In the rapidly evolving world of esports, few individuals have a journey as diverse and influential as Roald Van Buuren, the co-founder of ELO Agency. From starting as a young editor in the esports community to becoming a key figure in one of the industry’s leading event management agencies, Roald’s path is a testament to passion, perseverance, and strategic growth. ELO Agency has positioned itself uniquely in the market, focusing on tailor-made esports events that prioritize long-term partnerships and sustainability.
In this interview, Roald sits down with our Chief Editor to discuss his journey, the vision behind ELO Agency, industry trends, and the challenges and opportunities that lie ahead.
Shuab (GMGames): Who is Roald Van Buuren and what is Roald’s background?
Roald Van Buuren (ELO Agency): My background is, as a youngster, very sports loving. Played field hockey for many years here. But I think, like many people who get into the gaming industry, I got an injury, and I was still looking to compete, but I couldn’t run anymore, at least for extended time. So, I started playing video games. A friend of mine gave me a copy of Call of Duty, Call of Duty One, so it’s probably like 2002, and that was my real entry into online gaming. I played Doom and things like that with my older brothers, but nothing competitively. I started with some public servers and got more and more serious, playing on platforms like ClanBase and COD Q Cup, which were the bigger competitions at the time.
Over time, Call of Duty 2 came out, and I got more serious. Then Call of Duty 4 came, which switched to Modern Warfare, and that just wasn’t my jam. From a player perspective, I wasn’t as good at it compared to the previous Call of Duty games. But I still loved the industry, and all my friends were playing it. I decided to step back from playing but wanted to stay involved in the industry. So, I started managing the team I was playing for and writing on our website. This became more serious as I developed myself as the go-to guy for breaking Call of Duty news.
Eventually, this got noticed by some big organizations, and I was picked up by Fnatic to become their Call of Duty 4 editor.
With Fnatic, I grew internally, became editor-in-chief quite quickly, and then general manager later on. It went from a hobby really into my first kind of day job within esports.
Shuab: From a hobby, it turned into your first day job in esports. That’s living the dream, isn’t it?
Roald: Yeah, exactly. And I think, you know, at the time when I started with Fnatic, I was probably about 16. I think it was getting probably like $200 a month. But, you know, when all your friends are working at shops or bars, getting basically the same paycheck, and I’m writing about the thing that I love, that was, for me, the pivotal point. My parents started seeing like, “Okay, why not do this?” instead of pushing me towards the more traditional trajectory. So, that first paycheck really helped me take this seriously. From there, I grew within the esports industry.
Shuab: How did you go from being a player to then managing a team?
Roald: So, it was the team that I was playing for myself. I said, “I have no interest in playing Call of Duty 4 because it’s not my game. I don’t enjoy playing it.” So, to stay involved, I started scheduling matches and doing all the kind of boring stuff that normally, back in the day, a team captain would do. It was a natural transition, almost like a football player retiring and becoming a coach.
Shuab: What year was this when you first got involved in esports?
Roald: This was probably around 2004 or something like that.
Shuab: So truly, you’re like a grandfather in this industry, a grandmaster almost?
Roald: Yeah, I guess so. Especially in such a young industry, if you already spent five years at one company, it’s seen as a miracle.
Shuab: I’ve got a question when you say “not my game,” but let’s save that to the end. How have your experiences at Faceit influenced your approach to starting and running ELO Agency?
Roald: What I learned from Faceit, first of all, is that data is king. Using data honestly is crucial. Secondly, really caring about the ecosystem you’re in is essential. If you’re not passionate about it, find another one that interests you. Natural growth is important, not forcing it. Faceit grew naturally and sustainably. In esports, we’ve seen a lot of VC money come in, leading to scaling without revenue to back it up. But if you grow naturally and sustainably, you’ll have a strong foundation to become successful and withstand tough periods.
Shuab: And how are you applying that to ELO Agency?
Roald: We are a small, five-person company and we want to keep it that way, at least not scale massively. We want to work with a few clients who share our vision and are in esports for the long term. We want to ensure that whoever our clients talk to from our team, they know what they’re doing. We believe in maintaining a core team of true eSports experts.
Shuab: Please elaborate on the vision behind ELO. What gaps in the esports event management market are you aiming to fill?
Roald: The gap we saw is that there’s a lot of copy and pasting in the event industry. Strategies applied to one game or brand are being applied to others, but their visions and goals might be completely different. We want to tailor-make programs for our clients, not just replicate what’s been done before. Each brand should have a unique approach based on their goals and audience.
Shuab: How do you plan to differentiate your agency from other esports event management companies?
Roald: We focus on having experienced people interface with clients, ensuring they get expert advice. We tailor-make events to suit clients’ needs and ensure longevity in partnerships rather than one-off deals. We set realistic expectations of what esports is and work on building long-term relationships with brands.
Shuab: What trends do you foresee having the biggest impact on esports event management in the next few years?
Roald: I think there’s a sense of getting back to reality. Player treatment and event costs have gone beyond sustainability. We’ll likely see a scale back on player services. The development of broadcast values has also hit a ceiling. The quality of events is high, but it’s becoming unsustainable to keep scaling up. Additionally, the trend in the Middle East with esports -focused facilities will be interesting to watch.
Shuab: What’s your opinion on esports becoming an Olympic event? Will we see the day?
Roald: In the past, I was against it. I don’t think the discussion about whether esports is a sport is relevant. esports is a form of entertainment that can stand on its own. We don’t need TV; TV comes to us now. The same goes for the Olympics. However, my mind has changed recently. The Olympics can bring a new audience to esports, serving as an entry point. It’s a step in the right direction if they work with people who have true esports knowledge and its best interest at heart.
Shuab: With the rise of influencers and marketing agencies in esports, do you think ELO Agency will collaborate or go down a different path and never consider an influencer?
Roald: Influencers and content creators are an integral part of the esports ecosystem. Brands often see anything on Twitch as eSports. The reality is most content on Twitch is influencers, with esports being a small portion. Influencers and casual gaming events can still be competitive and align with eSports. Saying no to one aspect would be silly because they all overlap in the digital culture.
Shuab: Is it correct in saying that ELO broadly operates under esports event planning? What specific challenges in eSports event planning and operations does ELO Agency aim to address?
Roald: Yes, we operate under esports event planning. We aim to tailor-make events to suit clients’ needs and ensure long-term partnerships. We want to provide a realistic picture of what esports is and ensure sustainable growth for the ecosystem.
Shuab: Could you walk us through the process for crafting RFPs and sourcing the perfect partners for an event?
Roald: It starts with understanding what the client wants to achieve. Based on that, we create a full program, considering tournament formats, locations, audience, and more. It’s about having a tough conversation with the client to ensure their goals align with esports. Once we establish what they want, we send out RFPs to the right people and help analyze the responses. We act as a facilitator to ensure the right brands talk to the right partners.
Shuab: It sounds like a traditional consultancy method, meeting with clients, capturing their requirements, and executing on the back of it.
Roald: Exactly. We see ourselves as facilitators, ensuring brands connect with the right partners. Our role is to bridge the gap between brands and the esports ecosystem. We leverage our extensive network and industry experience to ensure that every event we manage meets and exceeds industry standards and client expectations. We understand that each brand has unique goals and requirements, so we take a personalized approach to event planning and execution.
By working closely with our clients, we can identify their specific needs and objectives. Whether it’s a large-scale stadium event or a more intimate online tournament, we tailor our services to align with their vision. Our network includes some of the best production companies, venues, and talent in the industry, allowing us to create unforgettable experiences for both the brands and their audiences.
Additionally, our deep understanding of the esports landscape enables us to foresee potential challenges and proactively address them. We ensure that the events we organize are not only engaging and entertaining but also strategically aligned with our clients’ marketing and business goals. This comprehensive approach helps build long-term partnerships based on trust and mutual success.
In essence, we are not just event planners; we are strategic partners committed to helping brands navigate the dynamic and ever-evolving world of esports. Our goal is to create meaningful connections between brands and the eSports community, championing growth and innovation in the industry.
Stay tuned for Part 2 of this exclusive interview with Roald, the co-founder of ELO Agency, where we delve deeper into the operational excellence of ELO, their future goals, and the exciting projects they have in the pipeline. You won’t want to miss it!