Host City: How do you see the esports events landscape evolving in the next five years, and what role does BLAST intend to play in shaping that evolution?

James Woollard: The esports events landscape is poised for further growth and evolution over the next five years, driven by the globalisation of the industry and the collaborative creation of new IPs between rights holders and publishers. As a key player in this environment, BLAST is uniquely positioned to shape the future of esports by leveraging its extensive experience and global reach.

With events spanning five continents and 11 countries this year alone, BLAST is at the forefront of bringing world-class esports experiences to diverse audiences worldwide. This global footprint not only highlights the universal appeal of esports but also underscores the importance of localisation and cultural relevance in engaging fans.

The collaboration between rights holders, such as BLAST, cities all over the world and game publishers, such as Valve, Epic Games and Ubisoft, is set to drive the development of innovative and immersive IPs. These partnerships will enhance the quality and variety of esports content, offering fans fresh and exciting experiences in different markets. BLAST’s commitment to fostering these relationships ensures that it remains a catalyst for creativity and growth within the industry.

The increasing interest from host destinations, sponsors, and media is a testament to the booming esports market – we only recently kicked off the 2026 and 2027 host destination process and have already received interest from over 40 cities, which helps showcase this demand and interest in esports events globally. Cities are eager to host major esports events, recognising the economic and cultural benefits they bring. Sponsors are keen to associate their brands with the vibrant and rapidly growing esports community, while media platforms seek to capture the attention of the dedicated and passionate fan base.

BLAST will continue playing a pivotal role in this evolution by setting new standards for event production, expanding its global presence, and driving innovation through strategic partnerships with cities and destinations. By doing so, BLAST will not only contribute to the growth of esports but also help shape a future where esports is celebrated and enjoyed by millions across the globe.

Host City: Could you talk us through the key considerations and criteria you use when evaluating cities or organisations during the bidding process?

James Woollard: When evaluating cities or organisations during the bidding process, we consider several key criteria. We look for locations where there is existing or growing audience demand and interest, ensuring a strong fan base, hype for the event and engagement. City support and involvement are also crucial, as is having world-class venues and infrastructure to host the event, and that can support our production. We also look for destinations that are a good cultural and brand fit for each event, making each one unique, characterful and memorable. Collaboration between destinations, cities and BLAST as the event owner and rights holder is also key. 

This approach has set us on course to stage world-class esports arena shows in 2025 in global event powerhouses such as Austin, Boston, Raleigh, London, Birmingham, Lisbon, Monterrey, Singapore, and Brazil as some of the stops on our world tour this year, among other leading (and some still to be announced, watch this space!) destinations.

Host City: When selecting a host city for an event, how much weight is given to factors such as the local esports community, and the potential long-term impact on regional esports growth?

James Woollard: A vibrant local scene, engaged stakeholders, and active grassroots organisations are invaluable, particularly from a sustainability and legacy perspective, allowing us to maximise cumulative impacts. We love partnering with local organisations and the community, as well as the city, to make each event impactful and special. 

However, we also relish the opportunity to visit new cities where esports is less established, and our leading events serve as a catalyst, stimulating growth in professional gaming and esports. BLAST events are a powerful stimulus, boasting between $30M to $100M USD of independently assessed economic impacts for hosts depending on the market, as well as a range of other tangible and less tangible benefits.

We aim to both reap the rewards of flourishing esports markets and sow the seeds in new ones.

Host City: Every city and venue is different – what kind of opportunities are there for smaller regions and cities to bid for BLAST events?

James Woollard: BLAST is thrilled to announce an unprecedented number of events and opportunities for prospective host cities, with 16 events planned for 2025, 20 in 2026, and a projected 25+ in 2027. This expansion includes events of all types, shapes, and sizes, offering a variety of opportunities for both repeat and new hosts. From iconic, premium arenas such as the Accor Arena in Paris, Moody Center in Austin, Wembley Arena in London, Etihad Arena in Abu Dhabi, and Singapore Indoor Stadium, to more intimate and unique venues like the MGM Music Hall in Boston, we are equipped to deliver award-winning events and productions tailored to cities and venues of all scales. Our creativity and enthusiasm for challenges drive us to bring new and exciting events to first-time esports hosts, and we promise to be a collaborative and committed partner throughout the process. 

We are also deepening and broadening our relationship with leading games publishers, meaning this breadth and depth of esports events and IPs (including some smaller and exclusive events) that we create and can offer to prospective cities will only increase.

Host City: How important is access to new or rapidly developing markets in your assessment of prospective hosts, and how do you balance this against practical and technical requirements?

James Woollard: Access to new or rapidly developing markets such as the US, China, Southeast Asia, India, Brazil, and the Middle East is crucial for the continued growth of the esports industry. These regions present significant opportunities to expand our audience and engage with new communities. However, it is equally important to balance this with practical and technical requirements. We listen closely to the community and our audience to ensure that our events meet our high standards and deliver a breathtaking experience. We relish the challenge of balancing events in fast-growing markets with those in established esports destinations, ensuring each event is both innovative and seamless.

Host City: What initiatives has BLAST implemented—or is planning to implement—to ensure sustainability and innovation in hosting esports events?

James Woollard: At BLAST, we prioritise sustainability by collaborating with local organisations, stakeholders, venues, and production partners. We focus on waste separation, using efficient LED screens, sourcing equipment locally to minimise shipping, and reusing equipment and infrastructure to benefit local schools and institutions.

Our innovation spans various areas, from the new BLAST Premier Counter-Strike format to interactive features on BLAST.tv and forming unique partnerships with global destinations and brands. For our destination partners, we create innovative marketing opportunities, featuring destinations in digital and physical inventory, showcasing host cities to a young global audience, and organising joint launch events, such as the upcoming BLAST.tv CS Major in Austin.

Host City: As well as selecting hosts for your events, the other crucial partners in your events are the publishers – how important are they in assuring a big impact, and how do you go about nurturing and developing these relationships?

James Woollard: Publishers are crucial to the success of esports events. Without leading games that sustain their popularity and a global audience, there wouldn't be international esports events and sustainable tournament series. BLAST works with and is always deepening its relationship with the biggest and best AAA game publishers in the world from production to commercialisation, such as Epic Games, Valve, Riot Games, and Ubisoft. This creates sustainable, growing, and truly global esports ecosystems in a holistic way.

Since 2017, we have been creating leading esports properties, IPs, and products with and for publishers, adapting and shaping them to the audience's wants and needs, and ensuring that individual events are tailored to specific markets and international audiences, which is crucial for ongoing relevance.

For cities, this means you can be assured that hosting a BLAST event also means you are hosting a popular esports event in the biggest titles, with the buy-in and support of publishers whose games reach billions of fans across the globe.

[Source: BLAST] Esports entertainment company BLAST has kicked off its formal destination selection process ahead of an exciting calendar of major esports events in 2024 and beyond. 

Running from July 2023, BLAST will begin working with interested parties to find suitable locations and partners befitting of a number of exciting event opportunities across their global tournament circuits in a variety of games in 2024. 

BLAST has a strong track record of delivering world-class esports arena events that benefit the host destinations, economy and local partners. The tournament organiser has visited a number of other iconic locations in recent years, from London to Copenhagen, Washington, D.C. to Sao Paulo and Madrid to Lisbon - with the main aim of uniting travelling and local fans around the globe through a shared love of esports.      

2024 looks to be another exciting year for BLAST’s global arena events, with over five current hosting opportunities of various scales across different events and titles - 

including BLAST Premier, the leading tier one Counter-Strike tournament series, and BLAST R6, an exciting global circuit for Tom Clancy’s Rainbow Six Siege with a passionate fanbase.

James Woollard, Head of Commercial Solutions at BLAST, said, “BLAST has built a reputation of delivering world class arena events that produce tangible impacts for the host destination and exciting experiences for fans. Hosts have benefited from economic impacts, esports' truly global and passionate fanbase, increased international exposure, and premium content and broadcast exposure showcasing the host destination to tens of millions of viewers. With 2024 on the horizon, which is shaping out to be one of our biggest and best years yet, we are looking for further opportunities to create incredible events at leading locations around the world.

“These events will help position host destinations as tech hubs, while providing wider socio-economic benefits, including educational programmes, festival opportunities and commercial partnerships. With thousands of fans expected in-arena, including over 60% on average from outside of the host city, and economic impacts of over €22m for the host economy at previous BLAST events, we are looking forward to working with host city destinations to bring these benefits to their locations while creating engaging esports experiences for fans.”

[Source: IOC] Today, the International Olympic Committee (IOC) has announced details of the Olympic Esports Series 2023, a global virtual and simulated sports competition created by the IOC and in collaboration with International Federations (IFs) and game publishers.

The initially confirmed featured games across nine sports are:

- Archery (World Archery Federation, Tic Tac Bow),

- Baseball (World Baseball Softball Confederation, WBSC eBASEBALL™: POWER PROS),

- Chess (International Chess Federation, Chess.com),

- Cycling (UCI, Zwift),

- Dance (World DanceSport Federation, JustDance)

- Motor sport (Fédération Internationale de l’Automobile, Gran Turismo).

- Sailing (World Sailing, Virtual Regatta),

- Taekwondo (World Taekwondo, Virtual Taekwondo)

- Tennis (International Tennis Federation, Tennis Clash),

The Olympic Esports Series 2023 begins today, when both professional and amateur players from around the world are invited to take part in qualification rounds across a host of the featured games.

The Olympic Esports Series 2023 will culminate in live, in-person finals for the first time, with players having the opportunity to progress to the Olympic Esports Finals 2023. Taking place at Singapore’s Suntec Centre from 22 to 25 June, the finals action will be a highlight of the recently announced Olympic Esports Week 2023.

Coming together in Singapore for this unique competition, the players will compete in front of fans for the prestigious title of Olympic Esports Series winner. The thrilling finals action will be streamed globally across Olympics.com and Olympic social channels.

This evolved format of the IOC’s virtual competition builds on the successes of the Olympic Virtual Series. The 2021 series, which took place ahead of the Olympic Games Tokyo 2020, attracted over 250,000 participants from across 100 countries to take part in competitions. The Olympic Esports Series 2023 marks another step in supporting the development of virtual sports within the Olympic Movement, as laid out in Olympic Agenda 2020+5, and continues its collaboration with the gaming and esports communities to create new opportunities for players and fans alike.

Speaking at the announcement, David Lappartient, Chair of the IOC Esports Liaison Group, said: “The Olympic Movement brings people together in peaceful competition. The Olympic Esports Series 2023 is a continuation of that, with the ambition of creating more spaces to play for both players and fans of elite competition. We look forward to witnessing some of the world’s best compete on the global stage, as well as exploring together shared opportunities and lessons - across health and wellbeing, training and innovation.”

This follows the recent announcement that Singapore will host the first Olympic Esports Week 2023. Created in partnership with the Ministry of Culture, Community and Youth, Sport Singapore and the Singapore National Olympic Council (SNOC), the four-day festival will showcase the very best of virtual sports – including technology exhibitions, show matches, expert panel discussions, and the first live finals of the Olympic Esports Series. The full programme and ticket details for the Olympic Esports Week 2023 will be revealed in April.

From delivering Beijing 2022 during the pandemic to the ramifications of Russia’s invasion of Ukraine, 2022 was a challenging year for the Olympic Movement – but according to President Bach, the IOC can nonetheless look ahead with “hope and optimism” in a year that includes qualifiers for Paris 2024, and the first Olympic Esports Week.

“The power of sport as a force for good in the world is widely acknowledged – and it is needed more than ever. Especially in a time when division and conflict is gaining ground over dialogue and cooperation – in a time, when, tragically, it is not people but the guns of war that are doing the talking,” said Bach in his New Year’s Message.

This year will highlight the achievements of athletes on the road to Paris 2024. “The Olympic Qualifier Season is ongoing and already now has generated over 100 million additional engagements across Olympic social media platforms – thereby promoting the athletes and their sports in new and exciting ways.

“Another highlight of how we are opening new horizons and reaching new audiences with our values will be the inaugural Olympic Esports Week in 2023. Held in Singapore next June, the Olympic Esports Week will be the next major step for us to engage even deeper with the young generation."

Singapore also hosted the inaugural Global Esports Games in 2021 - an independent initiative of the Global Esports Federation.  

“Thanks to the great preparation by the Paris 2024 Organising Committee, we can look forward to Olympic Games of a new era: inspired by Olympic Agenda from start to finish. The Olympic Games Paris 2024 will be more inclusive, more youthful, more urban, more sustainable – and they will be the very first Olympic Games with full gender parity. And all of this in one of the most beautiful cities in the world," said Bach.

“This positive momentum is something that we can carry into the new year. Our values, our solidarity, our unity, our peace-mission – all this makes our beloved Olympic Movement so unique. This is the solid foundation on which we can build our future – on which we can build a better and more peaceful world through sport.”

[Source: Zwift] – Zwift, the global online training platform for cyclists, has confirmed plans for its latest world, Scotland. The all-new map is being built specifically for the UCI Cycling Esports World Championships and will take inspiration from the Scottish landscape and the city of Glasgow, which alongside other venues across Scotland will play host to the inaugural 2023 UCI Cycling World Championships in August next year. The map will first be made available to ride for Zwifters on stage eight of the Tour de Zwift. This special stage will feature the full course branding of the 2023 UCI Cycling Esports World Championships.

The new world will feature three distinct courses designed to animate the new multi-format UCI Cycling Esports World Championships that will take place on 18th February 2023. Designed to further differentiate Cycling Esports as a cycling discipline, and to further improve fan engagement, the event will feature three short and explosive events - The Punch, The Climb and The Podium.

The new Scotland world builds on Zwift’s status as the Official Virtual Fitness Platform of the 2023 UCI Cycling World Championships, taking place in Glasgow and across Scotland from 3 to 13 August 2023.

This is the first time a virtual destination has been created specifically for a cycling esports competition. The virtual world will act as an extension of the host country of the 2023 UCI Cycling World Championships, Scotland, and the City of Glasgow. The virtual world will further serve the purpose-led vision of defining and demonstrating that Scotland is a key cycling destination for reasons, including being a sustainable way to travel, enjoy leisure time, and find the power of the bike to improve both mental and physical health and wellbeing.

Trudy Lindblade, Chief Executive Officer of the 2023 UCI Cycling World Championships, said: “Having Zwift take inspiration from Glasgow and Scotland’s awe-inspiring scenery to create its next all-new online map will inspire current and would-be cyclists from around the world to immerse themselves in Scotland’s stunning landscapes. 

“By joining forces with Zwift and putting Glasgow and Scotland on the world map in an innovative way, will further strengthen our ambition to reach a global and engaged audience to share our vision about the power of the bike being a catalyst for change.”

The City of Glasgow will also play host to nominated participants where five men and five women will be located as they take part in the 2023 UCI Cycling Esports World Championships, bridging the gap between the real-world physical efforts of the riders and the virtual race. The race broadcast will feature the Glasgow event as a key hybrid feature, further improving on format and fan engagement. Details and ticketing for this event are due to be shared in January 2023

Bailie Annette Christie, Chair of Glasgow Life, adds: “It is exciting to see Glasgow portrayed in this way, virtually, as a new location within the Scotland World. This course gives the Zwift community across the globe a feel for our city, iconic locations and terrain. Glasgow is keen to be at the forefront of technological innovation within sport and the growth of esports and online cycling platforms broadens the appeal of sports, such as cycling, to a wider audience and, in this instance, introduces them to regions that they may be inspired to visit in the future.”

More information about the new Scotland World on Zwift will be unveiled in early 2023.

[Source: Global Esports Federation] The Global Esports Federation confirmed a strategic partnership with the European Olympic Committees (EOC). In line with the growing convergence of sport and esports, this partnership will further amplify the GEF’s efforts to promote, expand and develop esports across Europe. The partnership also forms part of the EOC’s initiatives to explore new ways of engaging with young people across the continent. 

Europe represents a large number of countries and cultures – each remarkable and unique, and each with its own National Olympic Committee. This partnership presents a powerful opportunity to connect across borders through the GEF’s #worldconnected community.

“The European Olympic Committees looks forward to this strategic partnership with the Global Esports Federation as we explore the significant growth of esports across our European family. Through this partnership we also focus on promoting sport and the Olympic values, while establishing links with all EOC activities and exploring new forms for fan engagement. Europe is one of the growing regions in the development of esports. The partnership with the GEF will help to evolve, build, and shape our strategy around esports,” said Spyros Capralos, President of the European Olympic Committees.

The GEF and the EOC expect to jointly develop new opportunities to make the connection between sport and esports. The European Games, with the third edition in preparation in Kraków-Małopolska, Poland 2023, can be a great example that demonstrates the convergence of sport and esports. 

“Together, we are committed to expanding esports, creating new modes of entertainment that engage new audiences, and offering inspiring and innovative formats for esports. The success of the recent Commonwealth Esports Championships at Birmingham 2022, demonstrated these opportunities in service to youth and we are looking forward to adding to this through our partnership with the European Olympic Committees,” said Chris Chan, President of the Global Esports Federation.

[Source: Global Esports Federation] The Global Esports Federation has announced the appointment of IMG, a global leader in sports, fashion, events, and media, as its Strategic Partner. IMG will collaborate with the GEF and its Strategic Partner for Esports Services, FACEIT, to shape the inaugural Commonwealth Esports Championships in Birmingham this August. IMG will also support and provide commercial consultancy for the second edition of the GEF’s Flagship event – the Istanbul 2022 Global Esports Games in December.

IMG will utilize its expertise and global reach to further accelerate the rapid global expansion of the GEF’s esports events portfolio, through the staging of live content, brand creation, event management, marketing, media distribution, and partnership rights management.

“We are proud to welcome IMG to our Global Esports family. This is an important strategic partnership, not only for the GEF and IMG, but for players, fans and brands around the world,” said Lorenzo Giorgetti, Board Member and Chair of the GEF Brand, Marketing, Communications Commission. “We look forward to creating tremendous value for the GEF and our worldwide properties together.”

Paul J. Foster, CEO of the GEF emphasized, “It’s the connection and sharing of our human stories that are unlocking the superpowers of our time. We are proud to collaborate with IMG as we help to unite passionate brands with esports, sport, powerful technology and the Global Esports’ limitless innovation. We have seen the magic that powerful partnerships can create for our community. In our #worldconnected community, we level up our collective strengths and unlock opportunities together. Our worldwide collective of GEF partners shares our optimism for the future and deep commitment to our community, elevating esports on the global stage.”

Richard Wise, SVP, Content and Channels for IMG’s media business, said, “This is an exciting year for the Global Esports Federation and esports in general, and we are delighted to bring our expertise in a wide range of areas to ensure these major events are successful. The world of esports has grown enormously in recent years and these two events will provide outstanding entertainment for fans all over the world.”

In 2021, IMG signed a consultancy partnership with the Global Esports Games Organizing Committee and successfully staged the highly-anticipated inaugural Singapore 2021 Global Esports Games. The first-ever GEG attracted over 500 million accumulated views, including 4.4 million global live views during the two-day live event in Singapore.

[Source: Global Esports Federation] The inaugural Commonwealth Esports Championships and Commonwealth Esports Forum will be staged in Birmingham, England this summer. The Championships is a tangible result of the Strategic Partnership between the Global Esports Federation and the Commonwealth Games Federation, announced in May 2020. The new competition in Birmingham will be supported by the British Esports Association, the not-for-profit national body established in 2016 to promote esports in the UK, increase its level of awareness, improve standards and inspire future talent.

The Commonwealth Esports Championships will take place at the International Convention Centre (ICC) in Birmingham on August 6-7, 2022. The Commonwealth Esports Forum – a global convention of thought leaders and idea creators – will be held at the same venue in the lead-up to the Commonwealth Esports Championships, on August 5, 2022.

The Commonwealth Esports Championships will feature esports athletes from across the Commonwealth. Renowned multi-genre global titles are in the final stages of confirmation and will be announced shortly. The event is set to feature exciting demonstrations showcasing Active Esports and the powerful technologies that support the convergence of sport and esports.

The Commonwealth Esports Championships was sanctioned by the CGF Executive Board to be held at the same time as the 2022 Commonwealth Games whilst being independent of Birmingham 2022 and its sports programme. The Commonwealth Esports Championships will have separate branding, medals, organisation, and governance, led by the GEF and its community of partners.

Dame Louise Martin, President of the Commonwealth Games Federation said, “I am delighted that we are announcing the first Commonwealth Esports Championships and Commonwealth Esports Forum to take place in Birmingham this summer. Esports is continuing to grow dramatically in terms of popularity and participation, particularly amongst young people, and we are continuing to look at ways to explore how it can align with the Commonwealth Sports Movement. Commonwealth Esports Championships provides an excellent opportunity to pilot esports close to the Commonwealth Games. This will allow us to review the long-term relationship between the Commonwealth Games and esports as we continue to evolve and explore future editions of our event and what they could look like. I would like to thank the Global Esports Federation for their partnership with this exciting event, including the British Esports Association and the Business and Tourism Programme, who will help us bring this concept to life.”

“We are proud to establish yet another first for the world’s esports community. The inaugural Commonwealth Esports Championships comes hot on the heels of the first-ever Singapore 2021 Global Esports Games staged in December 2021, capturing more than 500 million views from around the world. The Commonwealth Esports Championships offers our community another exciting event in the global esports calendar. We look forward to welcoming the esports community to Birmingham in August,” said Chris Chan, President of the Global Esports Federation.

The event is supported by the Business and Tourism Programme (BATP), which aims to maximise the economic legacy of the Birmingham 2022 Commonwealth Games, as well as the regional economic development agency, the West Midlands Growth Company, which drives long-term tourism, investment, and major events into the region.

Exploring esports is one of the recommendations outlined in the new Commonwealth Sport 2026/30 Strategic Roadmap. The aspiration is that the innovative inaugural event will engage new audiences, showcase the digital and gaming credentials of the West Midlands and enable the Commonwealth Sport Movement to further explore the impact and potential of esports as part of the roadmap.

Host City: Hi Paul, we’re really looking forward to hearing you speak at Host City 2021. You’ve recently announced the host cities for the next 3 Global Esports Games – what do you think the Games will bring to these cities?

Paul J. Foster: Firstly, thank you for inviting me back to this year’s Host City edition. So much has happened over the last year around the world and for the Global Esports Federation. Our inaugural Global Esports Games is just around the corner and kicks off in Singapore on December 17.

Beyond the obvious thrills of a live esports tournament featuring some of the world’s top teams and players, I hope that the Games will offer a message of hope and optimism in these trying times; that live events are returning and communities can come together again and have fun.

This will be one of the first flagship, international events to be held in Singapore in the last 2 years and I wish for the Global Esports Games to become the benchmark on how a global event can be safely and successfully staged; paving the way for other international events to be held in Singapore come 2022.

We are grateful to Singapore for hosting this first Games. Istanbul 2022 and Riyadh 2023 will also have delegations in Singapore – learning and sharing from the teams.

Host City: We’re really looking forward to hearing you speak at Host City 2021 on 7-8 December. What are you most looking forward to hearing and seeing there?

Paul J. Foster: Thank you and I am excited to be given this opportunity to share my thoughts and learnings over the past year with your audience and communities around the world.

I am really looking forward to tuning in to various panels as they share their thoughts on how we can all move forward successfully.

I am also keen to hear perspectives around the development of the metaverse and how communities are successfully embracing the co-existence of the real and virtual world in the planning and staging of events and viewership

REGISTER FOR HOST CITY 2021 HERE NOW

[Source: Global Esports Federation] The Global Esports Federation celebrates the final months of 2021 with a host of activities, charting numerous firsts for the organization. Excitement among the world’s esports community for the inaugural Global Esports Games kicking off in Singapore on December 17 is at a fever pitch. The inaugural host city prepares to welcome athletes from over 40 countries and territories to compete in person at the historic event in the heart of vibrant Singapore.