Case StudyESL Taps TTG’s Event Services Experts to Execute IEM Gaming Competitions in U.S.

Since 2014, ESL has relied on The Trade Group to execute the U.S. IEM competitions in California

ESL’s IEM competitions in China, South Korea, Poland and the U.S. attract some of the world’s top professional esports gamers. Multi-player teams compete for big cash prizes – up to $125K for the top team at the U.S. event – playing popular esports games including Counter-Strike: Global Offensive, StarCraft II and League of Legends.

ESL first turned to The Trade Group to design and build trade show exhibits for various events. So when they needed help planning and executing the 2014 IEM competition at the SAP Center in San Jose, California, ESL reached out to The Trade Group for help. We also executed the 2015 event in San Jose and the 2016 event in Oakland.

ESL’s IEM U.S. events draw thousands of fans who want to experience the competition and camaraderie in person (9,000 daily visitors at the 2015 IEM show in San Jose) and millions of fans online (7 million hours viewed and 17 million sessions for the 2015 San Jose event).

For IEM in the U.S., The Trade Group has helped coordinate nearly every facet of the three-day competitions since 2014. The goal for the events is to create an immersive experience in an exciting, electrifying environment that keeps attendees stoked at the venue and encourages fans to connect and engage online.

COMPANY INFO

OVERVIEW: Launched by ESL (formerly Electronic Sports League) in 2006, IEM is the longest running global pro gaming tour in the world. IEM events are held at several locations across the globe, featuring Counter-Strike: Global Offensive, StarCraft II and League of Legends gaming competitions.

INDUSTRY: Professional Gaming

HOME BASE: Cologne, Germany

FUN FACT: Esports is a serious business for players, sponsors and fans alike. Pro gamers have won more than $5.5 million in prize money at IEM events to date.

THE TRADE GROUP®

ESL IEM

1434 Patton Place | Carrollton, Texas | 214.343.2000 | f214.343.3461 | www.tradegroup.com ©2016 The Trade Group® Ver 1.0 10.12.2016

As the Event Services experts for IEM in San Jose and Oakland, The Trade Group has served as the key point of contact for everything from logistics to labor. We also handled designing and building of competition stages, VIP areas and sponsor exhibits, as well as all of the technology necessary to support an international gaming competition.

In addition, we have had to pull off set-up and tear down of the IEM events on tight timelines – frequently overnight – to accommodate schedules of local sports teams (i.e., the San Jose Sharks) and other events coming into the venues.

WHY ESL TURNED TO THE TRADE GROUP (AND SO SHOULD YOU)The team at ESL had interacted with The Trade Group for several years, so when they approached us in 2014, they knew we had the chops to plan and execute high-profile esports competitions. They also felt comfortable relying on our team, since we had collaborated on several elaborate trade show exhibit projects in the past.

Engaging with a partner like The Trade Group, which has extensive experience navigating all aspects of live events, is integral to a executing successful esports competitions.

Since IEM wasn’t our first esports competition rodeo, our team understands the challenges involved with live events of this magnitude. This experience also means we regularly anticipate and resolve potential pitfalls before they happen, ultimately saving clients like ESL time and money.

What ESL Asked Us to Do...

1434 Patton Place | Carrollton, Texas | 214.343.2000 | f214.343.3461 | www.tradegroup.com ©2016 The Trade Group® Ver 1.0 10.12.2016

How We Did It & What We Did

The Trade Group’s experienced event services pros and valued vendor partners in the trade show industry help ensure live event activations for IEM’s U.S. competitions run smoothly. The Trade Group’s responsibilities at IEM in California have included:

• Structural Design and Build Services: Creating two distinct competition stages back to back (League of Legends on one side, Counter-Strike on the other), team gaming stations, warm-up/VIP areas, back room support/I.T. space as well as the sponsor displays.

• Video Technology, Sound, Lighting and Special Effects: Installing broadcast quality equipment including big camera booms, multiple video monitors of all sizes – even a jumbo 45’x22’ 4K high-res monitor – featuring live competition feeds, player status updates, as well as intelligent moving lights, smoke machines and faux explosions on stage.

• Technical Support: Facilitating the technology necessary to support the pro gamers, live stream the competitions to online fans and other general I.T. support services.

• Logistics: Managing timely shipping, delivery, unloading and dispersion of freight in coordination with venue personnel at SAP Center in San Jose and the Oracle Arena in Oakland.

• Labor: Prudently coordinating structural builds and installation of rigging, lighting, electrical, etc., with local labor unions and personnel from The Trade Group to keep costs in check.

1434 Patton Place | Carrollton, Texas | 214.343.2000 | f214.343.3461 | www.tradegroup.com ©2016 The Trade Group® Ver 1.0 10.12.2016