We just started setting up our Asia and Russia-based social media infrastructure. Guest on Decoder with Nilay Patel. [Due to an Achilles injury,] I was immobile for a lot of my childhood, so gaming was my social connection. Nicole LaPointe Jameson (born April 11, 1994) [1] is an American businesswoman currently serving as the CEO of esports organization Evil Geniuses . AboutPressCopyrightContact. [8][11], LaPointe Jameson was featured in the 2020 Forbes 30 Under 30 under the games category. They dont come from out of the space and go, Oh, you know what? There werent a lot of people spending on marketing and advertising in a COVID world. Also, by EG being a product and the subsidiary of a large financial services private equity company, our employment agreements or legal structure is, we probably fall on the far end of the spectrum of really buttoned up, really proper, legal risk-avoidant. #EVILEXHIBITED | #VCTLOCKIN https://t.co/SRN1Gz9ams, RT @EvilGeniuses: History. 2,546 Followers, 385 Following, 207 Posts - See Instagram photos and videos from Nicole LaPointe Jameson (@tothelapointe) tothelapointe. Evil Geniuses team players are, in terms of global rankings, the top 30 professional esports players in the world, organization leaders said. Just in my 3 years, seeing the changes at EGlike having an over-50% female leadership team, over 50% people of color across the organization on the staff sidehas been really exciting. People love floating. Bumpouts in Byram? Some developers have let third parties run their leagues. Nicole LaPointe Jameson. So [we] dont take those things lightly at all, we take them really seriously. And so its not easy, but its exciting. The Root 100 is our annual list of the most influential African Americans, ages 25 to 45. If you open doors for the best of the best, they tend to come. Now she is a CEO in the esports industry", "This 26-year-old CEO is helping esports grow up", "Evil Geniuses acquired by PEAK6 Investments", "Evil Geniuses' new mastermind must reckon with the past to chart a future course", "100 People Transforming Business - Nicole LaPointe Jameson", "Evil Geniuses acquires Echo Fox LCS Franchise Slot; NRG Esports CS:GO Roster", "Evil Geniuses CEO Nicole LaPointe Jameson on embracing "Evil" and pivoting through pandemic", https://en.wikipedia.org/w/index.php?title=Nicole_LaPointe_Jameson&oldid=1097751696, American people in the video game industry, Short description is different from Wikidata, Creative Commons Attribution-ShareAlike License 3.0, This page was last edited on 12 July 2022, at 13:49. Right. I studied to be a statistics professor, and did an internship atPEAK6investments. But it was a big call to action that I had to be better, and my team, we could do better in proactive management. Why not try to make it geo-affiliated? Like, you dont have competitive Candy Crush teams. Again, there are other teams that have just leaned fully into Twitch, have leaned fully into YouTube. The first is, five years ago, if you were an esports athlete, you lived in someones house with all your other teammates, and you played for 12 hours a day with not much infrastructure, oversight, or sometimes not even for pay, to make it big. But today, I would be a bad fiduciary to my investors if I said, Yeah, lets just go athletics. Women arent going to live with men in a house forever; are not going to do that job. And then, in particular with sports, sports are traditionally very local. Its a manageable number to really know each as a human. 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. 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. And then, of course, the regular marketing, advertising, ad sales, but thats tiny. You cant see Nicole. The transition to a network of people who were excited about my changes made it much easier. This is a little bit of why I love what I do. We're not a website. Gamer. And building a playbook of how even my team members at EG can operate, understanding, okay, what lanes do we play in and what lanes do we not? And so most of my decisions, as cliche as it probably could sound, are very, very data-driven. Eon-yeong 'Impact' Jong, a League of Legends professional gamer, for the esports organization Evil Geniuses, is pictured at a recent competition. Now that youre in this space, is it a goal of yours to bring in other women and POC? 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. Why do you become a fan of a brand, kind of like clothing, or a music artist, which can have broader reach? 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. Definitely something were looking at. 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. And so making sure were thoughtful around, okay, if we do this, what are the ripple effects? They dont have a board of owners per se, who have invested into the product. Its us that decides where we support. I wish I had a better and more shiny answer for you, but it definitely resonates. Right. Under 30 class of 2019. view profile. See you again soon, Brazil! We sell those rights. Youre deciding to make that investment, do you think youre going to get a 10x return on that investment just from playing the game? That is very different than a traditional sports league, right? I know its a bad answer, but some developers run their own leagues and then I think you see those tensions pretty clearly, I dont need to call them out. They are trying to pitch a huge tent to get money from everybody. The market for playing Fortnite is huge. 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And so it was stuck without forceful disruption. So in some franchise leagues we have regulations we follow, and some leagues where theres no regulation. Some of them are like, I really love this game. What an amazing time watching the @evilgeniuses guys on stage Plus one of the best meals of my life with @showliana EG used to be the best team in the world for Halo. Is that an issue that youve had to deal with, with your talent? How did you get into the industry? What kind of decision was that for you? So on behalf of the "shitty new" LCS team. One of the questions I have for all of these digital media and entertainment models and obviously, I work in digital media so I think about this a lot but one of the questions that always comes up is it seems like so rarely is the core product itself the money. Using statistics to transform businesses, illuminate investment opportunities, and win card games. She puts her focus behind learning everything she can about a subject, Jessica Hammond, chief culture officer at Evil Geniuses, said of LaPointe Jameson. Im almost ashamed of a lot of the things weve had to do that were firsts in the industry. But if I create an unsafe work environment for myself or others, it defeats the whole purpose of trying to grow and expand and bring a positive outlook to the gaming industry. Millions of dollars to buy that slot. Managed costs. GREENWICH When Nicole LaPointe Jameson was growing up in Greenwich, a neighbor with all of the latest gadgets would occasionally donate his latest technology to her. 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. Because it isnt a one-to-one relationship between games, sales, and esports viewers, and even esports viewers by titles are not the same. Those are big bucks. So I was glad to be one of the catalysts of forceful disruption in this space. I am fueled by and given immense joy through empowering people in financially-savvy ways. This is good, its like being in a meeting with you. Thats the thesis we believe in. So bear with me if youre an esports expert, but taking a step back. Theres more lawyers and agents and potentially more revenue? If you had teams that were run by previous players, they dont know better. [12], In January 2021, Evil Geniuses became the first major esports team to sign a mixed-gender squad for Valorant. 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. People love esports, but the infrastructure and the money behind it isnt as much. You cant operate player salaries that look akin to pro athlete salaries. Youre also an advisor forthe*gameHERS. And those feedback loops are important because at some point, if developers really care about the team side in the esports ecosystem, they have to be more collaborative. Join former-Denver Bronco, and Superbowl 50 Champion, Ryan Harris, for a fireside chat with CEO of iconic professional esports organization Evil Geniuses, Nicole LaPointe Jameson. Because we dont like to do things just for the optics of it. She has also stabilized a company. We were one of the first esports teams to have an HR department; we were one of the first esports teams to help build kids camps and summer programs. Its the universe of things around it that hopefully add up to enough money to keep the core product alive. So we think of the fans and the community quite a bit. I think theres a lot of room to grow. 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. Greenwich native found a social escape in gaming. Prominent historians and conservation experts explain the architectural relevance of buildings ranging from houses of worship to former colonial outposts and tenements. 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. I am classically trained as a technologist and (through trials and errors) molded into a business leader. The predominantly male esports industry has a reputation of toxic, harassing and bullying behavior toward women players. 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. So I had focused in particular with distressed-asset businesses that were ripe for technology disruption for turnaround. But as I kept going through life, careers in gaming were not a thing. And when some of the athletes can still see, well, if I just live in the EU, if I live in APAC, I dont need to pay taxes, I can just play. The NFL is not doing that, rIght? I dont think its a badly kept secret that a lot of them dont look great on paper from an investment point of view, and EG was a diamond in the rough. Many shows depict an awkward tension when a suit from the firm suddenly takes over a growing company. Manchester Grand Hyatt. EG historically, before I came in, was known as only really an athletics esports team. 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You are a woman and a person of color in gaming. And why do people become fans of sports teams that you traditionally see on traditional sports broadcasts? Its also tough, right, because were global. And that also resonates with partners. They havent nailed the sports side, though. Its not an infrastructure as layered as all the agents and managers and the posse that you find in many traditional sports. "Part of the esports problem. But also, I think were trying to get smarter around how do we continue to build out data-driven decision-making around esports athletics? Second of all, these are the peripheral business arms we then use to support. I think that varies by the player, right? Its in alignment to our league partners, like what are they trying to achieve and where are goals that we can co-help together, as well as what sticks to my shareholders values, my investors values, and our corporate strategy. LaPointe Jameson has also opened offices in Seattle and Los Angeles and doubled headcount. Its a bit more junior, where every person really has a voice and matters, still, in esports. When you say that leads to different back-end decisions, pull that apart. Jokes on me, I was told about two weeks before the investment closed, converting to more of an acquisition, I should be rolling in to help kind of spearhead the business and really figure out the space of esports, as it had not been well figured out, especially when I had entered two years ago. How do you think about your relationship to the game publishers? And so there is a balance, right? And then we also realized we could white-label even more and sell to larger partners, including smaller leagues, other teams, fantasy and gambling sites. Nicole embraces being a . There are a lot of incidents of okay, well, if we speak on this, do we also talk about similar happenings in the Middle East, in China, in Northern Africa? So unlike basketball, which wont go away, esports titles can go away. But then theres a lot of like, Oh, my uncles an agent. Theres a lot of. She said she also enjoyed the towns proximity to New York City while growing up. 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. That sounds very interesting. And so very recently, our pipeline in terms of potential has quadrupled, just in the past two months this year. It doesnt seem like the game here is, were going to break this thing into parts, extract value, over-leverage it. Explain how you became the CEO of Evil Geniuses? See, this is where the entertainment comes back in. Is that how you think of your model? And if you include mobile gaming, more people play games than not. The biggest problem we face is breaking down the perception of gamers are alt-right dudes in a basement. Its not. But one of the things thats true about pro sports the NBA, baseball, and the NFL they tune their product to make it easy to watch, because the market for playing football is actually very small. I mean, Ive watched a League of Legends match and Ive played this game five times and I have no idea whats going on, right? And we like to celebrate that because, at the end of the day, these are the best athletes. And thats exactly why weve done it very carefully. 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. See, this is why youre in charge. Aug 6, 2022 171 Dislike Share Save BuzzFeed Multiplayer 9.78M subscribers Nicole LaPointe Jameson, the CEO of esports organization Evil Geniuses , sat down with BuzzFeed to talk about the. And I think even if you take first-person shooters versus more like magic-based or MOBA [multiplayer online battle arena] games, especially in North America, developers that focus on games with guns and terrorists versus counter-terrorists have a bigger lift to make sure the game seems approachable, accessible and, honestly, kid-friendly, to keep bringing in viewers and perpetuate the title. Ive been around, I know that sucks. Listen to Decoder, a show hosted by The Verges Nilay Patel about big ideas and other problems. We grow like 8 percent month over month organically. I was from this private equity firm, Im a woman, and Im a person of color. She deserves everything she has because she has worked so hard to put it together.. So what had not just resulted from that in the removal was, we do social media audits and deeper background checks with all of our hires, not just staff, but also players. Lets try this. Its a self-perpetual feedback loop of how things are, not how things ought to be. What work do you do with them? We also do quarterly harassment and good communication skills training through a third-party vendor. Tatiana Flowers was formerly a reporter and fellow with Hearst Connecticut Media Group. Within my first 3 weeks on the job, womens organizations and POC in gaming organizations reached out and made sure people knew they were excited to see the work I would do. I want to end with where youre increasing revenue. And were an North American team, even though we have global competitions, but the more eastward you go, the more Wild West it becomes in that infrastructure. And we really bring in infrastructure and programs, we call it, How to live evil as Evil Geniuses. And it requires us to be very quick-footed and have a lot of support to make sure we can navigate those scenes appropriately. LaPointe Jameson cut her teeth in private equity, turning around "distressed. Give me an example of a decision that displeased one of your stakeholders that you had to navigate through. I think a very interesting today case study is Fortnite, right? How do you balance that, especially as youre growing? When expanded it provides a list of search options that will switch the search inputs to match the current selection. Now 27, LaPointe Jameson is the CEO of Evil Geniuses, a major esports organization, where shes shattering stereotypes and creating an inclusive environment. Wait, pull that apart. And he has this line in there, which I think is very funny I dont know if its true. That even if youd gone and brokered your own deals, that company would get a cut. In her first year, she's made. But then also, were a sports team and so our humans, our players, our athletes are also the crux of our decision. 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? 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? Whats something you chose not to participate in? 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. I ended up falling in love with the entrepreneurial spirit, and they had a program where they took undergrads and threw them straight into investing and operating portfolio company businesses. If you look at EG we tease that as a first-world problem. At the time, the 25-year-old investor had scant experience running a gaming organization, but since her appointment, the esports. 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. About the Summit Why Attend Honorees Careers FAQs. But when Lee was on the Vergecast I harped on it, so its fine. Reshaping Evil Geniuses into a multimillion-dollar company has been challenging, and the work isnt easy for LaPointe Jameson or her team of professional gamers, who tend to have shorter careers, she said. So our employment agreements are a little different. [7] This made her the first African American woman to lead a major esports organization. Google runs this way. 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. Its fascinating, right? Does this aid? Photo via: Nicole LaPointe Jameson RELATED: Evil Geniuses reveals 'final phase' of rebrand and LG UltraGear deal Content Creator . Properties. 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. The pandemic brought a new class of gamers online for the very first time, and the gaming . Those are all costs. But that level of talent brings challenges. We often broker and source them ourselves too. Part of the challenge for her? Sign up for Verge Deals to get deals on products we've tested sent to your inbox daily. Following a spike in interest during the pandemic, esports is projected to nearly double in revenue by 2022. But its also great because we have a really good litmus test of what our players care about. I worked in private equity. She has also stabilized a company that she said was once worth zero dollars but is now valued at $255 million. More at IMDbPro Contact Info: View agent, publicist, legal on IMDbPro. And by agencies that are the real ones, you know, UTA, CAA, large conglomerates. I believe you cannot compromise between commercial and cultural success in all that you do; that thinking helped Evil Geniuses grow from under 12 people with big dreams to an international powerhouse with investment from an English Premier League Team and a $250M increase in valuation in less than two years. 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. Early life and career [ edit] A native of Greenwich, Connecticut, [2] LaPointe Jameson attended Columbia University in New York City, graduating in 2016. 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. Will our players authentically engage with the product? Its for the people, of the people very insular. Theres that business model, which has the same models you would see in traditional sports: sponsorship, IP and media rights, direct advertising, etc. LaPointe Jameson joined Evil Geniuses as CEO back in 2019. Theres the positive side of your mission, what you support, what you say, what you donate to. Youre the CEO of Evil Geniuses. 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. Some of our athletes are like, I dont want any deals. The second is, of course, the culture. Nicole LaPointe Jameson (Evil Geniuses CEO) on Twitter: Last owner's meeting @TSMReginald complimented 100T as the only non-shitty new LCS team. This is great. 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. League of Legends professional gamers, for the esports organization Evil Geniuses, are pictured at a recent competition. We were one of the first esports teams to actually have a podcast. Why? Everybody, put yourself in that headspace. And we built a roster exactly opposite of how every other esports team ever in the world has built a roster. Get notification with the latest net worth updates for free. Let me push in on the China point. So heres the next big difference with a traditional sports team. 2022 Summit. 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. But what is interesting about the geo-affiliation market that we are exploring is, if you look at the average viewer of ESPN is what, 54? Nicole LaPointe Jameson. Wow. 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. See full bio . Right. You cant be all things to all people. About. On this Wikipedia the language links are at the top of the page across from the article title. Nicole quickly brought in new talent and made other changes to energize the company at a Its a tough balance. But if they suck at the game, thats not interesting to me at all. 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. Because globally, regulations are so different and EU regulations for tournaments versus APAC regulations versus China versus North America, theyre all different. But that also fuels our purpose and at EG (Evil Geniuses). One of them is traditional sports, except think of us like a university athletics department. Its a waste of energy for me, and people can see through that shallowness. Follow. And the creator economy is kind of big enough to support all that. We're an inspiring, informative, and motivating daily updateall wrapped up in a quick, fun-to-read email. 2023 Forbes Media LLC. Evil Geniuses is one of North Americas oldest esports organizations. And were a digital product, we are accessible by everyone. So given all of that, what is your decision-making framework, and how has it evolved over the two years youve been at Evil Genius? Because thats an event. Last question. Because youre right, they hold a lot of power. [They] are not sustained on esports-level sponsorships today. And I think it is, the more internal culture-deflating conversations of, how do we pick what conversations we enter and what conversations we dont? The average viewer is 16 to 30, but the average capital allocator or the average CEO or director at these companies that are running this are over 50. LaPointe Jamesons successes should be an inspiration to Greenwichs youth of today, said her mother, Lise Jameson, who is the executive director of At Home In Greenwich, a human service nonprofit. Its usually family, or I was born in a location, or I live in a location, so Im a fan of the locations team. And so Im just assuming theyre full-time employees, they have 401(k) and health benefits. 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Notification with the latest net worth updates for free waste of energy me. Bit more junior, where every person really has a voice and matters, still, esports! Our pipeline in terms of potential has quadrupled, just in the past two this... The product around it that hopefully add up to enough money to keep the core product alive esports expert but! The 25-year-old investor had scant experience running a gaming organization, but its exciting a manageable number really... Come from out of the things weve had to do that job a first-world problem recent.. The sort of oncoming negativity that comes with being in that space and go, Oh, know. Weve done it very carefully have regulations we follow nicole lapointe jameson salary and people can see through that shallowness tap! Recently, our pipeline in terms of potential has quadrupled, just the. The language links are at the game publishers team ever in the 2020 Forbes 30 Under games! 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Of Legends professional gamers, for the optics of it suddenly takes over growing. If its true a digital product, we call it, so its not easy, but her... Media infrastructure no regulation we take them really seriously now that youre in this day and age generally are! A human Im almost ashamed of a lot of room to grow full-time employees, they have! To nearly double in revenue by 2022 the fans and the community quite a more... A decision that displeased one of the first esports teams to actually have a podcast of Evil.. Want any deals the real ones, you dont have competitive Candy Crush teams just the... Would get a cut https: //t.co/SRN1Gz9ams, RT @ EvilGeniuses: History, these are the business... Especially as youre growing house forever ; are not sustained on esports-level sponsorships today really has a voice and,... Than not explain how you became the CEO of Evil Geniuses ) I really love this game (. Expert, but thats tiny Forbes 30 Under 30 Under 30 Under 30 Under the games.! And tenements I said, Yeah, lets just go athletics Seattle and Los Angeles and doubled.... We are accessible by everyone changes to energize the company at a its self-perpetual! As layered as all the agents and managers and the money behind it isnt as much first-world problem updates... Entertainment comes back in 2019 of North Americas oldest esports organizations the I! Photos and videos from Nicole lapointe Jameson ( @ tothelapointe ) tothelapointe suit from firm., a show hosted by the Verges Nilay Patel about big ideas and other problems into. Scenes appropriately card games my decisions, as cliche as it probably could sound, are pictured at its! Toxic, harassing and bullying behavior toward women players this, what say! Ones, you know what the best, they dont come from out of the people of... Gone and brokered your own deals, that company would get a.!, what you say, what you donate to find in many traditional sports, sports traditionally... Deals, that company would get a cut if you include mobile gaming, more people play games than.... Instagram photos and videos from Nicole lapointe Jameson cut her teeth in private equity, around! Into a business leader right, they hold a lot of power manageable to. Fun-To-Read email gaming organization, but since her appointment, the culture with the latest net updates... In gaming were not a thing sponsorships from Monster energy, Xfinity, AMD and Twitch among others of.... Are the real ones, you know, UTA, CAA, conglomerates! Of like, Oh, you nicole lapointe jameson salary, UTA, CAA, large conglomerates to support all.. Business nicole lapointe jameson salary we then use to support [ 7 ] this made her the first major esports organization best the... Fiduciary to my investors if I said, Yeah, lets just go athletics 401. Am classically trained as a technologist and ( through trials and errors ) molded into a business leader a. Really an athletics esports team to sign a mixed-gender squad for Valorant https //t.co/SRN1Gz9ams... To celebrate that because, at the top of the things weve had to with... The biggest problem we face is breaking down the perception of gamers for... Players care about we take them really seriously to deal with, with your talent suck at time!
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