It has been a whirlwind nine months since Justice Esports launched as the new force in the Australian Esports scene. Driven by a passionate and experienced management team and fuelled by a growing and engaged community of like-minded individuals, organisational velocity continues to accelerate faster than we expected. The early success of our Rocket League (RL) Main Roster in late 2018, qualifying for Throwdown League Play and narrowly missing out on the finals to determine the Rocket League World Championship (RLCS) contenders demonstrated that we are an organisation to be taken seriously. Fast forward to 2019 and with our position as one of the top three RL teams in Australia widely accepted, we are taking aim at RLCS with all guns blazing. This is an event that boasts a fifty thousand concurrent viewer average across all games on Twitch.tv (that’s a traditional stadium) and a prize pool of one million dollars. But that’s not all we do. With six teams across four gaming disciplines, a fantastic stream team and further expansion planned in quarter two of 2019, there are no signs of slowing down just yet.
However, with rapid growth comes growing pains – this is true of any business. We have parted ways with teams, changed merchandise suppliers, restructured our business and reporting lines and run initiatives that have both succeeded and failed. It’s been both an edifying and rewarding experience that has generated a long list of lessons learnt, which in turn has helped our organisation mature and shape our strategic plan which will drive our efforts over the next 12-18 months.
The first phase of that plan included our re-branding exercise, which launched in February with a new, clean logo and a partnership with Agent Inq, delivering a comprehensive street wear range that took months of design work and many late nights from the management team. The feedback from the community on this has been fantastic, and nothing makes me happier than seeing Justice Flags, Justice Shoes and other apparel being showcased by our community on discord.
Justice Esports also hosted its first Charity stream supporting the Black Dog Institute, raising over $3,000 through our Twitch.tv stream team in 24 hours to help in the diagnosis, treatment and prevention of mood disorders such as depression and bipolar disorder. I couldn’t have been prouder of the Justice Esports team, the individuals that were involved, and the community support in making that happen. Mental health and gaming go hand in hand, no question. Helping grow awareness around this issue in the gaming community and enabling support for individuals who are suffering is part of our DNA as an organisation and a driving force in everything that we do. This is our passion.
To be a successful advocate for change, we need to be a successful organisation. This means ensuring that the fundamentals pillars of good business practice – people, process and technology are carefully planned and executed to deliver on the long-term objectives of the company. Justice Esports is investing in tools around analytics, community engagement and content creation. Data drives decision making and ROI determines expenditure. One of the greatest challenges in this industry is sustainability, partly due to the dynamic nature of Esports and partly to the approach many new teams adopt in running their business. We are determined not to make that mistake.
Workplace culture is shaped by the people immersed in it every day. We have taken a careful and considered approach to bringing on athletes and staff, making sure they are the right cultural fit for our organisation, which has so far paid exceptional dividends. Our people share our passion – the level of attendance and engagement in our quarterly Town Hall meetings, the day to day engagement and support shown in our Discord server, on Twitch and Twitter clearly demonstrates that to us.
On that note, I would like to formally announce the expansion of our existing management team. To support our strategy moving forward we identified a number of key roles that are critical to our continuing success, both on and off the competitive “field” as it were.
Dr Julie Gurner – Performance Coach
Dr. Gurner is a performance coach with a history of working with successful individuals across multiple industries, utilising a doctorate in psychology to optimise individual ability and overcome obstacles to elite achievement. Named a “Game Changer” by IBM, Dr. Gurner has been featured in Forbes, Time Magazine, NBC and other prominent media outlets, and has over 15 million views on Quora.
Ross “Expazz” McDougall – Brand Engagement Consultant
With a vast range of consultancy, advisory and content creator roles spanning over fifteen years for clients such as Xbox New Zealand, Omen by HP, PlayStation NZ and Te Wānanga o Aotearoa, Ross brings his wealth of experience into a newly developed Brand Engagement Consultant role within Justice Esports.
Nicola “Polgara” Kinsella – Strategic Advisor
As a technology marketer and content strategist, Nicola does more than wrangle commas. With almost 20 years of experience that spans both traditional and emerging tech, she’s passionate about brands, positioning, buyer personas, and great messaging. Currently she holds two positions: Head of Product Marketing for Fluent Commerce, a global eCommerce tech company headquartered in Australia, and AeroDefense, a US based drone detection company.
This expansion marks a turning point for Justice Esports as we continue to execute our growth strategy in 2019, and I am incredibly excited to be working so closely with such talented individuals who bring such a wealth of knowledge and experience with them in their respective fields.
The future looks bright.
– Ed Kinsella