The new generation of millennials doesn’t think the same way as an older audience, so esports might be the sport millenials will be into. It already is the fastest-growing sport in the world. ESL Asia Pacific region Business Development Director Jasper Mah emphasizes: these games should be fun to play and watch, and not just overly competitive. They discuss this from a perspective of the leading live streaming and video platforms in a Casual Connect Asia 2016 panel, as well as share their own story with Gamesauce.
Jasper Mah serves as Business Development Director of the Asia Pacific region at ESL. Their main duty is to manage the business relationships ESL has with publishers and brand partners in China and the rest of Asia. Jasper is also responsible for developing new business models and strategies for the region.
ESL operates numerous game competitions from around the world. While it has its origins in Europe, it is expanding worldwide with various branded international and national leagues and tournaments. “It was actually from an invitation from the then CEO that I joined the company to expand its operations in South-East Asia,” noted Jasper.
From Pro-gamer to Esports Executive
Like many who enter this career field, Jasper was inspired by a natural passion for video games. In school, they were part of a club that managed esports activities, which led to contact with the local gaming industry. Jasper then attempted a career as a professional gamer before shifting their focus to where they are now.
Jasper’s previous experience in the industry lets them weight how various major stakeholders will consider every new endeavor by ESL. Jasper has also made a number of contacts which have been invaluable in solving problems in the esports field.
“I love the fact that I get to meet people who are as passionate as me about games and esports in general, and it’s wonderful that gamers look at esports as a legitimate choice of career,” says Jasper. “The role allowed me to get in touch with brands and companies to introduce them to a platform that lets them reach their intended audiences while legitimizing something that was not possible 20 years ago.”
legitimizing esports
While video games are a multi-billion dollar industry that spans the globe, they still do not receive the same level of respect as other established forms of media, such as movies, do. Jasper sees this as the largest hurdle for the industry, and one that will take years to overcome. Speaking at public venues and directly to brands has been a privilege for Jasper, one which they think has slowly helped change the situation for the better.
On the other hand, it’s been very exciting for Jasper to launch various esports events in Asia. Legitimizing the idea of professional gaming and bringing major brands on board has helped expand its appeal as well. The way Jasper sees it, the fanbase will only grow as the millennial generation continues watching esports in record numbers.
Making a Game into an Esport
An esport quality game must be easy to learn but difficult to master, according to Jasper. Being fun is also an important (and sometimes ignored) component of games with esports potential. Jasper notes that its important for something to be fun rather than just intensely competitive.
Another important element of modern esports titles is the ability for those who don’t necessarily play the game to watch and understand it. Being an enjoyable viewing experience is almost as important as being good to play in modern, Twitch-friendly esports.
While a game must be fun and competitive, it must not have a business model that is built upon “pay-to-win” elements. Finally, Jasper says that an esports title must have content that can be added to or changed to improve the game over time, making it fresh and new.
The Future of Esports
When asked if one should develop a game expecting it to become an esport, Jasper said no. “It can have the potential of developing into an esport, but you don’t make an esport title hoping that it turns out to be an esport,” Jasper detailed. “A game can’t grow without a growing community, and a game can’t last if there’s no one interested in the game anymore.”
“Most developers and publishers would need to consider making the game entertaining and fun to play, and then look at possible competitive elements that could keep things fresh and fun for people both watching and playing the game,” wrote Jasper. “They should also engage in a constant amount of interaction with their fans to expect them to like the idea of esports as it could either put them off completely or be something that they look forward to.”
For a game to succeed as an esport, it should of course have competitive features and facilitate online and offline activities for players. There should also be promotions, marketing and partnerships in different areas and accessible features for both spectators and players. Sustaining an esport is a matter of adding content and constant game balancing, along with ways to engage a community both inside of the game and in social media platforms.
Moving forward, Jasper sees a focus on virtual reality and esports, though they expected the mainstream appeal of augmented reality to be a huge focus in five years. The way they see it, virtual worlds will integrate more and more into our daily lives in addition to being an entertainment platform. “The new generation of millennials no longer think and behave the same way as the older generation would, and esports is the new ‘sports’ everyone would like to get into,” added Jasper.
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