GINX to launch DTC esports service by summer 2019 | OTT | News | Rapid TV News
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As it ramps up momentum following recent investment by Sky and ITV, leading esports firm GINX Esports TV is to follow the lead of media giants and create its own direct-to-consumer proposition.
GINX esport 26Feb2019
The international, multi-language TV channel is dedicated exclusively to esports and is currently available in ten languages across 50 countries in over 55 million homes. GINX offers linear channels to operators in the UK, France, South Africa, US, Canada and several other countries. Content is produced and recorded in GINX Esports TV’s studios in central London and distributed throughout the world in more than ten languages.

Speaking at the DTG Summit in London, CEO Michiel Bakker said that at the moment the company had a business model not too not dissimilar to MTV’s. “We sell to Sky, Virgin and get paid a fee per sub per month. It’s recession proof and on top of that we sell ads,” he noted.

Yet the company is keen to establish new roads to market and will continue its efforts in offering a full service for esports, with offers including the likes of GINX-branded league events. Most importantly, having observed what he called a very telling change in viewing behaviour among 16-34-year olds, and tapping into the built in advantages of having what is essentially a digital native audience, the company was not looking at a direct-to-consumer model which it would launch at the end or summer.

“The service platform will be bespoke with loads of gamification to attract engagement. Esports is looking at TV with dollar signs in its eyes,” Bakker added. “It is a rapidly evolving landscape. Brands are coming into the market; brands are increasingly more comfortable there. The role and opportunity for traditional broadcasters is changing [and looking at esports]. TV is very good at telling stories and getting human aspect. Esports not about that at the moment. TV can bring [content] quality into esports and take it more into the mainstream.”