Going Global: Navigating Media Strategies and Attending International Esports Events

Our guest today on the podcast is Ronny Lusigi, the CEO of IndexG Esports in Nairobi, Kenya. Plus for the first time our podcast Executive Producer, Reginald Nsowah, is joining the conversation from Ghana.

Our discussion included:

Ronny’s talks about his journey into esports, with a start in traditional sports in Kenya. He received a sports scholarship to attend Chavakali High School in the western part of the country.

Ronny founded IndexG Esports which is organized around four major areas:

1. Tournaments and tournament organizers
2. Help build ‘capacity’ in esports in Kenya: coaches, players, branding, etc.
3. Content – storytelling about esports, attracted sponsors to create short films
4. Esports for social good – a powerful tool of social development

Mentorship, both internally at IndexG Esports and externally in the esports world, have been an important part of Ronny’s approach to improving esports locally, regionally, nationally, and internationally.

A key program has been to connect esports players with traditional A-level athletes such as Ferdinand Omanyala. Players learn about how to approach esports with the proper mind-set.

”Many gamers do not grow up thinking they will be a live performer. They think their skill alone will be enough. But when you go and speak to an elite athlete you now realize that your skill is just one aspect. You need the discipline; you need the resilience.”

International Events

Ronny recently returned from taking his teams to Istanbul to a Global Esports Federation event. You can hear how he packed the event to attract sponsor and the training plus media strategy that made it successful.

“Ronny talks about what he learned from the trip, and what others can expect. Even if the primary objective is the competition, you find out it is much more than that.”

International events can also help train esports entrepreneurs on things such as media training. For example, the IOC provides information for journalists on how to report on the events. The link to their guidelines is below.

Media Strategy

Ronny’s approach to bringing esports to mainstream media highlights the importance of finding emerging journalists who more flexible and willing to write about something new. Each connection in the media is created with a purpose in mind, with an audience in mind, whether it is government officials, policy makers, corporations, universities, and even parents.

His strategy is based on the objective of having the story of the impact of esports on individuals and society told to as large of an audience as possible.

“The top 3 media houses had less than 5 stories about esports. We have pushed that number to 30.”

Curiosity

Both Ronny and Reginald demonstrate their level of curiosity which leads them to seek information from a large and diverse set of sources.

For Ronny he listens to:

Steven Bartlett:  The Diary of the CEO for resilience https://podcasts.apple.com/gb/podcast/the-diary-of-a-ceo-with-steven-bartlett/id1291423644

Audiobooks from Curtis ’50 Cent’ Jackson https://www.youtube.com/watch?v=zKEUKTxFomE

Ricardo Fort Unofficial Partner Podcast https://podcasts.apple.com/us/podcast/unofficial-partner-podcast/id1459630823

Reginald’s favorites include:

Masters of scale by Reid Hoffman https://mastersofscale.com/episodes/

Grit and Growth – talks about entrepreneurs from Africa and Southeast Asia https://www.gsb.stanford.edu/business-podcasts/grit-growth

Always in Pursuit https://www.alwaysinpursuit.org/

Deciding to Win – his own podcast https://podcasts.apple.com/us/podcast/deciding-to-win/id1535231372

Reginald talks about

‘One of the things I have learned from this project is that it is good to have people from other countries, developed countries, coming into your country and try to solve problems. But it is at a different level when it is people from that country take on the challenge. Ronny, you are part of the 20% making a difference.”

Mobile Gaming

Ronny describes how mobile games fit into the esports ecosystem in Africa today.

Olympics

He also believes that the Olympics should include esports.

The Olympics should include esports because international competition really helps the growth of esports in every country. The level of football in Saudi Arabia has benefited because of their participation in the World Cup. We couldn’t have gotten the Minister of Youth and Sport’s attention if we were going to a private competition. Because it is about the flag, he pays attention.”

He also gives a shout-out to every organization that is currently creating international esports events including GAMRX in Nigeria.

Episode Webpage: https://www.gamerschangelivespodcast.com/going-global-navigating-media-strategies-and-attending-international-esports-events

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FEATURED IN THIS EPISODE:

Ronny Lusigi

Ronny Lusigi is the CEO of IndexG Esports and the competitions manager at the Esports Federation of Kenya.

Before venturing fully into esports, he has previously worked as the Digital Media Manager for Football Kenya Federation and before that, Kariobangi Sharks FC, a football club in the Kenya Premier League.

He is committed to taking esports to the mainstream in his country and the East African region and use it for social good.

Ronny studied Physical Education and Sports at the University of Nairobi.

LinkedIn: https://www.linkedin.com/in/ronny-lusigi-2448b7100

Email:  ronny@indexgesports.com

IndexG Esports: https://indexgesports.com/

Twitter: https://twitter.com/RAyumba

Instagram: https://instagram.com/indexg_

YouTube: https://youtube.com/@index-gesports464

Chavakali High School: https://chavakalischool.sc.ke/

The IOC Media Regulations https://olympics.com/ioc/gender-equality/portrayal-guidelines

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PRODUCTION:

Creator and host: Tom Leonard (USA) - https://www.linkedin.com/in/tomeleonard/

Producer: Reginald Nsowah (Ghana) - https://www.linkedin.com/in/reginald-nsowah-09352929/ 

ABOUT THE SHOW:

Play Games. Create Jobs. Change Lives.

This is a show about how to build an esports business from literally anywhere in the world where each week we showcase the journey of esports entrepreneurs and others to learn how they solved a particular problem that everyone will ultimately face.

In Season Two our theme is “Follow the Money”.

I am your host, Tom Leonard. I have a background in entertainment marketing. After working with many amazing esports entrepreneurs from emerging markets, they inspired me to create a show to tell their stories so that others can be motivated to create their own esports business. Gaming and esports can create jobs tackling the problem of global youth unemployment. Creating jobs from playing games. What could be better than that?

Thanks for listening to The Gamers Change Lives Podcast!