The world’s top competitive video gamers are facing off in China over the next few weeks for the League of Legends 2017 World Championship, one of the premier tournaments in the fast-growing world of esports.
Hosted by Riot Games, the company that makes the popular League of Legends (LoL) online game, the tournament’s early rounds turned in a fair amount of excitement and upsets, though last year’s champion is still standing. The Korean professional esports team SK Telecom T1 remains a favorite in a field that also features teams like Samsung Galaxy (sponsored by the South Korean electronics giant) and the North American team Cloud 9.
If none of those names ring a bell, then the rapid ascension of esports has likely passed you by. Competitive gaming’s popularity around the world has exploded in recent years, and the esports industry is now expected to generate more than $ 1.5 billion in annual revenue by 2020, according to one estimate.
Meanwhile, major professional sports teams like the New York Yankees and Cleveland Cavaliers are throwing money at esports, while tech giants like Amazon and Google compete to lure gaming fans to stream live gameplay and competitions on their digital video platforms, Twitch and YouTube, respectively. Last year, Riot Games (which is owned by Chinese tech giant Tencent) signed a reported $ 300 million streaming rights deal with Walt Disney’s BAMTech, and this year’s LoL world championship tournament is available for streaming around the world on Twitch and YouTube.
The influx of media rights deals has also opened the door for a range of high-profile corporate sponsors, with Riot Games landing sponsorships in recent years from the likes of Acer Gaming, Coca-Cola, T-Mobile, and Mercedes-Benz.
This week Fortune caught up with Jarred Kennedy, the co-head of esports at Riot Games, to discuss the world championship (the finals will take place Nov. 4 at the Bird’s Nest National Stadium in Beijing) as well as the overall growth of the esports industry and Riot’s plans, much like rival Activision Blizzard, to remodel its own esports league after major professional sports leagues like the NFL and NBA.
The following conversation has been edited and condensed for clarity.
Fortune: What are some of the big storylines fans will be following heading into the quarterfinals of the LoL World Championships this weekend?
Kennedy: Where to begin? We’ve got some great teams that have made it through. Lots of regions are still alive. You’ve got your defending champions, SK Telecom T1, where they always are, which is contending. But, you’ve got teams that are potentially going to give them a run for their money. I think if [Chinese team] Royal Never Give Up and SK Telecom T1 wind up meeting in the semifinals in Shanghai that could be incredible. Honestly, any of the match-ups with the teams we have right now are going to be really fun to watch, because they’ve all proven themselves to get to this stage. And, the competition just keeps getting better and better the deeper we get into the tournament. That’s one of the reasons that worlds is so compelling.
How has the media rights aspect of the esports business expanded in recent years for Riot?
I think what you’re seeing is the maturation of our sport. With esports, I wouldn’t say it’s entered the mainstream, but it is increasingly an option that marketers look to. And, that’s great for us, because what we’re trying to do is build up the overall ecosystem, and having those increases in revenue coming in on that side allows us to invest in the professional players, the teams, and it allows these players to make a career out of this in a really meaningful way.
That leads into the bigger question of the esports industry’s overall growth trajectory. What are the areas of business that you think are most ripe for increasing revenue in the industry?
There are lots of different pools of revenue. Big ones would include media rights, which not unlike the NFL, NBA, or the Premier League, media rights are a large driver. For some games, including ours, there’s in-game content, and that’s something that’s unique to esports, as opposed to stick-and-ball or traditional sports, where there’s an opportunity for teams to participate in some of the in-game revenue streams. I think those are probably the biggest ones, but we’re always on the lookout for new ways to engage with fans of our sport.
You used to work at Sony Pictures Television. Would it benefit esports to make that leap to being more of a presence on traditional TV networks?
We don’t feel the need to go to TV as a point of validation. We’ve found that a lot of our fans of this sport are online, they tend to consume digitally, and thus the BAMTech deal and some other things we’ve done—negotiations with Twitch, YouTube, etc.—is just to serve them where they are. But, we’re not looking to be on NBC at 8 p.m. on a Saturday broadcasting to all of America, because we don’t think that’s where our fans want to watch, and we think it would probably be casting too wide of a net.
Why model Riot Games’ North American League of Legends Championship Series league after major professional sports leagues with revenue-sharing and a players association?
We’ve always looked at professional sports, not because we want to model exactly what other sports do, but even when you’re attempting to innovate, sometimes there are things that already exist in the world that work really well and work for a reason, and we shouldn’t be afraid to use some of that. Our goal is to have sophisticated owners of teams that can operate at a high level, know how to build businesses, know how to build sports, and who aren’t going to be working against each other, but are going to be collaborating in the best interests of fans around the world.
Going back to your point about esports not yet being in the mainstream, what needs to happen to put esports on the same level as one of the major professional sports leagues?
It takes time to get to the scale of where major sports are today, and I don’t think we have any illusions that we’re going to be able to do that overnight. We do have the advantage of being a digital property that tends to grow faster and can grow more virally. Friends tend to bring their friends into the sport, we found. We’re looking to build the best ecosystem for our fans that we can and we hope that by doing that it will thrive and grow, and over time we’ll have a chance to be as big as some of the major sports that exist today. But our primary goal is delivering value to fans day in and day out. And, if we can do that, then the rest will take care of itself.