Moving to city-based models has helped esports teams secure big name investors like JordanGETTY IMAGES
Actor Michael B. Jordan has invested in Andbox -- the "organization that owns and operates the New York Excelsior team in the Overwatch League, and the New York Subliners team in the upcoming Call of Duty League," according to Scott Robertson of DEXERTO. The direction of both leagues is "indicative of a move across esports" as a whole to "build up regional and local fanbases." For the past two seasons, OWL was based almost entirely in L.A., and now they move into a "homestand format for season 3." The CoD League also is "beginning with a similar format." Andbox' "dedication" to N.Y. esports is "much bigger and deeper than just promoting and running their two biggest franchises." They work with a "plethora of other organizations and organizers to run weekly events around the city and the metropolitan area" (DEXERTO, 12/22). Andbox co-Founder & COO Farzam Kamel said, "Our goal is to capture esports in New York and lay claim to this market." Jordan said, "I'm from Newark, New Jersey, but I grew up in Manhattan. With Andbox, I felt like they really cared about New Yorkers and being authentic to the city." ADWEEK's Mitch Reames wrote bringing in new investors like Jordan is "one of the significant benefits of geo-localizing" (ADWEEK.com, 12/20).
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