In this special series of articles, Esports News UK’s coverage of the Blast Spring Final 2024 is in collaboration with the betting partner GGBET UK | Photo by Jonathon Yau
James Banks is one of the UK’s most well-known and experienced esports broadcast talents out there. At the Blast Premier Spring Final 2024 on the weekend, where he worked as arena host, James said he was at the top of his game, but not yet at his peak.
We pressed him on this, and he opened up on his future plans, including something he’s working on that ‘no other talent has ever done’. We also asked about his views on UK CS, esports fandom and his son even made a guest appearance in our extensive interview.
James, always good to speak with you. This is your first ever UK-based esports event you’ve worked on in CS, is that right? That’s crazy to say, given the amount of events you’ve been a part of.
It’s kind of strange, right – I’ve done the Copperbox Arena, but it’s when it was shared with multiple different games. So I don’t classify that as a proper arena for just our game. Then when Faceit was coming up, they had Freya [Spiers, fellow UK esports host] who worked full-time for them, and when ESL came near it, it was another event, so this is my first ever one, it’s the first special big one.
There’s the home crowd, and so finally I get to do it when I’m maybe at my best, or at the top of my game. So it’s a really nice feeling.
You’re at the top of your game, but do you feel like you’re at your peak right now?
I wouldn’t say peak, because there’s still so much more I want to do, and I’m loving what I do.
Peak would mean I won’t get any higher, so let’s not say that just yet. I would say I’m on my way to where I want to be, but until I’m considered the best stage host and the best interviewer, I’m not interested in slowing down. There’s still a lot more [to do and reach].
I want to be the very best interviewer in the game and I want the fans to enjoy everything I do. I’ll stop doing this job when I stop enjoying it, but right now when I see players or talk to players, I’m still good friends with them, I still enjoy what I’m doing and I still have fun when I go on stage. I still give my all when I blast everything out.
If I woke up and felt like I didn’t want to go here or do that, or I was having sleepless nights or whatever, then maybe I’d think of stopping. But right now I’ve done it from when we had no money and weren’t able to get anything, and it was all very low, to where we are now, and I’m so happy with the journey and I still love every moment of it, and I want to keep going.
“I wouldn’t say I’m at my peak, because there’s still so much more I want to do, and I’m loving what I do. Peak would mean I won’t get any higher, so let’s not say that just yet. I would say I’m on my way to where I want to be. I want to be seen as the very best in my field.”
Do you want to be the best interviewer in the whole of esports, or just in CS?
I want to be seen as the very best in my field. So like, I’ve done some Dota stuff and that’s really hard. I’m no Dota expert, I have good analyst friends who have helped me along the way.
I’ll never say yes to a game I don’t like. I’ve been offered work in FIFA and mobile games, for example, and I’ve not said yes. But I do games I like, so when PGL asked me to do Dota, I was like, hell yeah!
I like the game, I may be terrible at it and have a lot to learn, but I have a passion for it so I’m gonna try. I tried bringing a bit more personality and fun to what I was doing in Dota. It’s funny because I go to these arenas in Dota, we did the Arlington Major, and people said, ‘I know you from Counter-Strike!’
In Counter-Strike we have this certain type of audience, but in Dota they’re more reserved, I’d say. So when I was loud and going crazy, at first people were like, ‘what the hell?’
But I am me, and the reason I was hired to do that job was not to do what everyone else was doing. I was doing some wild fun content, and players said to me they really enjoyed it as they hadn’t done something like that before.
But by no means am I a pro with the Dota stuff. When I was doing the player interviews, bloody hell, I had Spirit win both events I did. I love some of those players, but it’s hard work and not easy, so that’s something for me to learn from.
And until I’ve got to the point where I can confidently walk on and do that like I do Counter-Strike, then I’m not satisfied. (laughs)
So if you like Dota, does that mean you’re definitely not a League of Legends guy?
I’ll be honest: League’s not for me. I’ve watched it, I went to Worlds in 2015 here at Wembley.
It was great to watch and hang out with people, but it’s not really my game. Dota is a bit more dark and more me.
You’re a GGBET ambassador. What’s it like juggling all these roles?
I think the GGBET thing came natural for me. I know some people have mixed feelings on betting, but in Counter-Strike betting is very prevalent.
I don’t bet on esports but I bet a lot on boxing. I like my boxing so that’s where I throw my money around. In UK culture I think betting is prevalent, my parents used to do horse race betting and stuff like that, so it’s always been around us and I think GGBET is one of the few companies who are very above board. People might say I’m saying that just because I’m an ambassador, but go and do your research, I can’t do anything without the 21+ and making sure it’s responsible, I even tell people when I’m giving my predictions, if you can’t afford to do that, don’t bloody bet it, don’t waste your money. It’s not worth getting yourself twisted up in and ending badly.
GGBET came about because they sponsor Navi, and I’m very close to Navi – it’s my team I support a lot. I’ve been a fan of them since 2011, so I very much love the Navi brand. So when GGBET came to me and said, ‘could you do it?’ I was like, hell yeah.
It’s been about two years now, they’re great to work with, and the crazy good thing about them is most of my work isn’t pushing the betting stuff. I make some predictions and promote the website. They took me to Rio early before an event and we did a massive fan meeting, I was signing autographs and taking photos with fans, we were running around making content, we were there with the Navi guys.
Then we came here and did stuff with the Vitality guys.
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One time I was on the Vitality boat, which was wild. They’re pretty out there with the crazy extra stuff they do, it’s been enjoyable and it’s a bit out of my comfort zone, a bit of content stuff. I really enjoy it.
On the GG.BOOTH one fan asked Vitality’s UK player Mezii to sign a Pot Noodle.
(Laughs) One fan asked me to sign a pair of Vitality/GGBET socks.
I went there with my son so he could meet the Vitality guys and people were very nice to him. Then I did my own signing session, so I was there for about an hour and a half today, I missed the first map of this Navi game, but it was a lot of fun because it gives me somewhere I can go.
For talent, we’ve done a few, but there’s not always places we get to do this. With GGBET I get an extra way to meet all the fans. It’s a nice extra.
It’s weird because I still see myself as a normal fan of the game, because I am a fan of the game. If I’m not hired for an event, I still watch the event, I want to see what’s going on and cheer. I don’t watch every single game, but if Navi are playing I’m never gonna miss the game. I’m always following what’s happening.
So because I’m a fan of the game, it freaks me out when people want photos and autographs. You don’t feel like [a star], when I think of stars I think of footballers in big arenas – you can’t get close to them.
But here, I’ll walk around, and on stage there’s more interaction with fans. There’s never any problems.
In China, in 2019 before Covid, I was the only talent that went because they needed a stage host for the online broadcast. When I went back for CAC in Shanghai in 2023, I had a fan meeting that was closed by the police. It was mental.
We agreed to do the fan meet at the end, and everyone came, but in China there’s laws where you can’t have too many people in a public place to avoid trampling. I started having my photo taken and the security guards said no. Then the real police were there [to shut it down].
I didn’t realise how crazy the fandom is out there. I didn’t have this problem, but Faze were in the gym and fans were bothering them, it’s a different level of fandom out there. The esports growth is insane.
We were at an event together,way back in 2015 in London. Do you remember? You were in the press room: DreamHack London 2015.
Yes! I didn’t get hired for that so I went as press!
Back then, I think Thorin put it quite nicely: I was a fan interviewer. Because I was a fan of the game.
I knew a lot of the players because I was always around. I used to rock up with just my laptop and camera. I used to hide behind the camera – I didn’t want to put myself on camera. And then I eventually did what you’re doing, but we didn’t have mobile phones to do it, it was the old handycams and a mic jacked into it with an extender.
I edited all the videos myself and had a couple of sponsors. But it wasn’t paying the bills. They were good times, man. DreamHack…
Why do you think DreamHack didn’t come back to London?
Our country is really expensive. There’s a reason I don’t live here. It’s not ideal. There are many things I love about being here, but I’d rather just holiday here and even then it’s bloody expensive!
We ordered food the other day, and I was like, how have I spent £80 for three people in Nandos?
I say this to the fans, too. If I’m seeing the average age of the fans, if they’re students or are in that age group, the ticket prices, the hotel, the travel… my fiance and I caught the train to my mum’s, and it was cheaper for us to get an Uber from London for £60 than it was to get the train. How does that make sense? It’s pretty rough.
“I feel like UK CS has a little bit more toxicity [than some other countries], and it’s part of our culture being a bit banter-ish and stuff. But if we could just get five players willing to sacrifice and push really hard, and the actual dream or goal not spiralling off in another direction, then maybe we could do something.”
What was it like stepping out in Wembley in front of the home crowd?
It’s very intimate and it’s an amazing crowd. It’s not the fault of Blast, but I feel like the UK has a huge amount of CS interest, but maybe not the people who will work directly in the venues.
I expected Friday to be full and for Saturday to be sold out. This was much better today [Saturday], when I got on stage I said, ‘London, this is more like it’. I hope everyone comes in full force for the finals. With all the costs it’s not cheap or easy, but if you’re a fan, I’d say try and make the effort.
I meet fans from the UK all the time who have travelled to Europe. And maybe it’s cheaper for them to do that. But today felt good and I’m happy with it, but I would’ve loved the UK to really show up [in-person]. Blast are coming back to Wembley with an Open in 2025, so I want them to see the value in it, but I can understand it if people don’t come. It’s tough.
I’d love to see feedback from people on why they didn’t turn up. I love it when you step out and the crowd gives me a lot of energy. Because I feel like we have a community, there were a lot of people in Birmingham – that might be because it’s cheaper than London.
I saw the R6 Manchester Major was sold out [the ticket allocation]. I remember that looking really good.
Epic.LAN is the only thing we’ve got now, Insomnia is not really there, UK CS has gone in a different direction.
I’ve written a lot about you over the years, different articles too like the Ukraine community esports event you were a part of, your Bad News Eagles involvement and the UK footy team you sponsor as Banks Esports. Have you got any other gossip or news stories for me?
I’ve got something that’ll probably drop this year, or at the latest early next year, which I don’t think any other talent has ever done. It’s nothing revolutionary or crazy, but it’s definitely using my connection with players to put something out there that is available, but it’ll be of a different level and quality.
And I’ve been working on it for a little bit of time. It’ll come as a Banks collection, but it’s not clothing. That’s an easy one to do.
That’s all I can say for now.
Not the power banks business, you’re going into?
(Laughs) Mate that’d be fucking awesome – imagine Banks’ power banks. My ugly mug on the front of it, in different suits, depending on how powerful it is. Or you could make it see-through, and as it’s powered up, it’s brighter, then it dulls down to a normal suit.
What are your thoughts on UK CS? Mezii told me he hopes he inspires more UK CS players to go pro.
I am sad to see UK CS where it is. I don’t know enough about the grassroots anymore, there are guys like Zack and Eden active in it, but if I look at Faceit for players in the UK, it’s good, it’s very positive, there are a lot of players there.
Even if you have an Endpoint and organisations trying to support it, the problem is, you can go to university and get a job that pays a lot more than an aspiring UK pro will have.
I don’t want to use that as an excuse, but if you’re someone that’s really trying and you could make more working in Waitrose and studying.
Maybe you don’t want it bad enough, maybe you don’t feel the need to push as hard as much, that could be a reason.
For me, I didn’t have other options. I didn’t have education, I didn’t have university. So I stuck with it even when the money was bad. You can’t expect everyone to do that, but it might be part of the reason why some UK players don’t go as far as they could, or push as far as they could.
If you compare it to Eastern European players or other parts of the world, this money could be life-changing for them. One tournament could buy them a house or buy their family a house, or wipe debts and problems. That’s not happening really with us, when it comes to this, and admittedly Mezii is probably the first that’s had a chance to reach that far and do that. Smooya, obviously, before him as well, Thomas at the Paris Major [with Into the Breach] too.
We see so far and few, and it’s sad most UK players think they have to move away from a full UK team to even have it. We need a grassroots team that can continue to play, cycle through players and maybe grow players even more than what Endpoint tried to do. Endpoint were the best option we had and even they can only do so much.
We definitely have some skilled players, but we also have some bad attitudes as well. I was an arsehole player when I was around, there are players with bad attitudes and mentality, maybe cockiness or not being so friendly, and that can hinder you.
I feel like we have a little bit more toxicity [than some other countries], and it’s part of our culture being a bit banter-ish and stuff, but if we could just get five players willing to sacrifice and push really hard, and the actual dream or goal not spiralling off in another direction, then maybe we could do something. But it’s just about waiting at the moment, sadly.
We have a lot of successful players in fighting games, some of the best in the world. Some of my friends doing well are nuts, so it’s not just UK esports is in a bad spot. But when I look specifically at UK CS, I want to see a little bit more, a little bit further.
“I’ve got something that’ll probably drop this year, or at the latest early next year, which I don’t think any other talent has ever done. It’s nothing revolutionary or crazy, but it’s definitely using my connection with players to put something out there that is available, but it’ll be of a different level and quality.”
It’s those console games like FC, fighting games and CoD we’ve been good in.
I think part of that comes from the fact that our school system, our government system is so wack. They have no interest in looking at this. Yes we have some universities that cover esports, no one has ever asked me if I want to come and speak. Maybe I’ve had one email.
I’ve spoken to some people here who have gone to university and have asked me for advice.
One guy thanked me for his advice and he got accepted for his uni course, and that’s what he wants to do. That’s positive. Why can’t we have a system where we’re talking more about the positives of it?
A lot of people will have consoles, but not everyone will have a PC capable of playing [the latest games].
My son has a gaming laptop, maybe a bit more time is needed [for others to get PCs, not just consoles].
With the Government, there seems to be a lack of interest in esports from them. I think you’d be good at talking to MPs about esports! They need some straight-talking.
I might talk too straight for them (laughs). They won’t like me.
I think I’ve always seen government and that posh side of the world as people you can’t really trust. I feel like they just look down on people like us. But I’d be happy to openly sit down and talk to anyone about my experiences because I went from a life that was really bad and I had nothing, to having a life where I’ve achieved more than anyone I know in my family, and my success keeps going. It’s all because of gaming and esports – that gave me that opportunity.
We have a lot of success stories in the UK, but no one in government gives a damn. It’s really sad.
Let’s hope the next Prime Minister will embrace esports a bit more.
[To the camera] help us, please! We’re going to do it.
Thanks for your time, James.
[To his son] Harvey, come here! [Lifts him up to appear on camera].
Bonus mini-interview with James Banks’ 7-year-old son Harvey
James: Harvey, this is Dom, a friend of mine. Did you have fun today?
Harvey: Yes.
What name did you shout when we were doing rehearsals? You were on the mic shouting ‘Chopper!’ Can you shout it again now?
Harvey: Chopper!
Dom: Will you be a future Counter-Strike star?
Harvey: No.
James: He will, we’ll get you trained!
Related article: Blast Premier 2024 Spring Final Broadcast Talent Listed
Dom is an award-winning writer and finalist of the Esports Journalist of the Year 2023 award. He graduated from Bournemouth University with a 2:1 degree in Multi-Media Journalism in 2007.
As a long-time gamer having first picked up the NES controller in the late ’80s, he has written for a range of publications including GamesTM, Nintendo Official Magazine, industry publication MCV and others. He worked as head of content for the British Esports Federation up until February 2021, when he stepped back to work full-time on Esports News UK and offer esports consultancy and freelance services. Note: Dom still produces the British Esports newsletter on a freelance basis, so our coverage of British Esports is always kept simple – usually just covering the occasional press release – because of this conflict of interest.
