Managing Director's June Blog – Guest Edition

    Mogul's Chief Strategy and Commercial Officer, Jamie Skella

    Mogul's Chief Strategy and Commercial Officer, Jamie Skella, digs into the history of esports.

    It’s great to be involved in shaping the future of esports. 

    For those of you who haven’t met me, I’m the Chief Strategy and Commercial Officer for Mogul. I’m also a Counter-Strike veteran, having competed for Australia’s then-top-ranked team named Pantheon in 2001 who won the region’s first major international event: the Cyberathlete Professional League Pacific. Flash forward almost 20 years and I’m also now co-founder and part owner of the country’s first dedicated esports bar, GG EZ Bar – so you could say esports runs in my blood.

    As a foundation member of esports in the Oceanic region, I’ve had the pleasure to see the esports industry grow over two decades. Back in the late nineties, competitive gaming wasn’t yet widely called esports and the opportunity was still unclear. Now, we’re faced with a booming industry that, if grown with sustainability in mind, can be considered an agent for significant economic growth that will shift societal dynamics and our culture in profound ways.

    In my current role here at Mogul, I’m able to combine my love for competitive gaming, digital product and emerging industry, as we shape the future of esports together.

    Typical esports financial streams 

    Initially and unsurprisingly, esports leagues and teams have been financially supported in large by sponsorship and advertising, through brands the likes of Red Bull. Gfinity’s Dom Remond and I are aligned in that we don’t think having 80% of the industry’s value defined by sponsorship and advertising alone is healthy in the long term. And so in my view, becoming an enabler of revenue diversity, and in fact a catalyst for generating brand new consumer spending and creating brand new value for the industry, is where Mogul is stepping in to change the game.

    That’s where we come in… 

    Mogul’s technology is poised to disrupt the industry’s status quo. How we identify and grow the industry is changing from zero sum to positive sum – we’re moving beyond the majority share of industry value that is currently attributed to just sponsorship and advertising. Through industry-first partnership models, supporting grassroots through to global brands, Mogul is helping rally the masses – fans, amateurs, and customers – with compelling new value propositions and the opportunity to not just be a passive consumer, but an active participant. Every organisation in esports is looking for new revenue streams, and we’re in the privileged position of being able to help them build those streams by creating stronger connections with the audiences that matter most to them.

    We have developed new ways to monetise gameplay, innovative membership offerings including maiden subscriptions kicking off in August with team Alliance, as well as cost-effective ways for brands to deliver more while achieving holistic customer views and clarity on return-on-investment. Mogul is spurring organisations to look beyond only asking for sponsorship dollars, and instead to build and exchange brand new value – not merely extract it.

    How does Mogul benefit? 

    With every player and fan driven to through partners and ambassadors, Mogul is able to grow its user base, increase our subscription numbers – be that partner memberships or Mogul VIP – and increase the volume of ticketed tournaments we plan. Active users, ultimately, is a top priority. Through large numbers of returning players, we can send subscription numbers shooting upward, run more ticketed events, and present even stronger opportunities for brands looking to maximise eyeballs and entrants. Through partnerships which bring us greater numbers of users and the exciting schedule of work ahead of us - some of which you can see at – we intend to deliver more and more value to players, value that they’re willing to pay for.

    I recently discussed all of this and more on a ‘Future of Esports’ panel at a Morgan Stanley Summit alongside Tomas Rossel, GM Australia of ESL Gaming, and Grace Chen, Head of China Internet Research for Morgan Stanley. WATCH the discussion on YouTube. 


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