Launch of a new Esports Entertainment and Community Era

On August 8th, 2019, Razer Inc. held a press conference to officially announce the launch of their new subsidiary, Razer Esports. The subsidiary will be focusing on creating the most authentic Esports experience through high-quality match broadcasts, outstanding community management, and meaningful partnerships. They also presented the new logos, uniforms, and graphics of the organization.

The company began working on esports in 2018, after purchasing the Misfits gaming house in the United Kingdom. Since then, they have invested heavily in building out a team of over 30 people. These include former gamers and esports enthusiasts who now work alongside journalists, statisticians, and content creators.

A Solid Vision

The whole purpose behind the new esports venture is to elevate the already fun side of gaming through superior execution and creativity. In addition to investing in infrastructure and personnel, Razer also plans on taking a more hands-on approach to growing the scene.

“The esports industry is set to grow beyond just watching video games; it's a participatory sport that calls for both players and observers to engage with one another,” said Soren Baker, Co-Founder and Chief Revenue Officer at Razer Inc. “With our new subsidiary, we aim to bring that experience to the forefront by providing an all-encompassing package that includes quality live events, insightful analyses, and vibrant communities.

“As a company whose core businesses encompass hardware and software used by gamers worldwide, it is only natural that our next step is to integrate esports into our offerings. Our Misfits investment is proving to be a solid foundation, and we remain committed to growing and sustaining the UK esports community as we continue to develop our new subsidiary.”

A Different Take On The Industry

Esports has traditionally been seen as a male-dominated industry; however, in recent years, this has begun to change. More and more companies have seen the value of investing in esports, and the global industry is valued at around $150 billion.

With Razer establishing a foothold in esports, they are looking to shake things up. According to Baker, traditional sponsorship models don't cut it anymore, as fans and participants want more from their experience.

“The digital nomad who travels the globe participating in mega-events is a thing of the past,” he said. “Nowadays, fans and participants alike want to feel that connectivity to the games they love is a priority. They want to feel that their opinion counts, and that the companies they support value their opinion. This applies to both players and content creators.”

To this end, Razer is looking to establish a greater connection between themselves and the gaming community by creating more than just another esports team. The company is putting in the time and effort to create a space that is as comfortable as it is professional, while also considering the most cutting-edge technologies.

Broadcasting Is At The Heart Of It All

With more and more people participating in Esports around the world, the value of high-quality content must also increase. According to Baker, there is currently an abundance of ‘couch gaming', wherein people play on their devices while connected to a screen sharing device such as Skype.

While this has its merits, he believes that long form content, whether it's a game or an event, is what will make or break esports. This is why Razer has chosen to focus on building out a broadcast team, which they intend to put to work across all platforms.

“It is a combination of exciting gaming content and compelling storytelling that creates interest,” said Baker. “With the likes of Fortnite, the industry has shifted to content creators, streamers, and bloggers becoming responsible for creating original content that viewers want to see.

According to Piotr Zieliński, Director of Marketing – EMEA, CCGA, and Founder of The Esports Observer, broadcasters will play a fundamental role in the growth of Esports.

“The most prominent company in this space right now is undoubtedly Netlog, which is predominantly a live streaming service for gamers,” said Zieliński. “However, as the demand for original content grows and more people want to be able to follow games and competitions as they happen, broadcasters will become as important as content creators.

Baker agrees, and says that whilst originally intending to be a content creator, he soon found himself immersed in the world of broadcasting when he realized just how much traction live streaming was gaining in the community.

“I realised that whilst I was creating content everyone wanted to see, live streaming had become a means for people to engage with others about the sport,” he said. “This is when I knew that I wanted to be a part of the livestreaming community, and from there, I could find my way to hosting and producing content for other platforms.”

A Place For Every Gamer

According to Zieliński, there is still a lot of work to be done in establishing Esports as a recognized and valued sport. This will include everything from having more games available to participate in, to creating more opportunities for fans and participants to engage with one another. And with the right infrastructure in place, it's a community that Razer and other companies can continue to build upon.

A Place For All To Meet

Aside from giving fans and participants a space to engage with one another, esports also provides companies with a platform to connect with other supporters and enthusiasts. This is why it's such a valuable tool for established brands, as they can engage with people who have a shared interest in what they do.

According to Zieliński, a brand that embraces the community and invests in the growth of Esports will reap the benefits in the long run, as participants, fans, and enthusiasts will remain loyal to such an organization.

A New Era Of Colleagues

One of the things that Razer has noticed is how much more efficient and productive their employees are when working toward a shared goal. This is why they've chosen to establish a team of experts that can focus on growing and sustaining the Esports community. Professionals in this space can collaborate with one another and leverage their collective skills and knowledge.

On the subject of collaboration, Baker says that whilst there is a lot of competition in the industry, it's a healthy environment. According to him, companies should be looking to form strategic alliances and collaborate with other brands and content creators within Esports.

An Opportunity To Give Back

Another important aspect of Razer's plans is to give back to the community that has been so supportive of them throughout their Esports journey. To this end, they plan on establishing a giving fund, which they will use to sponsor local gamers and aspiring professionals, as well as provide support for important community causes.

“This is something we've seen grow as a result of our investment in the UK, with more and more people looking for ways to give back and contribute to the growth of the scene,” said Baker. “We want to play a role in supporting and fostering that growing trend.”

According to Zieliński, these are all crucial steps for the success of Esports. With so much invested in the future of Esports, fans, participants, and content creators can have confidence that the industry will continue to grow in an organic as well as a professional manner.