Empowering Grassroots Esports for the Future
How do you create a thriving grassroots esports ecosystem in an industry dominated by professional leagues?
We sat down with Shawn Flanigan, founder of Esports Enterprises and a visionary leader in community-driven esports, to discuss his journey from organizing local tournaments to leading an organization focused on supporting emerging talent and bridging the gap between grassroots and professional gaming. Shawn shares how his passion for building communities drives his mission to make esports accessible and sustainable for all.
Q: Shawn, what inspired you to focus on grassroots esports initiatives?
My journey into esports started in high school with a simple passion for gaming. I played competitive hockey growing up, so I’ve always been drawn to team-based environments. After practice, I’d jump on Rainbow Six Siege with friends, and we got pretty good. We wanted to compete, but back then, there wasn’t a clear path for players who weren’t already professionals. It was either professional or nothing.
I started organizing scrims between teams, but there was no central place for these groups to connect. So, I created a Discord server to facilitate those connections. From there, I realized there was a huge gap—no tournaments or leagues for players like us. That summer, I decided to organize a small league just for fun. By the end of the season, I had teams asking to pay for entry and hundreds of people watching our finals. That’s when I knew this could be something more.
Q: What makes community-level esports such a critical part of the industry, and why do you think it’s often overlooked?
Community-level esports is the backbone of the industry. It’s where players, casters, and even organizers start their journey. Unlike traditional sports, where youth and community leagues are well-supported, grassroots esports often gets ignored. Developers and organizations focus heavily on the professional scene because that’s where the money is, but they’re missing the bigger picture.
Without a strong grassroots ecosystem, you lose the foundation. Imagine football without high school or college leagues—there would be no NFL. Community-driven esports is crucial for discovering new talent, building engaged communities, and sustaining the industry long-term. At ESA, we’ve run over 16 seasons of leagues and tournaments, hosting players from 25 countries and providing opportunities for casters, players, and staff to grow. It’s all about creating a system that benefits everyone, not just the top-tier teams.
Q: What challenges have you faced in building a sustainable community-driven esports model?
Sustainability is the toughest part. Running leagues and tournaments takes money, and it’s hard to find revenue streams without sacrificing accessibility. At one point, we were broadcasting six days a week, 14 hours a day, and still losing money. I wasn’t paying myself, and we were relying heavily on volunteers, which isn’t sustainable in the long run.
Another challenge is balancing scalability with quality. As more teams joined our leagues, the workload increased exponentially, but we didn’t have the infrastructure to keep up. It’s not just about hosting events—it’s about creating an experience that players, organizers, and viewers value. Finding ways to maintain that standard without overextending ourselves has been one of the biggest hurdles.
Q: What do you think needs to change for community-driven esports to thrive?
The entire esports ecosystem needs a reset. Developers need to recognize that supporting grassroots initiatives isn’t just a cost—it’s an investment in their games’ longevity. Communities are what keep games alive, and empowering grassroots efforts can drive growth at every level.
On our end, we’ve realized that the professional scene has to drive revenue to support the grassroots side. By working with developers and building partnerships, we aim to create a system where profits from professional leagues can fund grassroots initiatives. It’s about showing the industry that investing in community-driven esports isn’t just the right thing to do—it’s good business.
Q: What’s next for ESA, and what’s your vision for the future of esports?
Our focus right now is on refining our production capabilities to match top-tier standards. By demonstrating our value through professional leagues, we hope to build the credibility and resources needed to reinvest in community-level esports. Long-term, we want to create an ecosystem where anyone—regardless of age, background, or skill level—can find opportunities in esports, whether as a player, caster, or organizer.
I also believe in the potential of community collaboration. If we can unite players, organizations, and developers around a shared vision, esports can reach heights far beyond what we’ve seen so far. The key is creating systems that are inclusive, sustainable, and built for the long-term.
Wrapping It Up
Shawn Flanigan’s journey from high school gamer to esports leader highlights the importance of grassroots growth in the industry. His dedication to supporting emerging talent and community building is paving the way for a more inclusive and sustainable esports future.
About Shawn Flanigan
Shawn Flanigan is the founder of ESA, an organization dedicated to supporting community-driven esports and creating opportunities for players, casters, and organizers worldwide. With a background in business and a passion for gaming, Shawn has built leagues and tournaments that span 25 countries, fostering a global community of esports enthusiasts. His work continues to challenge the status quo, proving that grassroots esports is the key to unlocking the industry’s full potential.
