TNL eSports Brand Tracker 022: Comcast and Evil Geniuses and ESL

TNL ESPORTS BRAND TRACKER 022: Comcast and Evil Geniuses and ESL

TNL eSports Brand Tracker 022: Comcast (Photo: Comcast)

TNL Take: Ill continue to say it —  it’s great to see another major brand make the investment in eSports.  

Comcast enters eSports with multi-faceted partnership with Evil Geniuses and ESL.

This is interesting considering the multiple components as their first entry into the space. The 12-month program includes:

  • Team Sponsorship: I think Evil Geniuses is a great team selection (although claiming “world’s best video game team” is a bit much). Not only did they take home the largest eSports prize ever at $6.6M by winning The International 2015 but also won the first season of the Halo Championship Series. The integration of Comcast’s Pro-Gigabit service and Xfinity X1 video service into their training facilities is a natural fit. Non-endemic brand sponsors for teams are rare and there are few popular US based eSports teams left that don’t have one. What’s that mean? If I’m those team owners, my price just went up.


  • Events: Being with your audience and being able to showcase your offering are a great way to activate at eSports events. IEM Oakland, PAX Prime, and the ESL CS:GO League should draw decent crowds.


  • Games: This is the one puzzling aspect for me. More than likely to due tothe ESL relationship but Halo Championship Series doesn’t draw much viewership — last Thursday night’s event was at 6,000 viewers when I checked. In a case of unfortunate timing, the day before the announcement which included Heroes of the Storm, Yahoo released an in depth report on it’s eSports problem and team’s dropping out.


Looking into this further, I was surprised by the overall lack of involvement by Telco/Broadband companies as their product is 100% suited for this audience: Fast-internet connections for playing/watching Gaming coupled with mobile subscriptions.

Here’s an analysis of the US Broadband Market Share from 2015:

TNL eSports Brand Tracker 022: Comcast (Photo: Leichtman Research Group) 

This is an area that should see interest from Verizon, Time Warner Cable, AT&T and Charter as well.



You’ll see another announcement in this category before the end of the year.

TNL eSports Brand Tracker 023: Universal Pictures and Faceit

TNL ESPORTS BRAND TRACKER 023: Universal Pictures and Faceit

TNL eSports Brand Tracker 023: Universal Pictures (Photo: Faceit)

TNL Take: While looking into the recent Comcast eSports investment, I came across this dual sponsored Hearthstone tournament on Faceit with Warcraft, a Universal Pictures movie.

As I've said previously, Hearthstone is very similar to Poker, it may not seem exciting, but for those that follow the game, it draws solid viewership and more importantly:

It's Brand safe.

This is also the 2nd Entertainment investment after Sony Pictures and E LEAGUE.