Esports’ next growth engine isn’t just professional leagues or streaming platforms — it’s higher education.
Across the UK, universities are investing in esports as a structured, competitive and career-building pathway for students. At the centre of this movement is the National Student Esports , which is working to formalise competition, develop talent pipelines and connect student players with real industry opportunities.
In this interview with iSportConnect’s Taruka Srivcastav, the newly appointed MD Tom Dore and former MD Alex Coulson share how university esports participation is surging, why institutions are now backing gaming at a strategic level, and how education, wellbeing, diversity and employability are becoming core pillars of the esports ecosystem.
Tom, you’re stepping into this role at a fascinating time. Esports has accelerated rapidly in recent years. What does leading National Student Esports (NSE) mean to you, and how have you seen student participation grow?
I’ve been working in this space since 2017 and was a teacher for nearly 20 years before that, so education and young people are at the heart of what I do. My role with NSE, alongside my work as Vice President of the British Esports Federation, allows us to create a clear pathway from school-age esports (11–18) into the university space (18–24).
In terms of growth, we see year-on-year increases in participation. Globally, there are around 3 billion gamers, and roughly 700 million identify as being interested in esports. At university level, esports has evolved from being purely student-led into something institutions are now actively supporting.
We’re seeing universities like Loughborough and Bath investing in facilities and performance environments. When leading sports universities start treating esports with the same seriousness as traditional sport, that’s when you see sustained structural growth.
Major sports organizations and clubs now have esports or gaming divisions. Will that trend continue?
Alex: Yes and no. I think the conversation has shifted. Esports itself is part of a much broader gaming culture, which is an even bigger opportunity. The previous “land grab” days of esports are over — now it’s about sustainable business models.
Traditional sports organizations are still interested, especially because gaming connects deeply with youth audiences. But many are now exploring how to be involved in a meaningful, long-term way rather than just launching an esports team for visibility.
We’re also seeing shifts in content consumption. Creative, personality-led gaming content often outperforms traditional esports broadcasts. So the opportunity is as much about culture and lifestyle as it is about elite competition.
Tom, esports also comes with responsibility, especially around young people. How do you ensure a balanced approach?
Safeguarding and wellbeing are absolutely central. I’m a designated safeguarding lead for British Esports & NSE and part of the IOC’s safeguarding technical expert group for the Olympic Esports Games.
Balance and moderation are key. Esports should be one activity among many, not the only thing young people do. At the elite level — just like in traditional sport — dedication can be intense. But for the vast majority, we promote healthy routines: sleep, nutrition, physical activity.
What’s interesting is that professional esports athletes themselves now recognize that physical fitness and wellbeing improve in-game performance — focus, reaction time, decision-making. So the narrative is shifting from “gaming vs. health” to “health supports performance.”
What were some of the challenges during your time leading NSE, especially commercially?
Alex: The key difference with NSE has been our focus on active participation rather than passive viewership numbers. That’s given us a more sustainable foundation.
We also moved beyond simple consumer-facing sponsorships. For example, our partnership with Barclays wasn’t actually about student bank accounts — it was about positioning Barclays as a key banking partner to the wider gaming and esports industry.
Another big area is skills and employability. Our students are highly engaged, often STEM-focused, and very attractive to employers. That creates B2B opportunities where partners can connect with future talent, not just audiences.
Which types of brands are currently supporting NSE?
Tom: We work with brands that naturally resonate with students — food, drink, tech, telecoms, streaming services. But we’re careful. We regularly ask students which brands they want us to work with because authenticity matters.
We also offer partners something unique: direct insight into student communities. Through surveys, focus groups, and campus engagement, we help brands understand how to communicate effectively with this demographic.
Alex: To add, NSE holds valuable first-party data and qualitative insights. Students tell us what matters to them, and we help partners align with that. Our student leaders then act as peer advocates on campus, which makes brand engagement far more authentic.
What about women’s participation and diversity in esports?
Tom: There’s progress, but more to do. Gaming overall includes more women than men when you consider mobile gaming, but esports participation is still male-dominated.
We run women and non-binary tournaments and support broader diversity initiatives through British Esports. Esports has the potential to be more inclusive than traditional sport — it’s less limited by physical differences and can be more accessible for disabled players.
But it’s not a level playing field yet. Inclusion requires constant work, listening, and targeted initiatives.
Alex: When NSE started, participation was around 95% male. Now it’s closer to 70%, so the direction is positive. We’ve also seen strong representation from LGBTQ+ communities, and universities tend to provide welcoming environments that help that inclusivity grow.
Is NSE government-funded, or is it self-sustaining?
Tom: As it stands, esports in the UK does not receive any direct funding from Government. NSE is a commercial organisation and the British Esports Federation is a not-for-profit. However, for both, building sustainable, long term partnerships with brands is critical.
As esports becomes more mainstream — with initiatives like the Esports Nations Cup and the Olympic Esports Games — we expect governments to become more involved over time, just as they did with traditional sport.
Alex: Universities already see the value. Esports supports:
Student recruitment (especially international students)
Student wellbeing
Skills development and employability
Sporting success and campus life
As institutions recognize these benefits, internal investment is growing — which is another step toward long-term sustainability.
Final thoughts?
Tom: Esports is no longer fringe. It’s a structured, educational, and competitive pathway for young people. The key now is responsible growth and sustainability throughstrong, long-term partnerships, making sure the ecosystem supports both performance and wellbeing.
Alex: And from a commercial and strategic perspective, esports works best when it’s seen not just as competition, but as a gateway to youth culture, skills, and future talent.
Alex Coulson is now a Director at Yellow Pelican Partners – a commercial growth and new ventures partner for founders and leadership teams across sport, esports, and beyond.
