Reimagining Sustainability in Esports
How do you balance passion, strategy, and business in a volatile esports ecosystem?
We sat down with Jonathan Berg , CEO of Alliance Esports and former Dota 2 world champion, to explore his evolution from a professional player to a leader in esports. Jonathan shares his insights on the challenges of building a sustainable organization, the influence of game developers, and why long-term thinking is critical for the future of esports.
Q: Jonathan, your esports journey has been remarkable. How did it begin, and why did Dota resonate with you?
I got into Dota thanks to my two brothers—one was into sports and the other into gaming. I’ve always loved competing, and back then, there were only a handful of games you could play competitively: Quake, CS, Warcraft 3, or Starcraft. Then Dota came along, and it was like nothing else—it was so complex.
It wasn’t just about mechanics or surface-level strategy. To succeed, you had to understand the meta, team dynamics, and how everything fit together. I stayed with Dota because it’s endlessly deep, and I’ve always been fascinated by group dynamics and team-building, which the game demands at every level.
Q: What set you apart as a player, and how has that influenced your leadership style?
I’ve always had my own way of looking at things. For me, success is never linear—there are so many paths to the top. As a player, I focused on building the best team, not just assembling the best individual players. It’s about creating a machine where everyone knows their role and sacrifices for the greater good.
That mindset carries over to how I run Alliance. In both gaming and business, I’ve learned to work with people’s strengths rather than forcing them into a rigid mold. I enjoy finding ways to align different personalities and get everyone to buy into a shared vision.
Q: Esports has faced its share of challenges recently. What do you think has held the industry back?
The biggest issue is sustainability. A lot of teams raised too much capital too quickly, which inflated salaries and expectations to unsustainable levels. Now we’re seeing the fallout, with many organizations struggling to survive.
Another problem is the control game developers have over the ecosystem. Developers prioritize short-term profits over long-term growth, and that leaves teams and players vulnerable. If developers give up on a game or change their priorities, entire communities suffer. Teams often leave games for this reason—when the partnership isn’t balanced, it’s not worth staying.
Q: What was the turning point that led you to transition from player to CEO of Alliance?
It was partly age and partly frustration with how things were being run. After becoming a part owner of Alliance while still a player, I started disagreeing with some of the decisions made by the existing management, especially around sponsorships. That gave me a bit more leverage to voice my concerns. At one point, someone said, “We’re not winning, so we can’t close deals,” and that stuck with me. If the business model only works for winning teams, then the industry has a serious problem.
When Alliance was owned by a larger media company, I saw an opportunity to step up. I decided to stay with Alliance and take on a leadership role because I believed in the brand and the fans. We cut costs, rebuilt trust with sponsors, and focused on connecting with our community. It wasn’t glamorous, but it laid the foundation for long-term growth.
Q: What changes need to happen for esports to thrive in the long run?
Some developers need to recognize that esports teams and players are critical to their games’ success. When teams leave a game, it often loses relevance. For games to stay alive, they need healthy ecosystems where teams can survive and fans stay engaged.
Teams also need to challenge themselves to work smarter with their fans and communities. Esports isn’t dying, but we can’t keep throwing money at short-term solutions. It’s about creating a model that works for everyone—players, teams, developers, and fans alike.
Wrapping It Up
Jonathan Berg’s transition from Dota 2 champion to CEO of Alliance highlights his dedication to sustainability and innovation in esports. His focus on building strong teams and fostering community-driven success offers a blueprint for navigating the industry’s challenges.
To follow Jonathan’s work and learn more about Alliance, visit Alliance.gg.
About Jonathan Berg
Jonathan “Loda” Berg is the CEO of Alliance and a former professional Dota 2 player, renowned for his achievements as a world champion and esports pioneer. After a successful career as one of the most celebrated players in Dota 2, Jonathan transitioned to leading Alliance, focusing on creating sustainable business models and fostering long-term growth.
Through his leadership, Alliance has become a globally recognized organization that balances competitive success with a commitment to its fans and community. Jonathan’s passion for esports and innovative approach continue to shape the industry’s future.
