Chronicle of the event focused on eSports: GESX

Antonio Lacasa, Managing Director of World Sports Summit (GES), started the day with a presentation with Roberto Exposito, CEO of Asobu eSports. Lacasa pointed out the surge in the popularity of eSports recently, especially over the past year. Due to the pandemic caused by COVID-19, this growth has accelerated and has already reached the estimated figures in three or four years.

Exposito, meanwhile, presented the Asobu eSports Experience plan, which has an area dedicated to eSports in 400 m² in the facilities of CNS. From where they intend to offer various experiences centered on various fields, from team training and eSport training, until management and representation of players or direction and production of content. In addition, they have an ongoing project to open two new centers to offer their services in Barcelona and Madrid, in 1.800 and 1.500m²

Esports and traditional sport, more similarities than differences

The first round table brought together various personalities from the world of electronic and traditional sport. We were able to see different points of view that seemed to converge in the same direction: the line that separates them becomes thinner. The two share the same ecosystem and the synergies between them are much more than it seems at first glance.

Although traditional sport is associated with physical activity, the preparation and cognitive wearing of eSports are not far off when it comes to demanding high performance. Many esports teams have a Staff trained by trainers, psychologists or physiotherapists to perform at the highest level.

At the audience level, it is surprising to see how electronic events are gaining ground every day over traditional events. There is nothing more to see the boxing evening organized by Ibai Llanos last night, what far surpassed viewing records against the Europa League final which Villareal and Manchester United contested.

Competing for this audience is a challenge for both sides, perhaps more for traditional sport, which has a harder time attracting new audiences. Newer generations are used to interacting with multiple screens simultaneously, and platforms like Twitch seem to be their favorite communication channels. In addition, the sustained pace of electronic competitions and the contact with the public by its protagonists, increasingly loyal viewers.

Marketing and Scope of Legal Jurisdiction in the Field of Esports

The first presentation in GESX – Asobu eSports Sabadell played in it Jordi Urbea

Urbea wanted to move away electronic sports from traditional sports in the field of marketing. The main difference is in the data that companies can get Above the viewers through the different platforms of Diffusion. To be able to know in detail the different niches that make up the great mass of television viewers, something impossible to achieve thanks to television audience data. In this way, it is possible to offer more personalized advertising and to attract the attention of every part of the audience.

Emilio Hurtado, of Auren Europe, played in the second presentation of the day devoted to legal competence in the field of electronic sports. To date, only 5 countries have added eSports to public regulation: China, South Korea, Philippines, France and Andorra. Each from very different points of view, giving rise to a fragmented, decentralized and heterogeneous market.

In Europe, electronic sports are regulated by various sectoral laws, which hamper the economic development of the whole. Another problem is recognition as an esports sport

Although the legislation of each country does not appear to be a short-term solution, there is a need to create international agreements between the different countries that promote the growth of the commercial fabric. On another side, it is essential that this regularization goes hand in hand with the real needs of the sector.

Last round table and short tour of the Asobu eSports Sabadell facilities

The GESX – Asobu eSports ended with a final round table focused on marketing strategies. Unlike the previous presentation, here we were able to see the opinion of different personalities from the world of electronic sports. Without a doubt, for big brands, these new strategies are far from what they were used to.

While short term strategies are important for clubs, new medium and long term plans need to be made as well. The great growth of the industry sets a new pace and the marketing world has to get used to a very changing industry, where new clubs, players and events of all kinds appear every day.

Finally, we were able to visit the Asobu eSports Sabadell facilities, which has dozens of PCs fully equipped for gaming individually and collectively. There is also a rest area and a small bar available to recharge your batteries between games.

If you would like to visit their facilities or register for tournaments of different games that take place regularly, you can see their prices and times from their Web page. You can also attend the whole event through the flux that they made from their official channel Tic.