OWL On ESPN Pushes Esports Further Into Mainstream

Activision Blizzard’s deal to distribute Overwatch League action on Disney-owned platforms marks a new phase in esports’ attempt to break into the mainstream. Since its launch, the OWL has primarily focused on converting the 43 million people who play the game casually. But Disney’s plans, which include an ESPN broadcast of the opening night of the OWL Finals at 7:00pm ET on July 27, are targeting general sports fans. Streaming site Twitch until now was the only third-party rights holder in the U.S. “We think on ESPN, you’ve got an audience of people who love sports, and competition played at the highest level, and so we think there’s a good chance to expose Overwatch League to new audiences,” said Activision Blizzard Esports CEO Pete Vlastelica.

The deal runs through '19 and includes a Finals recap special on ABC on July 29. Live OWL '18 playoff action will primarily air on Disney XD and ESPN3, with ESPN2 and ESPNews showing some action. Blizzard will handle most of the production, Vlastelica said. Financial terms were not disclosed, but Overwatch community sources said they believe the ESPN exposure generated by the deal will be as important as any cash. “For us to be the thing that’s on in bars when they don’t change the channel is massively significant,” said Immortals President & COO Ari Segal, whose company owns the L.A. Valiant OWL franchise.

For more coverage of the business of esports, visit our partners, esportsobserver.com.