With everyone stuck indoors, esports is poised for its time in the sun

Against a global backdrop of cancelled sports leagues and as part of their season opening National Rugby League NRL fans recently packed the stands of Townsvilles new Queensland Country Bank Stadium

Fortunately professional sporting bodies have now realised social distancing measures cant be ignored To maintain fan engagement sports leagues must rethink their mode of delivery

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

Esports is now drawing mass appeal fitting easily into the online lives many of us lead

Response in uncertain times

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

Initially NRL and AFL administrators tried to maintain their season fixtures with no fans but this quickly became untenable

As we hunker down for the long haul extending the AFL season suspension beyond May looks increasingly likely making the prospect of esports all the more appealing

Future proofing with esports

The financial cracks in Australias leading professional sports leagues are not confined to COVID 19

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 more than a season filler its an opportunity sports administrators have largely ignored but may need to quickly school themselves on

Even before this pandemic hit Australian sports fan engagement was changing Data released in 2017 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

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 found 65 of their most devoted fans highlighted FIFA gaming as driving their interest in soccer

Gaming is actually more important to us than people playing soccer itself said MLS senior director of properties James Ruth

Last year a record breaking number 109000 of worldwide participants competed in Formula 1s Pro Draft one stage of the 2019 Formula 1 New Balance Esports Series

Esports and COVID 19

Formula 1 has led the rollout of esport contingencies during COVID 19 showing commitment by launching their Virtual Grand Prix series 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

The National Basketball League NBA are more hesitant but have dipped their toes in the water by promoting an esport competition 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

In Australia not all clubs were slow to recognise the potential of esports More than four years ago Adelaide Crows officials realised their traditional revenue streams were maxed out and identified esports as an avenue for growth

However the AFLs commitment has been tentative at best The NRL have also yet to make any real inroads but did partner with an Australasian esports media company for a Fortnite event last year

Not a gendered activity

Esports like real sports is not just for men Research suggests women and men play video games in about equal numbers According to Venture Bear in the US alone 11 million women watched a live stream on Twitch last year

In the Australian market commercial growth through esports investment could be an influential strategy to seed youth leagues As marketers seek to attract new fans and strengthen existing fan affiliations esports effects could be twofold

Esports could attract a new wave of younger sports fans and bring ancillary opportunities to deepen existing fan engagement

Keeping traditions going

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

Reliance on traditional income streams and bums on stadium seats have left our sports vulnerable and in some cases looking for a bailout

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