Company Profile: XP League
Background
XP League is the first and largest youth esports franchise in North America, bridging the gap between traditional youth athletics and competitive esports. Founded in September 2020, the company offers a nine-week seasonal program that includes one practice and one match per week, focusing on teaching resiliency, teamwork, and sportsmanship alongside gaming skills. XP League has rapidly expanded, establishing over 40 franchised locations across the United States and Canada. In April 2022, XP League was acquired by Unleashed Brands, a parent company of youth enrichment franchise brands including Urban Air Adventure Park, The Little Gym, Snapology, Premier Martial Arts, and Class 101.
Key Strategic Focus
XP League's strategic focus centers on providing a structured, coach-led environment that promotes positive behavior, teamwork, and sportsmanship among youth gamers. The company specializes in organizing competitive gaming leagues for elementary, middle, and high school students, utilizing popular games such as Fortnite, Rocket League, and VALORANT. By integrating these values into its programming, XP League aims to foster a positive gaming experience that appeals to both players and parents.
Financials and Funding
Since its inception, XP League has experienced significant growth, expanding to over 40 franchised locations across North America. The acquisition by Unleashed Brands in April 2022 marked a strategic move to leverage the parent company’s resources and expertise in scaling family-focused businesses. This acquisition provides XP League with enhanced support and infrastructure to accelerate its expansion and development.
Pipeline Development
XP League offers a structured nine-week seasonal program, with each season comprising one practice and one match per week. The program is designed to teach resiliency, teamwork, and sportsmanship in addition to gaming skills. The company has expanded its offerings by partnering with professional esports organizations such as DarkZero Esports, providing players with global recognition and mentorship opportunities. Furthermore, XP League has developed a custom coaching certification program in collaboration with Next Level Esports, emphasizing positive reinforcement for school-age players.
Technological Platform and Innovation
XP League employs a custom-tailored curriculum developed in partnership with Aim Lab to teach teamwork, sportsmanship, and positive behavior through gaming. The company’s unique coaching certification program, developed with Next Level Esports, focuses on positive reinforcement and skill-building tools for coaching younger esports players. This program is recognized as the only one of its kind within the gaming industry.
Leadership Team
The company was founded by Jay Melamed, who serves as CEO and Brand President. Under his leadership, XP League has rapidly expanded and forged strategic partnerships with professional esports organizations. Post-acquisition, Michael O. Browning Jr., Founder & CEO of Unleashed Brands, has expressed commitment to advancing XP League’s growth within the esports market.
Market Insights and Competitor Analysis
The youth esports market is experiencing rapid growth with increasing interest from players and parents seeking structured and positive gaming environments. XP League’s emphasis on character building and teamwork positions it strongly within this expanding sector.
Key competitors include GGLeagues and eSports Tower, both offering structured programs for young gamers. XP League differentiates itself through partnerships with professional esports organizations, such as DarkZero Esports, and its distinctive coaching certification program developed in partnership with Next Level Esports.
Strategic Collaborations and Partnerships
- DarkZero Esports: In October 2022, XP League announced DarkZero Esports as its first official pro-team partner. This collaboration provides players with global recognition and mentorship opportunities, aligning XP League with a leading esports organization.
- Next Level Esports: In September 2022, XP League partnered with Next Level Esports to develop an exclusive coaching certification program aimed at delivering positive reinforcement for school-age players. This initiative represents a pioneering effort within the gaming industry.
Operational Insights
XP League’s focus on character building, teamwork, and positive behavior through gaming offers a pronounced competitive advantage. The company’s partnerships with professional esports organizations and unique coaching certification program strengthen its market position. Rapid expansion and recognition as a top new and emerging franchise underscore XP League’s operational success and appeal to players and franchisees alike.
Strategic Opportunities and Future Directions
The company is well-positioned to capitalize on the surging interest in youth esports by continuing to expand its franchise presence across North America. XP League’s focus on positive gaming experiences, character development, and strategic partnerships provides a foundation for ongoing growth and innovation. Its recent inclusion in a leading franchise industry list evidences strong market presence and potential for sustained success.
