Esports is one of the primary entertainment sources for the younger generation, but as the popularity of gaming continues to increase, improvements to the space need to be made.
Namely, equity.
«The level of toxicity for women is unprecedented,» said Michelle Harrolle, director of the University of South Florida Vinik Sport & Entertainment Management Program. «They don’t even turn on their microphones because as soon as they speak a word, and you hear a feminine style voice, they will get blasted. So they just don’t. And in a space that should be free to all, open to all, equitable — it’s not.»
Harrolle and USF Associate Professor Janelle Wells shared their expertise at a luncheon this month at the USF Esports Summit. The two wrote a 2019 book called «The Business of Esports: The Wild Wild West on Fire.»
Since then, the pandemic has only made it wilder. Two years ago, the most valuable esports team was worth $320 million. Now, Los Angeles-based TSM has a valuation of $410 million. Microsoft bought video game publisher Activision Blizzard for $75 billion in January.
In the past year, video game participation rates for girls ages 9 to 18 increased by 13% to 76%, according to Wells. Boys in the same age range participate at a 96% clip, which is on par with previous years. As girls are introduced to the gaming scene, it’s imperative they have an advocate, Wells said.
«What all these women had, a theme that came out of [our conversations], is their grit and their resilience because they want to be a part of it. They want to make a difference in it,» Wells said. «To see the young girls and females having interest at a younger age, that helps with the inclusivity as we get older.»
Worldwide, most esports enthusiasts are in Asia, meaning there’s continued room for growth here in the states. The Esports Players Club opened on West Kennedy Boulevard this month, marking another landmark event for esports in the Tampa Bay region.
Businesses should know that esports fans are generally receptive to corporate partners propping up a player, team, event or league. But the sponsorships must be authentic, Wells and Harolle wrote in their book.
Universities will also play a role in the growth of gaming. Esports isn’t regulated by the NCAA, but about 3,000 USF students are in the video gaming club, Harrolle said.
Marcus Howard, who leads marketing and operations at GamiFi and spoke at the USF Esports Summitt, said those university programs should offer more than the mainstream games like Rocket League. By doing so, they are excluding a wider audience, he said.
«When you think about who’s in charge of universities, they are clueless about esports,» Wells said.
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