LaPointe Jameson cut her teeth in private equity, turning around "distressed. One of our other teams competes for upwards of a $40 million prize pool for a singular event called the International every year in Dota. In her first year, she's made. 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. Plus, an exciting collaboration among Under 30s. Nicole LaPointe Jameson does, but she made it so much cooler when she rose to a final-level boss in the industry. We were one of the first esports teams to have multilingual content creation. 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. Does it fit into the matrix of this is what we set out to do? And he has this line in there, which I think is very funny I dont know if its true. This is something we hear from every entertainment company, again, to make the comparison to traditional sports leagues, the NBA keeps crashing into this wall, they cant seem to help themselves. But again, similar to the whole space, its developing, its far and few in between, and a huge component of what esports teams make it or break it in the space is how they navigate the developers. Well, so this is something I think about a lot, especially in the creator ecosystem, which we pay a lot of attention to; its new, but the cultural product its making is maybe not new, right? So its not geo-affiliated to a place and then you end up chasing after a team of kids who live in a house in the Philippines. At the heart of it all, I'm building a winning brand that reflects gaming culture's diverse, vibrant audience. And the fact that no other organization has figured it out, of how to actually navigate that space well, is silly. ), Nicole LaPointe Jameson Born: April 11, 1994 (age 28years), Connecticut, United States. What type of sponsorships can we sell? And more importantly, should tuition go toward supporting bars around the XL Center? Playing games was how I could socialize, and bring collective entertainment, or meet others, said LaPointe Jameson, who had a leg deformity as a child and often missed out on recess and outdoor activities with her peers. Wanna follow Nicole LaPointe Jameson's net worth? Manchester Grand Hyatt. And how do we back it up and support the things that we do and the conversations we want to enter into? Im always thinking of downside risk and managing upside potential. 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. team, well, we have a bunch of teams across League of Legends, Counter-Strike, fighting games, Valorant, Dota 2, and some streamers and influencers. Its a fantastic organization focused on creating and maintaining an inclusive hub for women in the gaming space. Health issues, such as carpel tunnel, back strain and eye strain can all lead to a shorter career path, with most professional gamers retiring before they reach a decade on the job, LaPointe Jameson said. Youve only been there a couple of years. 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. SUBSCRIBE NOW. For a long time, people have predicted that playing video games competitively would become a big business, rivaling traditional sports leagues like the NBA or NFL. What kind of decisions get made differently? At the time, the 25-year-old investor had scant experience running a gaming organization, but since her appointment, the esports. @Pimp_CSGO Come to Seattle, meet the EG army (& Valve ), RT @AndyyyBarton: 7-2 to end the first round robin! And we believe that people can make mistakes and recover from them, but there are certain mistakes or repeated actions that I cannot in good faith turn a blind eye from, because it also creates an internal unsafe environment. Although LaPointe Jameson has loved computer-related activities since she was a child, she said she never anticipated working in the esports industry. I can also sayand I didnotexpect this from the gaming spacethat like attracts like. To be fair, theres a lot of that in regular sports, too. You make a lot of money owning the Lakers, maybe you sell concessions, you sell tickets, you have all these ancillary things around the Lakers. We are 30 percent people of color, which is also very high for gaming. People with committed relationships are not going to do that job. We have a really great and very fast-growing direct sponsorship line. https://t.co/dzuLhaRiEu, RT @EvilGeniuses: POV: You're watching us Exhibit our Evil at the MoPoP Thank you for joining us! We like being punchy, bold, and authentic voices, and create a lot of content and programs beyond just our athletics, like collegiate and education programs, data and analytics programs, and spicy engaging content to excite and inspire our people. There are parts that feel like what a tech CEO would have to do. Its a very different human rights regime. The Root 100 is our annual list of the most influential African Americans, ages 25 to 45. I was able to somehow convince a bunch of people who had never worked in esports and did sales, both sell- and buy-side, and traditional sports, and consumer product goods to come join this clunky esports team and sell it, and theyve done fantastically. Okay, so you own the Lakers. There werent a lot of people spending on marketing and advertising in a COVID world. Part of the challenge for her? Did you feel like an outsider coming into the role? Because when you say Fortnite is constantly changing the game, theyre doing it to make it more interesting to play, not more interesting to watch other people play. When Ive talked to other esports CEOs, Lee Trink at FaZe Clan, what have you, theyre very directly monetizing that celebrity themselves as their business. This is a joint mission [to fix that], and Im very excited to help move the*gameHERS forward. Subscribehere! What an amazing time watching the @evilgeniuses guys on stage Plus one of the best meals of my life with @showliana They are trying to pitch a huge tent to get money from everybody. Theres the positive side of your mission, what you support, what you say, what you donate to. And it requires us to be very quick-footed and have a lot of support to make sure we can navigate those scenes appropriately. Because youre right, they hold a lot of power. Does it help us? That even if youd gone and brokered your own deals, that company would get a cut. All Rights Reserved. Thats the thesis we believe in. See full bio . Give me a sense of that journey. I have also received honors, including Forbes 30 Under 30, AdWeeks 2021 Most Powerful Women in Sports, The Roots 100 Most Influential African Americans in 2020, Business Insider Transformers, and Sports Business Journal Esports Tech Innovation Award. So, we mostly hear the negative side of PE [private equity] firms and what they do to distressed companies, right? I mean it completely makes sense why we're talking about EA Sports in conjunction with this F1 event. Lets talk about your diversity and inclusion efforts here. Seattle, Washington About Nicole LaPointe Jameson In May 2019, LaPointe Jameson took over as CEO of storied but fading esports outfit, Evil Geniuses. Merchandise, everyone always talks about, oh, fashion and apparel, thats slim margins there. Yeah. I left PEAK6, rolled into Evil Geniuses, and havent looked back since. They dont run toward asymmetric global competition, right? When I had enough wins under my belt, I focused on my own investments under PEAK6, which revolved around gaming, AR, VR, and tech. For example, at the University of Connecticut, athletes compete in basketball, hockey and baseball, among other traditional sports. Follow. Spring Skincare Hero: According to your skintype. If esports is only a certain demographic of people, the space is screwed. 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. See Nicole Lapointe Jameson's compensation, career history, education, & memberships. "Despite the enormous migration to electronic media, neuroscience research shows that paper-based content and ads offer special advantages in connecting with Do we have a voice and do we have a say in this conversation? [8][11], LaPointe Jameson was featured in the 2020 Forbes 30 Under 30 under the games category. Phone Number: (214) 923-**** Show More Nicole Elaine Lapointe, age 48, Frisco, TX Background Check Prize pool is not a driver for revenue. Its not really the main focus. For veterans of the space, theres a well-deserved chip on their shoulders, and I came in as a triple whammy, right? Or, even our community partner, if you view it as, okay, a lot of esports costs go to direct marketing, but we can do good in the world, bring up brand awareness and get customer conversion or fan conversion through community partnerships and goodwill. It's our way of honoring the innovators, the leaders, the public figures and the game changers whose work from the past year is breaking down barriers and paving the way for the next generation. His first gift to LaPointe Jameson was a Pokmon game on Gameboy Color, and she immediately fell in love. And so its not easy, but its exciting. We manage those rights. How comfortable are you with how much of your business requires China? And so theres often competing universes under one big broad bucket of esports, [which] yields very different results on the back-end infrastructure and supporting businesses. So depending on the decision, do we bring in a certain partner, will our fans like it? So outsourcing to people whose focus that is, is excellent. Thanks for calling me out. Ive always loved gaming. And those [are] maybe not as valuable as a consumer from a marketing point of view as a North American viewer or an EU viewer, but the volume of people is something to really contend with. That sounds very interesting. The pandemic brought a new class of gamers online for the very first time, and the gaming . This is good, its like being in a meeting with you. And oh, look, Tableau is doing this. And thats another reason why the model is a bit more sustainable because it gives us additional maneuverability around, how do we activate with partners? We just hired some heavy hitters from both gaming and entertainment to help boost our digital marketing and digital social. 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. NICOLE LAPOINTE JAMESON. Nicole LaPointe Jameson. Oh, man, Lees lawyers going to call me up tomorrow. Right now theres still some Wild West. And so it is something we definitely have to evaluate a lot around what teams do we enter. They control the games, they can change the rules, they can change how the games work. When Nicole LaPointe Jameson became the CEO of the esports organization Evil Geniuses in 2019, she took the helm of a brand that had a well-established presence in the gaming world. Im looking forward to the soft-focus human interest package before your Like they do at the Olympics. Some of them leaned into Mixer that didnt turn out so great. 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. Halo is not a game that is supported anymore competitively. That tends to be our filter. Many people ask about the amount of money Nicole LaPointe Jameson makes from Instagram. Who do we partner with, and why? When you think about the celebrities that youre minting in your leagues, is it total opportunity; youre going to be the most famous League of Legends player? And two good examples ESL and BLAST are two league partners, and they are focused on making a top-of-line broadcast and accessible product. Nicole LaPointe Jameson Educ: Columbia University (B.A.S. Because that helps us grow at a mature and sustainable level. We sell those rights. Nicole LaPointe Jameson is able to share great insight on what it takes to lead an esports organization around the And especially in COVID, where while our product became extremely popular, costs also rose, and a lot of where we got our money, direct sponsorship allocations, that infrastructure fell away. Everybody, put yourself in that headspace. And so it was stuck without forceful disruption. More than 30 percent of U.S. small businesses have weak points that bad actors can exploit. You said professional sports have a leg up, which is an amazing way to think about the NBA, just like a scrappy startup with a leg up. To clarify for the people in the back that didn't catch it the first time Lets look at our data. In a tweet, LaPointe Jameson stated, "I dont care where you come from. But instead of basketball, football, soccer under one brand, I have Dota, League of Legends, and Counter-Strike. At the end of the day, its still just people making videos, then they get monetized directly or through advertising, or some way. 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. We also do quarterly harassment and good communication skills training through a third-party vendor. So that agency roster scouting play, I think, is an untapped area we might want to tap into. We have fans here, we can do local activations, but I think COVID showed this perfectly; we can still connect with our community, even when local things are disrupted, because our community is global, and thats a larger breadth. The Evilest - CEO @evilgeniuses and @esportsfactor Forbes 30U30 | BI's 100 | AdWeek Most Powerful Women in Sports Nicole E Lapointe, age 48 View Full Report Address:***** Lynores Way, Plano, TX. Can your players monetize their celebrity independently of you? Second of all, these are the peripheral business arms we then use to support. Is that an issue that youve had to deal with, with your talent? I just think its very funny that right now, the relationship between esports teams and the publishers is like if Spalding, the company that makes baseballs, owned the leagues, and eventually Spalding would just announce, Well, now every game requires three baseballs in play at the same time. Right? Just our main social channels hit over 70 million impressions a month, not through targeted, thats all organic impressions grown over time versus bear with me, Im not a geography expert, I dont know how many people are in Ohio if I were to start an Ohio esports team. Because for me, again, I go back to pick the content creator, pick the pure athlete, I always want the best athlete, but the data shows the best athletes arent just the ones you know and have conversations with because they are faces in the space. I can personally say, even as a team owner, more broad-facing incumbent providers in the agency, the sports infrastructure, even like sports science and wellness, please enter the space. "We are lucky to have an authentic position in the women's esports space," Evil Geniuses CEO Nicole LaPointe Jameson said in an interview with The Washington Post. When expanded it provides a list of search options that will switch the search inputs to match the current selection. One of the best parts of how gaming operates is: Were digital, were behind the internet, we have some anonymity, and were relatively global, said LaPointe Jameson, who now lives in Seattle. Now that youre in this space, is it a goal of yours to bring in other women and POC? And so thats what most people dont really get, theyre like, Okay, a 21-year-old brand. Of course, EG [is a] Seattle, Pacific Northwest, esports team, which is great. Will our players authentically engage with the product? I started at EG with eight people; we just hit 150 people that fall under that vision as well, and like to support that space, so its been good for us. My investors believe in this too, so I have the luxury of being able to focus on finding the best talent. [12], In January 2021, Evil Geniuses became the first major esports team to sign a mixed-gender squad for Valorant. Ive been around, I know that sucks. But hey, at least no one batted an eye when I had to take a day off for releases of special titles! But that also fuels our purpose and at EG (Evil Geniuses). And heres some good examples, right? 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. How should you do code of conduct? And we like to celebrate that because, at the end of the day, these are the best athletes. The fandom globally is massive. 2022 Summit. I wouldnt be here if I didnt believe that wont change over time. 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. You cant see Nicole. Get notification with the latest net worth updates for free. Its a waste of energy for me, and people can see through that shallowness. Theres more lawyers and agents and potentially more revenue? 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. You own the Lakers you would be great. Glad to be here. See you again soon, Brazil! 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? [9][10] The organization also doubled their staff count and opened new offices in Seattle and Los Angeles within a year of LaPointe Jameson's tenure. Hasnt signed much yet from this newfound growth, but I think end of this year, well have a really good sense of, our collegiate and education proposals might be the ticket to better support. Why? It seems like youre pushing hard in the entire space to make that a mission of your company. They have no one to report into. LaPointe Jameson has also opened offices in Seattle and Los Angeles and doubled headcount. Theres an obvious drive for them to make money in that way. You mentioned franchising. So were a little bit behind on the expansion to entertainment and content product. Guest on Decoder with Nilay Patel. So when we have to, as we do, have to pivot, change our course, throw something out and go in the complete opposite direction, we have a diligent framework of why we did what we did, so we know how to course-correct when that has to happen 19 times a day. EG, one of the oldest and most recognizable brands in professional gaming, was founded in 1999. And then, of course, you took that teams, historically, its a compoundment of the funding and the infrastructure and the culture. Tatiana Flowers was formerly a reporter and fellow with Hearst Connecticut Media Group. 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. More at IMDbPro Contact Info: View agent, publicist, legal on IMDbPro. About. And so here I am, still here, stuck, I think, but its been fantastic because coming from, I hate to use the business realm, but entering into esports, which is very much an entertainment and passion platform, in terms of the overall industry when we had entered, was a really good melding of worlds. While it definitely has some cons in terms of exposure, Im hopeful Greenwich is improving and supporting different pathways, and more international exposure, she said. What kind of decision was that for you? And it was a good wake-up call and call to action of how can we always continue to optimize and do better? There are so many people that dont fit the perceived narrative of who a gamer is, in the gaming community. We often broker and source them ourselves too. And so that comes from a data decision framework around risk-reward potential, level of effort, and costs, almost like an engineering arm, to ensure that theres the why behind decisions. Phenomenal episode of Technology Untangled! Evil Geniuses team players are, in terms of global rankings, the top 30 professional esports players in the world, organization leaders said. Evil Geniuses is a competitive video games team. I get this question a lot, especially from traditional sports people. Again, there are other teams that have just leaned fully into Twitch, have leaned fully into YouTube. So theres an inherent dynamic between the people who make the games and a company like yours, where youre trying to make something thats great and fun to watch as an entertainment product and theyre trying to make something its easier to participate in. Even our athletes, if you take diversity as more which we do than just race, ethnicity, or religion, we have parents that can actually compete on our roster, we have people that came from low-income, third-world countries that have been able to come here and bring different types of social mobility to their life through esports. Using statistics to transform businesses, illuminate investment opportunities, and win card games. So they have to be of the legal working age, they have to have certain hours, the minimum wage requirements, versus we sometimes compete against Chinese teams; are you 12 or are you 16? People are like, Wow, esports teams must be so rich with that prize pool. That mostly goes to players or back to the league. We do it excellently but we definitely try every day to be thoughtful around the why of what we do, to bring people along with us on our mission, and not isolate fans or communities. Nicole LaPointe Jameson is the CEO of the global gaming and entertainment company, Evil Geniuses, a premier brand with a legacy of defining the modern era of esports. Can you just take a step back and . Because it isnt a one-to-one relationship between games, sales, and esports viewers, and even esports viewers by titles are not the same. We just started setting up our Asia and Russia-based social media infrastructure. April 4-6, 2022. But its not always safe; its not always tolerant to me or any other minority by whatever way you slice the pie, she said. Its a spectacle. Sometimes. And so cost is the first big framework we look at. Eon-yeong 'Impact' Jong, a League of Legends professional gamer, for the esports organization Evil Geniuses, is pictured at a recent competition. Youre doing a lot of business in China, your players are on the sides of buses, Im told. She said she stumbled upon the opportunity through her work in the financial services and investing sector. Im the University of Michigan. And Id always loved gaming, Ive always been a personal fan of the space. People love floating. I was inducted as an advisor [to help answer], How do we lessen that gap of the number of women gamers? About 45% of US gamers are women, but in competitive play, less than 3% are. But its not supported by the magnitude of the revenue with league revenue share like youd find in traditional sports today. But that education, the accessibility, the optics of people like not that example, is not well articulated. Greenwich DPW looks to fix 'dangerous' intersection on Delavan Ave. Greenwich commission OKs historic designation to protect Samuel Ferris House, oldest home in Riverside, The Best Window Replacement Companies in CT, Guide to Legal Cannabis Dispensaries in CT, The Best Kitchen Remodeling Companies in CT, The Best Cosmetic Dentists in Westchester County. Thats amazing. If you look at EG we tease that as a first-world problem. And so that means some conversations because were not ready to have them or were not ready to put, again, action behind the words we stay away from, or we think longer-term; how do we support and how do we create long-term positive progress? This is a little bit of why I love what I do. But why are esports teams pulling away from Fortnite? And part of me was not surprised by the reception, but part of me was also very lifted by the amount of people that came out of the woodwork per se, and were like, Weve been here, its amazing to see a voice or someone that looks or can speak for us like us. And that story became more and more frequent. And that means we do elect to not participate in things, but it also means we are selective and very purposeful and thoughtful on what we do choose to participate in. What are the primary metrics you look at for decisions? So, okay, its a big number. Im all about the methodology underneath it. Nicole LaPointe Jameson. 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. "[5][6] PEAK6 would later acquire Evil Geniuses in May 2019, installing LaPointe Jameson as the organization's new CEO. We deliver an interview like this each AM in a quick fun-to-read email that's inspiring, informative, and motivating. I ask every CEO who comes on the show, for their decision-making framework, and Ive kind of waited a bit to ask you because I wanted to give people a sense of how novel the decisions you make are. Why is that interesting? Well, that means whoever in all my predecessors were able to navigate a very IP and tech platform changing ecosystem for 21 years of our existence, thats a hard skill. 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. You cant be all things to all people. That also exists in esports. We're not a website. 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. And how thats manifested is, of course, the entertainment side of [the] house. Right. And so the infrastructure of Hollywood has sort of raced toward the creator economy. We were one of the first esports teams to actually have a podcast. Properties. Youre also an advisor forthe*gameHERS. And there are parts that are just totally new. 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