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Kick-Start an Esports Initiative at Your Casino

Esports initiative success depends on achieving integration into the existing casino ecosystem.

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Contributors

  • Spiro Khouri, VP Marketing, The Gaming Stadium
  • Alex Igelman, Founder and Managing Director, Esports Capital Corp.
  • Chris Garrow, Gaming Operations Director, Prairie Band Casino & Resort
  • Zack Johnson, Founder, ggCircuit LLC
  • Jennifer Roberts, Associate Director, UNLV International Center for Gaming Regulation
  • Anthony Gaud, President and Chief Creative Officer, INGAME ESPORTS
  • 1 anonymous contributor

Your Challenge

  • Difficulty in estimating the value of an esports venue.
  • Lack of understanding of the esports culture.
  • Unsure of the technical infrastructure required for esports.
  • Unfamiliar revenue and visitation business model compared to traditional casino and hospitality venues.

Our Advice

Critical Insight

  • Esports is not about having a big tournament a couple of times a year. Rather, it's about developing a culture of esports so that the casino can grow with the changing preferences of the younger demographic.
  • Leverage your existing technology suppliers to get the gear you need to build out the lounges.
  • Casinos should experiment with low cost esports initiatives to see how customers respond to different design considerations.

Impact and Result

  • Use Info-Tech’s research to understand the esports culture and how that culture can be best approached by casinos to create a sustainable business venture that engages a sought-after demographic.
  • Review the technical requirements that a casino needs to purchase or outsource to implement different esports initiatives.

Research & Tools

Start here – read the Executive Brief

Read our concise Executive Brief to find out why you should initiate esports at your casino; review Info-Tech’s methodology; and understand the four ways we can support you in completing this project.

1. Create a vision for the esports initiative

Define the concept for your esports initiative and align the initiative with business priorities.

2. Determine high level costs, benefits, and risks

Gather high-level technical requirements and calculate an initial cost-benefits analysis for the initiative. Then, identify risks and mitigation efforts.

3. Gain support and prepare business case

Seek approval from key decision makers and prepare for the full business case.

Guided Implementations

This guided implementation is a four call advisory process.

Guided Implementation #1 - Create a vision for the esports initiative

Call #1 - Discuss how esports can best fit into the existing goals and ecosystem at the casino.

Guided Implementation #2 - Determine high-level costs, benefits, and risks

Call #1 - Discuss the technical requirements.
Call #2 - Finalize the MVBC for esports.

Guided Implementation #3 - Gain support and prepare business case

Call #1 - Plan to present the MVBC for esports to decision makers.

Onsite Workshop

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Onsite workshops offer an easy way to accelerate your project. If you are unable to do the project yourself, and a Guided Implementation isn't enough, we offer low-cost onsite delivery of our project workshops. We take you through every phase of your project and ensure that you have a roadmap in place to complete your project successfully.

Module 1: Create a Vision for the Esports Initiative

The Purpose

  • Conceive of an esports initiative that aligns with the business goals.

Key Benefits Achieved

  • Completed concept, rationale, and business-goal sections of MVBC.

Activities

Outputs

1.1

Define the concept for your esports initiative.

1.2

Align esports with business priorities.

  • Completed concept, rationale, and business-goal sections of MVBC.

Module 2: Determine High-Level Costs, Benefits, and Risks

The Purpose

  • Calculate an initial cost-benefits analysis and consider the risks and mitigation efforts for the initiative.

Key Benefits Achieved

  • Completed cost-benefits analysis and risks-and-mitigation sections of MVBC.

Activities

Outputs

2.1

Gather high-level technical requirements.

2.2

Calculate an initial cost-benefits analysis for the initiative.

2.3

Identify risks and mitigation efforts.

  • Completed cost-benefits analysis and risks-and-mitigation sections of MVBC.

Module 3: Gain Support and Prepare a Business Case

The Purpose

  • Create a plan for presenting the MVBC for esports to stakeholders.

Key Benefits Achieved

  • Approval to move on with full business case.

Activities

Outputs

3.1

Seek approval from key decision makers.

3.2

Prepare for the full business case.

  • Create a plan to present the MVBC for esports to stakeholders.

Search Code: 89702
Published: September 26, 2019
Last Revised: September 26, 2019