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Kingmakers

in down is the new up, glhf

Hot off the press from MLG’s favorite hype man, we get an introduction to the scene’s newest, freshest, full-service-est marketing team in esports.

What makes Eon different is that we are an organization founded by gamers for gamers. Major agencies are coming to us because they don’t speak gamer language. The guys in the community know Hastro and H3CZ. Brands understand the value of community.

Don’t forget, it’s by gamers, for gamers. Except for the guy that they conducted the interview with. He’s a suit from Sony Music. Seems legit. Man, where have I heard that ‘by/for’ phrase before? …Ah, I remember now – EVERYWHERE.

It’s a small scene to begin with, and everyone wants to be the kingmaker. You can’t all be the Yankees of esports.

But anyway, when I look for someone who really has their finger on the pulse of the digital space, I look for agencies that prop up websites done in head-to-toe Flash with absolutely no content, a bafflingly useless main navigation scheme, and a chill ambient music track that you can’t mute. Because it’s 2001.

Back to the interview…

Today, the money is only coming in at the top level for the eSports leagues. By the time it gets down to gamers, only about the top 10 to 15 percent of them are making money.

That sounds…kinda made up. It’s probably far less than that but…ok, let’s roll with it.

So, maybe you’re planning to focus on growing opportunities for what could be considered a ‘semi-pro’ section of the esports spectrum, say for people that are pretty good, but can’t hang with the crowd that plays all the international majors, but also can’t justify spending time working on their game to get to that level given current scene conditions? That could be a worthy banner to gather under.

Oh – or maybe try to bridge the gaps between teams still kickin’ around in team-based games, where the tournament circuits don’t make sense for them, and maybe act as a rally point to put an actual professional league into place? That would be killer, and you could build a sports property to last that would make money all around, including yourselves.

We’re coming in as an ad agency and marketing agency and we’re representing the brand and talent. We’re selling both sides of the equation. We are offering brands a direct portal into the gaming community while simultaneously offering the gamer the benefits and corporate engine of the brands.

Oh…so…none of that. You’re going to be yet another middleman in a sea of middlemen. Lemme guess, let’s take this organic scene and inject some Fortune 500 juice straight into it’s femoral artery, eh?

I’m looking forward to what we can do with gamer product, but I also believe there are opportunities to bring in with Fortune 500 brands that are interested in this arena.

[…]

There are parallels to how MMA, and UFC, grew organically. They had core fans before the mainstream even knew what MMA was. In the early days MMA focused on regional, local and nutrition brands as sponsors before Burger King and other big brands entered the sport.

[…]

Imagine a film is coming out like Men in Black III and they want to create a commercial campaign for online. We could work within the competitive community, but we also work with consumer gamer community. We might incorporate gamer talent to create online ad campaigns that would reside there. Long-term we look to transition that to TV commercials, the same way Mountain Dew did with Paul Rodriguez and Lil Wayne on TV campaigns representing the skateboarding community on TV. First bring the commercial to gamers, then bring pro gamers to on-air commercials and the masses.

You don’t seem to understand us a whit.

Look at what Tony Hawk did. He built a brand and an enterprise. He doesn’t skate any more but he can take care of generations to come. I saw a jump drive at Staples the other day with a skateboard with Tony Hawk’s signature on it. Who would have thought he’d do that. [sic] We wish to built [sic] those brands. Shaun White is another example of a non-traditional athlete who has grown into a huge empire with Target and Stride and other big brands.

I know it’s my dream to have my name plastered on a bunch of chintzy shit and t-shirts that disintegrate in dryers all across this nation. I mean, isn’t that what America is about anyway?

Hold up a minute – can you name another skateboarder? Or snowboarder?

We’ve worked with the Maloof Cup for years and we’ve seen how skateboarders have risen from a popular niche sport into a mainstream sensation with athletes like Tony Hawk and Shaun White.

So close. Ok, have another go?

You need to be authentic within the community, but you do need to get on television. It’s a natural transition to building a brand like Tony Hawk and Shaun White have done.

Man, I know it was on the tip of your tongue, but Tony Hawk just snuck back in there. Comon, you can do this.

Oh, and by the way, we huddled up a while ago and we’re not really interested in the whole TV thing right now. We’re still getting over this really messy breakup with TV and…well you know how that goes, right? By the way, just curious, when did you get hip to esports?

I’ve been keeping an eye on pro gaming since 2008.

Yea, that makes sense…we were just on the tail end of all that….

Anyway, snowboarders. Hit me!

[Television is] a necessity. It’s part of the sell when we speak to people. These pro gamers have such a following that it’s built-in promotion for these guys. That’s what Shaun White had. The network fully supported him because the push of Shaun would push everyone else who followed him. As we push forward with four or five faces in pro gaming, they’ll open the door for the rest of the eSports community.

So we’ve gone from concern that only a small portion of gamers were able to make discernable earnings from esports, to perpetuating a situation where only a small portion of gamers are able to make discernable earnings from esports; the only thing different being that you’re presumably getting a cut?

And again, really; the TV thing…not interested. Also you’re officially terrible at this game…so we’ll abandon this match and maybe reschedule…but before we go, is there anything in the blithely ignorant or patently false categories that you’d like to toss out there?

We’ll absolutely support female pro gamers. We’re looking for that face, but we want them to go through the proving grounds of style and environment. We want that female to come through the ranks and be a top-tier national gamer or global gamer. We’re not trying to build the ideal female gamer just for the sake of media attention like we’ve seen in other sports like tennis.

What the WHAT? Do you only know of like, ONE person per sport, and for women’s tennis that just happens to be Kournikova?

Five years from now feel pro gaming will be mentioned with the majors. [sic] Not the NFL or NBA or MLB, but eSports will replace one of the major sports.

[…]

Soccer on a global platform, no, domestically eSports could replace it. Tennis is also possible. eSports feels like it’s doubling every year with the size and scope of tournaments and its sheer popularity. Sports like soccer and tennis are on the decline in the U.S. Americans don’t follow a sport when the U.S. is not involved with major participants.

I…

I don’t even…