sports. These events sometimes go on for hours, or
even days, so we had to come up with ways to keep
crowds entertained for longer periods of time.”
The arena’s centerpiece is an 85ft (26m) LED video
wall, which sits behind the main gaming stage and
keeps spectators’ eyes on the action, while the
remaining space is as flexible as possible to adapt to
the varied demands of its visitors.
“We have to blur the boundaries between the
virtual world and the physical world, making sure
there is enough of an experience to coax gamers out
of the home and into the live sphere. So, we’ve found
that flexible activation zones, where brands can
showcase experiences, as well as flexible food and
beverage offerings have been extremely important
to the success,” he adds.
Although Arlington’s 2,500-seat facility boasts
some similarities to more traditional sporting stadia,
it also features more amenities than most in its market.
A retail store, gamer gallery, team training and lounge
spaces and production studio all flank the major
competition event space.
Populous ran with the idea in its second project:
the first ground-up, purpose-built esports arena in the
western hemisphere. Home of the Philadelphia Fusion,
ESPORTS
FOR THE WIN
Similar to major events like the Olympic Games or FIFA World
Cup, being the host city for an esports event can pay dividends.
Riot Games, in conjunction with Burson Cohn & Wolfe Sports,
have revealed the economic impact the first League of Legends
European Championship (LEC) Finals had on the host city of
Rotterdam in the Netherlands.
According to the report, the event held at the Ahoy Arena in
Rotterdam contributed over US$2m to the local economy, with onsite
surveys revealing that the average guest spent €52 (US$57)
per day and 87.13% of the event’s guests were non-local visitors.
“Esports is maturing. We’re establishing processes based on
long-standing sports to elevate the industry and to develop the
ecosystem further,” said Alban Dechelotte, head of business
development and sponsorships for the LEC. “At the same time
we’re offering something traditional sports doesn’t have – a
younger tech-oriented audience, and this provides tremendous
value for cities looking to attract a hard-to-reach demographic.”.
As a result of this successful program, demand has been high
from cities looking to host the next games, with Riot forced to
expand their program and cities now advised to bid two years
in advance of some of the most lucrative competitions.
Pic: xxxxxx
www.stadia-magazine.com September 2019 19
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