Gleetz.gg, for those who don't know, is an esports start-up which has been selected to be a part of the accelerator programme of KickUP Sports Innovation at Portuguese football club Benfica, and since esports and traditional sports are so often colliding these days, we interviewed founder Alexandra Berthold about the company and their work with Benfica.
What separates gleetz.gg from other esports start-ups?
At gleetz.gg we focus on the bigger picture, which includes all the actors of the esports and gaming industry: fans, players, teams, companies, and sponsors. We believe that the esports industry needs an ecosystem which enables all of these actors to connect with each other, as all have a need for each other.
How does the social platform help esports?
The platform addresses everyone who is involved in esports and gaming - whether as a fan, a player (all levels), a team (all levels), companies, and sponsors. The profiles serve as an online CV, tailored to those playing and also to those working in the industry. The team pages serve as the face for teams to showcase their lineups, their achievements, their members and their partners. Through the page, teams can easily scout and recruit their new superstar players, their casters, or a new coach for a new lineup. The tool gives the chance to those interested to join a new team to easily apply and connect through gleetz.gg.
Companies create their pages in order to update the users on their products and services, showcasing their news and receiving partnership collaboration requests by teams and event organisers.
Fans thereby easily have all the information they need in one place and can follow their favourite teams, companies and players without having to go on various other platforms to find the right information / interaction.
Tell us a bit about your work with Benfica.
As we are the only esports start-up, who joined the programme and is working with Benfica, our needs are a bit different. We have felt the positivism towards gleetz.gg and the concept right from the beginning. Working with a successful and powerful football club gives us the chance to get the experience and knowledge from traditional sports and apply to esports.
By working from the Benfica stadium, it has helped us to invite the local esports teams to join us for a meeting and explain gleetz.gg in more depth. Furthermore have we been able to advise Benfica on their potential strategy in forming their esports team.
How is it working with a traditional sports team?
Benfica is a very exceptional sports team. Having the most paying members internationally, the atmosphere around the stadium and the offices is family-like and very approachable. Whenever we have an inquiry or an idea to discuss, Benfica always has an open ear for us. For our reportage with RTP Arena, a dedicated esports show in Portugal, we were able to shoot in the stadium! It was an exclusive feeling for us at gleetz.gg and a real honour to have such flexibility.
Can you see more traditional sports teams getting involved with esports?
Definitely, but it is all a matter of timing. Not all the traditional sports clubs are at the same stage when it comes to defining their esports strategy. Some have already entered, some are about to enter and some others will need a bit more time. But the important thing here is that they understand that esports can't be ignored and must become a whole part of their mid-long term strategy.
What important areas do you think esports needs to develop?
It needs to become more professional, not to become a professional player, rather to manage the overall structure between leagues, players, teams, contracts, etc. We truly believe that esports needs to develop as a whole, as in, the entire ecosystem, and not just certain parts of it, even though they might be financially more attractive. The growth of the ecosystem, going hand in hand, will make esports sustainable and accessible for the long term.
How has Vazy's [former pro Marc 'Vazy' Berthold] experience helped you guys?
Vazy is the one who spotted the problems of disconnect in the esports industry right from the early stages of his professional esports career. Whether as a pro player or a manager, he experienced difficulties which players, teams and companies still face today. It is with his esports experience for more than +15 years that we are driving gleetz.gg further to where we want to see it.
What's next for gleetz.gg?
We are currently in the middle of fundraising for our next round of investment. Obviously this is our main priority, while also developing new features on gleetz.gg and offering new services to our community. Next up are the event pages (offline) for event organisers to join www.gleetz.gg, followed by the Job portal.