James Dean

Managing Director ESL UK

James Dean is the founder and CEO of the ESL UK subsidiary, building the ESL brand and community on a regional level.  James began his career in IT writing for UK’s largest computer magazine while studying for a Degree in Computer Science at Birmingham University.  After graduating James managed the PC division of a well-known computer retailer in the UK and in 2004 launched a gaming brand of PCs increasing average margins from 6% to 20%.

In 2006, James founded a sales, marketing and PR company specialising in services for the IT and gaming industry, representing brands without existing operations in the UK.  Within 3 years, the agency was generating over £5m annual revenues for various niche gaming brands including SteelSeries, the well-known esports peripheral brand.

This shaped the foundation of the ESL UK franchise after introduction to ESL Germany in 2012 which was eventually purchased by ESL’s global group in 2016.  ESL is the world’s largest esports company with 15 offices spanning the globe.  The UK office has maintained 50%+ year-on-year growth since it’s foundation.  It operates the UK’s longest running national esports tournament, the ESL Premiership currently spanning 4 gaming titles.  To this date, ESL still holds records for the largest ever online audience for a UK esports tournament.


My Speaker Sessions

Monday, October 26

Session 3B: Esports and the power of broadcast technologies to reach unlimited audiences
James Dean Mo Goyal Alex McBride Martin Omes (moderator) Cameron Reed Ursula Romero


An in-depth discussion on the critical importance of broadcast technology to reach a huge global audience and help unlock both commercial revenue through brand allegiance between viewers and teams and additional revenue from media broadcast partners.

The essential steps needed to ensure you can deliver the highest production values when creating and sharing live esports content will also be examined, including how connectivity is key!


Monday , October 26, 17:15 - 18:15
Chris Kissack Seb Carmichael-Brown