< wpimage aligncenterid4644sizeSluglargelinkDestinationnone > <div class=wp block image><figure class=aligncenter size large><img src=httpswwwgambylcomwp contentuploads2021013 1024x580jpg alt= class=wp image 4644><figure><div> < wpimage > < wpparagraph > <p>Against a global backdrop of cancelled sports leagues and as part of their season opening National Rugby League NRL fans recently <a target= blank href=httpswwwtownsvillebulletincomaunewscoronavirus shuts down major sport gatheringsnews story2d54e299217659e6131ab60ed7b7bc62 rel=noreferrer noopener>packed the stands<a> of Townsvilles new Queensland Country Bank Stadium<p> < wpparagraph > < wpparagraph > <p>Fortunately professional sporting bodies <a target= blank href=httpswwwabcnetaunews2020 03 13afl nrl cricket to go ahead without crowds coronavirus12052492 rel=noreferrer noopener>have now realised<a> social distancing measures cant be ignored To maintain fan engagement sports leagues must rethink their mode of delivery<p> < wpparagraph > < wpparagraph > <p>Esports is one promising option This fast growing professional video game competition medium is played between individuals or teams While it encompasses non sport games in the context of sports based games esports offers an alternate reality where athletes are digitally represented<p> < wpparagraph > < wpparagraph > <p><a target= blank href=httpswwwtandfonlinecomdoiabs1010800094870520059714682 rel=noreferrer noopener>Esports is now drawing mass appeal<a> fitting easily into the online lives many of us lead<p> < wpparagraph > < wpheading > <h2>Response in uncertain times<h2> < wpheading > < wpparagraph > <p>Sports administrators are now faced with unprecedented disruption Avid sports fans are self isolating at home cabin fever is setting in and they are craving their usual sports fix<p> < wpparagraph > < wpparagraph > <p>Initially NRL and AFL administrators <a target= blank href=httpswwwtheguardiancomfootball2020mar16football to continue in australia amid coronavirus crisis but behind closed doors rel=noreferrer noopener>tried to maintain their season fixtures<a> with no fans but this quickly became untenable<p> < wpparagraph > < wpparagraph > <p>As we hunker down for the long haul extending the AFL season suspension <a target= blank href=httpswwwaflcomaunews390007state of play everything you need to know about season 2020 rel=noreferrer noopener>beyond May<a> looks increasingly likely making the prospect of esports all the more appealing<p> < wpparagraph > < wpheading > <h2>Future proofing with esports<h2> < wpheading > < wpparagraph > <p>The <a target= blank href=httpswwwabcnetaunews2020 03 16coronavirus pandemic leaves sport bracing for financial hit12059402 rel=noreferrer noopener>financial cracks<a> in Australias leading professional sports leagues are not confined to COVID 19<p> < wpparagraph > < wpparagraph > <p>Falling free to air television views and decreased numbers of match spectators pose a significant commercial threat Generating revenue primarily from television broadcast rights is no longer sustainable Thus esports represents <a target= blank href=httpswwwabcnetaunews2020 03 26coronavirus delays sports esports can fill the void12085318 rel=noreferrer noopener>more than a season filler<a> its an opportunity sports administrators have largely ignored but may need to quickly school themselves on<p> < wpparagraph > < wpparagraph > <p>Even before this pandemic hit Australian sports fan engagement was changing <a target= blank href=httpswwwnielsencomnzeninsightsarticle2017connecting with the australian sports fan rel=noreferrer noopener>Data released in 2017<a> showed 114 million Australians consumed sports on a smartphone desktop or tablet during July that year a 6 increase from June Growth was 10 among women compared to 3 among men<p> < wpparagraph > < wpparagraph > <p>For Australian sports fans the jump to esports would require little change in consumer behaviour Other countries are already seeing this shift The US Major League Soccer MLS administrators <a target= blank href=httpswwwsporttechiecomfifa mls soccer fans video games rel=noreferrer noopener>found<a> 65 of their most devoted fans highlighted FIFA gaming as driving their interest in soccer<p> < wpparagraph > < wpparagraph > <p>Gaming is actually more important to us than people playing soccer itself said MLS senior director of properties James Ruth<p> < wpparagraph > < wpparagraph > <p>Last year a record breaking number 109000 of <a target= blank href=httpswwwformula1comenlatestarticlerecord breaking numbers tried to qualify for f1 new balance esports series5IRYP3WhFEWsxPXUkWf3qvhtmlfbclid=IwAR36UB1ysNQ7CW11 1TdE7dlHQQdqVBJ0lEAIzXbuYriYhDfAqWhuY4gtCg rel=noreferrer noopener>worldwide participants competed<a> in Formula 1s Pro Draft one stage of the 2019 Formula 1 New Balance Esports Series<p> < wpparagraph > < wpheading > <h2>Esports and COVID 19<h2> < wpheading > < wpparagraph > <p>Formula 1 has led the rollout of esport contingencies during COVID 19 showing commitment by <a target= blank href=httpswwwformula1comenlatestarticleformula 1 launches virtual grand prix series to replace postponed races1znLAbPzBbCQPj1IDMeiOihtml rel=noreferrer noopener>launching their Virtual Grand Prix series<a> Running in place of races planned for the postponed season and featuring several virtual F1 drivers fans at home can still get their F1 fix<p> < wpparagraph > < wpparagraph > <p>The National Basketball League NBA are more hesitant but have dipped their toes in the water by promoting an <a target= blank href=httpswwwespncomauesportsstory id28988299nba 2k20 tournament predictions nba esports experts rel=noreferrer noopener>esport competition<a> featuring 16 of the NBAs top basketball players Its likely well see more sporting codes act and experiment with new modes of delivery in the near future<p> < wpparagraph > < wpparagraph > <p>In Australia not all clubs were slow to recognise the potential of esports More than four years ago <a target= blank href=httpswwwtheagecomausportaflafl and esports the story behind a seemingly unusual partnership 20180607 p4zk4zhtml rel=noreferrer noopener>Adelaide Crows officials<a> realised their traditional revenue streams were maxed out and identified esports as an avenue for growth<p> < wpparagraph > < wpparagraph > <p>However the AFLs commitment has been <a target= blank href=httpswwwaflcomaunews127730understanding esports how the afl is involved rel=noreferrer noopener>tentative<a> at best The NRL have also yet to make any real inroads but did <a target= blank href=httpswwwnrlcomnews20190916nrl partners with letsplaylive for grand final activation featuring fortnite rel=noreferrer noopener>partner<a> with an Australasian esports media company for a Fortnite event last year<p> < wpparagraph > < wpheading > <h2>Not a gendered activity<h2> < wpheading > < wpparagraph > <p>Esports like real sports is not just for men Research suggests women and men play video games in about <a target= blank href=httpslinkspringercomarticle101007s11199 016 0678 y rel=noreferrer noopener>equal numbers<a> According to Venture Bear in the US alone <a target= blank href=httpsventurebeatcom20191210women are big and underserved esports fans heres how to market to them rel=noreferrer noopener>11 million women<a> watched a live stream on Twitch last year<p> < wpparagraph > < wpparagraph > <p>In the Australian market commercial growth through esports investment could be an influential strategy to seed youth leagues As marketers seek to <a target= blank href=httpswwwinderscienceonlinecomdoiabs101504IJSMM2012051251 rel=noreferrer noopener>attract new fans<a> and strengthen existing fan affiliations esports effects could be twofold<p> < wpparagraph > < wpparagraph > <p>Esports could attract a new wave of younger sports fans and bring ancillary opportunities to deepen existing fan engagement<p> < wpparagraph > < wpheading > <h2>Keeping traditions going<h2> < wpheading > < wpparagraph > <p>As we all settle into the pandemic way of life Australian sports administrators may need to shift from dabbling in esports to developing a more sophisticated and comprehensive esports strategy<p> < wpparagraph > < wpparagraph > <p>Reliance on traditional income streams and bums on stadium seats have left our sports vulnerable and in some cases looking for a <a target= blank href=httpswwwsmhcomausportnrlpay cuts on ice government agrees to consider nrl in stimulus package 20200319 p54by0html rel=noreferrer noopener>bailout<a><p> < wpparagraph > < wpparagraph > <p>Perhaps administrators missed the opportunity to pivot quickly keeping their fans engaged their staff employed and their future secure Either way during these troubled times esports may help breathe new life into one of the countrys favourite pastimes<p> < wpparagraph >
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