Esports Theoretician and Practitioner Dr Edgaras Abromavičius: Digitalisation Brings Sport Opportunities We Never Imagined Before

Dr Edgaras Abromavičius, Head of Esports and Games at the Lithuanian Football Federation, lecturer and researcher in interactive media marketing, teaches esports management and media communication at Vilnius University Business School. His research and practice in the esports and gaming industry is aimed at developing international sports projects. He has already contributed to the organisation of the FIBA Esports World Championship, developed the Lithuanian football and basketball esports teams, and joined the development of the esports area of Fenerbahçe Club.

He will present how esports innovation is helping sports organisations expand internationally and achieve incredible results at the 19th Prof. Vladas Gronskas International Scientific Conference on 29 November.

Esports potential in Lithuania is not yet realised

According to Abromavičius, the growth of the esports industry in Lithuania is obvious and the potential is great, both in organisational and sporting terms. He is convinced that the potential of esports will be realised when the talents and the organisations that support them unite. This will allow the establishment of a particularly high value-added industry in Lithuania.

"We have talented players who can reach heights, and sports organisations and universities are actively contributing to the development of this field by providing the necessary support and building infrastructure. The biggest challenges we face are the building of the right infrastructure and consistent player development," he says.

Innovation accelerates international expansion

The expert points out that the international development of a sports organisation through innovation is fundamentally different from traditional development in terms of speed and efficiency, as it is linked to the Internet and digital technologies. The main difference is that innovation enables faster access to and engagement with international audiences, as well as the efficient use of digital technologies. This allows sports organisations to adapt more quickly to market changes and to implement their development strategies more effectively.

"Digitalisation is often referred to in this context, meaning digital decision-making via the Internet, which is the fastest way possible," explains Abromavičius. "Traditional development was slower and required more physical resources: we used to send emails and faxes, travel to other countries where potential partners or customers were based and make presentations there. Now, with the innovation we have, we can communicate quickly and efficiently with target markets around the globe."

Innovation helps sports organisations create new activities

Using the latest technologies, sports organisations can increase their visibility and competitiveness in the international market. This allows them to reach a global audience quickly, cost-effectively and efficiently, opening up a much wider range of opportunities in a rapidly changing technological environment.

"In esports, for example, local basketball or football organisations can become international phenomena within weeks. Using online platforms, live streaming and social networks, they can attract players and spectators from all over the world. Virtual tournaments and events allow organisations to expand their activities without having to invest heavily in physical infrastructure. Innovative solutions such as augmented reality or interactive games increase audience engagement and create unique experiences," explains Abromavičius.

To highlight the importance and potential of esports in traditional sports, the first Olympic Esports Games, initiated by the International Olympic Committee, will take place in 2025. This initiative offers even more opportunities for sports organisations to benefit from innovation and reach international audiences through esports platforms.

The Esports Manager is a key person for the organisation

Abromavičius says that the esports manager is crucial in today's world of technology because he or she performs three essential functions: manages the brand, brings people together to achieve common goals and constantly looks for new opportunities.

When working with top-tier sports organisations with high brand value, there are often requests for video games and product development where the image of the sports organisation is a key element. Therefore, the esports manager must have a thorough understanding of brand management and licensing in order to manage these processes properly and to exploit the potential of the brand.

The esports manager's ability to bring different people together to achieve common goals is particularly important, as he or she is the link between the team members to ensure effective cooperation and the achievement of objectives. Technology is changing at a rapid pace and not everyone can keep up, so it is necessary to find the best solutions for the team.

As in other areas, the ability to anticipate new opportunities and put them into practice is crucial, so the esports manager should be the person who can enable IT solutions and innovations. This allows the organisation to remain competitive and adapt to the ever-changing market.

Best practices

Abromavičius lists successful sports organisations and talks about innovations that have been used effectively for international development. He will discuss these examples in more detail at the conference.

The Lithuanian Football Federation's (LFF) official FIFA FUTSAL WC 2021 Challenge game is the first FIFA game in app format not developed in partnership with EA.

"We presented the initiative and successfully implemented it. By creating a product of this kind, the LFF has reached an international audience and users, which would have been difficult to achieve without the app," says Abromavičius happily.

Another notable example is the Vilnius Žalgiris virtual football team, which has already won a number of Lithuanian championships, and last season made its debut in the UEFA eChampions League and the FC PRO World Championship.

"We often hear about Lithuanian football clubs performing in Europe, but virtual football players have been playing at a global level for some time now," points out Abromavičius.

His third example is the NBA 2K League, which brings together NBA clubs and organisations from China, Australia and Mexico. Lithuania is also a strong performer, with more than a dozen teams in the field.

"It would probably be hard to believe that a Chinese club would have the opportunity to compete in the NBA Championship, but esports makes it possible," says Abromavičius, stressing that this is a perfect illustration of the affordability and scale of virtual sports.

All these examples have one thing in common: the products and initiatives developed have helped to reach the international market quickly and to expand global awareness. The benefits that these organisations gain include increased brand visibility, access to new markets, increased fan engagement and additional revenue streams. Innovation has enabled them to go beyond traditional boundaries and enter the international market.