professional video gamers<\/a>.<\/p>\nIt will also give the AFL an opportunity to penetrate the elusive ‘millennial’ market.<\/p>\n
The 14-39 age bracket was once a stronghold for Australian football, but many young adults are now turning away from traditional live sports in favour of the virtual kind.<\/p>\n
At the heart of the proposal is a live showpiece event at Etihad Stadium, of which the AFL took ownership in October 2016.<\/p>\n
Darren Birch, the league’s general manager of growth, digital and audiences, said there were no doubts as to whether or not the project would capture the public’s imagination.<\/p>\n
“eSports events sell out,” he told Fairfax media.<\/p>\n
“They are amazing live events.<\/p>\n
“There are more screens, more activities going on, more lights, more LED displays.<\/p>\n
“Some of the tournaments I have seen show that eSports is more concert-like than sport-like, but that’s what appeals to that younger audience.<\/p>\n
“All of these things make the experience bigger and bolder than your average sport.”<\/p>\n
Earlier this year, the National Basketball Association became the first top-flight sports organisation to step boldly into that uncharted frontier when it unveiled the 2K eLeague.<\/p>\n
That competition, which is scheduled to launch in 2018, will see gifted button-mashers drafted and signed by some of the biggest franchises in US sport.<\/p>\n
Many Australian football clubs already sponsor other live sports teams, most notably in the AFL Women’s competition and Super Netball.<\/p>\n
The eight clubs that participated in the inaugural AFLW season are already reaping the benefits of reaching out to a growing sector of the sporting community that had gone largely ignored for decades.<\/p>\n
According to Birch, teams that venture into the $1.2 billion eSports industry can expect even greater rewards.<\/p>\n
“eSports is very strong in the millennial area, so for us it is about diverse exposure to that audience,” he said.<\/p>\n
“That’s no different to AFLW where we became more relevant to a female audience.<\/p>\n
“Whether that translates into football is somewhat relevant but also not totally relevant.<\/p>\n
“We want AFL, through eSports, to have the ability to generate a broader appeal for clubs and be able to bring more sponsors, revenue and consumption of your brand \u2013 whether that’s a live footy event or a live eSports event.”<\/p>\n
Birch is one of thousands heading to Sydney this weekend for the Intel Extreme Masters tournament, where Counter-Strike: GO enthusiasts will duke it out for $260,000 in prize money.<\/p>\n
What we think of the AFL’s eSports revolution<\/h2>\n
This is a train that will not be stopped.<\/p>\n
The eSports scene is no longer a niche for spotty teens who can’t kick a footy and don’t enjoy sunlight.<\/p>\n
It is the next big thing in world sport<\/a>, and it is gaining momentum at a frightening rate.<\/p>\nCompetitive video gaming is now watched by more than 239 million people worldwide, with live eSports events drawing crowds of 20,000 and up.<\/p>\n
If this weekend’s IEM Sydney tournament lives up to expectations, the turnout at Qudos Bank Arena will put most NRL grounds to shame.<\/p>\n
But shooter games are only the tip of the iceberg.<\/p>\n
The frenzy surrounding the launch of the NBA 2K eLeague has confirmed what many suspected: that virtual sports is the way to breach the mainstream.<\/p>\n
And while the AFL is right to jump on board, it faces one significant obstacle compared to other codes.<\/p>\n
Basketball has 2K, soccer has FIFA and Pro Evo, but there has never been a popular, well-made AFL video game.<\/p>\n
A new and improved version is slated for release later this year, but expectations are not especially high among those who have played previous incarnations such as AFL Live.<\/p>\n
Of course, that does not mean Aussie rules clubs cannot get involved the industry; you can bet the likes of Collingwood and Essendon and Hawthorn will jump at the chance to slap their logo on a successful CS:GO or FIFA outfit.<\/p>\n
There are things the AFL will need to iron out if they wish to get the most out of this play, but it is a big, bold step into the 21st century that could pay huge dividends down the line.<\/p>\n
This story first appeared on BettingSite.com.au as ‘AFL reveals plans to corner $1.2 billion eSports market.<\/a>‘<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"THE Australian Football League is preparing a landmark move into the booming eSports industry. In a bid to expand and…<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"ghostkit_customizer_options":"","ghostkit_custom_css":"","ghostkit_custom_js_head":"","ghostkit_custom_js_foot":"","ghostkit_typography":"","footnotes":""},"categories":[3],"tags":[13,4],"class_list":["post-485","post","type-post","status-publish","format-standard","hentry","category-news","tag-au","tag-featured"],"yoast_head":"\n
AFL eyes $1.2 billion eSports market to broaden exposure - Esport Bet<\/title>\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n\t\n\t\n\t\n