iGaming Industry
Esports and Media: How Should the Two Interact?
The media wants more access, and eSports organizations want the freedom to opt out of that access. No matter which way you slice it, there’s no easy answer.
Should media access to players and post-match press conferences be mandatory at major esports events? The ongoing question was brought up by former Yahoo! Esports Director Travis Gafford, who while covering the League of Legends World Championships in China tweeted the following: “It only took about 75 seconds for me to hear “Immortals has declined all interview requests” after that game finished.”
Esports (without the “E”)
As esports continues to move more in line with its traditional sports bretheren, looking at the policies of traditional sports leagues can provide context to this issue. The most popular professional sport in the United States, the NFL, mandates Super Bowl attendees to be available to journalists during their annual media day. In 2015, at Super Bowl XLIX in Phoenix, Seattle Seahawks running back Marshawn Lynch came to the stage. “I’m here so I won’t get fined,” Lynch replied to every single question. While his remarks are now a trademarked joke, there’s an underlying point. While not entirely productive, Lynch at least appeared at the event. Also, the NFL has a pre- and post-game policy regarding media access:
“After a reasonable waiting period, defined as 10-12 minutes maximum after the completion of the game and the players have entered the locker room, the home and visiting team locker room areas will be opened to all accredited media with immediate access to all players and the head coach.”
Traditional sports leagues see working with media as a symbiotic relationship; media creates the content which fans consume which then turns into revenue for both parties. However with esports, universal access hasn’t been as consistent. Media is not always guaranteed access to players, coaches and organizational staff — and the issue goes much deeper than simply not being able to do interviews with players that have just lost a match.
Friend or foe?
It’s no secret that esports doesn’t always get along with the media. Players, coaches and owners have made it known that the media isn’t a priority and that — at times — it is a privilege to talk to them. As one former Counter-Strike: Global Offensive manager said, “We don’t owe the media anything.” They weren’t wrong, either — without statutes in place, there’s no requirement for teams to do anything with the media if they so choose.
Take for instance Dota 2’s yearly world championship, The International. The event, just like most, has a media day where teams come down and meet with journalists and do various interviews. But unlike other developers or tournament organizers, Valve does not facilitate these interactions. It creates a risky scenario for press outlets hoping to cover the event: those who show up without industry contacts may be unable to garner a single interview, and especially for non-endemic outlets this can become a wasted coverage investment.
Be careful what you ask for
In situations like the latest League of Legends World Championships and The International, it’s easy to see where the frustration comes from. When there’s no guarantee the largest events of the year won’t yield the results outlets are looking for, who wouldn’t be? However, some events are starting to get on board with mandatory press conferences — and it’s not as simple a solution as some would imagine. ELEAGUE attempted to increase media access during their Counter-Strike: Global Offensive Major held back in January. The organizer asked the winning teams to do press conference immediately after their matches and while some teams obliged, bringing their entire roster, other teams sent only one or two players — and some didn’t show up at all.
As the discussion continues, one major theme in regards to players, coaches, and team staff have separated themselves from the rest: esports players aren’t always prepared for life in the spotlight.
The above reason isn’t just a lazy excuse, either. Good players in the esports space can rise to prominence quickly; according to a study by ESPN, esports players are as much as five years younger than their traditional sports peers. This sometimes comes at the cost of post-secondary education and life experience. Going from playing a video game in a bedroom to competing on a stage in front of millions with the hounds of Reddit scrutinizing a player’s every move is hardly a smooth transition, either.
Given all that, is it really that hard to believe that not everybody is prepared for the spotlight? Nobody wants to see a sobbing teenager pelted with questions right after a loss, or an angry player lose control and say something in the moment that could damage their career forever — and when media demands access no matter what, teams often do (and in many cases, should!) push to protect their teams from those types of situations.
So what now? It’s fair to say that there’s not a lot of trust between esports organizations and the media right now. Plenty of people on the organizational side have heard a horror story or two about overreaching media figures who push too hard when working with talent. Likewise, the frustration of inconsistent access continues to be a thorn in the side of outlets looking to enrich the space with deeper narratives. But at the end of the day, it’s not one side or the other that has to give. Both can be better.
On the organizational side, it will continue to be important that players be educated on how to live life in the public eye, and help guide young players as they learn how to navigate that lifestyle — which certainly includes media relations. It will also be important to come to grips with the fact that all press won’t be good press. Leagues, teams, players, talent and everybody in between are capable of making mistakes, and the media should feel comfortable to talk responsibly about the positive and the negative sides of esports without fear of retaliation.
Media can continue to improve, as well. As young a space as esports is, esports coverage is even younger. The word ‘responsibly’ is bolded above for a reason; it’s not uncommon to see coverage that blurs the line between opinion and fact, nor are stories of players feeling unfairly pressured or miscontextualized during interviews. As players and teams mature, so must the industry that covers them.
Will the two sides be able to come together? For the sake of everybody involved, let’s hope so.
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Source: EEGaming.
Fast Track, the leading player engagement platform built specifically for the iGaming industry, has partnered with 4Play, a dynamic and innovative gaming operator renowned for its exceptional player experiences in both casino and sports betting.
Launched in 2023, 4Play has rapidly gained recognition in the industry, primarily targeting the burgeoning Brazilian market. With a commitment to delivering unparalleled entertainment, 4Play offers its players a seamless experience in Portuguese, featuring popular gaming verticals such as casino and sports betting.
4Play’s decision to integrate Fast Track CRM comes as part of its strategic initiative to bolster player retention and streamline operations through advanced automation. Fast Track’s robust platform will enable 4Play to automate complex player journeys, ensuring each interaction is personalised and timely.
“We are excited to partner with Fast Track to elevate our player engagement strategies. Their innovative approach to CRM and their commitment to creating individualised player experiences align perfectly with our vision for 4Play. We look forward to leveraging their platform to enhance our player retention and operational efficiency,” Mateus Ihering, Chief Operating Officer of 4Play, said.
Fast Track’s CRM platform, recognised for its real-time data capabilities and comprehensive automation suite, will support 4Play in achieving its business goals. By automating player communications and optimising the registration journey, 4Play aims to significantly increase its number of depositors while maintaining a high level of engagement among its 148,000 monthly active users.
Simon Lidzén, Co-Founder and CEO of Fast Track, said: “We are delighted to welcome 4Play into the Fast Track family. Their innovative spirit and dedication to providing top-tier player experiences make them an ideal partner. Together, we will set new standards in player engagement and retention, ensuring that 4Play continues to thrive in the competitive iGaming landscape.”
Pragmatic Play, a leading content supplier to the iGaming industry, has reinforced its commitment to Latin American expansion by strengthening its existing relationship with Colombian operator FullReto.
The latest agreement will see FullReto offer its players a broad selection of Pragmatic Play’s unique Virtual Sports titles, building on an already extensive offering of over 300 Slots and Live Casino games.
Fantastic League, Greyhound Racing, and the thrilling motor racing-themed Force 1 are among the games now available to FullReto customers as the operator looks to capitalise on the rapidly increasing popularity of Virtual Sports to consolidate its position as a leading platform in Colombia.
The multi-product partnership reaffirms Pragmatic Play’s intentions to expand its offering in the LatAm markets, with FullReto now offering a vast catalogue of Pragmatic’s award-winning games across three verticals.
Victor Arias, Vice President of Latin American Operations at ARRISE powering Pragmatic Play, said: “Pragmatic Play is delighted to reinforce its partnership with FullReto by providing its players with access to its renowned Virtual Sports games. The deal not only emphasises Pragmatic Play’s desire to provide Colombian players with an exciting online gaming experience, but also demonstrates the supplier’s dedication to furthering its Latin American expansion.”
Andrés Tamayo, General Manager at FullReto, said: “FullReto’s continued collaboration with Pragmatic Play highlights our main objective of supplying the optimal player experience. The addition of Pragmatic Play’s Virtual Sports offering, on top of its Slots and Live Casino games, will ensure FullReto players have access to hundreds of fan-favourite games across a variety of verticals.”
Pragmatic Play, a leading content supplier to the iGaming industry, has expanded its Live Casino footprint across Peru after going live with major local operator, Atlantic City.
The partnership sees Pragmatic Play’s full Live Casino portfolio integrated with the operator, enabling players in Peru to enjoy market-leading titles such as Blackjack, Roulette, and Baccarat from the supplier’s award-winning portfolio.
This latest agreement showcases Pragmatic Play’s plans for growth in LatAm, exhibiting an array of its verticals across multiple territories in recent months. It is the latest deal signed by Pragmatic Play with a Peruvian operator, following a comprehensive growth strategy in the country.
Victor Arias, Vice President of Latin American Operations at ARRISE powering Pragmatic Play, said: “Atlantic City is one of Peru’s most reputable operators and offers another opportunity to showcase the Pragmatic Play Live Casino portfolio in Peru. With an offering that will deliver exceptional gaming experiences to players, this partnership promises to cement Pragmatic Play’s position at the forefront of the Peruvian iGaming industry.”
Alonso Huiman, Chief of Online Casino at Atlantic City, said: “This landmark agreement with Pragmatic Play is a pivotal moment for us. Its vast selection of table and card games will resonate seamlessly with our player base and we are confident that this will propel our brand to new heights.”
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