Host City: How do you see the esports events landscape evolving in the next five years, and what role does BLAST intend to play in shaping that evolution?
James Woollard: The esports events landscape is poised for further growth and evolution over the next five years, driven by the globalisation of the industry and the collaborative creation of new IPs between rights holders and publishers. As a key player in this environment, BLAST is uniquely positioned to shape the future of esports by leveraging its extensive experience and global reach.
With events spanning five continents and 11 countries this year alone, BLAST is at the forefront of bringing world-class esports experiences to diverse audiences worldwide. This global footprint not only highlights the universal appeal of esports but also underscores the importance of localisation and cultural relevance in engaging fans.
The collaboration between rights holders, such as BLAST, cities all over the world and game publishers, such as Valve, Epic Games and Ubisoft, is set to drive the development of innovative and immersive IPs. These partnerships will enhance the quality and variety of esports content, offering fans fresh and exciting experiences in different markets. BLAST’s commitment to fostering these relationships ensures that it remains a catalyst for creativity and growth within the industry.
The increasing interest from host destinations, sponsors, and media is a testament to the booming esports market – we only recently kicked off the 2026 and 2027 host destination process and have already received interest from over 40 cities, which helps showcase this demand and interest in esports events globally. Cities are eager to host major esports events, recognising the economic and cultural benefits they bring. Sponsors are keen to associate their brands with the vibrant and rapidly growing esports community, while media platforms seek to capture the attention of the dedicated and passionate fan base.
BLAST will continue playing a pivotal role in this evolution by setting new standards for event production, expanding its global presence, and driving innovation through strategic partnerships with cities and destinations. By doing so, BLAST will not only contribute to the growth of esports but also help shape a future where esports is celebrated and enjoyed by millions across the globe.
Host City: Could you talk us through the key considerations and criteria you use when evaluating cities or organisations during the bidding process?
James Woollard: When evaluating cities or organisations during the bidding process, we consider several key criteria. We look for locations where there is existing or growing audience demand and interest, ensuring a strong fan base, hype for the event and engagement. City support and involvement are also crucial, as is having world-class venues and infrastructure to host the event, and that can support our production. We also look for destinations that are a good cultural and brand fit for each event, making each one unique, characterful and memorable. Collaboration between destinations, cities and BLAST as the event owner and rights holder is also key.
This approach has set us on course to stage world-class esports arena shows in 2025 in global event powerhouses such as Austin, Boston, Raleigh, London, Birmingham, Lisbon, Monterrey, Singapore, and Brazil as some of the stops on our world tour this year, among other leading (and some still to be announced, watch this space!) destinations.
Host City: When selecting a host city for an event, how much weight is given to factors such as the local esports community, and the potential long-term impact on regional esports growth?
James Woollard: A vibrant local scene, engaged stakeholders, and active grassroots organisations are invaluable, particularly from a sustainability and legacy perspective, allowing us to maximise cumulative impacts. We love partnering with local organisations and the community, as well as the city, to make each event impactful and special.
However, we also relish the opportunity to visit new cities where esports is less established, and our leading events serve as a catalyst, stimulating growth in professional gaming and esports. BLAST events are a powerful stimulus, boasting between $30M to $100M USD of independently assessed economic impacts for hosts depending on the market, as well as a range of other tangible and less tangible benefits.
We aim to both reap the rewards of flourishing esports markets and sow the seeds in new ones.
Host City: Every city and venue is different – what kind of opportunities are there for smaller regions and cities to bid for BLAST events?
James Woollard: BLAST is thrilled to announce an unprecedented number of events and opportunities for prospective host cities, with 16 events planned for 2025, 20 in 2026, and a projected 25+ in 2027. This expansion includes events of all types, shapes, and sizes, offering a variety of opportunities for both repeat and new hosts. From iconic, premium arenas such as the Accor Arena in Paris, Moody Center in Austin, Wembley Arena in London, Etihad Arena in Abu Dhabi, and Singapore Indoor Stadium, to more intimate and unique venues like the MGM Music Hall in Boston, we are equipped to deliver award-winning events and productions tailored to cities and venues of all scales. Our creativity and enthusiasm for challenges drive us to bring new and exciting events to first-time esports hosts, and we promise to be a collaborative and committed partner throughout the process.
We are also deepening and broadening our relationship with leading games publishers, meaning this breadth and depth of esports events and IPs (including some smaller and exclusive events) that we create and can offer to prospective cities will only increase.
Host City: How important is access to new or rapidly developing markets in your assessment of prospective hosts, and how do you balance this against practical and technical requirements?
James Woollard: Access to new or rapidly developing markets such as the US, China, Southeast Asia, India, Brazil, and the Middle East is crucial for the continued growth of the esports industry. These regions present significant opportunities to expand our audience and engage with new communities. However, it is equally important to balance this with practical and technical requirements. We listen closely to the community and our audience to ensure that our events meet our high standards and deliver a breathtaking experience. We relish the challenge of balancing events in fast-growing markets with those in established esports destinations, ensuring each event is both innovative and seamless.
Host City: What initiatives has BLAST implemented—or is planning to implement—to ensure sustainability and innovation in hosting esports events?
James Woollard: At BLAST, we prioritise sustainability by collaborating with local organisations, stakeholders, venues, and production partners. We focus on waste separation, using efficient LED screens, sourcing equipment locally to minimise shipping, and reusing equipment and infrastructure to benefit local schools and institutions.
Our innovation spans various areas, from the new BLAST Premier Counter-Strike format to interactive features on BLAST.tv and forming unique partnerships with global destinations and brands. For our destination partners, we create innovative marketing opportunities, featuring destinations in digital and physical inventory, showcasing host cities to a young global audience, and organising joint launch events, such as the upcoming BLAST.tv CS Major in Austin.
Host City: As well as selecting hosts for your events, the other crucial partners in your events are the publishers – how important are they in assuring a big impact, and how do you go about nurturing and developing these relationships?
James Woollard: Publishers are crucial to the success of esports events. Without leading games that sustain their popularity and a global audience, there wouldn't be international esports events and sustainable tournament series. BLAST works with and is always deepening its relationship with the biggest and best AAA game publishers in the world from production to commercialisation, such as Epic Games, Valve, Riot Games, and Ubisoft. This creates sustainable, growing, and truly global esports ecosystems in a holistic way.
Since 2017, we have been creating leading esports properties, IPs, and products with and for publishers, adapting and shaping them to the audience's wants and needs, and ensuring that individual events are tailored to specific markets and international audiences, which is crucial for ongoing relevance.
For cities, this means you can be assured that hosting a BLAST event also means you are hosting a popular esports event in the biggest titles, with the buy-in and support of publishers whose games reach billions of fans across the globe.
