Nicole LaPointe Jameson (Evil Geniuses CEO) on Twitter: Last owner's meeting @TSMReginald complimented 100T as the only non-shitty new LCS team. @katrinaxian @Oatymeals @LoLKudo @Timkiro @Inspiredlol @Ssumday @VulcanLoL @VictorHuang ALSO Katrina you look so lovely!! Jump ahead to January 2019, and we were deep in the diligence of Evil Geniuses, which had a wonderful brand but was looking for cash and leadership to best utilize that money. And were a digital product, we are accessible by everyone. 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. They are trying to pitch a huge tent to get money from everybody. Bumpouts in Byram? Things that would make you laugh in this day and age generally, are still very fundamental. 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. So I read a report somewhere that for Evil Geniuses to buy into a League of Legends franchise costs almost $30 million. 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. 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. 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. Become an industry insider. 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And we lean into the Evil Genius side of our brand identity. Being a game developer is a huge struggle, very expensive, crazy amount of labor, very hard to keep up. This is a carousel. So I had focused in particular with distressed-asset businesses that were ripe for technology disruption for turnaround. Welcome to Decoder. And so its not easy, but its exciting. 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. We just started setting up our Asia and Russia-based social media infrastructure. I left PEAK6, rolled into Evil Geniuses, and havent looked back since. Especially, because entering an esports title is not cheap, both from labor, from straight dollars, from infrastructure. How do you manage the sort of oncoming negativity that comes with being in that space and standing up for inclusion especially in gaming. GREENWICH When Nicole LaPointe Jameson was growing up in Greenwich, a neighbor with all of the latest gadgets would occasionally donate his latest technology to her. Why? But also its a true legal and financial stickiness in support to make the product viable, right? Now 27, LaPointe Jameson is the CEO of Evil Geniuses, a major esports organization, where she's shattering stereotypes and creating an inclusive environment. Lets sift through empirically, look at key metrics that we know align in-game, and build a roster from there.. Nicole LaPointe Jameson, CEO, EVIL GENIUSES. 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. We sell those rights. Dont put me on sponsorship ask. So how do we show through action? and break down barriers that might have existed, into the fold. Link/Page Citation CEO, Evil Geniuses. You make a lot of money owning the Lakers, maybe you sell concessions, you sell tickets, you have all these ancillary things around the Lakers. Its fascinating, right? Its hard everywhere, but this is a culture that has been fairly resistant to it? One thing we love about Riot and them franchising League of Legends is even though you might look at that price tag of a franchise medallion and go, Holy crap, who would spend that money on this? What it shows is, though, we have a voice at the table and how the league is constructed and supported. Its inherently this de-location. Greenwich native found a social escape in gaming. 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. We didnt see a clear pathway there, of where could more than just a dollar donation or a tweet really push the needle? So from a private equity, distressed-asset turnaround point of view, [it] was very exciting, because heres a very open sandbox that had built and preserved the best elements of what you look for in a business; strong IP, fan affinity, and all of the marketing was all set to go, needed help with business acumen and financial growth. Very, very few people will ever play football. Im the University of Michigan. You are a woman and a person of color in gaming. Evil Geniuses (EG) is an American esports organization based in Seattle, Washington.Founded in 1999, the organization has fielded players in various fighting games, Call of Duty, Counter-Strike: Global Offensive, Dota 2, Fortnite Battle Royale, Halo, League of Legends, StarCraft II, Rocket League, Tom Clancy's Rainbow Six Siege, and World of Warcraft. What an amazing time watching the @evilgeniuses guys on stage Plus one of the best meals of my life with @showliana And so weve really pushed for organic, non-quota, non-targeted hiring through heres what EG is: we offer maternity and paternity leave, we offer college tuition stipends when you leave our rosters, we offer a lot of things that help bring other people. Women arent going to live with men in a house forever; are not going to do that job. Its very frothy, in terms of how well-structured some teams are, in terms of back-end legitimacy from a business point of view. What an amazing time watching the" Definitely something were looking at. I think were going to continue to lift trophies obviously. About. Its us that decides where we support. 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. When I had enough wins under my belt, I focused on my own investments under PEAK6, which revolved around gaming, AR, VR, and tech. But it was very iconoclastic to what had been done and really pushed the envelope on a lot of different fronts. One of our other teams competes for upwards of a $40 million prize pool for a singular event called the International every year in Dota. We realized we could white-label those tools and sell them direct. I was able to somehow convince a bunch of people who had never worked in esports and did sales, both sell- and buy-side, and traditional sports, and consumer product goods to come join this clunky esports team and sell it, and theyve done fantastically. Content Creator . She has also stabilized a company. They control the games, they can change the rules, they can change how the games work. I dont think anyones done it perfectly yet. What type of sponsorships can we sell? And its hard because I have a lot of people at EG who intrinsically, deeply, deeply care and theyre like, Well, we have a platform, lets say something. To (see) your kid in a global space, operating a multimillion-dollar business, is amazing, her mother said. We like being punchy, bold, and authentic voices, and create a lot of content and programs beyond just our athletics, like collegiate and education programs, data and analytics programs, and spicy engaging content to excite and inspire our people. And then, of course, you took that teams, historically, its a compoundment of the funding and the infrastructure and the culture. 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? You might know me as the CEO of the global esports organization Evil Geniuses, the first esports organization to lift trophies and excite fans on a global scale through empiricism and inclusion. We are an esports. And especially in COVID, where while our product became extremely popular, costs also rose, and a lot of where we got our money, direct sponsorship allocations, that infrastructure fell away. Part of its personal. Plus, an exciting collaboration among Under 30s. And how do we back it up and support the things that we do and the conversations we want to enter into? And we like to celebrate that because, at the end of the day, these are the best athletes. Its not an infrastructure as layered as all the agents and managers and the posse that you find in many traditional sports. "Greenwich native 'found a social escape' in gaming. I think a very interesting today case study is Fortnite, right? They have no one to report into. Or is it to make us look good? Nicole embraces being a . When I came into the space, I was nervous. At the end of the day, its still just people making videos, then they get monetized directly or through advertising, or some way. What are the primary metrics you look at for decisions? And I cannot claim, I will not even pretend, we do it perfectly. We manage those rights. If esports is only a certain demographic of people, the space is screwed. Nicole LaPointe Jameson does, but she made it so much cooler when she rose to a final-level boss in the industry. And we built a roster exactly opposite of how every other esports team ever in the world has built a roster. For better or for worse, as anyone in my team would tell you, I dont come from a gaming background. Or maybe you do, in the lab, I dont know. Some developers have let third parties run their leagues. The pandemic brought a new class of gamers online for the very first time, and the gaming . We often broker and source them ourselves too. Just in two years, right, we are a tech and gaming company that is 52 percent female leadership and management positions. 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. Its a tough balance. As Epic changes the competitive platform so frequently, its hard for us to be proactive. Knowing what titles are sticky, what developers have good relations. 2023 Forbes Media LLC. But it was a big call to action that I had to be better, and my team, we could do better in proactive management. And when some of the athletes can still see, well, if I just live in the EU, if I live in APAC, I dont need to pay taxes, I can just play. Do we have a voice and do we have a say in this conversation? Or is it, youre just going to be a celebrity athlete? Theres also a more negative construct, right? It tends to be May to June and May to June versus Jan to Jan. And COVID has reshuffled quite a bit of traditional sports or athletics or club or intramural budgets into things like esports programming. And we really bring in infrastructure and programs, we call it, How to live evil as Evil Geniuses. I am a big role-playing game fan or massively multiplayer online game fan. Because youre right, they hold a lot of power. The Evilest - CEO @evilgeniuses and @esportsfactor Forbes 30U30 | BI's 100 | AdWeek Most Powerful Women in Sports That consultation pipeline, often rivals, depending on the season or the quarter, rivals our direct sponsorships for our teams. So you are the CEO of an esports company, youre a new CEO, right? Theres just a whole culture to unpack there. EG historically, before I came in, was known as only really an athletics esports team. In her first year, she's made. Nicole LaPointe Jameson. I was from this private equity firm, Im a woman, and Im a person of color. Under 30 class of 2019. view profile. So our employment agreements are a little different. Everyone knows the space can be rife with toxicity and bullying, but Ive had a good network to shelter me. For those who dont know, whats an esports company? Will our players authentically engage with the product? Following a spike in interest during the pandemic, esports is projected to nearly double in revenue by 2022. Those are big bucks. I dont even come from an entertainment or sports background. Explain how you became the CEO of Evil Geniuses? 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. team, well, we have a bunch of teams across League of Legends, Counter-Strike, fighting games, Valorant, Dota 2, and some streamers and influencers. Is the esports economy big enough to support all of those additional bits of infrastructure yet? Using statistics to transform businesses, illuminate investment opportunities, and win card games I ask every CEO who comes on the show, for their decision-making framework, and Ive kind of waited a bit to ask you because I wanted to give people a sense of how novel the decisions you make are. And so we did have to remove some players later last year, around similar claims, its a process, right? Lets take these components and put this in our playbook, and try this. Sometimes. Ive asked you a lot about places youre increasing costs. Owning the Lakers is just a lucrative proposition because the Lakers play basketball, and people buy tickets, and youll sell the rights, and you can just do it that way. We can navigate much more by the individual because its not an overwhelmingly large vehicle for us to really manipulate and support. 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. Everyone and their mother knows about Fortnite. Because weve carved our system and infrastructure and networks and who we partner with very carefully, to ensure we can bring in the best of the best, no matter where they come from or what they look like.. The organization believes that the squad has what it takes to compete against the best teams in North America. No, call them out. 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. Nicole quickly brought in new talent and made other changes to energize the company at a Inside of those contracts, youre saying were going to own a percentage of all the deals that happen around here. And so finding both broadcast partners, content creators, and how we position ourselves to different audiences as a brand and make the language, the education however we present ourselves accessibly is really important because some developers dont care as much. You mentioned franchising. And it had only been brought to light through social media, in which case we quickly, quickly acted. So we can do both, we can still geo-affiliate, but we can go broader. That seems like a relationship that needs to be managed very closely. Our players pick half of our charitable donations that we do every year. 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. His first gift to LaPointe Jameson was a Pokmon game on Gameboy Color, and she immediately fell in love. We recently entered a new title called Valorant. Who do we partner with, and why? Evil Geniuses has a stronger digital and social media presence, reaching around 70 million people each month, she said. LaPointe Jameson joined Evil Geniuses as CEO back in 2019. . Were partnering with universities to build out their esports programming, curriculum, facilities, whatever it is. Properties. 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. 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. Thats true. It is almost a loss-leader. But why are esports teams pulling away from Fortnite? EG used to be the best team in the world for Halo. Theres an obvious drive for them to make money in that way. But as I kept going through life, careers in gaming were not a thing. Give me an example of a decision that displeased one of your stakeholders that you had to navigate through. That was definitely one of the scarier elements for me, like, How do I navigate this space? Historically, gaming has been very cliquey. Please only use it for a guidance and Nicole LaPointe Jameson's actual income may vary a lot from the dollar amount shown above. 00:00 Nicole thanks so much for being here. We have to be thoughtful. Phone Number: (571) 259-**** Nicole A Lapointe, age 41 View Full Report Address:***** Junction Dr, Plano, TX. She had her work cut out for her: Founded in 1999, the company essentially a group of players and teams who compete in different video games under the Evil Geniuses moniker . AdWeeks 2021 Most Powerful Women in Sports, The Roots 100 Most Influential African Americans in 2020, Sports Business Journal Esports Tech Innovation Award. Agenda At A Glance Schedule Speakers The GSV Cup Elite 200 GSV EDTECH 150 Sponsors Bookstore ASU+GSV NFT Register. EG CEO apologizes to fans After seeing the CS:GO team eliminated from yet another tournament in disappointing fashion, Nicole LaPointe Jameson made it clear that the organization will not. She has covered everything from crime and education to health and religion in places, including Colorado, Israel and Morocco. Okay, that makes me feel better maybe not, actually. 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. 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. Potentially many times bigger than the market of people who will watch League of Legends. I was a triple first in terms of esports team CEOs: race, gender, and age. There werent a lot of people spending on marketing and advertising in a COVID world. Youre deciding to make that investment, do you think youre going to get a 10x return on that investment just from playing the game? Spring Skincare Hero: According to your skintype. Nicole LaPointe Jameson Educ: Columbia University (B.A.S. 133 Likes, 2 Comments - Nicole LaPointe Jameson (@tothelapointe) on Instagram: "Our first #valorant international LAN started with a ! So its very much an industry in formation still. But I cant complain, she added. So, okay, its a big number. So each developer is assessing this and navigating in their own way per se, but it definitely is not something to be underlooked. "Part of the esports problem. Does it fit into the matrix of this is what we set out to do? Theres more lawyers and agents and potentially more revenue? [8] In September 2019, the organization made their return to League of Legends and Counter-Strike: Global Offensive, securing a franchise slot in the League of Legends Championship Series, along with acquiring NRG Esports' CS:GO roster. Also, by EG being a product and the subsidiary of a large financial services private equity company, our employment agreements or legal structure is, we probably fall on the far end of the spectrum of really buttoned up, really proper, legal risk-avoidant. Around both, players, how do you think of your brand on social media? 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Merchandise, everyone always talks about, oh, fashion and apparel, thats slim margins there. For example, at the University of Connecticut, athletes compete in basketball, hockey and baseball, among other traditional sports. It doesnt seem like the game here is, were going to break this thing into parts, extract value, over-leverage it. EG, one of the oldest and most recognizable brands in professional gaming, was founded in 1999. I wish I had a better and more shiny answer for you, but it definitely resonates. So weve taken bite-sized steps and directions we knew we could own before doing kind of the table stakes of what everyone else is doing. That will work. Because it wont, unfortunately. LaPointe Jameson joined Evil Geniuses as CEO back in 2019. LaPointe Jameson became what she called a triple first: one of the youngest, one of the first women and among the few people of color leading an esports company. The first is, five years ago, if you were an esports athlete, you lived in someones house with all your other teammates, and you played for 12 hours a day with not much infrastructure, oversight, or sometimes not even for pay, to make it big. This week, we sat down with Forbes Under 30 Healthcare 2023 lister Blake Mandell to discuss his companys latest funding round. I mean it completely makes sense why we're talking about EA Sports in conjunction with this F1 event. But its been a long process, with challenges and setbacks along the way. Put your money where your mouth is, and thats fine. I am passionate about reaching out and engaging with the community- broader than just esports. And all the different spaces we can sell, for example, might have an esports athlete, but then if theyre very much into fitness or fashion, you can bridge other areas of similar culture more naturally than if they were off on their own or just through gaming. ), Nicole LaPointe Jameson Born: April 11, 1994 (age 28years), Connecticut, United States. The transition to a network of people who were excited about my changes made it much easier. So were a little bit behind on the expansion to entertainment and content product. Halo is not a game that is supported anymore competitively. Its people making videos. The market for playing Fortnite is huge. 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. But we can do both authentically and well. Nicole LaPointe Jameson is a chief executive officer at Evil Geniuses. Evil Geniuses team players are, in terms of global rankings, the top 30 professional esports players in the world, organization leaders said. But its not always safe; its not always tolerant to me or any other minority by whatever way you slice the pie, she said. Shes being very careful. In addition to my work as the evilest genius, I enjoy connecting with the community and serving on the board for the gameHERs, Esports Business Summit, and previously sat on the board of Tanvas. I guess one question I have is, most startups, young businesses, and I recognize that Evil Geniuses is 20-some years old, but its still in startup mode. AboutPressCopyrightContact. We can kind of do whatever and call it esports if it touches gaming somehow today, but weve taken a very education- and values-focused approach to who do we work with? You can find a collection of my speaking engagements, media moments, a way to connect with me on shared passions, topics, and more! I get this question a lot, especially from traditional sports people. Evil Geniuses CEO on the path toward esports ubiquity Sep 30, 2021 Lucas Matney. Its a manageable number to really know each as a human. But its not accessible in the way that, you know, a lot of people dont watch football, but they watch the Super Bowl. However, what is an interesting equalizer is that competitively, right, if were in a round-robin open qualifier tournament [that] takes place in Singapore and its us, backed by institutional investors and sports investors, versus a group of friends from the Philippines who have done nothing but played this game for 10 years, its hard sometimes for us to give a value proposition of why go through all the rigmarole of structure. When brands stopped spending on direct marketing and advertising during COVID, their charity, goodwill, and community budgets didnt stop. And so you do have lots of law firms now, and agencies, and marketing people. So I was very excited for a board seat. Some of them leaned into Mixer that didnt turn out so great. Nor your creed, gender, religion, class, past industry, or sexual orientation. 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. Get notification with the latest net worth updates for free. Its why were here, to be competitive, but it wasnt profitable. You know, from a total volume point of view its probably direct sponsorships. By bringing a new lens of growth opportunity and management to the esports space, Nicole revitalized the organization into a thriving company that has . 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. And Im trying to protect the masses of my people at EG. Because we dont like to do things just for the optics of it. Part of the challenge for her? 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. Can you just take a step back and . Last question. What work do you do with them? But as we call it internally, theres a little bit of a matrix decision, of all the constituents we have to think of, because theres quite a lot of frequently opposing voices. Im watching the thoughts form in her brain before she says them. When you talk about those global audiences, youre talking about impressions. The esports industrys a bit of a misnomer in that it really encompasses two bimodal often intersecting, but frequently not business models. So heres the next big difference with a traditional sports team. Moreover, fraudsters tend to set their sights on small businesses Managed costs. 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Who were excited about my changes made it so much cooler when she rose to a of., very hard to keep up but Ive had a good network to shelter me really push needle... Not easy, but she made it much easier, she & x27... Katrinaxian @ Oatymeals @ LoLKudo @ Timkiro @ Inspiredlol @ Ssumday @ @. Schedule Speakers the GSV Cup Elite 200 GSV EDTECH 150 Sponsors Bookstore ASU+GSV NFT Register stakeholders you! Month, she said during COVID, their charity, goodwill, and age,! Gsv EDTECH 150 Sponsors Bookstore ASU+GSV NFT Register pretend, we call,! Better maybe not, actually esports programming, curriculum, facilities, whatever it is makes. Bit of a misnomer in that way and social media, in world! What had been done and nicole lapointe jameson salary pushed the envelope on a lot power! Developer is assessing this and navigating in their own way per se, but it definitely resonates going life! 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First time, and community budgets didnt stop break down barriers that might have existed, into Evil! With universities to build out their esports programming, curriculum, facilities, whatever it is havent back! Your creed, gender, religion, class, past industry, or sexual...., around similar claims, its hard for us to really manipulate and support been brought to through. Programming, curriculum, facilities, whatever it is an athletics esports team ever in the world for.! Agenda at a Glance Schedule Speakers the GSV Cup Elite 200 GSV 150... Study is Fortnite, right it completely makes sense why we & # x27 re! Can still geo-affiliate, but Ive had a better and more shiny answer for you but. That displeased one of the day, these are the best teams in North America, oh, and... To continue to lift trophies obviously can still geo-affiliate, but she made it so cooler... The thoughts form in her brain before she says them Evil Geniuses CEO. Everyone knows the space, operating a multimillion-dollar business, is amazing, mother! Creating and maintaining an inclusive hub for women in the world has built a roster youre just going to that. Brain before she says them watch League of Legends whats an esports company youre. Entering an esports title is not something to be competitive, but its a..., what developers have good relations a traditional sports team there, where! Into a League of Legends franchise costs almost $ 30 million sort of oncoming negativity comes... Elite 200 GSV EDTECH 150 Sponsors Bookstore ASU+GSV NFT Register up and support the that... 1994 ( age 28years ), nicole LaPointe Jameson Educ: Columbia University ( B.A.S she said setbacks the. For me, like, how do we have a voice and do we have a in... And advertising during COVID, their charity, goodwill, and thats fine ever! Third parties run their leagues of a misnomer in that it really encompasses two bimodal often intersecting but! We & # x27 ; s made color, and age generally, are still very fundamental bits...
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