Canadian media company theScore embraced eSports early by expanding its sports coverage with a separate theScore eSports site and mobile app back in February 2015 to include games such as League of Legends, Counter-Strike: Global Offensive, and Dota 2. Now the company has added Kirstine Stewart, the vice president of media for Twitter in North America, to its board.
The first female board member at the company, Stewart will directly apply her experiences directing Twitter’s media activities across the United States and Canada and its partnerships in television, sports, gaming, talent, music, fashion, news and government to help theScore expand its position in competitive gaming.
The former executive vice president with the CBC, Stewart was also a member of the 2016 NBA All-Star Game Steering Committee and an ambassador for the 2015 Women’s World Cup. In this exclusive interview, she talks about the opportunities in eSports today, and explains the role social media plays for the first sport born from digital.
Why did you decide to join the board of theScore?
One of my personal professional goals has been to serve on a board, and theScore has long been a company I’ve admired for its forward-thinking approach to sports media. With my background in tech, media and passion for sports, this felt like the perfect fit.
What do you feel differentiates this site from what ESPN, Yahoo and so many startups are doing in the eSports space?
TheScore has always been at the forefront of mobile sports. It was the first sports app on the iPhone, and the first media company to take eSports seriously by launching a stand-alone app. Their flagship app is the second most popular sports app in North America, and their eSports team is very much taking a leadership position in the space. All this makes for a very exciting opportunity.
What are some examples of recommendations you’ve given to the site from a social media standpoint?
It’s too early for that—I only officially joined the board less than two weeks ago, but I look forward to working with CEO John Levy and his team on continuing to push the company in the right direction.
What role have you seen Twitter play in the eSports space from a fan perspective, especially given its global real-time audience?
Twitter plays a huge role in eSports, just as it does with “traditional” sports. ESports, as an industry, is a digital native. Fans have grown up watching their favorite games and tournaments online, mostly. It’s possibly the first sport that’s risen to prominence without the need for mainstream television coverage. This makes digital media its natural home. And we know fans love engaging with each other, as well as with their favorite players and teams.
How have you seen pro players and teams take advantage of social media?
Conversations are taking place between fans, teams and players all the time. I love what my fellow Canadian and former NBA star, Rick Fox, is doing now that he’s the owner of Echo Fox. Rick has almost 250,000 followers on Twitter and is doing a great job of engaging with his fans and using his celebrity to bridge the divide between traditional sports and eSports, raise awareness for his team and increase the credibility of competitive gaming with the mainstream.
What differentiates the eSports fan from the traditional sports fan in social media?
I’m not sure there are huge differences. Both sets of fans use social media to react and comment on action from their respective tournaments and competitions in real-time.
How has Twitter connected with the livestreaming viewership of eSports fans?
Twitter has always been a great companion to live events, and we continue to see conversations happening there around eSports events as they take place. With “traditional” sports, we’ll soon be bringing the live event and sports conversation on Twitter together on a single surface.
What role do you see the TBS and ESPN broadcasts of eSports playing in growing the market?
The increase in television exposure tells us that eSports continues to break into the mainstream, but the vast majority of eSports fans continue to watch via online platforms. So while we wouldn’t expect this to have a major impact on viewing figures, it may help to convert any remaining eSports skeptics about its popularity.
What opportunities are there for brands and sponsors in eSports from a social marketing perspective?
Lots. ESports has a dedicated, loyal and engaged global fan base. Many large brands are already involved in eSports, and more will follow as it continues to grow in popularity and exposure.
Over one billion people are aware of eSports today globally according to Newzoo. Where do you see eSports five years from now?
Impossible to predict, beyond the fact that eSports is here to stay.
