Some observers are wary of these investments, stressing that the bulk of the gaming audience gravitates toward streaming services such as Twitch and YouTube - not linear television - for its content fix. Scripps Co.’s announcement of a content-based partnership with the esports team Misfits last month. 30.ī/R Gaming’s investment in televised content is further proof that linear broadcasting companies are realizing the potential value of the gaming and esports audience, following The E.W. Each 100-minute-long episode will dole out 100 prizes - hence the name - and will run simultaneously on TBS and the B/R app, with the first episode scheduled for 10 p.m. The show, which will be hosted by esports personality Erin Ashley Simon and musician-turned-Twitch-streamer Faheem “T-Pain” Najm, will pit celebrities, streamers and athletes against each other in gaming challenges that unlock prizes for the live audience. “100×100” is B/R Gaming’s first piece of linear content designed first and foremost for a TV audience. “It’s on both platforms, and they’re differentiated experiences,” Dill said. The first season of “Underrated” garnered over 18 million views across platforms, leading B/R to produce a second season earlier this year - but it remains a digital-first show, appearing first on the B/R app before an edited version airs on TBS. Last year, B/R dipped its toes into this field through the show “Underrated,” which gives professional athletes an opportunity to improve their in-game ratings in titles such as Madden NFL and FIFA. The crux of the initiative is the creation of linear televised content rooted in the gaming and esports communities. “But really, having B/R Gaming be the umbrella for those cultural elements together - that’s what I’m really talking about in terms of it being an evolution.” “We’re really just taking what B/R Gaming had done on a lesser scale, giving it the proper resources and the proper attention, and then letting ELeague also really stand for the competitive scene in a way that allows them to be great,” Dill said. ESPN Esports closed its doors in late 2020 after operating for nearly five years despite establishing itself as a leading esports news site Bleacher Report’s own gaming subdivision, whose launch Digiday covered in 2016, has not yet reached the heights of its parent brand.ī/R Gaming’s latest reinvention is different, said Turner Sports vp of esports Jennifer Dill, because it involves an unprecedented level of collaboration between Turner’s sports and esports brands. ![]() Past attempts by prominent sports entertainment companies to enter esports have been a mixed bag. It’s absorbed ELeague, Turner’s dedicated esports brand, and invested in linear televised content - including a new show, “100×100,” that will run live on both TBS and the B/R app later this month. This year, with Bleacher starting to work more closely with other sports properties owned by Turner Broadcasting System, B/R Gaming has evolved accordingly. Since its launch in 2016, B/R Gaming, the gaming and esports arm of the popular sports website Bleacher Report, has largely operated independently.
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