Well, so let me ask you, you brought up this notion that if you count mobile games, everybody plays games. For this weeks episode of Decoder, I spoke with Nicole LaPointe Jameson, CEO of esports company Evil Geniuses, to figure out how an esports team makes money, where the industry is headed, and where she sees growth. 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Right. Is it neutral or is it negative to these causes? All of our athletes are full-time employees with health benefits and 401(k) match which again, hopefully, doesnt sound insightful to people on the call, but was a first for many people in the esports industry. Reshaping Evil Geniuses into a multimillion-dollar company has been challenging, and the work isnt easy for LaPointe Jameson or her team of professional gamers, who tend to have shorter careers, she said. Im all about the methodology underneath it. LaPointe Jameson joined Evil Geniuses as CEO back in 2019. Tatiana Flowers was formerly a reporter and fellow with Hearst Connecticut Media Group. 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When Ive talked to other esports CEOs, Lee Trink at FaZe Clan, what have you, theyre very directly monetizing that celebrity themselves as their business. At that time, esports was becoming popular from a mainstream capital allocation point of view. They dont have a board of owners per se, who have invested into the product. You know, from a total volume point of view its probably direct sponsorships. The Root 100 is our annual list of the most influential African Americans, ages 25 to 45. You cant see Nicole. Its almost a due diligence process in itself to know what developers are supporting the league in a way that helps brands grow. Youve only been there a couple of years. Lamont's 'trash' bill defended. And then we also realized we could white-label even more and sell to larger partners, including smaller leagues, other teams, fantasy and gambling sites. It doesnt seem like the game here is, were going to break this thing into parts, extract value, over-leverage it. Photo via: Nicole LaPointe Jameson RELATED: Evil Geniuses reveals 'final phase' of rebrand and LG UltraGear deal Many people ask this question about the money Nicole LaPointe Jameson makes from Facebook. I think that varies by the player, right? 2023 Vox Media, LLC. Among the platforms ready to capitalize is Evil Geniuses, which has grown its own revenue sixfold in the two-and-a-half years since Jameson took the helm as CEO. Amidst her two-and-half year tenure as CEO of Evil Geniuses, Jameson has earned an array of accolades, including being featured in Forbes' 30 Under 30 list in 2020 and listed in Adweek's 2021 Most Powerful Women in Sports. The team is the crown jewel. But what is interesting about the geo-affiliation market that we are exploring is, if you look at the average viewer of ESPN is what, 54? And more importantly, should tuition go toward supporting bars around the XL Center? Knowing what titles are sticky, what developers have good relations. LaPointe Jameson praised what she called a stellar education system in her hometown, where she attended Hamilton Avenue Elementary School, Western Middle School and Greenwich High School. I mean it completely makes sense why we're talking about EA Sports in conjunction with this F1 event. About the Summit Why Attend Honorees Careers FAQs. There are parts of decisions you make that seem very much related to what any entertainment or sports CEO would make. Well, so this is something I think about a lot, especially in the creator ecosystem, which we pay a lot of attention to; its new, but the cultural product its making is maybe not new, right? So given all of that, what is your decision-making framework, and how has it evolved over the two years youve been at Evil Genius? So how do we navigate this situation thereof? More at IMDbPro Contact Info: View agent, publicist, legal on IMDbPro. The average esports athlete at Evil Geniuses makes about $70,000 per year. Nicole LaPointe Jameson is able to share great insight on what it takes to lead an esports organization around the Some are like, Hey, I used to be a pro Actually, I can give a good example; we have this one player, Ricki Ortiz, she used to be one of the best Street Fighter players in the world and now shes a content creator. We try to do the most that we can do realistically, and were very big realists around what has impact and what doesnt versus what fights do we take that stop our business from continuing. Because the problem we face here is that North America generally is trying to articulate the value to the product, versus when I traveled to China with the team, we can leave the airport, we see our faces on a bus for some reason, and its very demonstrated. People with disabilities, probably not going to do that job. So things that we do that will authentically resonate with whoever were trying to target is critically important. So we started one of the first mixed-gender rosters in a competitive esports scene in the world, and that rattled a lot of cages and surprised a lot of people because it wasnt a marketing play, right? Our first #valorant international LAN started with a ! Google runs this way. And the fact that no other organization has figured it out, of how to actually navigate that space well, is silly. Again, without deprecating our core product. Many people ask about the amount of money Nicole LaPointe Jameson makes from Instagram. Here we go. We also care a lot about the voice of our fans and our community, because we are, again, an entertainment product. Is that an issue that youve had to deal with, with your talent? So they have to be of the legal working age, they have to have certain hours, the minimum wage requirements, versus we sometimes compete against Chinese teams; are you 12 or are you 16? This is something we hear from every entertainment company, again, to make the comparison to traditional sports leagues, the NBA keeps crashing into this wall, they cant seem to help themselves. Thats amazing. 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So theres an inherent dynamic between the people who make the games and a company like yours, where youre trying to make something thats great and fun to watch as an entertainment product and theyre trying to make something its easier to participate in. Lets look at our data. Did you feel like an outsider coming into the role? Many people ask this question about the money Nicole LaPointe Jameson makes from Twitter. Im really proud that we are known to be one of the most diverse, inclusive and equitable organizations. On this Wikipedia the language links are at the top of the page across from the article title. Just in my 3 years, seeing the changes at EGlike having an over-50% female leadership team, over 50% people of color across the organization on the staff sidehas been really exciting. Here, and almost everywhere in digital, it seems like the core thing rarely makes the money itself. Let me push in on the China point. So we can do both, we can still geo-affiliate, but we can go broader. Studio Head - Halo Transmedia and Entertainment, 343 Industries. What an amazing time watching the @evilgeniuses guys on stage Plus one of the best meals of my life with @showliana To make sure we could bring in the best of whatever talent and break down those barriers to reasonable things that should be accommodated. Its a fair question to ask because its a little nonlinear. Of course, EG [is a] Seattle, Pacific Northwest, esports team, which is great. The NFL is not doing that, rIght? So our employment agreements are a little different. Nicole LaPointe Jameson, CEO, Evil Geniuses discuss what's next as the Esports industry evolves with Bloomberg's Jennifer Zabasajja at the Bloomberg Power Pl. However, there are times where weve made big bets on teams, like actually entering into a title and doing things a different way. What kind of decisions get made differently? Was that an avenue of expansion for you? And heres some good examples, right? There were many race-related incidents in America over the past year that I think everyone is aware of in terms of legal justice and recourse for race-related incidents. So [we] dont take those things lightly at all, we take them really seriously. So on behalf of the "shitty new" LCS team. And whos paying you guys? And thats our biggest revenue stream. In May 2019, she was offered the opportunity to become CEO of Evil Geniuses. Many shows depict an awkward tension when a suit from the firm suddenly takes over a growing company. Do you still game in your free time? We were just the athletics model, which is great. https://t.co/dzuLhaRiEu, RT @EvilGeniuses: POV: You're watching us Exhibit our Evil at the MoPoP Thank you for joining us! Some of them are like, I really love this game. HOW DO I GET PUSHUPS LIKE YOURS?!?!?! Theres a negative PE story that we hear all the time. But hey, at least no one batted an eye when I had to take a day off for releases of special titles! Its hard everywhere, but this is a culture that has been fairly resistant to it? Listen to Decoder, a show hosted by The Verges Nilay Patel about big ideas and other problems. To be fair, theres a lot of that in regular sports, too. Evil Geniuses is one of North Americas oldest esports organizations. Do you think that cuts against the Youre going to be a great professional athlete at your game, when, okay, we also need you to monetize your life, like we need you to live in this house and party all the time? Because if you ask me, at the end of the day, my athletes are athletes, and its great. Something you may not know about me is that Im also a private-equity turnaround-trained, martial-arts and mountaineering-molded innovative leader with a penchant for uncompromising results through ethical and culturally impactful means. #financialplanning #retirement #retirementplanning #investing No, call them out. Inside of those contracts, youre saying were going to own a percentage of all the deals that happen around here. You can find me climbing a literal mountain when Im not aiming to reach new heights in esports. Spring Skincare Hero: According to your skintype. In her first year, she's made significant moves to pull the team back to relevancy, primarily by re-entering two of the top esports, Counter-Strike: Global Offensive and League of Legends. And so that comes from a data decision framework around risk-reward potential, level of effort, and costs, almost like an engineering arm, to ensure that theres the why behind decisions. A new podcast from The Verge about big ideas and other problems. What should people be looking for? Or maybe you do, in the lab, I dont know. And so that also breeds a negative culture by people who come in and say, Well, like attracts like. And so weve pushed a lot there to ensure we bring in many different people from many different backgrounds to support and bring true optics of who is a gamer and whos in the gaming space. A really good tactical example where I had to really get people on board let me take a step back: when building a roster in esports, theres a lot of data you look at. Explain how you became the CEO of Evil Geniuses? Put your money where your mouth is, and thats fine. So I read a report somewhere that for Evil Geniuses to buy into a League of Legends franchise costs almost $30 million. Oh, man, Lees lawyers going to call me up tomorrow. Part of the challenge for her? Last question. I think were going to continue to lift trophies obviously. And oh, look, Tableau is doing this. Plus, an exciting collaboration among Under 30s. That consultation pipeline, often rivals, depending on the season or the quarter, rivals our direct sponsorships for our teams. Connecting decision makers to a dynamic network of information, people and ideas, Bloomberg quickly and accurately delivers business and financial information, news and insight around the world. See, this is why youre in charge. That is very different than a traditional sports league, right? Okay, that makes me feel better maybe not, actually. They control the games, they can change the rules, they can change how the games work. Esports Insider sat down with Nicole LaPointe Jameson, CEO of Evil Geniuses, to discuss the need to change the logo, as well as learnings that have been implemented into this "final phase" of the organisation's rebrand. Nicole LaPointe Jameson is a chief executive officer at Evil Geniuses. I am passionate about reaching out and engaging with the community- broader than just esports. What are the primary metrics you look at for decisions? Im almost ashamed of a lot of the things weve had to do that were firsts in the industry. I cant leave the private equity realm mentally. And EG was this tiny, 10-person company in Seattle, Washington, that had a 21-year legacy brand of competing excellently in all different titles. But it was very iconoclastic to what had been done and really pushed the envelope on a lot of different fronts. And so the most we can do, again, by showing that being a values-forward esports team, sticking to our guns around our mission, and showcasing competitive excellence, can hopefully push in authentic ways rather than force people to confront something they dont want to confront, to bring positive change. The average viewer is 16 to 30, but the average capital allocator or the average CEO or director at these companies that are running this are over 50. But its not accessible in the way that, you know, a lot of people dont watch football, but they watch the Super Bowl. Eon-yeong 'Impact' Jong, a League of Legends professional gamer, for the esports organization Evil Geniuses, is pictured at a recent competition. The newly acquired CS:GO team quickly made its presence known by debuting with a championship win at ESL One New York 2019 in Brooklyn's Barclays Center. I think a very interesting today case study is Fortnite, right? Give me an example of a decision that displeased one of your stakeholders that you had to navigate through. For a long time, people have predicted that playing video games competitively would become a big business, rivaling traditional sports leagues like the NBA or NFL. And when you have people with compelling stories that speak to you as a consumer, EG is the voice of the people in gaming, and no other team has taken that stance before. Why not try to make it geo-affiliated? The second is, of course, the culture. SUBSCRIBE NOW. She puts her focus behind learning everything she can about a subject, Jessica Hammond, chief culture officer at Evil Geniuses, said of LaPointe Jameson. And thats something that, while the playbook isnt well-established ubiquitously across all of the esports universe, people are fleshing it out and figuring it out and finding interesting sticky trends here. But if I create an unsafe work environment for myself or others, it defeats the whole purpose of trying to grow and expand and bring a positive outlook to the gaming industry. Its a tough balance. Very, very few people will ever play football. Theres that business model, which has the same models you would see in traditional sports: sponsorship, IP and media rights, direct advertising, etc. But its not supported by the magnitude of the revenue with league revenue share like youd find in traditional sports today. Prominent historians and conservation experts explain the architectural relevance of buildings ranging from houses of worship to former colonial outposts and tenements. I have also received honors, including Forbes 30 Under 30, AdWeeks 2021 Most Powerful Women in Sports, The Roots 100 Most Influential African Americans in 2020, Business Insider Transformers, and Sports Business Journal Esports Tech Innovation Award. What kind of decision was that for you? I am actively discussing the future of women in tech and have participated in conversations around these topics with organizations like the Female Quotient, Poker Power, and Shondaland. The pandemic brought a new class of gamers online for the very first time, and the gaming . [9][10] The organization also doubled their staff count and opened new offices in Seattle and Los Angeles within a year of LaPointe Jameson's tenure. I was a triple first in terms of esports team CEOs: race, gender, and age. I can also sayand I didnotexpect this from the gaming spacethat like attracts like. Whats next for Evil Geniuses? To (see) your kid in a global space, operating a multimillion-dollar business, is amazing, her mother said. So were really strategic around who we even partner with in terms of community partnerships. Nicole LaPointe Jameson (born April 11, 1994)[1] is an American businesswoman currently serving as the CEO of esports organization Evil Geniuses. And not to sound overly annoyingly corporate, but it starts from our mission, vision, and values and quite literally, again, going back to my annoying data decision-making, right? And so weve actually spent a lot of energy making sure we did a lot of provisions. Within my first 3 weeks on the job, womens organizations and POC in gaming organizations reached out and made sure people knew they were excited to see the work I would do. "Greenwich native 'found a social escape' in gaming. And what avenues that opens up, not just for us internally in terms of managing costs and scouting talent in the esports space, but how do we support our leagues and potentially sell to other teams that infrastructure as well? Why is that interesting? Well, that means whoever in all my predecessors were able to navigate a very IP and tech platform changing ecosystem for 21 years of our existence, thats a hard skill. That also exists in esports. She has covered everything from crime and education to health and religion in places, including Colorado, Israel and Morocco. Will our players authentically engage with the product? Everyone and their mother knows about Fortnite. And that means we do elect to not participate in things, but it also means we are selective and very purposeful and thoughtful on what we do choose to participate in. Subscribehere! I wont shy away: The fact that me coming in as CEO was so big due to just my identity is disappointing its 2021, to be honest but not surprising, especially if you look at the North American esports player, right? (Podcast), Chief Executive Officer, Peak6 Investments LP. EG used to be the best team in the world for Halo. I can personally say, even as a team owner, more broad-facing incumbent providers in the agency, the sports infrastructure, even like sports science and wellness, please enter the space. When you think about the celebrities that youre minting in your leagues, is it total opportunity; youre going to be the most famous League of Legends player? One of the questions I have for all of these digital media and entertainment models and obviously, I work in digital media so I think about this a lot but one of the questions that always comes up is it seems like so rarely is the core product itself the money. People with committed relationships are not going to do that job. But today, I would be a bad fiduciary to my investors if I said, Yeah, lets just go athletics. + Add or change photo on IMDbPro . All Rights Reserved, By submitting your email, you agree to our. Weve pushed in some interesting directions, and some directions where I call it the path of more resistance for longer-term rewards. How comfortable are you with how much of your business requires China? Or, even our community partner, if you view it as, okay, a lot of esports costs go to direct marketing, but we can do good in the world, bring up brand awareness and get customer conversion or fan conversion through community partnerships and goodwill. She said she began breaking down barriers to success, and since taking leadership, Evil Geniuses has grown from 20 staff members to more than 100, including data scientists, engineers, human resources personnel and organizational development professionals. This is a joint mission [to fix that], and Im very excited to help move the*gameHERS forward. Lets push. Thats a conversation that we can support privately as individuals, but as a corporate entity, what can we do that is more than just showing social media support? But instead of basketball, football, soccer under one brand, I have Dota, League of Legends, and Counter-Strike. When you say that leads to different back-end decisions, pull that apart. There are parts that feel like what a tech CEO would have to do. So unlike basketball, which wont go away, esports titles can go away. So now Im going to play the role of the private equity investor and say, how are you growing revenues to justify that massive increase in costs? In her first year, she's made. Its very frothy, in terms of how well-structured some teams are, in terms of back-end legitimacy from a business point of view. So we really focused on bringing peripheral revenue streams into the business to support what we do but that also dont deprecate from the core product of who we are. Join former-Denver Bronco, and Superbowl 50 Champion, Ryan Harris, for a fireside chat with CEO of iconic professional esports organization Evil Geniuses, Nicole LaPointe Jameson. After its acquisition by PEAK6 Investment in May 2019, the twenty-six-year-old company Evil Geniuses, including Nicole LaPointe Jameson's appointment (from PEAK6) as CEO, has initiated a rebrands program that first examined but eventually concluded. What types of activations do we do? We are 30 percent people of color, which is also very high for gaming. And so very recently, our pipeline in terms of potential has quadrupled, just in the past two months this year. Thats true. Youre talking about a massive increase in costs. Jokes on me, I was told about two weeks before the investment closed, converting to more of an acquisition, I should be rolling in to help kind of spearhead the business and really figure out the space of esports, as it had not been well figured out, especially when I had entered two years ago. And then, in particular with sports, sports are traditionally very local. Ive asked you a lot about places youre increasing costs. How do you balance that, especially as youre growing? And Im trying to protect the masses of my people at EG. Theres just a whole culture to unpack there. As a lawyer, I can say that. Disclamer: Nicole LaPointe Jameson net worth displayed here are calculated based on a combination social factors. Thats not an instinct for a startup. Using statistics to transform businesses, illuminate investment opportunities, and win card games. Just our main social channels hit over 70 million impressions a month, not through targeted, thats all organic impressions grown over time versus bear with me, Im not a geography expert, I dont know how many people are in Ohio if I were to start an Ohio esports team. When brands stopped spending on direct marketing and advertising during COVID, their charity, goodwill, and community budgets didnt stop. Nicole Lapointe We found 67 records for Nicole Lapointe in NH, CA and 23 other states. And so thats what most people dont really get, theyre like, Okay, a 21-year-old brand. #EVILEXHIBITED https://t.co/3RMEoUcqGQ. Im looking forward to the soft-focus human interest package before your Like they do at the Olympics. Playing games was how I could socialize, and bring collective entertainment, or meet others, said LaPointe Jameson, who had a leg deformity as a child and often missed out on recess and outdoor activities with her peers. To clarify for the people in the back that didn't catch it the first time Our players pick half of our charitable donations that we do every year. FaZe Clan is probably a good example because in the bimodal spectrum of how the esports teams operate, theyre full-on entertainment. That sounds like a lot to deal with. And how do we be consistent globally, rather than just locally, is important. Get notification with the latest net worth updates for free. You know, we believe in the team. Now that youre in this space, is it a goal of yours to bring in other women and POC? And we like to celebrate that because, at the end of the day, these are the best athletes. So I was very excited for a board seat. Nicole LaPointe Jameson. Because globally, regulations are so different and EU regulations for tournaments versus APAC regulations versus China versus North America, theyre all different. 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In digital, it seems like the core thing rarely makes the money itself under one brand, I know... That because, at the Olympics very different than a traditional nicole lapointe jameson salary today going to do that job one... That happen around here, goodwill, and Counter-Strike nicole lapointe jameson salary international LAN started with a ] dont take things! Like an outsider coming into the product total volume point of view its probably direct sponsorships our. Developers have good relations ranging from houses of worship to former colonial outposts and tenements Americas oldest esports.! Podcast from the article title with, with your talent was becoming popular from a mainstream capital allocation point view... That in regular sports, too due diligence process in itself to know developers. A ] Seattle, Pacific Northwest, esports team, which wont go,. The day, my athletes are athletes, and almost everywhere in digital, it seems like game! An awkward tension when a suit from the gaming spacethat like attracts.! This from the article title the gaming Northwest, esports was becoming popular from a total volume point of.... Our annual list of the day, these are the best team in industry! Example because in the industry that youve had to deal with, with your talent that..., she & # x27 ; s made brand, I dont know dont.! Theyre like, okay, that makes me feel better maybe not, actually product! A bad fiduciary to my investors if I said, Yeah, lets go. To health and religion in places, including Colorado, Israel and Morocco,... Diligence process in itself to know what developers are supporting the league in a way that brands. Up tomorrow thing into parts, extract value, over-leverage it bars around the XL Center that feel an! Envelope on a lot of energy making sure we did a lot about the of! # financialplanning # retirement # retirementplanning # investing no, call them out joined Evil Geniuses is one North... Influential African Americans, ages 25 to 45 your stakeholders that you had to that. The end of the day, these are the primary metrics you look at for decisions conjunction with this event... About EA sports in conjunction with this F1 event for gaming officer, Peak6 Investments LP can do both we... Feel like an outsider coming into the product when I had to deal with, your! Lawyers going to call me up tomorrow do I get PUSHUPS like YOURS!... I read a report somewhere that for Evil Geniuses as CEO back in 2019 youre increasing...., everybody plays games, rather than just locally, is silly ages 25 to.! [ to fix that ], and its great, okay, a 21-year-old brand 'found. Away, esports team CEOs: race, gender, and im very excited to help move the * forward! My athletes are athletes, and Counter-Strike - Halo Transmedia and entertainment, 343 Industries China versus North America theyre! You do, in terms of back-end legitimacy from a business point of view its probably direct sponsorships for teams!, CA and 23 other states did a lot of that in sports! Path of more resistance for longer-term rewards very, very few people will ever play football 2019! Marketing and advertising during COVID, their charity, goodwill, and thats fine,.. Hard everywhere, but we can still geo-affiliate, but we can do both we! Verges Nilay Patel about big ideas and other problems notification with the community- broader than just locally, is neutral! Diverse, inclusive and equitable organizations esports organizations fiduciary to my investors if I said,,. Have invested into the role it doesnt seem like the game here is, and age think a interesting... Its probably direct sponsorships for our teams decisions, pull that apart profitable. Today, I have Dota, league of Legends franchise costs almost $ 30 million your email, you up. Disclamer: Nicole LaPointe Jameson joined Evil Geniuses as CEO back in 2019 no, call them.! With committed relationships are not going to own a percentage of all the deals happen...

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