For years, esports has been treated like a free activity, something players can participate in without paying a dime. And while that may have worked when large game publishers were footing the bill for the sake of brand engagement, that model isn’t sustainable, especially for local and for-profit organizations trying to build real businesses.
It’s time for the industry to shift its thinking: esports is valuable, and like most valuable activities, it should come at a cost.
Why Was Esports Free in the First Place?
Big publishers made esports free because it served their goals. It wasn’t about creating an economically viable competitive scene—it was a marketing strategy. By hosting free tournaments and events, companies like Epic Games or Riot Games could boost player engagement and build hype around their titles.
That made sense for them. But what works for billion-dollar publishing companies doesn’t work for local businesses or organizations trying to serve youth, schools, or communities. They don’t have deep pockets, and they’re not using esports to sell millions of copies of a game., and community—exactly the kind of event that shows what youth esports can and should be.
The Difference Between a Business and a Hobby
This is where things often get confused. A hobby costs you money. A business earns money. If your goal is to build something sustainable and impactful, you need revenue—and that means charging for your services or receiving funding from a legitimate source.
I’m not saying everything should be expensive. I’m saying it should be paid for—by someone. The only time “free” makes sense is when it’s:
- Funded by tax dollars (like parks or public rec programs)
- Covered by grants or sponsorships (like government grants or business sponsorships)
Volunteered as a passion project (which makes it a hobby—not a business)
A Good Example: Blackpoint Studios Tournament
Recently, North Carolina Esports Academy was invited to participate as a vendor at the Blackpoint Studios Fortnite tournament in Fayetteville. The event was free for attendees, but it was funded by city grants—not run at a loss by a private company. That’s the key distinction.
Free isn’t the problem. Unpaid is.
Investors Aren’t Customers
through investor money trying to build free models that were never going to be self-sustaining. The only way to create long-term success is to have real customers—whether that’s players, parents, schools, or sponsors.
The Path to Sustainable Growth in Esports
At North Carolina Esports Academy, we’ve built a profitable, sustainable model over nearly five years. We:
- Charge fairly for our services
- Budget carefully
- Make smart, necessary investments
- Deliver consistent value to our players, families, and partners
That’s the model that needs to become the norm in esports. If we want to see this industry grow—not just exist, but thrive—we have to treat it like a real business.
Final Thoughts
Esports has the potential to be an incredible part of youth development, education, and entertainment. But it won’t reach that potential if the expectation is that everything should be free. Nothing that lasts is free forever.
If we want esports to grow, it needs to be built on solid financial footing—with services that are funded, people who are paid, and value that’s recognized.
It’s not about greed. It’s about sustainability. And that’s how we make sure esports is still here—not just next year, but ten years from now.
