Turner learns from NBA for eSports and vice versa


ELeague was built to resemble the NBA and other pro sports leagues, with teams competing during an extended regular season to make the playoffs and then win a championship, playing on the “Counter-Strike: Global Offensive” first-person shooter video game from Valve.

“One of the things we have learned from being in the eSports space is how important it is to be authentic to the community,” said Craig Barry, executive vice president of production and chief content officer, who has overseen Turner’s NBA productions for many years and has now added eLeague to his roster.

According to Barry, whether it is the NBA on TNT or eLeague, the integration between product and marketing has to be authentic.

“It is such a concentrated and dense community that there is so much conversation going on and so much interaction around the content. They focus on everything you distribute to them and evaluate what they are consuming and digesting,” said Barry.

“When we talk about brand integration with sponsors, that is highly vetted with our creative group, our content group and our talent to make sure that it’s an organic match,” said Barry. “We do not want to put a round peg in a square hole. That would not go well with our audience, be it NBA or eLeague.”

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