Former lead of esports at Activision Blizzard ANZ, PJ Russell, has launched Game Focus Consulting, an esports consulting firm specialising in strategic esports initiatives, brand partnerships, community engagement, and event management.
Russell told Mediaweek the gaming and esports industry is undergoing rapid change, which is “mainly driven by organisations and game publishers seeking more economical and wide-reaching programs.”
“A prime example is the Esports World Cup, currently taking place in Saudi Arabia, with ANZ competitors and attracting millions of viewers worldwide,” he said.
“Having led the local programs of global comps like the Overwatch World Cup and Starcraft II World Championship [at Blizzard], I’ve had first-hand experience in seeing local fans rally behind the games and players they love.
“As the sport becomes more mainstream, there’s a huge opportunity for broader consumer brands to create connections with this energetic audience. It’s a space I’m truly passionate about.”
Overwatch World Cup
According to Russell, because of this “rapid change”, new challenges and opportunities are emerging daily, and there is a crucial need for expert guidance and strategic insights.
Esports is a form of competition generally played by professional gamers. The games usually played in esports competitions are multiplayer in nature and played competitively for spectators.
The space is growing with every passing year, and right now, the Esports World Cup is currently underway in Saudi Arabia. Pepsi, LG and Adidas are major partners of the event and players are competing for a prize pool of over USD$60 million.
As the Paris 2024 Olympics get underway, the International Olympic Committee (IOC) announced in early July it had partnered with the National Olympic Committee (NOC) of Saudi Arabia to host the inaugural Olympic Esports Games 2025 in Saudi Arabia. The partnership will be for 12 years, with Esports Games held regularly.
Starcraft II World Championship
Russell said the medium is “finally showing its value to these brands to target a young and connected, digitally native audience.
“With the IOC backing esports, there are even more opportunities locally, particularly when you think about what could be aligned with the Olympic Games in Brisbane 2032. The future locally looks bright.”
PJ Russell
Russell said Game Focus Consulting stands out in the market because it understands the dynamics of not only the project management, strategy, and setup of a competition but also “the dynamics and contacts needed to engage with publishers and IP owners.”
“[It] stands out because it is the only gaming agency in the market with 10+ years of experience working with a AAA publisher on several of the world’s biggest competition games.
“My work at Activision Blizzard leading competitions and partnerships for major esports events and initiatives makes my experience and expertise unique and now available on-demand to brands looking to be involved in this exciting market.”