The eSports industry is on a mission to make itself as credible as "real" sport, according to Matthew Chapman of MARKETING MAGAZINE. Int'l eGames Group CMO Chester King is leading "the charge." This is the not-for-profit organization that "has been set up in order to host an Olympic Games-style event for eSports." Now "top gamers are able to make a living out of their skills and generate almost the same level of devotion as mainstream sports stars among their fans." King said, "I think eSports desperately want to be perceived as a sport and there is lots of regulation around that. We just want to make sure the mainstream media realize eSports is not a bad thing -- it is a positive thing, and an alternative to watching other real or mainstream sports." America is "already treating its top gamers as athletes in their own right" and has even introduced a specialist eSports visa, which works in a similar manner to sports visas and allows professional gamers to travel to int'l tournaments with ease. It is understood Culture Minister Ed Vaizey is "exploring the introduction of the same visa" in the U.K. The government has "already thrown its support" behind the eGames tournament organizer. While it is not providing any financial support, government department UKTI "is using its global contacts to help eGames set up an international network." Companies are "already getting involved in sponsorship opportunities." Brands including Samsung, Red Bull and Monster have all sponsored eSports in the past and King said that "he is in discussions with a few brands" around sponsoring eSports. He can not reveal names but said they are "household brands that normally sponsor sport and two of them are interested in sponsoring a particular country’s eSports team." The U.K. is "gearing up for its most prestigious eSports event yet next month." The two-day Counter Strike: Global Offensive event on May 14-15 at the O2 Indigo venue will have a $750,000 prize pool "up for grabs" (MARKETING MAGAZINE, 4/25).
