The Saint John Sea Dogs dominated the QMJHL in the 2016-2017 season and won a President’s Cup championship. Always looking forward, the leadership and owners saw the rise esports and looked to see if an early investment made sense for building the Sea Dogs brand.

I was brought in to work with the leadership team to outline the industry structure, history, key players, and avenues for investment. We were able to narrow down the potential investments and conclude that the industry was not mature enough to justify an entry at the time. While an investment in esports was not appropriate, we found that demographic shifts in the area had made a video game space desirable.

After studying the Sea Dogs brand, I pulled together a brand outline for a video game area within the arena that closely supported it. The brand positioned itself at Gen Z and Millennials, and focused on nostalgic or formative memories playing video games socially. I drafted an implementation with staffing, space, and outlined equipment requirements for the 2017-2018 season, with mock console generation releases throughout, taking over the space.