Building the Future of eSports in the Middle East
Sreeraj T R
COO
Elevate Gaming
The eSports landscape is being shaped by rising stars, and Sreeraj T R is one of the most influential among them. Originating from Kasaragod, Kerala, India, Sreeraj’s ascent to prominence as a distinguished consultant and Chief Operating Officer of Elevate Gaming reflects his visionary foresight, innovative mindset, and steadfast determination. In 2019, Sreeraj relocated to the UAE, a vibrant hub for innovation and opportunity. Shortly thereafter, he embarked on a feasibility study focused on the eSports and gaming ecosystems, igniting his passion and revealing the industry’s vast potential. With over a decade of diverse experience and associations with organizations of international repute, Sreeraj brings invaluable insights to the eSports sector. As COO of Elevate Gaming, he established a robust global network, laying a strong foundation for expanding the company’s reach across the Middle East, Africa, Asia, Europe, and the U.S., while forging key partnerships that fueled rapid growth. Sreeraj’s deep understanding of media, entertainment, and sports, along with the critical importance of community in driving success in these fields, enables him to leverage the unique characteristics of eSports for effective integration and engagement. Now preparing to publish his first book on eSports, Sreeraj’s influence is set to extend even further. In this exclusive interview with TradeFlock, he reveals the experiences and insights driving his success.
What are the most valuable lessons you’ve learnt in your professional career?
“It is not the strongest of the species that survives, nor the most intelligent, but the one that is most adaptable to change.” This principle has profoundly shaped my professional journey. Adaptability has been crucial in my career, allowing me to embrace change and foster collaboration. Balancing analytical thinking with creativity and empathy has fueled my innovation. I’ve learned that storytelling is a powerful tool to connect with others and build loyalty. My commitment to continuous learning keeps me engaged and informed, guiding my leadership and helping me navigate any challenges that come my way.
How important is it to uphold ethical standards in this ecosystem?
Upholding ethics in eSports is essential for fostering trust and integrity within the community. A strong ethical foundation ensures fairness, promoting sportsmanship and a level playing field for all players. Transparency is crucial; as Warren Buffett said, “It takes 20 years to build a reputation and five minutes to ruin it.” Maintaining open communication with communities and partners builds lasting trust. Respecting intellectual property reflects our commitment to creators, while inclusivity enriches the eSports landscape by embracing diverse perspectives. Promoting responsible gaming encourages balance in players’ lives, and collaborating with regulatory bodies helps establish industry standards. As Helen Keller wisely noted, “Alone we can do so little; together we can do so much.” By leading through ethical practices, we can create a sustainable and thriving eSports ecosystem.
How has your family influenced your career choices?
My family’s unwavering support and values have been the foundation of my career. They empowered me with the confidence to make meaningful decisions and instilled a strong sense of accountability. My wife, both my toughest critic and strongest supporter, encourages me to think creatively during pivotal moments. My parents taught me the importance of integrity and hard work, emphasizing that true leadership is about uplifting others. A cherished gift from my father, inscribed with ‘Freedom is responsibility,’ reminds me to lead with purpose. With their guidance, I strive to make a positive impact in my work.
What challenges have you faced in expanding the eSports ecosystem in the ME, and how did you address them?
Expanding the eSports ecosystem in the Middle East has offered invaluable opportunities for learning and development. Building strategic networks was critical for navigating challenges and advancing the industry. When I started in the UAE, eSports was still emerging, allowing me to actively shape its growth. We focused on creating a connected network and identifying key players within this landscape. Strengthening connectivity and collaborating with limited governing bodies was essential as brands began realizing eSports’ potential. However, the absence of annual events presented obstacles to maintaining motivation and growth pathways. Promoting eSports’ engagement and viewership helped challenge misconceptions, and partnerships— such as with UNHCR—showcased gaming’s positive impact. Our work positioned the region as a global eSports leader, while talent acquisition initiatives cultivated local players through tournaments, training, and mentorship programs. These experiences underscored the importance of collaboration and innovation, solidifying our commitment to fostering a thriving Middle Eastern eSports ecosystem.
What’s your top achievement and your future goal?
My greatest achievement is my realization of the transformative power of storytelling in all aspects of business. This understanding drives my ability to give life to ideas and create result-focused, objective- based custom IPs that unite diverse talents and celebrate our shared passion for innovation. By weaving compelling narratives, I’ve showcased the strength of strategic partnerships and underscored the immense potential of various industries on a global stage. Looking ahead, I strive to create an inclusive environment that fosters innovative thinking—an essential principle in our field. Inspired by Elon Musk’s belief that ‘when something is important enough, you do it even if the odds are not in your favor,’ I embrace challenges to drive meaningful change. I’m also excited to share insights in my upcoming book, which captures my experiences and the stories of industry innovators. My goal is to propel business forward, particularly in untapped markets, fostering a sustainable, ethical, and inclusive community that unites people worldwide.
What advice would you offer for starting a career in eSports?
Launching a career in eSports requires dedication and a strategic mindset. Identify your specialized area within the eSports sector, such as team management, marketing, broadcasting, or content creation. Stay updated on industry trends, network at events, and gain hands-on experience through internships or entry- level positions. Showcase your skills with a strong portfolio, uphold integrity, and prioritize community engagement for lasting success. Adaptability and continuous learning are essential, as the eSports landscape is ever evolving. Contributing to the community through volunteering or mentorship can further enhance your reputation and open new opportunities.
