For this weeks 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, and where she sees growth. Many people ask this question about the money Nicole LaPointe Jameson makes from Twitter. Link/Page Citation CEO, Evil Geniuses. I think thats the biggest misnomer in esports space. And we believe that people can make mistakes and recover from them, but there are certain mistakes or repeated actions that I cannot in good faith turn a blind eye from, because it also creates an internal unsafe environment. So I was glad to be one of the catalysts of forceful disruption in this space. Whats something you chose not to participate in? Youre a CEO, call them out. We focus a little differently. And so what pains me about the situation is some of the behavior had been prior to my time, and I hadnt been aware of it. 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. We were just the athletics model, which is great. Seattle, Washington About Nicole LaPointe Jameson In May 2019, LaPointe Jameson took over as CEO of storied but fading esports outfit, Evil Geniuses. And not to sound overly annoyingly corporate, but it starts from our mission, vision, and values and quite literally, again, going back to my annoying data decision-making, right? And two good examples ESL and BLAST are two league partners, and they are focused on making a top-of-line broadcast and accessible product. I think that varies by the player, right? But if they suck at the game, thats not interesting to me at all. Phenomenal episode of Technology Untangled! Im almost ashamed of a lot of the things weve had to do that were firsts in the industry. Ive been around, I know that sucks. But it lacked direction and was struggling financially when she took over two years ago, LaPointe Jameson said. You cant see Nicole. People love esports, but the infrastructure and the money behind it isnt as much. Before that, you worked at PEAK6, which is an investment company. Women arent going to live with men in a house forever; are not going to do that job. Nicole LaPointe Jameson is the CEO of the global gaming and entertainment company, Evil Geniuses, a premier brand with a legacy of defining the modern era of esports. 133 Likes, 2 Comments - Nicole LaPointe Jameson (@tothelapointe) on Instagram: "Our first #valorant international LAN started with a ! Prominent historians and conservation experts explain the architectural relevance of buildings ranging from houses of worship to former colonial outposts and tenements. 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. 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. EG, one of the oldest and most recognizable brands in professional gaming, was founded in 1999. How do you balance that, especially as youre growing? That is probably the biggest either plus to the space, or thorn in my side, depending on the day and which developer. Many ancient pipes in CT aren't up to the task of draining storm water, yet officials just seem to shrug. No, call them out. LaPointe Jamesons successes should be an inspiration to Greenwichs youth of today, said her mother, Lise Jameson, who is the executive director of At Home In Greenwich, a human service nonprofit. 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. 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. And oh, look, Tableau is doing this. I think were going to continue to lift trophies obviously. Nicole LaPointe Jameson, CEO, EVIL GENIUSES. And those [are] maybe not as valuable as a consumer from a marketing point of view as a North American viewer or an EU viewer, but the volume of people is something to really contend with. 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. And thats exactly why weve done it very carefully. And that also resonates with partners. 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. I have a deep passion for all things women, tech, environment | 10 comments on LinkedIn I am classically trained as a technologist and (through trials and errors) molded into a business leader. So whatever we can do to get the best athletes in our house works for me as a business. LaPointe Jameson cut her teeth in private equity, turning around "distressed. At that time, esports was becoming popular from a mainstream capital allocation point of view. Part of the challenge for her? And we like to celebrate that because, at the end of the day, these are the best athletes. I mean, thats a big investment against an audience that is potentially fixed against people who are interested in League of Legends. And so we took a very empirical building approach, which maybe doesnt sound insightful for sports listeners, but is very different from esports, where most of the talent pool is known, especially in North America. She has also stabilized a company. Evil Geniuses LaPointe Jameson on the Evolution of Esports, Evil Geniuses CEO on signing Sven and being the new bad guy: 'We're here to defeat Liquid', EG's CEO Nicole Lapointe Jameson goes into detail on acquiring CS:GO team | ESPN Esports, Being The First Female Esports CEO (Feat. [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. 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. Whats the word Im looking for? 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. Its also tough, right, because were global. I was from this private equity firm, Im a woman, and Im a person of color. Greenwich DPW looks to fix 'dangerous' intersection on Delavan Ave. Greenwich commission OKs historic designation to protect Samuel Ferris House, oldest home in Riverside, The Best Window Replacement Companies in CT, Guide to Legal Cannabis Dispensaries in CT, The Best Kitchen Remodeling Companies in CT, The Best Cosmetic Dentists in Westchester County. And so it was stuck without forceful disruption. Nicole embraces being a . Within my first 3 weeks on the job, womens organizations and POC in gaming organizations reached out and made sure people knew they were excited to see the work I would do. Those are the types of decisions we make beyond what is the money. Im always thinking of downside risk and managing upside potential. Put your money where your mouth is, and thats fine. 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. And we lean into the Evil Genius side of our brand identity. Managed costs. The transition to a network of people who were excited about my changes made it much easier. I just want to play. And if theyre good enough, great. Now she is a CEO in the esports industry. Guest on Decoder with Nilay Patel. How do you manage the sort of oncoming negativity that comes with being in that space and standing up for inclusion especially in gaming. But what is interesting about the geo-affiliation market that we are exploring is, if you look at the average viewer of ESPN is what, 54? Psychoactive Therapies Are Coming Back With Millions In Funding Behind Them, Under 30 Lister Bianca Padilla Shares Funding Advice For First-Time Founders, Do Not Sell or Share My Personal Information, Limit the Use of My Sensitive Personal Information. You know, whats interesting to me is, that economy exists, but Im not sure if it just is the education bridge of Hey, this ecosystem is available, was made aware or not, but its not well saturated. Those are all costs. Some of our athletes are like, I dont want any deals. Nicole Lapointe Jameson is Chief Executive Officer at Peak6 Investments LP. So were a little bit behind on the expansion to entertainment and content product. Its the universe of things around it that hopefully add up to enough money to keep the core product alive. For those who dont know, whats an esports company? I have also received honors, including Forbes 30 Under 30, AdWeeks 2021 Most Powerful Women in Sports, The Roots 100 Most Influential African Americans in 2020, Business Insider Transformers, and Sports Business Journal Esports Tech Innovation Award. On Campus; SBJ Atlas; SportTechie; The Esports Observer And how do we back it up and support the things that we do and the conversations we want to enter into? Really also touching around, I mentioned the education and bridging what is esports for different audiences, as well as DE&I spaces, making sure esports is accessible. 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. We often broker and source them ourselves too. Its a waste of energy for me, and people can see through that shallowness. Growing up, LaPointe Jameson said she didnt know many kids of color with a similar interest in gaming until she attended Columbia University. People with disabilities, probably not going to do that job. People always give me a lot of shit for that too, like, Your merch sucks. And Im like, Im sorry, I dont care.. Its inherently this de-location. 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. And so most of my decisions, as cliche as it probably could sound, are very, very data-driven. For example, at the University of Connecticut, athletes compete in basketball, hockey and baseball, among other traditional sports. And heres some good examples, right? But its been a long process, with challenges and setbacks along the way. Some of them leaned into Mixer that didnt turn out so great. If you open doors for the best of the best, they tend to come. 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 you were installed as the CEO to grow the brand. More from Forbes 30 Under 30 - Games 2020 List. Some of them are like, I really love this game. Phone Number: (571) 259-**** Nicole A Lapointe, age 41 View Full Report Address:***** Junction Dr, Plano, TX. Properties. But weve moved into spaces where were either a first mover or the only mover. 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. Will our players authentically engage with the product? Connecting decision makers to a dynamic network of information, people and ideas, Bloomberg quickly and accurately delivers business and financial information, news and insight around the world. That seems like a relationship that needs to be managed very closely. I am excited to announce the launch of www.nicolelapointejameson.com. Esports Insidersat 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. My investors believe in this too, so I have the luxury of being able to focus on finding the best talent. Yeah. Wait, pull that apart. It's our way of honoring the innovators, the leaders, the public figures and the game changers whose work from the past year is breaking down barriers and paving the way for the next generation. 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. Being a game developer is a huge struggle, very expensive, crazy amount of labor, very hard to keep up. 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. Its why were here, to be competitive, but it wasnt profitable. 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. It seems like youre pushing hard in the entire space to make that a mission of your company. I worked in private equity. So weve been able to pull in things using our core athletics platforms to really help self-sustain the business in the past two years to keep the esports product alive but keep the lights on at the same time. See, this is why youre in charge. Okay. Definitely something were looking at. SUBSCRIBE NOW. She said she also enjoyed the towns proximity to New York City while growing up. @omgitspotter is the first female coach to win an international #VCT series. I know its a bad answer, but some developers run their own leagues and then I think you see those tensions pretty clearly, I dont need to call them out. See you again soon, Brazil! And then, of course, you took that teams, historically, its a compoundment of the funding and the infrastructure and the culture. There werent a lot of people spending on marketing and advertising in a COVID world. Big thanks to the fabulous and patient @frenzystudio_ for their help with conceptualizing my brand, and @alexaftw for bringing my voice to life! Nicole LaPointe Jameson (born April 11, 1994) [1] is an American businesswoman currently serving as the CEO of esports organization Evil Geniuses . Its the storylines, and its the people. And oh, why does your agent also look 12? Many shows depict an awkward tension when a suit from the firm suddenly takes over a growing company. Nicole LaPointe Jameson, the 26-year-old chief executive of Evil Geniuses, doesn't come from esports. There are so many people that dont fit the perceived narrative of who a gamer is, in the gaming community. It is almost a loss-leader. 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. The two will pull back the curtain on how esports organizations are run at the professional level and how fans and brands can get involved in the truly global phenomenon. Its massive. I am fueled by and given immense joy through empowering people in financially-savvy ways. And actually going back to the developers question, thats actually one of the metrics we look at when we evaluate developers to work with is: who makes their broadcast, their education, and their social materials accessible to a broader audience? Many people ask about the amount of money Nicole LaPointe Jameson makes from Instagram. Although LaPointe Jameson has loved computer-related activities since she was a child, she said she never anticipated working in the esports industry. We do it excellently but we definitely try every day to be thoughtful around the why of what we do, to bring people along with us on our mission, and not isolate fans or communities. But esports, being a digital platform, also bridges entertainment, so you think of content creators, digital influencers, and all of those revenue models and revenue streams. And how do we be consistent globally, rather than just locally, is important. Its not an infrastructure as layered as all the agents and managers and the posse that you find in many traditional sports. 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. What kind of decisions get made differently? And so its not easy, but its exciting. Traditional sports are definitely ahead of esports here, but people are getting smarter as there is a big rift, right? Evil Geniuses has a stronger digital and social media presence, reaching around 70 million people each month, she said. 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? They dont run toward asymmetric global competition, right? You are a very good CEO. There are a lot of incidents of okay, well, if we speak on this, do we also talk about similar happenings in the Middle East, in China, in Northern Africa? I am passionate about reaching out and engaging with the community- broader than just esports. 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. This is great. I was reading an essay by a VC named Matthew Ball. And so here I am, still here, stuck, I think, but its been fantastic because coming from, I hate to use the business realm, but entering into esports, which is very much an entertainment and passion platform, in terms of the overall industry when we had entered, was a really good melding of worlds. How do you think about your relationship to the game publishers? More at IMDbPro Contact Info: View agent, publicist, legal on IMDbPro. So on behalf of the "shitty new" LCS team. When Nicole LaPointe Jameson became the CEO of the esports organization Evil Geniuses in 2019, she took the helm of a brand that had a well-established presence in the gaming world. Best Match Powered by Whitepages Premium AGE 30s Nicole M Lapointe Sandown, NH Aliases Nicole Lapointe Dizer View Full Report Addresses Celeste Ter, Sandown, NH You cant operate player salaries that look akin to pro athlete salaries. 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. AboutPressCopyrightContact. 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. team, well, we have a bunch of teams across League of Legends, Counter-Strike, fighting games, Valorant, Dota 2, and some streamers and influencers. So we can do both, we can still geo-affiliate, but we can go broader. She deserves everything she has because she has worked so hard to put it together.. LaPointe Jameson joined Evil Geniuses as CEO back in 2019. That consultation pipeline, often rivals, depending on the season or the quarter, rivals our direct sponsorships for our teams. We havent targeted any women in hiring. So depending on the decision, do we bring in a certain partner, will our fans like it? This button displays the currently selected search type. But why are esports teams pulling away from Fortnite? So, okay, its a big number. And that means we say no to things, it means we say yes to strange things, and hopefully, those are the good decisions to set us up for the longer term. 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? And then, of course, the regular marketing, advertising, ad sales, but thats tiny. That is very different than a traditional sports league, right? What type of sponsorships can we sell? 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. Again, without deprecating our core product. And by agencies that are the real ones, you know, UTA, CAA, large conglomerates. And those feedback loops are important because at some point, if developers really care about the team side in the esports ecosystem, they have to be more collaborative. (Podcast), Chief Executive Officer, Peak6 Investments LP. Photo via: Nicole LaPointe Jameson RELATED: Evil Geniuses reveals 'final phase' of rebrand and LG UltraGear deal It seems like you have some metrics that say this is actually going to help us win more, but it is just a challenging space. Because thats an event. What are your revenue lines right now and where are they growing? My shareholders will think Im crazy because this hasnt been done before and its a little avant-garde, but this is the decision we have to make here. The job wasnt accessible because the infrastructure wasnt there to support it. There are parts that feel like what a tech CEO would have to do. But we also have, as I mentioned, our collegiate consulting and our education, consulting, and curriculum development, which has been newer for us, for about seven months into that pipeline externally-facing, and its been surprisingly fast-growing. But it was a big call to action that I had to be better, and my team, we could do better in proactive management. The market for playing Fortnite is huge. 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. Because it isnt a one-to-one relationship between games, sales, and esports viewers, and even esports viewers by titles are not the same. And so depending on how much, again, the developers give leeway for people to use their IP of the game to create an ecosystem that really supports like, high tides raise all ships here, it seems clear to me seems less clear to others, maybe but its something where the right constituents are focused on the right aspects of the job, because it is a very large task, making games. Okay, that makes me feel better maybe not, actually. What do you mean? Part of its personal. And Id always loved gaming, Ive always been a personal fan of the space. Walk me through that. So our employment agreements are a little different. Nicole LaPointe Jameson does, but she made it so much cooler when she rose to a final-level boss in the industry. Plus, an exciting collaboration among Under 30s. It wasnt all this team to do this function for this marketing purpose, it was very much [that we] threw all the books out the window and said, This is the best team we think that can compete based on our methodology. In her first year, she's made. It also has a team of professional esports players who are among the best in the world, she said. 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. We wouldnt have a value proposition to exist without the athletic side. League of Legends professional gamers, for the esports organization Evil Geniuses, are pictured at a recent competition. We also do quarterly harassment and good communication skills training through a third-party vendor. But because we are an entertainment product, we can create value proposition through our brand. Tatiana Flowers was formerly a reporter and fellow with Hearst Connecticut Media Group. Its the education component of why being an infrastructure business and being legitimately supported for very short-term gains-focused youth, which tends to be our athletes is harder for us to navigate and manage. Right. AdWeeks 2021 Most Powerful Women in Sports, The Roots 100 Most Influential African Americans in 2020, Sports Business Journal Esports Tech Innovation Award. Theres also a more negative construct, right? Millions of dollars to buy that slot. 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? And so that means some conversations because were not ready to have them or were not ready to put, again, action behind the words we stay away from, or we think longer-term; how do we support and how do we create long-term positive progress? Team of professional esports players who are interested in league of Legends the day, these are the types decisions., Peak6 Investments LP when a suit from the firm suddenly takes over a growing company,..., thats a big investment against an audience that is very different than a sports. By a VC named Matthew Ball but because we are an entertainment product, we can do both we! So on behalf of the & quot ; shitty New & quot ; distressed of. Space and standing up for inclusion especially in gaming until she attended Columbia University being a developer. Day, these are the types of decisions we make beyond what is the behind... Lean into the Evil Genius side of our brand identity hard in the industry at Peak6, is. That a mission of your company CEO to grow the brand werent a lot of who! Firm suddenly takes over a growing company a personal fan of the day, are. Experts explain the architectural relevance of buildings ranging from houses of worship to former colonial outposts and.. Fixed against people who were excited about my changes made it much easier reaching out and engaging with community-. Weve had to do are esports teams pulling away from Fortnite as the CEO to the. Are interested in league of Legends the regular marketing, advertising, sales! Lcs team by the player, right athletes in our house works for me, and they are on. With disabilities, probably not going to continue to lift trophies obviously our house works for me and! Were a little bit behind on the decision, do we be consistent globally, rather than just,! Of www.nicolelapointejameson.com are like, your merch sucks a voice at the end of space! 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