Michele Maguire is SVP of Business Development at Esports Edge, a 24/7 esports entertainment channel on The Roku Channel. She’s forging the partnerships that bring live tournaments, collegiate championships, and original programming to Connected TV audiences across North America.
Tell us about Esports Edge and your role there.
I focus on establishing strategic partnerships with publishers, tournament organizers, collegiate competitions, and content creators to bring esports to Connected TV audiences throughout North America. Esports Edge is a 24/7 channel on The Roku Channel — live events, professional tournaments, collegiate championships, original programming, interviews, and highlights, all in one place. Our goal is to make esports more discoverable while creating meaningful distribution opportunities for the organizations that make up the esports ecosystem.
What’s the core problem Esports Edge is solving for the industry?
Esports needs a place where fans can turn on their TV and immediately find what they’re looking for — a live competition, a collegiate championship, a match they want to watch again. Streaming platforms like Twitch and Kick built the foundation, but today’s highly produced events also benefit from a programmed, curated experience for audiences increasingly embracing the lean-back television viewing model. We’re passionate about giving organizations of all sizes a larger stage — collegiate programs, emerging organizations, new competitive titles. Live event broadcasting is important because platforms reward it with promotional programs that boost discoverability and create additional value for content owners and their sponsors.
Can you share a recent partnership that captures what Esports Edge is building toward?
Working with CSMG on CECC May Madness was a standout moment. It’s the nation’s largest collegiate esports championship — a three-day live broadcast covering the final events of a competition that started with 96 collegiate teams competing for cash prizes. The esports industry has been clear that growth requires a feeder system similar to how high school and collegiate sports develop professional talent. May Madness showcases that talent on a TV-worthy stage. Beyond CSMG, we partner with Ubisoft, Tencent, GeoGuessr, PGL, Init Esports, and others — all working toward the same goal of expanding live esports reach across North America.
What has ESTA membership meant for Esports Edge?
Joining ESTA was a natural fit for a company focused on expanding esports viewership and accessibility. Even in the short time we’ve been members, we’ve valued the opportunity to engage with industry leaders, exchange ideas, and build relationships across every segment of esports. The association’s emphasis on collaboration and industry growth aligns closely with what we’re working toward every day.
