Building Community-Driven Esports in Wisconsin
What does it take to create a sustainable esports ecosystem?
We sat down with Brandon Tschacher, founder of the Milwaukee Esports Alliance, to discuss his grassroots approach to esports, the challenges of building community trust, and how Wisconsin is paving its own path in the esports industry. Brandon’s journey highlights the potential of staying focused, nimble, and true to local communities.
Q: Brandon, your background in retro gaming is fascinating. What inspired your transition into esports, and how did Milwaukee Esports Alliance come to life?
I’ve always been passionate about retro gaming, collecting and preserving the history of gaming. But one night, I was watching a documentary about gaming in the 90s and realized I didn’t have a clear sense of what gaming would look like for my kids’ generation. That curiosity led me to Google “Milwaukee esports,” and I was shocked to find no centralized resources or organizations in the area.
That’s when the idea hit me: Milwaukee needed a hub to connect its fragmented esports community. My professional background is in building organizations and fostering collaboration, so I reached out to anyone I could and started learning. Over the first two years, Milwaukee Esports Alliance became a space for gamers to connect, share ideas, and grow the local scene. Since then, we’ve shifted to focus on creating sustainable, profitable initiatives for Wisconsin’s esports community.
Q: What sets Milwaukee Esports Alliance apart from other organizations?
We’ve remained focused on Wisconsin. By staying local, we’ve built meaningful relationships and avoided the pitfalls of over-scaling. Everything we do is guided by the community’s needs. We ask ourselves four key questions before pursuing any initiative:
Can it be profitable?
Can it be sustainable?
Can we execute it with excellence?
Can we pay people fairly for their work?
If the answer is “yes,” we move forward. This approach has allowed us to launch successful events like the Wisconsin Esports Conference, a collegiate ecosystem with nearly 30 schools, and a profitable brick-and-mortar venue — something almost unheard of in esports.
Our success also stems from engaging with the community in meaningful ways. For example, when someone proposed adding esports back to the Badger State Games, they consulted us to understand the gaps in competition statewide. That collaboration is what keeps our ecosystem thriving.
Q: Esports has had its challenges lately, especially at the professional level. What are some of the difficulties you’ve faced, and how do you address them?
Esports has a lot of systemic issues. For one, the economics are tough. Players and communities often expect everything to be free, which isn’t sustainable. There’s also a “race to the bottom” mentality, where organizers undercut each other, making it nearly impossible to build something lasting.
Another challenge is the immaturity of many (not all) in the esports audience. Too often, players criticize and tear down the very events and ecosystems they love. It’s a toxic culture, and that’s a hard thing to navigate for any organizer.
For us, the key has been staying focused and building trust within our community. We don’t stretch ourselves too thin, and we’re upfront about the costs of creating quality experiences. That transparency has helped us maintain a strong, loyal base in Wisconsin.
Q: There’s a big divide between grassroots and professional esports. How do you see these two worlds coexisting in the future?
Professional esports is necessary — it completes the player lifecycle — but it’s in a tough spot right now. There’s no profitability, no scalable models, and a lack of community building. Look at Overwatch League: they skipped the grassroots phase entirely, and it shows. You can’t manufacture a sustainable esport; you have to build it from the ground up.
That’s why we’re so focused on grassroots initiatives. In Wisconsin, we’ve built a thriving ecosystem by listening to the community and scaling thoughtfully. I believe the future of esports lies in these localized, community-driven models. Once those foundations are strong, they can support the professional scene.
Q: What role do game developers play in esports’ future? Should they take a more open approach?
I wish there were more open-source opportunities, but I understand developers’ hesitation. Esports communities can be difficult to work with, and there’s a lot of mistrust on both sides. Developers are running businesses, and they need to see clear ROI to justify supporting competitive ecosystems.
For us to bridge that gap, we as organizers and communities need to mature. We need to present developers with solutions that benefit everyone — like showing them how competitive players contribute more revenue or loyalty. It’s about building partnerships based on trust and mutual gain, not just asking them to “open up” without offering anything in return.
Q: What’s next for Milwaukee Esports Alliance?
We’re focused on growing our events, like the Wisconsin Esports Conference and our annual tournaments, which attract players from across the U.S. and even internationally. We’re also working on new scholastic initiatives and maintaining the profitability of our brick-and-mortar venue.
Most importantly, we’re committed to Wisconsin. We want to see this state own its esports identity, rather than outsourcing leagues or competitions to other regions. Our goal is to make Wisconsin one of the world’s premier esports destinations by staying focused, listening to the community, and delivering top-tier experiences.
Wrapping It Up
Brandon Tschacher’s work with the Milwaukee Esports Alliance exemplifies the power of grassroots growth. By prioritizing community needs and sustainability, he’s built a model that could redefine esports’ future. In a volatile industry, Brandon’s steady, focused approach offers a blueprint for success.
About Brandon Tschacher
Brandon Tschacher is the Founder of the Milwaukee Esports Alliance (MKEA), a leading accelerator and central hub for Wisconsin’s growing esports industry. Recognized as one of the region’s most influential executives, Brandon has been honored as a “Power Broker” and one of the “40 Under 40” by the Milwaukee Business Journal. His dedication to community building and philanthropy earned him the “Philanthropic 5” award from the United Way of Greater Milwaukee, as well as “Graduate of the Last Decade” honors from his alma mater, the University of Wisconsin-Milwaukee. Through his work with MKEA, Brandon continues to foster sustainable growth in esports, creating opportunities that benefit players, organizers, and the broader Wisconsin community.
