In the last five years, global eSports have become one of the hottest topics in digital entertainment and the future of global competitions. Today, eSports is poised to continue growing as an entertainment mainstay worldwide, especially as league formats, player rights and contracts, and team structures evolve.
Unsurprisingly, eSports has leaned on traditional sports to develop its infrastructure. While much of this relationship has been based on building out eSports rules and standards of operation, athletes and professional sports franchises have also invested time and money to develop promising teams.
For example, European football clubs have pivoted to eSports in leagues like FIFAe, which oversees football simulation competitions across the continent. For top clubs like the Premier League’s Manchester City and the Bundesliga’s RB Leipzig, hosting eSports teams help boost their visibility, as well as bring in extra profits from event winnings.
The NHL is one of the latest leagues to capitalize on eSports—and the Habs aren’t falling behind. This past year, the Canadiens made two major decisions to incorporate eSports into the team’s brand. Are they the first of multiple forays into eSports? And what will further development in eSports look like for the Canadiens?
Habs Host the Winter eGames
Late last year, the Canadiens announced a brand new event: the Montreal Canadiens 2022 Winter eGames. The project was launched with Scotiabank, Coca-Cola, and Rival, which included more than $17,000 in prize winnings.
Unlike the FIFAe league mentioned above, the Habs competition included head-to-head battles in NHL 22, Madden 22, NBA 2K22, and Rocket League for both PlayStation and Xbox. Champions in each title (per console) walked away with Club-level tickets to the Habs, a signed practice jersey, gift card, and game giveaways.
The competition was hosted online through February. In addition to presenting the Habs as an eSports-friendly franchise, the idea was to create buzz between Habs fans, who are also eSports competitors. It’s the first event of this type to be hosted by any Canadian hockey franchise, which is critical for the Habs as they continue a much-needed rebuild.
Investing in OverActive
The Winter eGames is only the latest project from the Habs in terms of building out their eSports presence. Last April, the Canadiens announced a multi-million-dollar investment in OverActive Media.
OverActive Media is an eSports organization that’s helped build out some of Canada’s most competitive teams, including MAD Lions, Toronto Defiant, and Toronto Ultra. The Toronto City Council recently approved plans to build a $500-million arena dedicated to eSports.
The move to invest in OverActive was led by president Geoff Molson. Along with new head coach Martin St. Louis, Molson is one of the most promising characters in the Canadiens franchise. His standpoint on joining the eSports boom will provide the Habs with crucial resources in the coming years, as experts believe eSports will continue to grow at a steady rate.
The Future with OverActive Media
Clearly, Molson’s push to become a part-owner of OverActive indicates a strong future between the Habs and eSports—and it’s not just from the Canadiens’ perspective. CEO of OverActive Media, Chris Overholt, has also targeted the Habs as a critical partnership. The team lends visibility to OverActive, and vice versa.
But the Habs won’t be alone in their partnership. Three top hockey stars have also invested in OverActive Media. First is Phil Kessel, right-wing for the Arizona Coyotes. Second is Carl Hagelin, left-wing for the Washington Capitals. Last is Mitch Marner, right-wing for the Toronto Maple Leafs.
The idea here is for OverActive Media to position itself as a virtual MLSE. MLSE, Maple Leaf Sports & Entertainment, commands much of Toronto’s sports entertainment. The group owns the city’s NBA, MLS, NHL, CFL, AHL, and G-League sports teams, as well as Scotiabank Arena.
Overholt was once part of MLSE’s board, which many consider responsible for reinvigorating life into Toronto’s sports scene. Now, as CEO of OverActive Media, Overholt’s partnership with the Habs could help spur transformation in the franchise right as it positions itself for a full (and hopefully lasting) rebuild.