Arena will seat hundreds, house state of the art broadcasting setup
Professional gaming (also known as "eSports") -- long a staple of the sports world in some parts of Asia such as China and South Korea -- continues on its slow trek towards acceptance in the U.S. market. This month Major League Gaming (MLG) -- America's largest professional gaming league -- announced that it would be expanding its reach with a small arena in Easton, Ohio, a northeastern suburb of Columbus, Ohio.
I. America's First Profession Gaming Arena
According to the Columbus Dispatch, the new arena will be located somewhere near the Easton Town Center.
At 14,000 square feet, the arena is only about the size of an average CVS Health Corp. (CVS) store. That's a far cry from the arenas used by college and professional teams playing America's most lucrative sport -- football. The Dallas Cowboys Stadium, for instance is 3 million square feet. That's enough room to house over 200 "stadiums" like the one MLG is building.

The new stadium also will be very different from a traditional sports arena. It will only contain enough bleacher seating for "hundreds" of fans to watch big screen views of live gameplay. By contrast, Cowboys Stadium and its ilk pack 80,000 or more screaming, sweaty fans into their confines. Michigan Stadium can seat over 110,000 fans (sadly, it's currently going to waste, mostly).
II. How MLG Rocketed to 21 Million+ Viewers
But you have to start somewhere and MLG certainly is doing that. Founded in 2002, MLG, the league took a while to pick up steam and establish its business model.
In its early days MLG held tournaments around the country. Top tournaments were occasionally broadcast on ESPN networks (e.g. ESPN3, etc.) and other TV providers. However, a key factor limiting MLG's growth was that aside from the small audience of live spectators at tournament events and the occasional television rebroadcast, professional gaming wasn't much of a viewer sport -- the athletes themselves primarily enjoyed it.
The key transformative factor has been the rise of streaming video. Initially broadcasting on partner channels like ESPN.com, by 2010 American were "tuning in" to 3 million hours worth of tournament video.
2013 was a watershed year for MLG. It launched its own in-house streaming service MLG.tv, which featured live video from events, rebroadcasts from past events, and professional reporting from its television studio in New York City.

The new channel produced an almost instant payoff. MLG reported earlier this year that viewing had jumped from 15 million hours in 2012 to 54 million by 2013. To put that in context, the NCAA Basketball's "March Madness" tournament only served up 14 million hours of online video. MLG also indicated its viewers watched 150 minutes of video a year, on average, versus 105 minutes for NCAA March Madness viewers.
Those numbers indicate 21.6 million viewers in America in 2013. MLG's recent press release states that last year 71 million viewers worldwide tuned in to professional gaming in 2013, making it one of the world's fastest growing "sports". The strong numbers put it in serious contention for advertising dollars. And more money means more career "cyberathletes" and more venues.
III. Are You Not Entertained?
The Columbus Arena will be christened with in October, with a Call of Duty: Ghosts event held Oct. 24-26. MLG describes its new space, writing:
The MLG.tv Columbus Arena is a 14,000 sq. ft venue that will serve as the backdrop for MLG’s premier competitions and will deliver the same exciting experience as a large-scale MLG Pro Circuit event in a more intimate setting. The Arena features bleacher seating for hundreds of spectators to watch in person, sound proof booths for players and teams, a broadcast platform for live commentating, video screens broadcasting the competition, and warm up areas for players.
Adam Apicella, executive vice president of properties at MLG, remarks:
Columbus has hosted some of our most successful events to date. With 62 colleges in the Columbus region, hundreds of thousands of university and high school students in the 11-county area, and close proximity to our audience on the East Coast, Columbus is a great location for our MLG.tv Arena. We look forward to hosting the best players in the world and continuing to collaborate with the passionate community at OSU and their eSports initiative – ESI, as well as those throughout Ohio and beyond.

The broadcast area at the Columbus Arena will resemble the stage set up for a recent MLG event at the X Games, seen here. [Image Source: Cambria Harkey]
MLG had already announced in April a separate, even bigger stadium. Set to be completed in 2017, the MLG Stadium will be located on Hengqin, an island in southern China, which is leased to the neighboring city-state of Macau.
The island is part of China's densely populated Guangdong province, which is home to a number of large cities including Dongguan, Guangzhou, Zhongshan, Shenzhen, and Foshan. Between these centers and the special administrative (semi-autonomous) Hong Kong and Macau city-states, the region is home to around 110 million people.
MLG is keenly focused on international expansion. In 2012 it announced an exclusive, multi-year partnership with the KeSPA (Korean eSports Association), South Korea's largest professional gaming league. And in February 2014 it announced its first international franchise -- MLG Brasil.
The MLG Stadium deal ties MLG to eSun Holdings Ltd. (HKG:0571) and Lai Fung Holdings Ltd. (HKG:1125), two of the biggest professional gaming promoters in China. Together MLG, eSun, and Lai Fung will hold tournaments on the island arena, inviting top gamers from around the world to participate.

Thanks to growing international popularity, professional gaming could soon be as viable a career options as professional basketball or tennis. [Image Source: GamesRadar]
But for now the focus will be on the Columbus Arena. MLG's current lineup of games used in tournaments is:
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Console
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Super Smash Bros. Melee (Gamecube)
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Mortal Kombat (PS3)
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Soul Calibur V (PS3)
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King of Fighters XIII (PS3)
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PC
The first place team prize in the commemoral October Call of Duty tournament and the Columbus Arena will be $30,000 USD in cash. In total MLG will award $75,000 USD in cash prizes to the top scorers among the eight teams of professional Call of Duty gamers who will compete at the event.
Sources: MLG [press release], Columbus Dispatch
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