Industry leaders from Riot Games, BLAST, and Electronic Arts (EA) offered a refreshingly grounded perspective on the state of esports – one that signals a possible turning point after years of volatility and overhype.
The conversation took place at an online event promoted by Front Office Sports on 14 May.
Chris Greeley, Global Head of League of Legends Esports at Riot Games, highlighted a pivotal shift in mindset: esports is no longer chasing inflated comparisons to traditional sports. “A couple of years ago there was a rush of VC [Venture Capital] money in esports, there was this idea that esports was going to be bigger than the NBA in some short amount of time, and a lot of folks looking to cash out and make a bunch of money. I think a lot of these folks have now left esports.”
The early 2020s were marked by sky-high expectations, followed by a reality check. Now, with the hype cycle cooling, a more mature and realistic model is emerging – one that values sustainability, relevance, and audience alignment over flashy projections.
“We’ve had this sort of reset in esports, and we are now in a position to continue to move forward,” added Greeley.
Conventional broadcasts not on plans
Riot’s stance is clear: success in esports isn’t about mimicking the pathways of legacy sports broadcasters like ESPN, for example. “Ultimately, we want to be where our audience is, and a lot of our audience is not on conventional distribution platforms,” Greeley explained, underscoring the strategic direction toward digital-native platforms where esports audiences naturally congregate.
In a media landscape where streaming giants like Netflix compete for attention, esports must be dynamic and innovative. That means constantly introducing new experiences, formats, and engagement strategies to retain an audience that expects interactivity and novelty. In this sense, esports isn’t just competing against traditional sports – it’s part of a broader entertainment economy.
Influencers and co-streaming: A new esports broadcast norm
One of the more telling shifts is the role of co-steaming and content creators in shaping the viewing experience. The speakers see influencers not as a fringe tactic but as a core part of its distribution and branding model. Still, Greeley emphasized the importance of ensuring these partners are brand safe, considering especially that Riot’s sponsors will be featured also on co-streaming channels.
This aligns with broader media trends, where creator-driven content must now meet the standards of professional broadcasting to satisfy sponsors and maintain credibility.
Localised venues are out, scalable events are in
On the structural side, EA Sports’ Director, Esports & Commissioner of Football Esports Sam Turkbas addressed one of the recent experiments in esports infrastructure: home venues. Once suggested as a way to build regional loyalty and mirror traditional leagues, the model has proven financially burdensome.
Turkbas noted that the format was tested in some leagues, and he recognises that it may become a trend in the future, but it is unlikely that this model expands, with current centralized events delivering consistent returns.
This insight further reinforces the industry’s move toward efficiency over spectacle. Rather than trying to retrofit esports into the traditional sports mold, publishers are leaning into models that align with digital-first behaviors and global fanbases.
A measured path forward to esports
The message from this conference wasn’t one of cynicism or disappointment – it was clarity. After years of erratic investment, unpredictable ROI, and grandiose headlines, esports may have finally got back to its feet.
“I believe the biggest goal for our business is how we can, while a digital industry, […] bring the players into the viewing, into the digital experience just as close together as it can possibly be, how we can make that special. Sports is an analog product that you can view digitally, esports is a digital product which you often view digitally and occasionally at the analog arena,” said Leo Matlock, Chief Business Officer at BLAST.
“When I look at the future I see that is what we are trying to build our organisation around: broadening out what is esports, how we can attract a bigger group of individuals, how we can create new formats and IP. Gaming moves super quick, we got to polish how we can attract a bigger fandom in a shorter period of time, and how to improve the viewing experience as much as we possibly can,” added Matlock.
Esports may have quietly taken its most important step yet – not toward conquering the old entertainment order, but toward building a sustainable future on its own terms. Turkbas highlighted that he and his company share the thoughts that the industry is entering an “esports spring”, as expressed previously by EA’s Head of Esports Monica Dinsmore.
No longer chasing traditional sports or overhyped benchmarks, the industry appears to be embracing its own identity: digital-native, creator-driven, scalable, and evolving.
The Esports Radar will break down the subjects presented at the conference and bring new insights at the following weeks. Make sure to be following us on LinkedIn and X.
