UK eSports Association Launch

The UK eSports Association Officially Launches
By Mike 'SmellyMoss' Bembenek

The UK gaming scene can be pretty sloppy: events clash, players turn their backs on poorly performing clubs, mismanaged teams leave players left out in the rain. It can be heartbreaking, yet every so often we get a glimpse of what UK gaming could become. Last night at EA's Be The One event at London’s Sports Cafe and Trafalgar Square, a potentially scene-changing and paramount announcement was made. Almost the entire UK gaming community has agreed to work under a single governing body known as the United Kingdom eSports Association (UKeSA). The project has brought together teams, managers, tournaments, gaming companies, publishers and sponsors to build a stronger community and an even-more competitive sport.

“In its capacity as the UK’s official eSports governing body, UKeSA will be working with Government, Industry and Community to develop, support, encourage and promote the growth of a professional competitive eSports framework from an amateur grassroots level upwards,” said Ray Mia, acting Chief Executive of UKeSA.

UKeSA plans to be the voice of the United Kingdom both nationally and internationally. Key members have already taken part in International symposiums and conferences, and the association is connected to the IeSF (International eSports Federation), the gaming equivalent to the International Olympic Committee. The new association plans to launch a formal bid to officially join the IeSF in the near future.

The ambition of government, industry and community all working under a single umbrella is exciting, however the most intriguing aspect of UKeSA so far is its charter. Outlining both the goals and principles, the UKeSA charter is exactly what the UK gaming scene needs: a backbone. “Our motto is: Ubi Concordia, ibi Victoria: Where there is Harmony, there is Victory,” said Mia. “UKeSA is an important step in the very definition of eSports itself. Basically, the business has organised itself so it can deliver more value to the community, and to partners and sponsors. Our goal is to make the UK the leading eSports territory, where we nurture UK talent, and UK businesses and ensure the UK is the most successful eSports market.”

The clear winners here in Britain are the clubs and teams. Through several "steering panel" meetings (why was I never invited to one?), all aspects of the gaming industry and competitive gaming (both nationally and internationally) have been discussed and the main-frame work of UKeSA has been set. One positive aspect that was apparent at last night's launch was UKeSA's insistence that organisations which are not necessarily part of competitive gaming or gaming in general can be involved. The fact that the Metropolitan Police are connected is an example of how this could positively impact the scene from both a government and media stand-point. It's connections like these, combined with strong leadership, that should open the doors to potentially huge sponsors; for quite awhile now many professional gaming lobbyists have argued that more people and money is attached to the international professional and amateur gaming scene then to professional tennis, yet the latter brings in huge amounts of unrelated sponsorship. Finally, it looks as though something is being done about this. Of course, only a very small percentage of players play for the money and they are the elite, however, it seems as though UKeSA is interested in spreading out any new found wealth to the clubs, teams and players.

UKeSA also has a number of key UK eSports personalities involved, many of whom have been connected to an absolutely fantastic year for British competitive gaming. Championship Gaming Series Commentator and QuadV founder, Paul Chaloner, a man who I respect both as a mentor and as someone who has genuinely committed himself to taking the UK to the next level, is involved. “UKeSA has the ability not only to provide the platform and organisation for professional gaming to grow in the UK, but can also play a huge role in helping the grass roots scene and casual players alike,” he says. “It will give those who aspire to run a team or play in an organised league or tournament, the structure, funding and commitment that is required for any professional sport to succeed. I fully endorse the introduction of the UKeSA, it is exactly what is needed to take professional video gaming forwards in the UK and put us at the forefront of the developing esports world.”

A key point that Chaloner makes is UKeSA's desire to be a part of grass-roots gaming. This is not just about trying to take British gaming to a level like in America or South Korea, but also about allowing both new and casual gamers to access events and tournaments that thousands already enjoy. These are the people who are the bread and butter of this industry; the people who come to events such as Multiplay's iSeries, CentraLAN, or Matchbox360's XL series — not to win, but for the enjoyment and the experience of being part of a fantastic community. If UKeSA can help promote and establish these events even more and on an International scale, both casual and experienced gamers will win.

A good indicator of what we could expect from UKeSA in the future is the involvement of TNWA (parent of enemydown.co.uk) CEO, Paul Sulyok. “The resonating perception of eSports throughout our community base has been one of fragmentation. Events come and go, instead of building momentum year on year. We recognise a governing body is what eSports needs to continue to grow in this country, and will be endorsing UKeSA to all our members.”

In March of this year, TNWA was responsible for the tournament aspect of the Play.com Live event at Wembley Stadium, which saw more than 40,000 people walk through its doors, and where more than 50 thousand in prize money was given away for a game that was freshly released (UT3). This was an unprecedented accomplishment here in the UK at the time. If that's the direction the UKeSA plans to support, while at the same time working to improve and strengthen the UK competitive gaming calendar, then count me in.

The most intriguing individual involved in UKeSA is acting Chief Executive Ray Mia. Formally of XLEAGUE.TV, Mia is a veteran business-relations person with a vast amount of television producing experience including work with the United Nations. For any of you who watched XLEAGUE.TV over its first year, there was a huge and sudden shift in the programming, presentation and the infrastructure of the channel around August 2007. Shows like Games Night, winner of the 2008 Games Media Award for Best Broadcast (beating both the BBC and Resonance FM), and H3O were introduced which led to, in my opinion, two of the best-produced esports television programs ever: the FIFA Interactive World Cup and FIWC: Road to Berlin. It's people like this who are needed behind the scenes to keep our sport and community in the forefront of the entertainment industry.

Compared to some, Mr. Mia is quite new to the UK gaming scene and I do realise that he will have his critics. Just over a year ago I was in the very same boat: an experienced film and television editor, I was brought on-board XLEAGUE to work in post-production. Apart from playing games like Command & Conquer 3 and Halo, I had no idea how large of a competitive gaming community existed in Britain. Almost immediately I was drawn to it, asking to expand my role to help produce and commentate on the channel's headline show, The Match. Since then I have grown to become committed and attached to our sport, not as a player, but as a presenter and organiser. From what I've seen, this same passion exists in the acting Chairman of UKeSA. You don't have to be a hardcore and passionate gamer to directly influence gaming and our sport in a positive manner, a fact I imagine most would agree with.

Beyond Sulyok and Mia, I'm glad to see some of competitive gaming's most influential and respected managers and directors included in the creation of UKeSA, namely Sam Mathews of Fnatic and Michael O'Dell of the Birmingham Salvo and Team Dignitas. Both believe that UKeSA is exactly what the UK gaming scene needs. “I very much see a genuine opportunity with the launch of the UKeSA to improve professionalism and transparency in the thriving emerging market that is electronic sports. As the founder of Fnatic, I have had the opportunity to represent gamers through the creation of the G7 Teams and have put a lot of time into developing eSports as a whole," says Mathews. "With the UKeSA we're now seeing the start of positive strides forward on a broader scale which is very encouraging, as the entire community stands to gain."

Michael O'Dell says in the UKeSA press release that, "I have been keen to see such an organisation appear to oversee and aid the development of the blossoming UK Gaming scene. The UKeSA has the support of all the top competitive gaming teams and I look forward to seeing it help to build a bright future for all. I believe UK gamers at all levels will benefit from this set up."

If what O'Dell says is true and all of the top UK and international teams with UK players are involved, this could really work. Talk of a General Assembly of Industry Management, an Executive Board, an Ethics Commission, a Community Council, and a soon-to-be constituted Player’s Committee is fantastic, but it doesn't answer and can't answer every gamers biggest question: will any of this actually happen? Promises like UKeSA have been made in the past by several companies and enterprises, but most have eventually been left to rot and fade away.

I will be impressed if UKeSA manages to successfully accomplish half of their goals. It's the basic structure that will determine if this really gets off the ground. If they build on the existing professional gaming environment and include those who are already established in the industry, I can see UKeSA taking British gaming well beyond our borders and into a bright future. Organised events calendars and a players’ registry are just two examples of how UKeSA could improve the gaming scene here in the United Kingdom. It's these small building blocks that will result in a framework that will help UKeSA accomplish its true goal of uniting everyone: the gaming industry, sponsors, events, tournaments, teams, and most importantly, British players. When you have a moment, read the UKeSA charter — a new dawn of British gaming has arrived.

Visit the UKeSA website here.

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