fan engagement tools. “Fans love statistics—kills per minute, headshots, you name it,” said Cachia. “This data creates new ways to interact with audiences and thus monetise their attention.”

For some organisations, data also enables partnerships with betting platforms. “It’s a lucrative space, but not all teams are comfortable with it,” Cachia noted. “Still, the potential is undeniable.”

Mobile esports is rising fast. With billions of people owning mobile devices, accessibility has become a key driver for its explosive growth. “Mobile esports is already big, but it’s going to get even bigger,” said Finkler.

Publishers are also reimagining monetisation through in-game content. Fans can purchase team-branded items, with a percentage of sales funnelled back to the teams. Meanwhile, third-party organisers are forging revenue-sharing agreements with teams to ensure both sides benefit.

“Collaboration is key to creating a sustainable ecosystem that works for everyone.”

“The teams and players are the superstars of any event,” said Chircop. “Without them, there’s no show. Collaboration is key to creating a sustainable ecosystem that works for everyone.”

Monetisation in esports is evolving rapidly, with innovation driving the industry forward. However, the ever-changing landscape requires organisations to be as creative in their business strategies as they are on the battlefield.

Esports shaping a future of passion and innovation

As esports continues its meteoric rise, the industry faces both challenges and opportunities. Publishers hold significant power, but collaboration across the ecosystem is key to creating sustainable growth. From professionalising player support systems to unlocking additional revenue streams through data and digital innovations, esports has shown an unparalleled ability to adapt and thrive.

The passion of its fans and the ingenuity of its leaders will shape what comes next. Whether through immersive events, groundbreaking technologies, or redefining monetisation, the future of esports looks as dynamic as the games it celebrates.

As Finkler put it, “Nothing is certain, and you always have to adapt.” That adaptability is what will define esports’ next chapter, ensuring it continues to grow, evolve, and inspire on a global stage.

“Collaboration is key to creating a sustainable ecosystem that works for everyone,” added Chircop, emphasising the value of unity in shaping the industry’s future.

As the panel’s insights revealed, esports isn’t just a competition—it’s a community, an ecosystem, and a global stage. And while uncertainty may remain a constant, one thing is clear: is here to stay, evolving into something bigger and better with every passing year.

Look out for the upcoming SiGMA News interview with Daniel Finkler, where we dive deeper into the challenges and triumphs of esports organisations, coming soon!

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