Ireland making strides in the esports space

Esports has been around since 1972, but for some, it took a pandemic nearly 50 years later to bring it to their attention. While the esports space has moved on considerably from the evening in Stanford University when Stuart Brand won the ‘Intergalactic Spacewar Olympics’. There is still a lot of work to be done, especially in countries outside the US, South Korea, Scandinavia, and China.

These regions have emerged as the key players in the world of esports. For example, 6 of the 8 League of Legends world championships have been won by South Korean/Chinese teams, while South Korea and the USA have won all four of the Overwatch World Cups (3:1).

Ireland is not a traditional name on the top tier esports circuit. We have no major team names such as Fnatic, Invictus Gaming, Funplus Phoenix, SK telecoms or G2 but we as a country made incredible strides in the esports space in 2020. 

For context, Ireland has not suddenly woken up and entered this arena. There has been a budding grassroots scene in Ireland, across titles such as League of legends, Overwatch, FIFA, Fortnite or Heartstone, for the last few years, led by some deeply passionate people.

Their hard work is about to get noticed by the mainstream as a crisis drives brands, used to the attention of their affiliation to major sporting brands, seek other opportunities outside traditional verticals.

One catalyst in the space is the news of Munster Rugby Gaming. As someone involved behind the scenes on the project, through my work with 7F, I believe this is a landmark moment for the Irish esports scene. The team they have partnered with are Phelan Gaming, who play in the UKLC and the soon to launch Northern League of Legends Championship (NLC).

For those new to the space, the UKLC is a League of Legends UK League Championship run by LVP and RIOT, featuring 9 emerging league of legends teams. The NLC will feature teams from Denmark, Finland, Iceland, Norway, Sweden, United Kingdom, and Ireland. The NLC will feature a prize pool of $100,000 and a pathway into a more lucrative competition, the EU Masters.

Back to Munster Rugby Gaming and why they are a catalyst. There are several reasons here but the main two in my opinion are status and foresight. Munster Rugby are rugby royalty and revered, not just in Ireland, but in the rugby world. That a sporting brand, one of the biggest in Ireland, would decide to extend and risk their brand to align with an esports team is testament to the potential they see in the space.

In my opinion, the risks in the esports league of legends space are quite low, especially given how tight a ship Riot Games (the gaming equivalent of World Rugby) run. But outside of that, to the traditionalists there is a big risk. “Why are my team getting into esports” will no doubt have crossed the minds of many. The answer is simple, foresight.

When I chat to brands and teams about esports. I focus on three aspects.

1)     The word esports is like saying “Olympics”. Nobody plays Olympics, they compete at them, but they take part in the underlying sports; Javelin, 100m, swimming, Gymnastics and the 50km walk for example. I believe it is an important distinction.

2)     Esports is a natural extension to specific brands, teams, and athletes. While Barcelona are famous as a football team, they also have basketball, handball, roller hockey and futsal teams. All of which play under one brand. There is some crossover, but basketball fans will not be football fans and go to the Nou Camp outside of Basketball games. It is a different demographic and audience segment. Having an esports team aligned to your sports team will not increase traffic through the turnstiles; but it will give you new opportunities to compete and win. And even more importantly reach new and motivated audiences and bring in different partners.

3)     My go-to blanket! I am a child of the 90’s. I owned the first EA FIFA game, I played Jonah Lomu Rugby and I loved the PES game series. I also loved football and I can remember talk of Wimbledon playing in the Premier League via Dublin in the mid-90s. It never happened but it showed, despite having our domestic soccer league, Ireland’s ambition, a hunger to be part of a major sporting enterprise. Munster fans have achieved global success with Munster in Europe and in the PRO 14 and that can be replicated in esports. In addition to that, with the right investment Ireland Inc. can play on the Overwatch, Call of Duty and League of Legends international leagues. The top tier of these leagues are franchised opportunities that start at a cost of $10 million.

The second news bite that will change the face of esports in Ireland is the launch of Ireland Esports. Led by an experienced board Ireland Esports will focus on being the official governing body of gaming & esports in Ireland. It will aim to add structure, a governance framework and more importantly a voice for gaming enthusiasts and esports athletes across the island.

For the first time, players will now have a voice to help them, over time, potentially access government support to grow as players, they will have elite development programs to grow as players and they will have a structure that gives them the comfort to focus on their skills. They will have something to turn to. Someone to provide support services!

For non-gamers and esports athletes, Ireland esports will educate and help understand the brave new world. The journey has just begun, there are many bends ahead but one thing for sure is, it is an exciting time in esports in Ireland. 

Trev is head of sports/esports at 7F.co.uk, a new sporting concept launching 2020. He is also a board member with Ireland esports.