The current Chief Content Officer of LCK is Jin Ye-won, a petite woman who “handles everything.” From managing foreign commentators to interviews and matchup statistics between teams, everything must be approved by Jin Ye-won before it reaches the audience.
Many assume that during major tournaments like Worlds or MSI, Ye-won gets a break. But that’s not the case; she remains busy planning for the new season, aiming to make LCK the most attractive arena globally.
It was quite a challenge for Inven Global to secure an interview with Jin Ye-won while the LCK Summer 2020 was buzzing with activity. Let’s see how this petite woman manages her work and responsibilities.
Please introduce yourself and share a bit about your daily work!
I am Jin Ye-won, the International Content Director of LCK. I am responsible for overseeing all globally transmitted content of the tournament, training, and managing foreign casters. Another part of my job is negotiating to broadcast LCK matches outside of Korea, such as in China or France.
Additionally, I am often assigned by Riot Games to supervise content at international tournaments.
When did you start this job?
Is it fate? (Laughs) When I first started, I was preparing to receive my PhD at university. My thesis topic was Esports.
When I saw the job posting, I was a bit doubtful because I didn’t think it was a stable job. I didn’t have much information, but I still tried to send my CV, including all my scores and work experience as a student. Looking back now, I think I made the right decision.
What made you choose to work here?
I had a brief time working as an analyst and planner at NC Soft. I participated in the development of Guild Wars 2 and WildStar. Although that time was short, it helped me understand foreign gamers’ preferences very well.
Personally, I also often explore media. I feel very curious about how it will change in the future.
My major is video content production. With that work experience, I think I am capable of creating impressive content for viewers.
I really enjoy video games, especially MMORPGs. I was once one of the most famous players on the Korean server of Aion, fighting alongside my “brothers” in the guild for many years. After that period, MMORPGs faded, leaving me with only League of Legends.
I have aged, so my rank isn’t very high. I once reached Gold I but have now dropped to Silver. That said, I watch many matches, so my knowledge of League of Legends is quite solid. Now, in my free time, I play Teamfight Tactics and have a Platinum rank (Laughs).
After your time working here, what has been your best product?
I am very proud of the series The Pog State. It was also my first product in the role of Director.
I started working on The Pog State in July last year, focusing on the behind-the-scenes stories of the LCK world.
That series has gone through 9 episodes and hasn’t encountered any technical or content errors. Not only Korean fans but players worldwide also enjoy it.
You assert that you really want to expand LCK’s reach globally. So what is your top priority in your work?
Esports is still evolving, so its direction is sometimes not clearly defined. Personally, I want to help the community develop positively, so the products we offer must be truly polished.
The recording session ended after more than 3 hours, but the usable content was only about an hour. When I looked into the LCK’s follower count, I noticed that there were too many children. Therefore, sometimes our analysis table has to limit strong language and slang.
In the near future, I will try to interact with young fans in a better way than currently.
The COVID-19 pandemic must have significantly impacted the Korean Esports scene. What changes do you think have occurred?
A lot. In the US, they are still broadcasting matches indirectly, and we are doing the same. During this period, we face considerable challenges regarding technology and technique. Although it is undesirable, a large number of viewers will be affected. But I actually think Esports is luckier than traditional sports because tournaments can still take place online.
I have to work much harder. For the fans, we always need to work closely together, so the risk of COVID-19 transmission is very high if we don’t wear masks. But because I wear them for too long, I am currently facing some facial skin issues (Laughs).
Compared to the past, LCK seems to attract fewer viewers worldwide. What do you think is the reason?
The number of viewers is not an issue, in my opinion. LCK is a unique tournament with distinctive features and a rich history. Fans still enjoy the matches at LCK very much.
Sometimes, the number of live viewers also depends on the style of the commentators.
As a fan, how do you see the position of LCK teams?
Quite… bad (Laughs). But we can’t always come in first; you should understand that. Other regions are rising rapidly due to meta shifts, and LCK certainly has the opportunity to rise as well. I have high hopes for this summer tournament.
LCK will transition to a franchised format next year. How do you think this change will affect your current work?
With franchising, everything will become more systematic. Teams will increasingly shift towards the international market, making my work more important. We need to prepare well for that future scenario.
The cultures of Europe and Korea are very different. Does this pose any challenges for you?
They are indeed very different, right? Even the meme systems are different. I am a true gamer, so I know many memes, but I can’t say I understand them all.
If I use European memes, I will have to explain them to Korean audiences and vice versa. This requires significant effort from the entire team.
What do you think are the pros and cons of your current job?
I am fortunate to work with young people who share the same aspirations. They enjoy my ideas, so the working environment is very cheerful. Secondly, this job allows me to meet any famous players I idolize (Laughs).
On the flip side, I have to balance work and daily life. Esports matches are often held late in the day. During that time, I am very busy, making it nearly impossible to meet friends and family. I work almost all week without taking a day off.
Foreign commentators often work well from night until morning. To communicate with them, I naturally have to stay awake during that time.
In this regard, I find my job very similar to that of reporters.
What are your goals?
I want to create great content that excites gamers. I need to understand the audience better.
I am lucky to be working in the right field, engaging with what I love. I want to share my happiness and passion with everyone.
Thank you, Jin Ye-won, for sharing with Inven Global!
Source: Inven Global, translated by Sport5