How MLSE’s Gaming Venue Builds Community Connections

Raptors Uprising, Toronto’s official NBA 2K League team, moved into the high-tech Bell Gaming Centre just over a year ago. Bryce Eldridge, director of esports for Maple Leaf Sports and Entertainment (MLSE), describes how the local gaming community as well as corporate, association and incentive travel groups can also enjoy this state-of-the-art space during the off-season.

By Angela Kryhul

The Bell Gaming Centre is situated on the grounds of Toronto’s Exhibition Place. With an interior designed by artist Duro the Third, and outfitted with lightning quick Internet access and LG UltraGear monitors, the gaming space and screening room can accommodate up to 70 guests. 

Angela: How does this space help MLSE build connections with local gaming communities?

Bryce: Mid-August, when the NBA 2K League season is over, we’ll have almost six months when the space will be available to rent. We want to connect with gaming and esports organizations in the city at more of a grassroots level. Many of them don’t really have home bases to put on their own tournaments, events and opportunities. 

We work with a group called Toronto Serenity. One of the big titles they play is Super Smash Bros. They needed a space where about 60 or 70 people could plug in their Nintendo Switches and stream their tournaments on Twitch. We’re fully set up to do that and their group size is the perfect capacity for us. 

We love to do these kinds of events because it gives us a connection to these gaming communities and the opportunity to introduce them to the Raptors Uprising, the NBA 2K League as well as the MLSE ecosystem. 

Another example is that LG took over the space to do a product showcase. They hired a group of influencers to play a little five-vs-five NBA 2K with our pros. So it was a lot of fun and LG got to promote [their monitors] to a gaming audience.

Angela: How does MLSE integrate the opportunity of this space with its other venues and sports properties?

Bryce: This is an event space where groups can take advantage of the technology, whether they need the streaming room or they just want to come in and have fun gaming for a couple of hours. We help curate the experience. For example, had we had one of our accounting partners throw their company Christmas party here.

We’re right next door to BMO Field and Coca-Cola Coliseum, which host big events. We’re finding ways to package group tickets for Marlies, Toronto FC or Argonauts games, for an experience that‘s above and beyond. 

We also want to continue to connect with colleges and universities that have gaming programs. For example, a group of students from Toronto Metropolitan University or Fanshawe College can host a gaming event here on a Saturday afternoon. We would then take them over to BMO Field to enjoy a Toronto FC game – it’s an esports and real sport combo experience. 

Angela: What is MLSE’s motivation for becoming active in the esports space? 

Bryce: The main reason is to grow our fan base in ways that we aren’t necessarily tapping into with our core sports properties. The idea is to bring fans into the Bell Gaming Centre and, over time, find ways to convert them into fans of the Raptors, Maple Leafs, Toronto FC and the Argos.

We’re doing a lot of investment over the summer to make this a home for any kind of gamer, not just sports titles. That’s always going to be our bread and butter, with NBA 2K League, NHL and FIFA, but these machines are available for anybody.