The following is a document submitted in 2024 highlighting 2 areas that may have a major impact in helping the sport grow. This was written before the Pro Paintball Tour was conceptualized.
Paintballs Path To Global Domination.
Main objective: Transform paintball into a mainstream sport.
Written by Jimmy Hickey, submitted to NXL League Ownership on 8/8/2024
Through my 24+ years in the sport of paintball, 18 years in media, 16 years in business and marketing, and 10+ years of community and brand building, I am confident that I am in a unique and strong position to share my feedback and ideas to help further the sport into the mainstream world. As trends are always changing, loyalty and branding mean everything. It is crucial to focus on these if we want to see growth in new markets.
I believe one of the most effective ways to amplify the appeal of paintball lies at the intersection of storytelling and tapping into already-established communities. First, a professionally produced documentary can demystify the intricacies of paintball, making it more accessible to newcomers while also highlighting the dedication and passion behind the sport. By diving deep into personal narratives, we can forge emotional connections, making viewers not just understand but genuinely care about the sport and the people who make it happen.
Then there's the vast world of gaming, particularly first-person shooter games like Call of Duty and Counter-Strike. These communities thrive on strategy, teamwork, and competition, much like paintball. By collaborating with pro gamers and leveraging the immense appeal of esports, we can introduce paintball to an audience that's already primed to appreciate its dynamics.
In essence, our goal should be to make people care about paintball itself, its heart, its soul, and the players who give it life. Once that connection is forged, the intricacies of tournament settings and formats become secondary, something for enthusiasts to dive into once their initial passion is kindled.
If I turn on the TV and see a Cricket game, I quickly change the channel. I don’t care about that sport. I don't want to learn the rules, I can’t name any of the teams, and it doesn’t mean anything to me. I don’t care that it’s beautifully shot, the two teams playing being the best in the world are lost on me, I’m not interested in seeing the outcome, I’d rather just watch something else. Just getting a sport on TV isn’t enough. We need to get people to care about the sport as a whole.
With that in mind, I feel our biggest question should be: How do we get people to care? This document provides 2 major things that I feel will be a step in the right direction to answer that question. There are MANY more avenues to explore with this topic; however, these are the lowest-hanging pieces of fruit I can see at this time that will have a big impact.
Documentary Overview:
This topic is not new; I know you are all aware of this concept. I also understand it has been discussed and explored by many at this point and is underway in possible different variations, but it is 100% necessary to get people to care about our sport. The league should be fully invested in making this a reality. Beyond that, it has to be done right by a competent team that knows what they are doing. The main takeaway: This documentary needs to be made a priority for the future of the sport. Below is a summary of the key points that will make this documentary great. It is all pretty straightforward, but important to have it all in one place.
1. Narrative Storytelling:
A professionally produced documentary can delve deep into the stories of players, coaches, and organizers. By highlighting personal stories, challenges, triumphs, and the passion that goes into the sport, viewers can connect emotionally. As seen in “Drive To Survive,” a well-crafted docu-series can have a major direct impact on the growth of a sport to a worldwide audience. The goal here would be to show the viewer all of the depth that goes on behind the scenes with this sport, beyond just people running around with paintball markers shooting at each other. People love to watch people, they love their stories, they love to know about their struggles and their sacrifices, they want to experience the wins - they want to experience the emotion. Drive To Survive is popular because it shows so much more depth beyond just fast cars. Many people compare it to a sports soap opera - because it is.
Beyond just the people, the technology strategy that goes into the sport is fascinating. This provides a wide range of mini-story arcs available for each team, player, competitor, event, etc. There is a wide range of storytelling available to their interests. Some people love the drama, some love the technology, some the strategy, while others love just the sport in its pure form. Hitting a wide range of aspects also hits a large range of audience.
Source:
https://theathletic.com/4402239/2023/04/13/f1-formula-one-drive-to-survive-ratings/
https://www.si.com/racing/2021/10/22/formula-one-austin-netflix-drive-to-survive-impact
https://www.esquire.com/uk/culture/tv/a43009548/how-netflixs-drive-to-survive-turbocharged-the-global-popularity-of-formula-1/
2. Event Narration for the Casual Viewer:
Why this works:
Clarity: Casual viewers often get lost in the fast-paced action of games like paintball. By breaking down each point played with narration, you’re educating while keeping their attention.
Building Interest: As viewers start understanding the strategies and stakes of each point, their investment in the outcome increases.
Suggestions:
Documentary-Specific Commentary: The commentary needs to be done specifically for the documentary. The pacing & storytelling aspect of each match needs to be done to tell the story and match the editing style. The webcast play-by-play announcing can be used for pieces, but specific commentating to properly match the pacing, build up to key moments, foreshadowing & more is essential for modern sports coverage.
Comparison Points: Drawing parallels to other popular sports can be a bridge for those unfamiliar with paintball. For instance, "Just as a quarterback in football reads the defense and adjusts, the back center paintball player must constantly assess the field, adapt and make adjustments mid-point for their team”
Visual Aids: Using graphics or animations to highlight key moments or strategies can make the narration even more effective.
The key will be to maintain a balance – you don't want to alienate the core paintball audience with overly simplistic explanations, but you also want to ensure newcomers can follow along and get hooked. It's about striking the right balance between educating and entertaining.
3. Behind-the-Scenes Access:
Why this works:
Human Connection: Showing what happens off the field, from training sessions to team meetings, allows viewers to connect with the players on a personal level.
The Grind: Highlighting the dedication, hard work, and sacrifice that go into preparing for a match can garner respect and appreciation for the sport.
Suggestions:
Day in the Life: Follow a player or coach from morning till night, showing the physical training, strategizing, equipment maintenance, and even their personal life outside of paintball. Shows connection and helps highlight the person behind the mask.
Team Dynamics: Dive into the camaraderie, conflicts, and resolutions within a team. This can add a drama element that's appealing to many viewers. This can inspire and entertain.
4. Audience Testimonials:
Why this works:
Relatable Voices: Letting regular viewers or audience members share their experiences can give prospective fans a viewpoint they can relate to.
Diverse Experiences: Paintball might appeal to different people for various reasons. Highlighting this diversity can make the sport more inclusive.
Suggestions:
First-Timers: Capture the reactions of people who are watching paintball for the first time. Their excitement, confusion, or curiosity can be both entertaining and informative.
Die-Hard Fans: Let long-time fans explain why they love the sport, their most memorable moments, and what keeps them coming back.
5. Highlight Big Personalities
Why this works: The sport is filled with people who have unique personalities, interesting stories, and strong outlooks. These players not only provide a point of entertainment but their quotes and actions can also be used for re-marketing on social media and created and shared as memes. Example:
One funny quote from Nick Slowiak could go viral and introduce the sport of paintball to millions of people alone.
6. Incorporate Technology:
Why this works:
Enhanced Viewer Experience: Modern tech can give viewers angles and insights into the game that were previously impossible.
Suggestions:
Drone Footage: Use drones to capture sweeping overhead shots of the field, giving viewers a strategic overview of the game.
Wearable Tech: It’s 2024 - the technology exists and needs to be used to grow the sport. Equip players with goggle cams to give a first-person view of the action, adding a unique and thrilling perspective. Add a Heads-up display graphic overlay on this to show where the other players are throughout the 1st person's viewpoint.
Update: As of August 2024, after sharing this photo of first-person paintball (staged), I have had numerous individuals and companies reach out to me to share that they are developing in-goggle cameras. I have advised them all to reach out to the league directly, but they are waiting to have the product further along in development.
Update: June 2025, First-person, streaming goggle cams exist and are available, and Seattle Uprising was the first pro team to test it on the pro field.
Leveraging Existing Audience Overview
For better or for worse, our sport is objectively a modern war game. We may wear bright outfits, call our tools “markers” and call getting shot an elimination, but it is still very closely related to a war game… and a huge portion of our sport, the scenario world, is entirely based around military simulation. With that in mind, there are many opportunities to lean into this and take advantage of existing marketplaces. First-person shooter games are growing at a substantial rate. At an estimated market size of over $140 billion by 2029, it is showing a compounding annual growth rate of 6.1%. There is a huge crossover between paintball and FPS games that is largely untapped.
The vision for this strategy of “getting people to care” falls fully on a long-term vision for adapting this new audience into the sport of paintball. It would take time to properly infiltrate, but with the right adapters and proper marketing and hype, I believe this would open the door to many millions of potential fans.
The early era of this effort would fall solely on just building a love for the sport and getting people excited to watch their favorite gamers and teams playing paintball. This would likely require the fields and formats to not be the traditional speedball style. Smaller maps like the infamous “Nuke Town” would be a perfect starting point. Then it would slowly introduce them to the more formal, tournament-style setting as loyalty and interest grow. Just like with recreational paintball players, most start in the woods before trying speedball.
Watch their favorite E-Sports team play paintball on a familiar map → Learn more about paintball through exposure to this → Become fans and discover the professional side of the sport → Watch the current pro speedball format of paintball
Targeting the Gamer Audience:
Why this works:
Shared Dynamics: Both esports and paintball revolve around strategy, quick reactions, teamwork, and competition.
Massive Audience: The esports community is vast and engaged. Leveraging their audience could be transformative for Paintball's viewership.
Suggestions:
Stand-Alone Themed Events: Organize paintball matches with settings and rules that mirror popular games, turning the real-world paintball field into a "live-action" video game.
Virtual Tournaments: Consider virtual paintball tournaments within gaming platforms where gamers can engage with paintball in a familiar environment before trying it out in real life.
Challenges:
The biggest challenge is finding the sweet spot of size for the teams that would be open to playing, as early on the giant teams likely would be out of budget. Partnering with the right management team for an e-sports league, team, or network would be crucial for finding the right balance. Luckily, many mid-level teams have large, loyal audiences who may be interested in exploring this world.
2. Collaborative Events with Pro Gamers:
Why this works:
Star Power: Pro gamers often have vast online followings. Their involvement in paintball events can attract their fans, leading to increased interest and viewership. Even the smaller teams and individuals have huge audiences, which are for the most part more loyal and devout than what we see in paintball. The League of Legends World Championship in 2023 set a new record for over 25,000 in-person viewers and over 6.4 million viewers online.
Unique Viewing Experience: A combination of esports personalities with paintball can result in content that's fresh and intriguing.
Suggestions:
Gamer vs. Gamer: A paintball showdown between top gamers can be exciting, especially if they're new to paintball. Their learning curve, mistakes, and triumphs can be both entertaining and relatable to their fans.
Gamer vs. Paintball Pro: The contrast in skills, with gamers having strategic know-how but potentially less physical prowess, versus seasoned paintball pros, can make for a thrilling contest.
Gamer Coaching Paintball Pros: The best of both worlds. Gamers coach the paintball players on the map, giving them directions and feedback based on the first-person views.
Training Camps: Create content around gamers being trained by paintball pros, documenting their journey from beginners to competitors.
3. Cross-Promotion:
Why this works:
Shared Viewership: Collaborative events can lead to shared content between the two communities, exposing each to the other's audience.
Suggestions:
Social Media Collaborations: Engage in shared live streams, video content, and challenges on platforms like Twitch, YouTube, and TikTok.
4. Engage Gaming Platforms & Developers:
Why this works:
Integration: Direct integration into popular games can make paintball familiar to the gaming audience.
Suggestions:
Game Modes: Work with developers to introduce paintball-inspired modes or maps in popular shooter games.
Virtual Gear: Introduce paintball guns, gear, and skins in these games, allowing players to engage with paintball items virtually.
In conclusion, as we explore new horizons for paintball, the initiatives outlined here, creating a compelling documentary series and integrating with esports, are not just parts of a larger strategy but important steps towards growing our sport. These efforts aim to connect deeply with audiences through rich narratives and innovative technology, paralleling successes in other sports. By embracing these opportunities, we are taking another step forward towards elevating paintball, attracting a global community, and fostering a lasting impact.