Mentioned in this article Games: Overwatch

UPDATE 16/03/2018 — This article has been updated to include additional and quotes published in the full story version from SportsBusiness Daily.

Activision Blizzard has lured three execs away from traditional sports and entertainment roles to expand a newly created division called Activision Blizzard Esports Leagues.

NBA senior VP/team marketing and business operations Brandon Snow will become CRO; former New Jersey Devils and Prudential Center chief marketing & innovation officer Daniel Cherry (an SBJ/SBD “Forty Under 40” honoree from ’17) will become CMO; and NBCUniversal VP/revenue analytics & strategy Marc Kolin will become VP/finance & strategy.

Related Article: Activision Blizzard Stock Reaches 52-Week High, Analysts Cite Overwatch as Primary Reason

They all report to MLG CEO Pete Vlastelica, who will run the new division, which will oversee Overwatch League and the Call of Duty World League. The new division also will commercialize Activision’s other esports efforts.

Looking for Growth



Vlastelica: “The traction and momentum we’ve had with Overwatch League so far certainly has led us to want to level up across the organization, and invest in the things that are working.”

He noted Snow’s experience developing NBA China from 2015-2017 was a key selling point. “We’re very excited about the opportunity globally,” Vlastelica said.

Snow said “everything” appealed to him about the Activision job. He and Vlastelica first discussed the position a few months ago. “When you look at the growth and exposure of esports, where it is and where it’s going, it was very easy for me to see that Activision Blizzard is leading the way,” Snow said. “So the minute there was an opportunity to dig into being part of that team and the growth that’s in front of us, it was a pretty easy decision.”

Cherry was with the Devils and Prudential Center from ’15 until earlier this year, and before that worked for the then-NASL N.Y. Cosmos. He also has agency stints with Anomaly and Wieden + Kennedy. Kolin oversaw analytics, financial planning and analysis and other duties for Universal Studios Hollywood. Before that, he worked in business development roles for the NBA and NFL.

Duty Calls



Each of the new execs will play a part in efforts to sell expansion franchise slots in Overwatch League. Vlastelica also noted the company will give new consideration to further developing the “Call of Duty” esports landscape. Many esports insiders believe the company wants to create a franchised league in Call of Duty as well.

“We’ve learned a lot in the first couple of months after launching Overwatch as a franchise league that you could imagine, in success, we’d apply to other games,” Vlastelica said. “Nothing specific to announce in terms of timing and plans, but certainly thinking about the future of Call of Duty as an esport is a priority for me personally.”

Ben Fischer is a staff writer for SportsBusiness Daily, where this article appeared first: https://www.sportsbusinessdaily.com/Daily/Closing-Bell/2018/03/14/Blizzard.aspx