We're an inspiring, informative, and motivating daily updateall wrapped up in a quick, fun-to-read email. Our first #valorant international LAN started with a ! And then, of course, the regular marketing, advertising, ad sales, but thats tiny. Evil Geniuses, a more than 20-year-old company, helped to shape the esports industry, she said. 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. @omgitspotter is the first female coach to win an international #VCT series. 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. So I had focused in particular with distressed-asset businesses that were ripe for technology disruption for turnaround. So, we mostly hear the negative side of PE [private equity] firms and what they do to distressed companies, right? We didnt see a clear pathway there, of where could more than just a dollar donation or a tweet really push the needle? We deliver an interview like this each AM in a quick fun-to-read email that's inspiring, informative, and motivating. If you open doors for the best of the best, they tend to come. 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. 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. So that goes back into that matrix of deep decision-making and why and what we do, because esports is a bit of a green pasture. 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And so it is something we definitely have to evaluate a lot around what teams do we enter. NICOLE LAPOINTE JAMESON. And by agencies that are the real ones, you know, UTA, CAA, large conglomerates. Greenwich native Nicole LaPointe Jameson is one of the youngest women of color to lead an esports organization. Of course, EG [is a] Seattle, Pacific Northwest, esports team, which is great. My investors believe in this too, so I have the luxury of being able to focus on finding the best talent. And so there is a balance, right? [Due to an Achilles injury,] I was immobile for a lot of my childhood, so gaming was my social connection. Removing players off contract cycle is something we take super seriously, both for legal and financial liability, but also, its very disruptive to the teams, to a community. Normally the ad cost for an Instagram ad post is based on the number of followers on the account. I studied to be a statistics professor, and did an internship atPEAK6investments. And at the time that EG [Evil Geniuses] and gaming came on our plate, I was looking from an investment point of view at technology, AR, VR, and gaming companies, looked at a lot of esports teams. Its a hard challenge. 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. She said she stumbled upon the opportunity through her work in the financial services and investing sector. And Id always loved gaming, Ive always been a personal fan of the space. @DrJordantsai @EvilGeniuses *and Nicole's dumb IT bands . Wait, pull that apart. 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? That even if youd gone and brokered your own deals, that company would get a cut. And whats the full network of what is the message were trying to say? 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. They control the games, they can change the rules, they can change how the games work. We sell those rights. [3][4] During the summer of her junior year, she received a job offer to join Chicago-based investment firm PEAK6. But because we are an entertainment product, we can create value proposition through our brand. We are pretty good at the native content creation, more slice of life, but more of the FaZe Clan entertainment, thats where were expanding. I just want to play. And if theyre good enough, great. The pandemic brought a new class of gamers online for the very first time, and the gaming . Knowing what titles are sticky, what developers have good relations. The idea that there were single-gender teams to begin with has always struck me as very odd. Evil Geniuses CEO on the path toward esports ubiquity Sep 30, 2021 Lucas Matney. Nicole LaPointe Jameson. Early life and career [ edit] A native of Greenwich, Connecticut, [2] LaPointe Jameson attended Columbia University in New York City, graduating in 2016. Im always thinking of downside risk and managing upside potential. Most people play games. Is that how you think of your model? So now Im going to play the role of the private equity investor and say, how are you growing revenues to justify that massive increase in costs? Evil Geniuses boasts sponsorships from Monster Energy, Xfinity, AMD and Twitch among others. We find documented incidences of either repeated behavior or something that breaks the code of conduct very explicitly, and then we have to make a decision based on that. 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. The original Pokmon TCG base set is coming back as a trio of premium decks, MLS opening weekend on Apple TV points to an expensive future for sports streaming, Ted Lasso is extra feel-good in its official season 3 trailer. So if you had told my 10-year-old self, Hey, youre going to work in gaming later, I wouldnt have believed you, but very, very happy to have landed where I did. She deserves everything she has because she has worked so hard to put it together.. Lets pull API data of the best-ranked players in the world. Weve also developed deep collegiate and education platforms how to bridge the world of gaming, how to make gaming accessible to different audiences as well as data analytics and even fantasy embedding products. Its people making videos. Nicole LaPointe Jameson is the CEO of the North American esports organization, Evil Geniuses. Properties. I am fueled by and given immense joy through empowering people in financially-savvy ways. Youre talking about a massive increase in costs. In a few weeks, Evil Geniuses teams will travel to a tournament in Romania that has a prize pool of $45 million, LaPointe Jameson said. You cant be all things to all people. Some of our athletes are like, I dont want any deals. Those are all costs. So you started in finance? But its been a long process, with challenges and setbacks along the way. Everybody, put yourself in that headspace. How should you do code of conduct? Theres an audience lots of people tune in to watch teams play games like League of Legends or Dota 2 but the business models and ecosystem around the industry havent had a ton of success. So our employment agreements are a little different. AboutPressCopyrightContact. Or is it the ancillary universe of content creation, making celebrities, maybe youre going to sell a Netflix show is that the money? But in terms of the volume of the pie that I want to cut a slice out of, geo-affiliation is always something we look at, but its not going to be my priority because I have many more fans across the globe than I could just tap into only in Seattle. That sounds like a lot to deal with. But also on the bright side: unlike traditional sports, the beauty of esports you saw it during COVID: pro sports leagues stopped. So from a private equity, distressed-asset turnaround point of view, [it] was very exciting, because heres a very open sandbox that had built and preserved the best elements of what you look for in a business; strong IP, fan affinity, and all of the marketing was all set to go, needed help with business acumen and financial growth. Theres an obvious drive for them to make money in that way. Its a little bit of assured, were all going to work for the same end goal, which unfranchised leagues dont really have to. Become an industry insider. At the time, the 25-year-old investor had scant experience running a gaming organization, but since her appointment, the esports. Thanks for calling me out. She has covered everything from crime and education to health and religion in places, including Colorado, Israel and Morocco. My differences made me nervous, but since I had spent so many months in the due diligence process with the internal EG team, I felt like I had already been working with them. Nicole LaPointe Jameson (Evil Geniuses CEO) on Twitter: Last owner's meeting @TSMReginald complimented 100T as the only non-shitty new LCS team. 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. #EVILEXHIBITED | #VCTLOCKIN https://t.co/SRN1Gz9ams, RT @EvilGeniuses: History. Can your players monetize their celebrity independently of you? Using statistics to transform businesses, illuminate investment opportunities, and win card games Give me an example of a decision that displeased one of your stakeholders that you had to navigate through. In her first year, she's made significant moves to pull the team back to relevancy, primarily by re-entering two of the top esports, Counter-Strike: Global Offensive and League of Legends. So that agency roster scouting play, I think, is an untapped area we might want to tap into. But its not accessible in the way that, you know, a lot of people dont watch football, but they watch the Super Bowl. And so you do have lots of law firms now, and agencies, and marketing people. Wow. Evil Geniuses is one of North Americas oldest esports organizations. Nicole LaPointe Jameson Save Summary Overview CB Rank (Person) 727,410 Primary Job Title CEO Primary Organization Evil Geniuses Location Seattle, Washington, United States Regions Greater Seattle Area, West Coast, Western US Gender Female LinkedIn View on LinkedIn Nicole LaPointe Jameson is CEO at Evil Geniuses. "Despite the enormous migration to electronic media, neuroscience research shows that paper-based content and ads offer special advantages in connecting with League of Legends professional gamers, for the esports organization Evil Geniuses, are pictured at a recent competition. So for example, pushing into all these initiatives with colleges and bringing in the next leaders of esports. People with disabilities, probably not going to do that job. A really good tactical example where I had to really get people on board let me take a step back: when building a roster in esports, theres a lot of data you look at. Nicole LaPointe Jameson (born April 11, 1994) [1] is an American businesswoman currently serving as the CEO of esports organization Evil Geniuses . But then theres a lot of like, Oh, my uncles an agent. Theres a lot of. We were one of the first esports teams to actually have a podcast. Very, very few people will ever play football. We own those rights. Owning the Lakers is just a lucrative proposition because the Lakers play basketball, and people buy tickets, and youll sell the rights, and you can just do it that way. It also has a team of professional esports players who are among the best in the world, she said. And so finding both broadcast partners, content creators, and how we position ourselves to different audiences as a brand and make the language, the education however we present ourselves accessibly is really important because some developers dont care as much. And Im actually very blessed that I have investors that very much are aligned with the longer-term vision, even when short-term cash is problematic. Studio Head - Halo Transmedia and Entertainment, 343 Industries. So we got her in Japanese Vogue, we got her working with anime partnerships, we got her in an absolute global marketing campaign for inclusivity in the LGBTQ space. People love esports, but the infrastructure and the money behind it isnt as much. And it was a good wake-up call and call to action of how can we always continue to optimize and do better? Nicole LaPointe Jameson Educ: Columbia University (B.A.S. #EGWIN #LCS, RT @EvilGeniuses: Come celebrate our soon to be 3-0 week with a meet and greet at the #LCS Lunar Revel Celebration afterparty! So heres the next big difference with a traditional sports team. She has also stabilized a company that she said was once worth zero dollars but is now valued at $255 million. They dont come from out of the space and go, Oh, you know what? Well, so let me ask you, you brought up this notion that if you count mobile games, everybody plays games. And so if you irritate half of the country because youre continuing to talk about diversity and inclusion, you did a podcast episode on Black Lives Matter. You know, we believe in the team. For example, at the University of Connecticut, athletes compete in basketball, hockey and baseball, among other traditional sports. Please only use it for a guidance and Nicole LaPointe Jameson's actual income may vary a lot from the dollar amount shown above. I wouldnt be here if I didnt believe that wont change over time. See Nicole Lapointe Jameson's compensation, career history, education, & memberships. The relationships vary from, were deep in the weeds of how does the competitive structure look and we collaborate very tactically together, to me getting kicked out of boardrooms being called a rent seeker like, theyre far and few in between with relations. 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. Walk me through that. Glad to be here. 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AdWeeks 2021 Most Powerful Women in Sports, The Roots 100 Most Influential African Americans in 2020, Sports Business Journal Esports Tech Innovation Award. Will our players authentically engage with the product? Because we dont like to do things just for the optics of it. Our newest product and we actually roll out with our last public component [at] the end of this quarter is our tech and data analytics, because we use tools to make decisions internally. Thats amazing. Ive been around, I know that sucks. And so very recently, our pipeline in terms of potential has quadrupled, just in the past two months this year. We recently entered a new title called Valorant. But like the esports industry, she said Greenwich needs more diversity of thought and support. We focus a little differently. This is a carousel. Then you have LeBron James, who is a brand unto himself, who makes his endorsement deals, who runs his own businesses, and his celebrity is monetized independently of the Lakers. 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 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. Our players pick half of our charitable donations that we do every year. But it was very iconoclastic to what had been done and really pushed the envelope on a lot of different fronts. Bloomberg Daybreak, anchored from New York, Boston, Washington DC and San Francisco provides listeners with everything they need to know. Did you feel like an outsider coming into the role? Lets try this. Its a self-perpetual feedback loop of how things are, not how things ought to be. And thats something that, while the playbook isnt well-established ubiquitously across all of the esports universe, people are fleshing it out and figuring it out and finding interesting sticky trends here. I had worked for the past five years at an investment firm called PEAK6 Investments, which does a lot of I call it a mixture of private equity meets family office. Now that youre in this space, is it a goal of yours to bring in other women and POC? There are parts that feel like what a tech CEO would have to do. I am a big role-playing game fan or massively multiplayer online game fan. We were just the athletics model, which is great. 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. Nicole Lapointe Jameson is Chief Executive Officer at Peak6 Investments LP. Im the University of Michigan. Why would I be interested in going deep in a small local market, when I already can touch a global audience authentically, and market against them authentically, with lower levels of effort because were digital? == Early life I worked in private equity. But that also fuels our purpose and at EG (Evil Geniuses). Follow. Those are edtech bucks. It seems like youre pushing hard in the entire space to make that a mission of your company. Yeah. And it requires us to be very quick-footed and have a lot of support to make sure we can navigate those scenes appropriately. And thats part of the culture of gaming. Jobs Number of Current Jobs 1 Our League of Legends viewers are nothing like our Counter-Strike viewers, both in geography, income level, age, gender split, etc. At the end of the day, its still just people making videos, then they get monetized directly or through advertising, or some way. So unlike basketball, which wont go away, esports titles can go away. The organization believes that the squad has what it takes to compete against the best teams in North America. This is good, its like being in a meeting with you. 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. I can also sayand I didnotexpect this from the gaming spacethat like attracts like. When I had enough wins under my belt, I focused on my own investments under PEAK6, which revolved around gaming, AR, VR, and tech. Had scant experience running a gaming organization, evil Geniuses is one of the American. Would have to do an international # VCT series ad post is on... 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Can we always continue to optimize and do better female coach to win an international # VCT series omgitspotter the! Your players monetize their celebrity independently of you ever play football please only use it for a guidance Nicole. That we do every year the real ones, you know, UTA, CAA, large conglomerates ubiquity 30... Online for the optics of it first esports teams to begin with has always struck me as very.... Good relations very recently, our pipeline in terms of potential has quadrupled, just in the services. Through her work in the next big difference with a traditional sports team pipeline in terms of potential has,! A self-perpetual feedback loop of how can we always continue to optimize and do better coming... Like youre pushing hard in the past two months this year a with. Advertising, ad sales, but since her appointment, the 25-year-old investor had scant experience running a gaming,. 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