What To Consider When Designing An Esports Venue [PDF]

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What to Consider When Designing an Esports Venue Just like with traditional sports, esports provide opportunities for audiences of all sizes and for participants of all skills – from recreational, community-driven facilities to broadcast-ready arenas for professional competition. By Seth Bull, Ohio University



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sports have arrived. With revenues doubling analyst projections, it is no longer a question of if esports can make an impact, but how organizations can harness that impact. While esports are a massive endeavor with many moving parts, large opportunities exist within the events and arena spaces, illustrated by the recent announcement of an esports-focused renovation to the Arlington Convention Center in Arlington, Texas. Esports fans want to be engaged and have a space to go to and watch competitions, just like traditional sports fans. And just like traditional sports, the differences between a professional competitive environment and a communityfocused space are quite stark.



ESPORTS ARENA Esports fans primarily focus on community. Fans seek an environment where they can connect with others and



be entertained. Esports Arena (ESA) is a leader in these community-driven spaces, with a primary location in Orange County, California and two others on the way. ESA has set a framework for creating a successful esports-focused venue. While they are capable of hosting professional events, and have in the past, ESA has shown that it is possible to fill a venue almost every night of the week. Their 15,000-square-foot space can also be used for a variety of events outside of esports. Comedians, local mixed martial arts promotions, and viewing parties are a sample of the past events that ESA has hosted. When events are not being hosted, ESA is open for use by members, the key draw being the use of the highend computers owned by ESA. While members may own their own machines, these rigs are out of reach because of their high price points. Rather than charge an hourly rate similar to an internet café, members, many from younger demographics, pay a monthly fee to gain access to these



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Opportunities in esports range from smaller venues, akin to digital community parks programmed weekly and even daily, to broadcast-ready professional arenas. Esports venue designs must be flexible to accommodate varying audience sizes, as well as different titles with diverse equipment set-ups and competitors. The digital generation of esports fans will not tolerate slow, inconsistent Wi-Fi and requires venues to be accessible through public transportation and ridesharing services. The lasting success of esports relies on its ability to build smaller venues to consistently host mid-size events for 2,000 to 5,000 fans.



A 2,000-5,000-seat multipurpose venue, combining technology with connection to an entertainment district or existing arena, offers the right-sized platform and flexibility to host variable esports audience sizes. Rendering courtesy of Generator Studio (www.generatorstudio.com/esports).



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These spaces will look vastly different than their community-focused cousins. Though ESA can support a professional broadcast, Overwatch League arenas will be broadcast-focused. Their whole design will be focused on elevating the players and teams to a professional image. Spaces will cater to fans and sponsors alike. Though tying a community space to a professional arena would allow for a greater degree of utilization, it is unlikely that approach will become common, as these spaces are more likely to be used as training facilities for the teams.



“This is the first sport to be taken over by a digital audience.” – Mike Kress, Generator Studio



computers they would not otherwise get to use. The consistency of events and use of a membership program creates a community that sees ESA as its hub and continues to come back for more, week after week.



OVERWATCH LEAGUE Just as fans want community spaces, they also want professional spaces that validate esports. While professional events that occupy KeyArena or STAPLES Center draw the most attention, smaller spaces like the MLG Arena in Columbus, Ohio or the Blizzard Arena in Burbank, California have a much higher ceiling for engaging with fans on a day-to-day basis. A fundamental shift in how often esports compete has changed how often these events can fill a space. Old models, such as Counter Strike: Global Offensive’s Major Championship tournaments are giving way to franchising and weekly competition, exemplified by the change in the North American League of Legends Championship Series and the creation of the Overwatch League. The success of the Overwatch League, and its weekday game schedule, has opened the door for more arenas to be created. With rumored expansions coming as soon as season two, team owners are looking to create their own spaces in their own markets for competition. Expansion makes sense for the league. Having 12-plus teams in the Los Angeles area limits local revenue streams for teams that are supposed to be located within their own city. Eventually, teams will relocate to their namesakes, and more convenient locations will be needed. 101 | S E A T | www.alsd.com | #SEATSpring2018



VENUE SUCCESS DRIVERS So what are the keys to a successful esports space? Whether professional or not, community, flexibility, guest retention, and location will largely determine the success of a venue. Esports fans need to feel a sense of community in the space. Whether that’s through a consistent event schedule and membership program like ESA or through more intimate spaces like the MLG and Blizzard Arenas, creating community is absolutely critical. Fans of esports seek out these community experiences, and they have shown that they are willing to pay for them. A rapidly scalable space can aid in developing a community atmosphere. Changing the size of the space to fit the importance of the match will benefit the atmosphere of the space. That flexibility goes further than just audience size. Different titles require different equipment setups and competitors, much like traditional sports. Similar to a major arena needing the ability to rapidly change from ice to hardwood, an esports venue may need to host a Street Fighter V event soon after a League of Legends event – two events that require completely different set-ups. Venues need to be flexible enough to host multiple titles and have the knowledge to know how each title needs to be set up. Esports events can be long – sometimes lasting 12 hours a day for three or four days. Even small tournaments like the Horizon League’s Motor City Madness NBA2K tournament ran over four hours. Venue designers must imagine compelling spaces to “make sure that people want to be there, spend money, and give them a reason to stay the whole time,” says Mike Kress, Founder and Chief Architect at Kansas City-based Generator Studio.



PARTNERSHIP ACTIVATION Partnerships with local businesses can provide reasons for fans to stick around for unique solutions to traditional stadium needs. Supplying space for food trucks and impor-



CONVENIENCE CONSIDERATIONS None of the above matters if the core demographic can’t get to the venue. For venues focusing on esports, location is particularly important. Most esports fans are between the ages of 18 and 34, and these patrons are less likely to own a car. Instead, they are more likely to use a ridesharing service like Uber or Lyft, or to take advantage of public transit. Ensuring that public transit is close, and that ridesharing is easy to use on the premises is essential to getting consumers to the venue. If its inconvenient, the digital generation will not do it. That inconvenience applies to basic requirements of servicing this demographic. The slow, inconsistent Wi-Fi tolerated at traditional sports venues is a non-starter for esports arenas. Fans want to share their experience and share it quickly. High-speed wireless internet is as basic of a need as the appropriate number of restrooms. Charging stations and areas to plug-in are also a must. The frustration of not being able to charge devices will not be endured at a digital-centric event. These needs might be considered secondary at other events, but to the esports crowd, they are essential. “This is the first sport to be taken over by a digital audience,” Kress says.



MIDDLE GROUND



Columbia College renovated a soccer locker room into a new gaming facility for the school’s League of Legends esports team. Dimensional Innovations was responsible for the interior design, custom lighting elements, and signage.



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tant events gives fans more variety in concession choices and promotes the desired community aspect. Sponsor activations can also serve this purpose. A local brewery could sponsor a special viewing area for fans that are of age. However, venues must be cognizant of their guests’ needs. Esports fans, and by extension gamers, are known for being vocal about their desires. “We need to just sit back and listen,” says Kress. Taking their desires seriously and creating unique solutions to their needs is vital to retaining guests for the duration of an event. Dimensional Innovations, the design, technology, and build firm, is also at the forefront of esports design, currently working on experiences for a vertical with few previous precedents. “We are yet to see a real cornerstone project come to life,” says Alex Divine, Account Director at Dimensional Innovations. Opportunity lies in a venue and its partners’ abilities to create these experiences.



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Not every event needs the KeyArena. While those events draw headlines and comparisons to traditional sports properties, opportunities lie in being able to host the middle-tier esports events. These mid-size events of 2,000 to 5,000 fans are where esports will solidify its growth. Overwatch League may be creating mainstream appeal, but the events in the middle are where that mainstream appeal will become real. Arenas, new and old, that wish to take advantage of the growth of esports must be aware of the needs that they bring along with them and be willing to adapt to those needs. Esports can provide the inspiration that a venue needs to change for the better and improve the experience at other events. And be advised, esports aren’t coming. They are already here. # How is your venue preparing to host esports events? Write to Seth at [email protected].