Ten years ago, eSports felt like a gamble. I wasn’t sure it would grow beyond niche communities, but I was convinced it had something special. At the time, I was helping shape global gaming and esports at Coca-Cola, trying to show people what I already believed, that this industry could become a cultural force.
This year, as G2 celebrates its tenth anniversary, it feels like the right moment to reflect on the lessons the past decade has taught me about the industry and where it is headed next.
1. Brands will continue to be an essential part of the story
Looking back, I’ve seen how essential brands have been to esports’ growth. Early on, partners like Logitech and AOC were crucial to performance, almost like equipment in traditional sports.
When I first saw G2 evolve beyond just a team into a content and entertainment powerhouse, I also noticed how brands like Red Bull and Mastercard were investing not only in competition but in culture, experiences, and community.
eSports is about identity, belonging, and shared stories. I expect we will see more brands embrace this to help fans express themselves and shape the culture around the game.
2. Bigger and better global stages
Smaller stages taught us the fundamentals, while long-standing global competitions like the League of Legends World Championship, which fills stadiums with fans from every region, to The International, known for some of the largest prize pools in esports history, have shown the power of bringing players and fans together across continents.
„Tournaments do more than crown winners - they create real communities.“ (Alban Dechelotte)
Moments like these, combined with the surge of fans during COVID-19, reinforced for me that esports thrives when it tells stories of skill, perseverance, and underdog triumphs.
Looking ahead, future iterations of initiatives like the Olympic Esports movement will only deepen this - offering the chance to demonstrate that digital competition stands alongside traditional sport and to inspire the next generation through shared experience.
3. The next Fortnite
League of Legends and Counter-Strike 2 have set the standard for competitive play, while Fortnite skyrocketed casual gaming into the mainstream eye. The next big title will emerge from the community, players, and streamers who embrace it.
One lesson I’ve learned is that the industry cannot dictate what will capture imaginations; we can only be ready to adapt. That next game will shape how fans engage, how players compete, and how esports evolves in the years to come.
4. The line between sports and esports will blur
Over the last decade, I’ve seen physical and digital competition merge in ways I could hardly have imagined - hybrid experiences that combine physical play with digital enhancements are redefining entertainment and sport for younger audiences.
We are now even seeing traditional sports looking to esports for inspiration, and I’m convinced the next ten years will bring immersive formats that fuse the two worlds, reaching new audiences and creating entirely new stories.
5. Global connectivity is the foundation
Seamless play locally is standard, but connecting players across continents is still a challenge. During COVID, I saw how crucial technology was to keeping the world engaged with esports.
Advances in 5G, fiber networks, and cloud gaming will finally make a truly interconnected global community possible. Every millisecond counts in competition, and overcoming these barriers will unlock new tournaments, audiences, and experiences worldwide.
6. Academies and youth development
One of the clearest lessons from the past decade is the importance of structured talent development. G2 has seen the value in nurturing young players while educating parents and schools about professional gaming.
The first generation growing up with esports as a professional sport needs pathways to thrive. Investing in grassroots programs ensures that talent flourishes and that the ecosystem grows not only in skill but in culture.
7. Player wellness defines longevity
I’ve watched players burn out when the focus was only on practice. The lesson is that sustainable performance matters more than raw hours. Nutrition, sleep, mental health, and fitness are as important as skill.
During COVID, I saw G2 adapt and prioritize holistic preparation, which allowed players to perform better and avoid early retirement. I believe the future will see athletes competing into their 30s and 40s, with longevity and balance replacing short-term peaks.
8. Inclusion strengthens the industry
Women in esports have made incredible progress over the last decade, on stage and behind the scenes. Yet, if I’ve learned anything, inclusion is not optional. The industry needs to continue building tournaments, coaching opportunities, and leadership roles for women.
Diversity strengthens culture, enriches stories, and ensures eSports becomes a community where everyone can belong.
9. Influencers shape the future
Streamers and creators are redefining how fans consume esports and sports alike. Kings League and La Liga’s Twitch partnerships show how influencers can engage audiences in real time, building excitement and connection.
Observing this, I’ve learned that creativity and authenticity are as important as skill in shaping culture. Influencers will continue to drive engagement, growth, and the evolution of entertainment for years to come.
10. Fans first, always
If there’s one final lesson I’ve learned over ten years, it is that esports exists because of its fans. During COVID, this became more important than ever, as live sports were paused and millions turned to esports.
Keeping fans at the center ensures that everything we do strengthens the community rather than restricting it. Protecting that principle will define the next decade of eSports.