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In this special series of in-depth articles, Esports News UK, in collaboration with the betting partner GGBET UK, delves into the stories, moments, and personalities that have left a lasting impression on the past, present, and future of the UK esports scene.
In this article, Dom Sacco asks industry and community voices how they feel UK esports will be in the next couple of years, in 5-10 years, and what they would like to see change. Image source: Michal Konkol/RLCS London Major.
Hopes for esports tax credits and more broadcast deals
Michael ‘ODEE’ O’Dell, director of pro gaming and esports at Scan Computers, and founder of Dignitas
[In the next 1-2 years] I really hope we finally get some significant support from the new Government to aid the growth of the UK scene.
UK games companies already receive tax credits and I do not see a reason why those credits cannot be extended to esports entities of all kinds in the UK.
[In the next 5-10 years] my hope is that sustainability for esports is addressed. In my mind the fix would be media companies doing deals with the games developers to broadcast esports. Yes, this will mean people paying for it – controversial, I know – but I cannot see another way right now. Subscriptions for cable TV, Amazon and Disney etc are very normal things right now.
‘Development pathways are disappearing as esports becomes more top heavy’
Dave Harris, managing director of Guinevere Capital, which invested in Excel Esports (now GiantX)
[In the next 1-2 years] As with other individual countries (outside China and South Korea), previous publisher support for local opportunities will continue to be rolled up into larger regional or global events.
Initiatives will be very much at the “community” end of the spectrum and predominantly volunteer-driven, unless able to align directly with something operating at scale outside of UK. UK brands will be crucial for supporting initiatives specifically targeted at the UK audience. Some of the recent case studies from EE have been a great example of what can be achieved with this model.
5-10 years is a better time horizon for what many people were hoping may have happened in the esports industry already in UK. Another generation of players coming up through high school and university competitions will hopefully feed a pyramid of amateur competition, with the lucky few progressing through to domestic semi-pro and larger regional and global pro competitions.
“My concern, at the moment, is the development pathways are disappearing with the majority of resources being focused on the highest tier of esports competition. This may cause a repeat of issues that became evident in the Overwatch League and other competitions, which did not focus on developing a full ecosystem.”
Dave Harris, Guinevere Capital
I’d like to see a resetting of the cost base and expectations for those involved at a local level, combined with advocates for the industry bringing in more brand dollars to support growth of more premium events and initiatives.
[In terms of my own business evolving in the future] There are many new themes in the industry that need to be positioned around. The rise of the Middle East, further opening of the betting category, Web3 games and AI can all be linked to attracting resources, but also have negative perceptions in various parts of the community.
Expect more major esports events in London – and unified support from government
Ailsa Buck, Head of Major Events & City Experience at London & Partners
From a destination’s perspective, tournament operators often host one-off events in different cities. However, it is likely that we will see more esports events occurring regularly in a single city [in the next 1-2 years]. For example, after Blast’s Premier Spring Final at Wembley Arena in June, they are now considering returning to London.
Operators recognise the benefits of a regular hosting destination. It simplifies the process for fans and allows organisers to build strong relationships with suppliers. This trend is already evident in places like North America and East Asia as well as wider Europe in Cologne and Katowice, and it wouldn’t be surprising to see the UK soon become a premier destination for esports events.
Governments are increasingly focusing on the creative industries, particularly on creating quality jobs and fostering growth – this includes the gaming sector.
“In the next 5-10 years, we are likely to see a more structured and unified approach by local and central governments to support the growth of the esports sector.”
Ailsa Buck, London & Partners
However, there is still stigma surrounding esports, which I believe is preventing it from becoming more of a household industry. I would love to see esports become a sport that families can enjoy together, just like traditional sports. To achieve this, we need more education to change attitudes, whether by making events more accessible via TV deals or by incorporating esports into school curriculums.
[In terms of what’s next for London & Partners] As London’s business growth and destination agency, we assist many businesses in exploring opportunities and establishing operations in the capital. This includes supporting events hosted in the city, such as esports tournaments. We aim to expand this aspect of our business so that publishers view us as the go-to organisation for hosting esports events in London. Given our close collaboration with major players like Riot and Blast, we are confident that we can achieve this.
‘UK casters will likely need to scale back their expectations’
Calum ‘Trajan’ Macdonald, League of Legends broadcast talent
Very little will change [in the next 1-2 years]. The loss of Insomnia might drive some additional engagement to other grassroots competition, Epic.LAN in particular is in a position to now become the premier LAN event in the UK.
Scotland will continue to be pretty quiet, depending on how fast Charge can move on their plans to expand competition, but will still have their tight-knit active communities and a strong FGC (fighting game community).
The surge of major events coming to the UK will continue, but standing in contrast to the relatively sparse local scenes. FGC is the exception, where the local scenes are strong but majors will be few and far between.
There’s potential for a new LAN series to emerge [in the next 5-10 years] once there’s been time to draw together resources again, but it should be modest in scale initially. There’s a risk that people try to pick up right where we left off, and will run into the same financial problems. The core audience will continue to grow, but will need to accept the results of financial course correction: smaller scale, less grandeur, less free content.
I’d like to see an emphasis on driving in-person engagement for watch parties and other live events. Try to introduce to fans the idea of spending small nominal amounts to support their local scenes/teams/organisations and putting on fun events for them. The sponsorship model simply is not a sustainable one, only publishers can get away with not charging entry to their product because they make the money on microtransactions and cosmetics etc.
[In terms of the future for casters like myself] there will still be small local opportunities for amateur casters to get involved in, but there needs to be a realisation that it is not a financially sustainable endeavour at all but the highest levels opportunity. Getting paid a minimal amount as a gesture of goodwill may continue, but casters will likely need to scale back their expectations overall and ensure they have other ways of achieve financial security.
‘Improved Government relations, funding pipelines and regional federations key to sustainability of UK esports’
John Jackson, CEO, Esports Wales
How do you feel UK esports will change in the next 1-2 years?
I feel incredibly optimistic about the future of UK esports over the next 1-2 years. [I expect to] see more sponsorships, improved infrastructure, and enhanced support for players and clubs.
There’s the integration of esports into educational curriculums and extracurricular activities. The Esports Wales Academy is continuing to grow, and schools and universities are offering esports programs.
The ease of streaming and the development of our stream team means that more people can participate and spectate. We are also promoting the Welsh language and growing the future talent pool.
And the community aspect of esports is growing. We have seen the Welsh Esports League develop over the last year and a half, the national team play in more tournaments, and collaborations with traditional sporting bodies such as the Welsh Rugby Union and Football Association of Wales.
What about the next 5-10 years?
I expect esports to gain more mainstream recognition and acceptance, and for the educational integration of esports to continue to expand. For us the Esports Wales Academy will play a crucial role.
Virtual reality (VR) and augmented reality (AR) could become integral parts of esports, and improvements in internet infrastructure could increase accessibility of esports and streaming.
We can also expect a move away from traditional PCs to different digital devices for various esports. Local gaming hubs will proliferate, offering spaces where people can gather to watch and play esports. We have already started to make this move with the Esports Wales Local.
We will also see an increase in esports events throughout Wales, from local tournaments to more major events. The Welsh Esports League will continue to thrive, providing a platform for aspiring gamers to showcase their skills.
Collaboration with traditional sports organisations will strengthen. Moreover, there will be a continued effort to promote diversity and inclusion within esports. A global structure with clear pathways from grassroots to professional levels will emerge.
However, these years will not be without their difficulties. Building a sustainable structure will require close collaboration with publishers, governments, federations and the community.
“Securing a consistent and robust pipeline of funding is crucial for the sustainability of esports. This funding should support grassroots development, professional leagues, player welfare, and infrastructure improvements.”
John Jackson, Esports Wales
What would you like to see change, and why?
From travelling to world esports events, one thing I have learned from discussing with other countries around the world is how far the UK and Wales are behind some other nations. We should be looking to models like the Nordic Esports Federation or the Adria Esports Federation, which have regional federations that facilitate collaboration between countries, working together to create a better esports system for all of them.
This regional approach can help standardise regulations, improve player support, and streamline the organisation of international competitions.
I’d also like to see improved relationships with government and traditional sporting bodies. Collaboration can lead to recognition of esports as a legitimate sport, unlocking new funding opportunities, and gaining access to established sporting infrastructure.
And securing a consistent and robust pipeline of funding is crucial for the sustainability of esports. This funding should support grassroots development, professional leagues, player welfare, and infrastructure improvements.
How do you see your own business evolving in the future? And is there anything else you’d like to add?
Wales is a little country, and a small part of the UK with lots of fields and sheep, but I’m honnored to say we have managed to help develop the scene here and give people the opportunity to meet and play with some of these amazing people arround the world. Some have gone into coaching, management and education, which is great to see.
However the future may go with esports, if we can continue to do that, I think we will be on to a winner.
How Scottish esports can thrive in the future
Dale R Murray, founder, Scottish Esports Network
[In the next 1-2 years] Scotland’s esports strengths currently lay in the collegiate circuit. Across events, education, competition, community and careers it’s providing the backbone for what remains a very volunteer lead industry. The broader understanding and awareness of esports to non-endemics up here is increasing, which should have a really positive impact: resulting in a less isolated industry and greater opportunities.
The next step for Scotland is demonstrating the utility of esports outside of the games themselves – usingeEsports to help behaviour and attendance in schools, introducing skills and career paths to college students they may have net learned them otherwise, supporting the wellbeing economy and more. Whether these utilities result in more people working within esports or not, the national utility and impact potential is immense.
With the national games strategy being developed by the Scottish Games Network and Scottish government, a level of national support could help drive these impacts even further.
“[In terms of the next 5-10 years] Scotland lacks orgs that compete on the global stage. We often compare ourselves to Denmark as a nation of comparable size and density, and where Denmark has Astralis, our orgs have struggled to break through to a tier 1 level. A large reason why is lack of support and broader understanding of esports, so with the continued direction we’re in, perhaps in 5-10 years this might be a possibility.”
Dale R Murray, Scottish Esports Network
Another advantage Scotland has is being home of the most football fans per capita in Europe. We’re a nation that loves competition and being underdogs. Mix that with being the home of heavy hitting game developers like Rockstar and 4J (making GTA and Minecraft for console respectively), we have the perfect storm for esports to thrive.
Esports in Scotland needs to keep developing consistently, we’ve had major setbacks over the years with groups like Scotlan closing down or Esports Scotland’s financial shortcomings – we need to keep coming together as an industry, sharing knowledge and supporting one another.
Scotland has had an esports brain drain with knowledge and skillsets being lost from those burnt out or forced to leave the space for lack of financial stability. If we can keep people from getting burnt out, retain our learnings, and get what I call ‘mum approval’ in schools and colleges, esports could have a huge impact for the country across the board.
For us, the Scottish Esports Network aims to continue highlighting those working and pushing the industry forward north of the border. It’s important to support one another and encourage anyone and everyone to come along to our events to meet like minded fans and professionals to be part of the conversation and shape the future together.
‘Having esports recognised as a legitimate “sport” by the UK Government could be game-changing’
Kylie Kendrick (aka Lliandra), Technical Specialist for Esports at Durham University
I’m not sure esports will change a great deal in the coming few years. The changes that are needed are much bigger and more complex that can be addressed in the space of 1-2 years. They do need to happen to prevent the scene from dying out, but in the immediate future, we should continue as we are, trying to pull in new interested parties which can also pull in more financial support.
We may see less of the smaller, independent organisations owing to a lack of centralised funding, but collegiate and university level esports will continue to thrive, due to the level of support and existing funding in this ecosystem.
For the next 5-10 years, I would like to see more attention given to a dedicated grassroots esports path, from secondary school to college to university to semi pro/pro. The younger we begin educating about esports (and also esports etiquette, safety and health and wellbeing), the more chances there are for players to progress into the professional scene with suitable levels of support from their education establishments and parents/guardians.
There are solid pathways for youths that are into football, netball, cricket etc, and aim to make it their career as they progress in life. For esports, this is seen as “holistic” simply because there are no official support mechanisms in place.
“With the support of the UK Government, an official governing body for esports could be created and the very first sustainable “Path to pro” system achieved. Obviously it would be difficult to manage across titles and would need a hell of a development plan, but I would love to see this happen (with input from professional players across titles.)”
Kylie Kendrick, Durham University
In the same breath, I would love to see more senior leadership positions in the industry taken by people who are actual ex-players and who have experienced their respective esports ecosystem firsthand, take a leading step towards helping this happen – they will know best, not some business/government person who just happened to have fallen into the industry and are driven by finance.
In terms of what I’d like to see change, having esports recognised as a legitimate “sport” by the UK Government could be game-changing, as grants and funding could be applied for by esports related start-ups and orgs, in order to encourage new interest in the scene and maintain existing ecosystems. This would also prevent Saudi money from having a foothold in UK esports. We would be self sustainable and have no need to look to the KSA for financial support.
Lastly, university-level esports is a cornerstone of UK esports, with much talent being curated and honed in this ecosystem.
What I would like to see is more links with colleges (perhaps via British Esports) in order to pull talent up through the ranks and encourage more competition, akin to the US collegiate esports scene.
‘There still needs to be a better understanding of esports – when I applied for a loan for London Conspiracy, the bank laughed at us’
Joe Tuley, esports lecturer at MidKent College and founder of former org London Conspiracy
We need reform in educational budgets and individuals to actually back esports. Offer grassroots options within primary and secondary schools, and guides on how to become leaders in esports, marketers, strategists etc.
Look at what media studies has done for the industry from the ’90s. The internet and AI can be adapted to help players and teams to progress to a bigger level. I feel we’ve still got so much to give, whether that be an article or a podcast. We need to get these points down, and get someone in power who is willing to listen, learn and take action.
I would like to see more options in relation to education, especially from the primary and secondary level. This can be achieved by esports clubs in the local communities run by councils and local authorities, whereas private institutions could work better due to funding and resources.
We also need to look at visas, grants and funding with banks, and the understanding of esports in general. I remember years back, when we needed a bridging loan at a team I owned called London Conspiracy, the bank laughed at us, and said it would go nowhere. Fast forward a few years, things are looking good, but they can be greatly improved. I’d like to see mainstream media focus on the positives rather than the negatives [of esports]. The work you do [at Esports News UK] is beneficial – thank you.
‘The UK Smash FGC has a bright future ahead, but the cost of living is affecting events’
Edd Church, tournament organiser for Team Midnight, a small grassroots event team for Smash Ultimate, Rivals 2 and Smash Melee events in the South West of England
I can only speak for the FGC (fighting game community), and only really the platform fighter sub-section of the FGC. But, honestly, this section of UK esports seems like it has a bright near future. We have more than 500 entrants to the biggest Smash event in the UK, Regen, so clearly there is interest and I can see it growing.
We have Rivals 2’s full release coming soon, as well, which will hopefully bring more interest to our bit of the sector, which is largely grassroots outside of Team Regen running events in the Midlands. That said, solo esports are hit the hardest by issues like the cost of living crisis, and we have seen in our local scenes people having to cancel event attendance because life is too expensive. Unless the general state of the country improves, I can see grassroots esports suffering.
“If the new UK government would treat esports like France has over the last five years, British esports could grow substantially.”
Edd Church, Team Midnight
Speaking specifically about the Smash/fighting game side of things, European esports teams have largely been reluctant to sponsor players outside of a very small number, so it would be great to see more top players get picked up. More collaboration between esports would also be fantastic. I’m not suggesting an EVO UK is realistic, but different genres of games being less siloed would, in my opinion, be a boon.
As for Team Midnight, we’re a non profit group, so a lot of the pressures I see in other businesses aren’t there. But I know for a fact that the FGC in the UK is being hit hard by the increase in venue fees, a cost which is either passed on to entrants (which hits attendance), who are mostly unsponsored because it’s the FGC, or it eats into operating budgets further.
Lastly, no matter how bad the landscape is in the next few years, Smash (and the FGC in general) will always be around, surviving any apocalypse as it always has. Being grassroots has its downsides, but not relying on the big orgs does give us a resilience other esports lack, in my opinion.
‘Esports will become more mainstream’
Jay Muir, founder and owner of Scottish esports tournament organiser Caledonia Esports
[In the next 1-2 years] things will become more mainstream and more rewarding to be a part of, allowing newer people to both watch and get involved in esports.
[In the next 5-10 years] I think we’ll have more government-provided pushes for esports to excel in regular education and social groups and socioeconomic groups. This will allow anyone to get involved with gaming whether a competitive aspect or just at leisure. Governments and local constituencies could help groups to run esports events, which could push the economy via tourism and hospitality.
In terms of what I’d like to see change, I’m coming from the side of Scottish esports, which you likely won’t get a lot of people talking about probably as it’s in ruin right now. But there are groups out there really pushing and outpeforming.
As for Caledonia, we have just officially got our copyright through for Scottish College Esports, which will have Scottish colleges compete against one another each week, from November 2024 until late April 2025. They will compete at a LAN final up in Dundee at the college. We’d also like to jump on more games beyond Rocket League, League of Legends, and Overwatch, to have more staff and more things for people to get involved with each month.
‘I’d like to see more full-time roles in UK esports’
iCraZZii, social media manager for esports organisation Xravel org and the UK Esports account
I believe we have to make the right decisions and moves in the scene to see proper change. I feel in 1-2 years we should be in a happy place [with more full-time roles in UK esports]. In 5-10 years I’d like to see plenty more orgs being full-time and having their own headquarters.
I’d like to see proper support, words turning into action, a big plan in place that everyone can work towards, and organisations being creative in terms of content, and making good social content.
As a social media manager for Xravel, I feel we are on a path towards a good place, and in the future we want to be more recognisable in the UK scene and outside, like in EU.
‘Hopefully we’ll have more grassroots esports and a LAN reborn in Insomnia’s place’
Joshua ‘Jace’ Sharp, ENUK writer and former Overwatch caster
I think we’ll see fewer LAN events in the next 1-2 years, and more of a push into programmes about esports in education.
In the longer term, over the next 5-10 years, hopefully we’ll have more grassroots esports and a LAN can be fully reborn in Insomnia’s place.
I would like to see more community leagues and tournaments like they have in NA. Belong doesn’t do Overwatch anymore. Those tournaments were a really good idea – I liked the idea of county esports. Hopefully there are more chances for UK casters to find work in several titles.
‘I fear the gap between grassroots events and majors will become even bigger’
Wade ‘Aggresive Duck’ White, ENUK writer and tournament organiser
I fear the gap between grassroots events and majors will become even bigger [in the next 1-2 years]. It’s great that UK has had several major events this year, but with Insomnia ending, it seems like the gap with events will become bigger. Offline is important for upcoming players, and important for communities to meet in person and get to know each other. Online is great for esports and tournaments, but not for the community aspect.
Globally, [in the next 5-10 years] I could see publishers trying to get more control over their own games’ esports scenes, or selling the control of their biggest events to outside companies (The International has been fully produced by PGL for several years now). Esports could very easily go down the same avenue of the games industry itself, with publishers and investors starting worldwide or regional circuits for the games the own, only for those same circuits to be shut down after a year or two because there is no profit to be made.
For me, Smash Ultimate is slowly dwindling. The game is at the end of its life cycle, so the events I run will be smaller in player cap, as well as potentially adding other games to the events such as Rivals 2 or traditional FGs.
I’d like to see events that cater towards sustainable community growth. The London Major for Halo this year was good for this, as it had tops teams from all over the world with an open bracket for teams to qualify for. Because the open qualifiers were offline, it gave local players the advantage to qualify. Something like this for big events the UK host would be great.
‘Until we stop looking at this as an insular challenge, and develop esports from an international standpoint, we will continue to suffer’
Opinion sent in after publication, by Joseph Turner, chief esports officer and co-founder at Gaimin Gladiators
Once again, there’s a huge focus on the grassroots [in this article], whilst hitting out at tier 1, yet without tier 1 there is no investment that allows grassroot support.
Also, there was very little mention of the things that make the UK unattractive to tournament organisers and publishers, such as how expensive London is, the crime rates affecting player safety, and of course, the huge, overhanging issue of visa support, where some players have wait times of over 900 days in their own countries.
Until we stop looking at this as an insular challenge, and develop esports from an international standpoint, we will continue to suffer. Education and grassroots is essential, but to put all the focus on these areas, and ignore the fact that investment is top-down, and that continuously focusing on London, as opposed to Manchester, Edinburgh, and other great cities, is ruining the potential for event structure, we will be forever stuck in a cycle of not moving anywhere.
Also, until we find someone who actually has the stones to stand up and fight the government on getting esports accepted as a sport, which the British Esports Federation have had years to do, and instead have focused on profitability products, we will lag behind the likes of France, Germany, Poland and even nations further afield, like Indonesia and Malaysia.
Stay tuned for more articles powered by GGBET UK, and see even more UK esports history content here:
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.
