Creating Fanatics: Why 'Comic-Con of Gaming' is Crucial to ESL FACEIT Group's Community Building 🎮
If gamers, a demographic notorious for their digital interactions and communities, have a desire to meet physically in their tens of thousands, surely a similar opportunity could hold true for sport?
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BIG IDEA
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This weekend, Dallas is set to transform into a digital-native’s paradise as DreamHack descends upon the city from May 31st to June 2nd.
Thousands of gamers will converge (IRL), illuminated by the neon glow of screens, ready to immerse themselves in a festival that epitomises the ultimate fusion of gaming and community spirit.
Often hailed as the ‘Comic-Con of gaming’, DreamHack is part of the portfolio of ESL FACEIT Group (EFG), the world's leading esports company.
Owned by Saudi Arabia’s Public Investment Fund (PIF), EFG’s stated aim is to create worlds that go beyond gameplay, transforming its players and fans into a thriving community.
Each of EFG's brands - ESL, FACEIT, and DreamHack – play a pivotal role in building this holistic ecosystem.
As Giulia Zecchini, Commercial Partnerships Strategy Director at EFG, elaborated on the Sports Pundit Podcast, this creates an ecosystem which is highly attractive to brands.
"I think what's interesting about our products, but [also] gaming in general, is that whether it's physical or digital, it is a fully engaging experience and they're actually to some degree partaking in that experience,” says Zecchini.
"TikTok obviously has a very young audience and a lot of brands will do stuff on TikTok, but what most people do on TikTok is just they're passively scrolling. In our gaming ecosystem, they are participating in whatever a brand does.”
DreamHack really differentiates EFG’s offering from what a typical rightsholder may be able to offer.
"It’s a great way to tap into those audiences that you may have done something [with] digitally then in the physical realm, and then keep building after the event digitally as well," Zecchini explains.
"It's just a great opportunity for a brand to have their full attention because there's no sporting spectacle to watch. There's no esports event. They're not watching something else. They're fully interacting with your product or your service or whatever it is you're putting out there and [so] you can do some really cool stuff there."
It creates a focal point where attendees can connect, explore, win, and express themselves through a gaming lifestyle. The festival features everything gaming under one roof: local area network (LAN) parties, esports competitions, cosplay, content creators, arts, screenings, live music, and the latest game expos.
The festival's roots trace back to the Bring Your Own Computer (BYOC) LAN parties, a tradition that has evolved since 2001. DreamHack now hosts Summer and Winter editions, as well as events in Dallas and Atlanta.
"DreamHack is the gaming version of Comic-Con or Sneaker Con," Zecchini explains. "You can come with your friends, test new products, meet your favourite gaming influencers, and participate in competitions, whether casually or seriously."
"We have 60,000 people coming over a weekend to our DreamHack events, they're dotted around the world, and it's just such a vibrant community that really just loves gaming and they want to try everything and they really want to get involved.”
DreamHack's model of a gaming lifestyle festival presents valuable lessons for other industries, particularly sports. It showcases how events can transcend their primary focus (i.e. the on-field product), engaging audiences through diverse experiences, something that sport is yet to fully embrace.
That could, however, be about to change.
Sports merchandising giant Fanatics plans to address this with the launch of Fanatics Fest, a live flagship event aiming to be the "Comic-Con of Sports."
Scheduled for August 16-18 at the Jacob Javits Center in New York City, Fanatics Fest will feature NFL legends like Tom Brady and Peyton Manning, MLB's Derek Jeter, and NBA superstar Kevin Durant. The event promises a mash-up of sports, culture, memorabilia, music, fashion, and more, similar to the eclectic mix seen at DreamHack.
As Lance Fensterman, CEO of Fanatics Events, explained to The Hollywood Reporter,
“There isn’t a unifying event for sports, the way you see it in pop culture with Comic-Con, or for influencers with VidCon, or tech with CES or music with South By [SXSW], none of those platforms exist [for sports].”
Fanatics Fest will feature a 2,500-seat main stage, a 400,000-square-foot show floor with activations from major sports leagues, and unique experiences like NFL 40-yard dash trials and trading card box breaks. By engaging hardcore sports fans and casual enthusiasts alike, Fanatics aims to create a dynamic, interactive event that mirrors the success of DreamHack.
Ultimately, the inaugural event will involve a fair element of trial and error as the company seek to figure out what clicks with the fans, and what doesn’t.
However, ahead of that event in August, they could be well-served by taking a trip to Dallas this weekend to form part of their research.
If gamers, a demographic notorious for their digital interactions and communities, have a desire to meet physically in their tens of thousands, then surely a similar opportunity could hold true for sport?
PODCAST
Want to hear more from my conversation with Giulia?
We discuss lessons learned from her time at Formula 1, knowing the difference between eSports vs. Gaming, how DHL authentically activated in eSports, boosting basketball's popularity in the UK, founding Sneaker Sisterhood, exploring the cultural crossover of sport and streetwear, and much, much more.
Listen to the full podcast via the link below - and I’d love to hear what you think! 👇
SOCIAL CLUB
The Sports Pundit Social Club is a monthly series of industry Happy Hours happening in New York and London. This event aims to unite approx. 100 executives, founders, investors, and athletes in a relaxed and informal setting.
Whether you're a seasoned professional, an avid reader of the Sports Pundit newsletter, or a listener or guest on the Sports Pundit Podcast, this gathering promises to be an enriching experience for all.
Thanks to everyone who attended our event in New York last week. We’re fully booked for tomorrow’s London event at Eight Club in Moorgate. If you’d like to join the waitlist, you can do so below, but no promises that you’ll be able to get in.
P.S. Keep an eye out for next week’s newsletter to be first to receive links to the Happy Hours in both New York and London for June.
JOB BOARD
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Head of Hospitality & Service Delivery – Manchester United (Manchester, UK)
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To see these jobs, and more jobs like these, visit the Sports Pundit Job Board, hosted by Peak 72.
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TALENT TALKS
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It’s all part of moving from mass emails to meaningful, one-on-one conversations.
The Big Idea is brought to you by the Global Institute of Sport!
The Global Institute of Sport is the leading destination for Master's degrees, executive education and professional qualifications in sport around the world.
They count world-famous stadiums and surrounding venues among their state-of-the-art campus facilities across the globe, including London's Wembley Stadium, Miami's DRV PNK Stadium and Melbourne Cricket Ground.
Ready to master the global sports industry? Enquire today about their in-person and online courses.
