From small-scale tournaments hosted in university computer labs in the early 1970s to global competitions filling professional sports arenas, esports has always been powered by its people and fans.

Josh Ye spent his early career at Reuters chronicling the industry’s explosive rise. Now, as Head of Communications at Hero Esports, he’s driving fan and stakeholder communications himself. He joins Telum Media to discuss fan engagement, offline connections, and unlocking the industry’s future of possibilities via reputation and passion.
 
From when you started in this industry till now, how has the narrative around the esports industry and its fans changed?
There has been a tremendous change in the recognition of esports as a key part of the future of sports.

A decade or two ago, there was still the impression that esports may be a compartmentalised hobby. Nowadays, esports is no longer a niche phenomenon. Younger generations now watch esports tournaments and professional players in action and follow esports just like they would traditional sports. For those of us that have grown up alongside esports, it is simply a sport and there’s no question that esports players are considered athletes.

This recognition largely comes from these fans, who see esports as a viable career and business opportunity. Brands and sponsors that have taken notice are tapping into the industry and its massive, young, and diverse audience. This change has brought the sport to the masses in a way that has been amazing to witness and contribute to.

And it is precisely the accessibility of esports that makes it attractive - anyone can compete anywhere with anybody, and an individual’s physical attributes, gender, and age take a backseat before the gamer ID.

How has esports PR evolved with increased influence of fan communities? What is PR’s role in fostering long-term trust and loyalty?
Esports may have started as LAN parties among game enthusiasts, but as the industry grew and gained recognition for its potential and status over time, as PR professionals, we have adjusted our sense of responsibility to match this advancement.

We're now builders and protectors of a fast-growing and exciting form of sports. As such, we must take care of the fans, athletes, and overall sporting experience. The esports journey should be positive and with integrity.

In fan and stakeholder communications, our work is to continue building connections and fostering inclusion. In this process, we actively seek feedback and encourage collaborative efforts to shape the industry in the right direction. With the trust and recognition that esports has earned, we must protect this sport’s future.

How do you adapt storytelling for different audiences - from loyal fans to first-time gamers - and across demographics like age, gender, and culture?
Our storytelling strategies are built on the same principle: human connection. That is the charm of esports, and we want each tournament to be a connecting experience.

Our events aim to deliver the best esports experience and connect fans with other fans and the athletes. Once we mark this end goal, we adapt it to the market or demographic specificities. 

For first-time gamers, we want them to know that everyone's welcome no matter the demographic. This is an industry that transcends borders and gender. For example, in the Chinese market, where we've built up many of our key events, women often make up more than 50 per cent of the offline audience at our arenas and stadiums. Some may be surprised by this stat, but attending esports games with family and friends has truly become a lifestyle.

For long-time fans, we aim to create experiences that take them back to that first moment when they first connected with their esports peers and communities. Today's tournaments are bigger and more elevated compared to those 10 years ago, but the passion remains as pure as they remember it to be.

Our message is the same, with only a difference in angle: loyal fans can entrust their passion with us and, at the end of the day, they'll also be taken care of.


We're witnessing history being made every day. International, multi-title tournaments and premier experiences are being built as we speak. The Esports World Cup is in its second year, and the International Olympics Committee is set to hold the inaugural Olympic Esports Games in 2027. At Hero Esports, we held the inaugural Hero Esports Asian Champions League this year. Global institutions and governments of all levels are investing in this industry.

We're all aiming to provide top-level experiences never seen before in esports. For PR professionals, this means looking at how we’re telling this story, cultivating cherished experiences for fans and stakeholders, and fostering sustainable connections for all.

Ultimately, it’s about building cultural moments that are shared by millions, if not billions, of people. With the Olympic Games, the average person may not normally follow sports, but many will make a point to attend an Olympic event because of the cultural experience. With the premier experiences emerging in esports, we can build similar human connections and moments that spectators and participants would want to talk about and revisit - and not miss out on.

What advice would you give to PR professionals that are looking to break into or to grow in this industry?
I entered the news industry out of respect for the industry as well as a sense of responsibility to tell stories with integrity. Subsequently, I moved into esports PR with the same feelings: responsibility and respect.

And I truly believe that people nowadays can learn some of life's most valuable lessons through esports just like they do through traditional sports: teamwork, sacrifice, hard work, sportsmanship, and resilience. All the emotions felt at every practice, every competition, are genuine and infectious.

For those considering a career or growth in esports, first ask yourself this: Are you committed to guiding the industry to grow in a positive way? Will you be contributing to something you can recommend family and friends?

Second is to stay fit. This goes back to what the IOC’s Christian Klaue said in an earlier interview with Telum Media: “being fit means being prepared” in the sports industry. It's no different in esports.

Esports athletes are fit, especially mentally. They make snap decisions every second, and for esports communicators, this stamina and agility can help us work through a lot of the challenges.

Finally, remember that what we represent the industry and all the people that are building towards the future of esports. Every day I go to work, I'm amazed by the extremely young and diverse group of coworkers around me - from the directors and analysts to the referees and stage engineers, you name it. It's important to remember that we are here for all these people.