And by being nimble in those areas, were able to show positive traction across fandom development, revenue development, even competitive results. 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. We are 30 percent people of color, which is also very high for gaming. The predominantly male esports industry has a reputation of toxic, harassing and bullying behavior toward women players. And we built a roster exactly opposite of how every other esports team ever in the world has built a roster. And it requires us to be very quick-footed and have a lot of support to make sure we can navigate those scenes appropriately. So when we have to, as we do, have to pivot, change our course, throw something out and go in the complete opposite direction, we have a diligent framework of why we did what we did, so we know how to course-correct when that has to happen 19 times a day. I think theres a lot of room to grow. One of the challenges entertainment companies in particular face when they focus on diversity, and sports leagues too and traditional sports leagues are all over the map on this when they talk about diversity and inclusion is, when youre trying to get everyone, youre trying to please everyone by the nature of your product. But it was very iconoclastic to what had been done and really pushed the envelope on a lot of different fronts. However, there are times where weve made big bets on teams, like actually entering into a title and doing things a different way. And that, by design, the infrastructure of underfunded esports, where you dont have salary, you dont have benefits, parents with kids are not going to do that job, right? There werent a lot of people spending on marketing and advertising in a COVID world. And more importantly, should tuition go toward supporting bars around the XL Center? Tyler Blevins. 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? Thats the thesis we believe in. You cant be all things to all people. And Im actually very blessed that I have investors that very much are aligned with the longer-term vision, even when short-term cash is problematic. The biggest problem we face is breaking down the perception of gamers are alt-right dudes in a basement. Its not. How do you manage that? The collegiate is interesting because education budgets or university budgets, they follow a different fiscal year. At that time, esports was becoming popular from a mainstream capital allocation point of view. Whats something you chose not to participate in? You said professional sports have a leg up, which is an amazing way to think about the NBA, just like a scrappy startup with a leg up. It's actually a myth about how to make money on Facebook Nicole LaPointe Jameson (born April 11, 1994) is an American businesswoman currently serving as the CEO of esports organization Evil Geniuses. Youre a CEO, call them out. Its usually family, or I was born in a location, or I live in a location, so Im a fan of the locations team. 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. We are pretty good at the native content creation, more slice of life, but more of the FaZe Clan entertainment, thats where were expanding. EG historically, before I came in, was known as only really an athletics esports team. One of the best parts of how gaming operates is: Were digital, were behind the internet, we have some anonymity, and were relatively global, said LaPointe Jameson, who now lives in Seattle. But your teams dont play games, right, as a whole? And so if you irritate half of the country because youre continuing to talk about diversity and inclusion, you did a podcast episode on Black Lives Matter. It doesnt seem like the game here is, were going to break this thing into parts, extract value, over-leverage it. Is that just a bad business idea? The average esports athlete at Evil Geniuses makes about $70,000 per year. 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. 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. What are the primary metrics you look at for decisions? Weve also developed deep collegiate and education platforms how to bridge the world of gaming, how to make gaming accessible to different audiences as well as data analytics and even fantasy embedding products. Its people making videos. Moreover, fraudsters tend to set their sights on small businesses More at IMDbPro Contact Info: View agent, publicist, legal on IMDbPro. So in some franchise leagues we have regulations we follow, and some leagues where theres no regulation. Its hard everywhere, but this is a culture that has been fairly resistant to it? And so most of my decisions, as cliche as it probably could sound, are very, very data-driven. Lets take these components and put this in our playbook, and try this. [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. She has covered everything from crime and education to health and religion in places, including Colorado, Israel and Morocco. Managed costs. 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. But then also, were a sports team and so our humans, our players, our athletes are also the crux of our decision. But you have a competitive Valorant team, you have a competitive League of Legends team, it cost you a lot of money to get that slot in League of Legends, right? Were a startup, and every dollar counts, every dollar relates to how we continue to survive. Nicole LaPointe Jameson. That sounds very interesting. 2,546 followers. Lets try this. Its a self-perpetual feedback loop of how things are, not how things ought to be. So outsourcing to people whose focus that is, is excellent. Does this aid? So those are your deals, not their deals? [7] This made her the first African American woman to lead a major esports organization. But then theres a lot of like, Oh, my uncles an agent. Theres a lot of. I am excited to announce the launch of www.nicolelapointejameson.com. But its also great because we have a really good litmus test of what our players care about. And at the time that EG [Evil Geniuses] and gaming came on our plate, I was looking from an investment point of view at technology, AR, VR, and gaming companies, looked at a lot of esports teams. 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. They are trying to pitch a huge tent to get money from everybody. Part of that is because it was traditionally underfunded, underloved, and came with negative stereotypes. 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. So, franchising is interesting to us, because it gives a revenue share, we get part of broadcast rights and revenue, part of league sponsorship rights and revenue, as well as then we can sell our own direct sponsorships against it too. If you are the best of the best, you have a home here at Evil Geniuses."[13]. And if you include mobile gaming, more people play games than not. Or is it, youre just going to be a celebrity athlete? So things that we do that will authentically resonate with whoever were trying to target is critically important. What was the current business of Evil Geniuses in esports? Gamer. The Evilest - CEO @evilgeniuses and @esportsfactor Forbes 30U30 | BI's 100 | AdWeek Most Powerful Women in Sports I dont even come from an entertainment or sports background. They dont run toward asymmetric global competition, right? And I cannot claim, I will not even pretend, we do it perfectly. I left PEAK6, rolled into Evil Geniuses, and havent looked back since. Please only use it for a guidance and Nicole LaPointe Jameson's actual income may vary a lot from the dollar amount shown above. LaPointe Jameson, who previously worked in private equity, said the bulk of investment that goes into e-sports tends to come from venture capital, or VC, investors. Im all about the methodology underneath it. This is a little bit of why I love what I do. Dont put me on sponsorship ask. Its the storylines, and its the people. But its not always safe; its not always tolerant to me or any other minority by whatever way you slice the pie, she said. And were a digital product, we are accessible by everyone. How do you think about building a business with a power imbalance at that scale? So each developer is assessing this and navigating in their own way per se, but it definitely is not something to be underlooked. Evil Geniuses team players are, in terms of global rankings, the top 30 professional esports players in the world, organization leaders said. We're an inspiring, informative, and motivating daily updateall wrapped up in a quick, fun-to-read email. Hard shot at Ohio from Nicole LaPointe Jameson. Put your money where your mouth is, and thats fine. Because it isnt a one-to-one relationship between games, sales, and esports viewers, and even esports viewers by titles are not the same. Ive been around, I know that sucks. https://t.co/dzuLhaRiEu, RT @EvilGeniuses: POV: You're watching us Exhibit our Evil at the MoPoP Thank you for joining us! To make sure we could bring in the best of whatever talent and break down those barriers to reasonable things that should be accommodated. Many ancient pipes in CT aren't up to the task of draining storm water, yet officials just seem to shrug. How did you get into the 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. Is that how you think of your model? You cant operate player salaries that look akin to pro athlete salaries. So, we mostly hear the negative side of PE [private equity] firms and what they do to distressed companies, right? Nicole LaPointe Jameson. So what had not just resulted from that in the removal was, we do social media audits and deeper background checks with all of our hires, not just staff, but also players. Or is it the ancillary universe of content creation, making celebrities, maybe youre going to sell a Netflix show is that the money? Because that helps us grow at a mature and sustainable level. 00:00 Nicole thanks so much for being here. His first gift to LaPointe Jameson was a Pokmon game on Gameboy Color, and she immediately fell in love. We have a very sticky product by being digital and by being more flexible and how we engage, excite, and monetize the fan and consumer. Halo is not a game that is supported anymore competitively. And so theres often competing universes under one big broad bucket of esports, [which] yields very different results on the back-end infrastructure and supporting businesses. But if they suck at the game, thats not interesting to me at all. We are an esports. SUBSCRIBE NOW. I am passionate about reaching out to my community and engaging with you all. We can navigate much more by the individual because its not an overwhelmingly large vehicle for us to really manipulate and support. Its a bit more junior, where every person really has a voice and matters, still, in esports. That also exists in esports. Like, you dont have competitive Candy Crush teams. I think a very interesting today case study is Fortnite, right? We have to manage their balance because unlike just content creators or other esports teams that fully focus on the entertainment side, we blend both. Bumpouts in Byram? Is that an issue that youve had to deal with, with your talent? In her first year, she's made. "Part of the esports problem. 2022 Summit. 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. I wouldnt be here if I didnt believe that wont change over time. The market for playing Fortnite is huge. And so Im just assuming theyre full-time employees, they have 401(k) and health benefits. 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? Walk me through that. In her spare time, she enjoys skiing, yoga, Zumba and live music events. Wow. Inside of those contracts, youre saying were going to own a percentage of all the deals that happen around here. My sales team is amazing. And thats exactly why weve done it very carefully. Welcome to Decoder. 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. Use Next and Previous buttons to navigate. Or is that just growing slowly alongside? Prize pool is not a driver for revenue. There are so many people that dont fit the perceived narrative of who a gamer is, in the gaming community. It can be hard, personally, knowing the elephant in the room is there are many spaces in business globally that we participate in, that me as an individual might not usually be able to participate in by my race or my gender, especially, and that is hard to navigate. I have an affinity for empowering women and love to work alongside organizations like GirlsBuild, LA Vote. Most people play games. What are resources you have to help if you ever feel uncertain, as well as even staff and management crisis and de-escalation training. So unlike basketball, which wont go away, esports titles can go away. 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? HOW DO I GET PUSHUPS LIKE YOURS?!?!?! See Nicole Lapointe Jameson's compensation, career history, education, & memberships. We were one of the first esports teams to have an HR department; we were one of the first esports teams to help build kids camps and summer programs. The Seattle-based Evil Geniuses operates like a university athletics department. They control the games, they can change the rules, they can change how the games work. 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. Especially, because entering an esports title is not cheap, both from labor, from straight dollars, from infrastructure. Theres more lawyers and agents and potentially more revenue? If you look at EG we tease that as a first-world problem. Select the best result to find their address, phone number, relatives, and public records. Those are the types of decisions we make beyond what is the money. But again, similar to the whole space, its developing, its far and few in between, and a huge component of what esports teams make it or break it in the space is how they navigate the developers. 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. That seems like a relationship that needs to be managed very closely. For this week's 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,. Many professional esports players suffer from carpel tunnel, back strains and eye strains, which can all lead to a shorter career path for those in the profession. We grow like 8 percent month over month organically. 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. [8][11], LaPointe Jameson was featured in the 2020 Forbes 30 Under 30 under the games category. Thanks for calling me out. I dont think its a badly kept secret that a lot of them dont look great on paper from an investment point of view, and EG was a diamond in the rough. Esports is interesting in that it brings great visibility, gives good player conversion, boosts product reputation, but for some of these, like for example Riot or Valve, esports, even though its multi-hundreds-of-millions dollars for them, is still tiny compared to the game sales. What kind of decision was that for you? And building a playbook of how even my team members at EG can operate, understanding, okay, what lanes do we play in and what lanes do we not? At the time, the 25-year-old investor had scant experience running a gaming organization, but since her appointment, the esports. The good news is I have 41 player-athletes. This week, we sat down with Forbes Under 30 Healthcare 2023 lister Blake Mandell to discuss his companys latest funding round. But because we are an entertainment product, we can create value proposition through our brand. Because we dont like to do things just for the optics of it. It is almost a loss-leader. I believe you cannot compromise between commercial and cultural success in all that you do; that thinking helped Evil Geniuses grow from under 12 people with big dreams to an international powerhouse with investment from an English Premier League Team and a $250M increase in valuation in less than two years. Nicole LaPointe Jameson is a chief executive officer at Evil Geniuses. One of them is traditional sports, except think of us like a university athletics department. But as I kept going through life, careers in gaming were not a thing. Of course, EG [is a] Seattle, Pacific Northwest, esports team, which is great. 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. But I cant complain, she added. Does it help us? Let me ask you this, eight to 150 college tuition stipends, better health care, right? Ive asked you a lot about places youre increasing costs. Nicole LaPointe Jameson is known for Your Attention Please (2020). 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. Ive always loved gaming. "The CEO of EG is a woman,. And were an North American team, even though we have global competitions, but the more eastward you go, the more Wild West it becomes in that infrastructure. That consultation pipeline, often rivals, depending on the season or the quarter, rivals our direct sponsorships for our teams. Let me push in on the China point. I was inducted as an advisor [to help answer], How do we lessen that gap of the number of women gamers? About 45% of US gamers are women, but in competitive play, less than 3% are. But one of the things thats true about pro sports the NBA, baseball, and the NFL they tune their product to make it easy to watch, because the market for playing football is actually very small. They werent sure what to do, and we could keep going. You mentioned franchising. Its not an infrastructure as layered as all the agents and managers and the posse that you find in many traditional sports. That will work. Because it wont, unfortunately. So I was very excited for a board seat. I have no idea. 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. We were one of the first esports teams to have multilingual content creation. Our League of Legends viewers are nothing like our Counter-Strike viewers, both in geography, income level, age, gender split, etc. 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. How do you balance that, especially as youre growing? Well, so let me ask you, you brought up this notion that if you count mobile games, everybody plays games. Nicole Lapointe We found 67 records for Nicole Lapointe in NH, CA and 23 other states. Nicole LaPointe Jameson. People are like, Wow, esports teams must be so rich with that prize pool. That mostly goes to players or back to the league. Im almost ashamed of a lot of the things weve had to do that were firsts in the industry. Google runs this way. I just think its very funny that right now, the relationship between esports teams and the publishers is like if Spalding, the company that makes baseballs, owned the leagues, and eventually Spalding would just announce, Well, now every game requires three baseballs in play at the same time. Right? Evil Geniuses is one of North Americas oldest esports organizations. That is probably the biggest either plus to the space, or thorn in my side, depending on the day and which developer. Some developers are really pushing to make sure the game is broader. No, call them out. 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? Whats next for Evil Geniuses? Maybe more people will play basketball but still, the market for being a professional basketball player is still pretty small. Agenda At A Glance Schedule Speakers The GSV Cup Elite 200 GSV EDTECH 150 Sponsors Bookstore ASU+GSV NFT Register. I ended up falling in love with the entrepreneurial spirit, and they had a program where they took undergrads and threw them straight into investing and operating portfolio company businesses. We manage those rights. The Forbes 30 Under 30 alumnus is CEO of gaming company Evil Geniuseswhich is kind of what you have to be to make it in the billion-dollar biz. And you were installed as the CEO to grow the brand. And then, of course, the regular marketing, advertising, ad sales, but thats tiny. We own those rights. 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