“Cities of the world take note”: EA esports heads discuss ALGS’ return to Sapporo

For the second consecutive yr, the Apex Legends world champion shall be topped in Sapporo, Japan.

In truth, the sport’s most vital occasion shall be held within the metropolis for three years in a row, a usually uncommon alternative on this planet of esports. Nonetheless, in keeping with distinguished figures inside EA, the advantages are evident.

On the ALGS 2026 World Championship, Esports Insider Italy spoke to 2 key figures within the ecosystem: Sam Turkbas, Senior Director of Esports at EA, and Monica Dinsmore, Head of Esports at EA.

“The most important purpose we determined to remain in Sapporo for 2 extra years final yr is the partnership with the town authorities, and we’ve been working very intently with them since final yr’s Championship,” stated Dinsmore. 

“Then there’s the fan zone space, which exploded in recognition, and this yr is a good larger expertise with engagement for attendees and extra alternatives for each manufacturers and native companies.”

In response to EA, over 38,000 tickets have been bought for the 12 months 5 ALGS Championship, together with a sold-out Sunday ultimate on the Daiwa Home PREMIST DOME. Furthermore, adding new partners and constructing on the earlier yr’s expertise, fairly than beginning over, have been all the explanation why the crew stayed in Sapporo. 

Turkbas additionally famous: “Our stage is 55 metres throughout, so not a whole lot of venues can match it.”

On the ALGS Championship, Hakis from Alliance and coach Liuq from Shopify Rebellion underlined a significant downside with the connection between Apex Legends’ informal fanbase and the skilled scene.

Each famous that there isn’t a lot concord between the 2 sides of the sport. Each Turkbas and Dinsmore suppose the answer is maintaining the sport’s professional scene as open as potential, highlighting “the Cinderella tales of newcomers that make it massive.” 

Turkbas acknowledged: “Apex has been out for seven years, and a few gamers have been enjoying it for as lengthy. The aspirational nature of the spectacle is a part of all sports activities, and simply because there’s skilled soccer on television you’re not prevented from enjoying with your folks.

“The ALGS is an open competitors; any crew can come collectively at first of the yr for registration and to attempt to get to the Professional League and the Challenger Circuit. If persons are fascinated about attending to this degree, there’s loads of alternative to compete.”

On the organisational facet, all gamers Esports Insider have interviewed on the occasion are hoping for extra help from EA. Initiatives equivalent to partnered skins, or the return of crowdfunding. 

When requested immediately if such initiatives are on EA’s radar,  the corporate’s Head of Esports acknowledged: “They’re all the time on our radar, we’re all the time in search of extra methods to make the ecosystem extra strong and sustainable. 

“We’re introducing extra alternatives for professionals with occasions just like the Esports World Cup, and we’re ensuring our prize swimming pools are significant and filled with alternatives. It’s one thing we’re all the time taking a look at, however there’s nothing concrete we will share presently.”

The final yr was a interval of transformation for the Apex Legends World Collection, and having its Championship location set in stone for the foreseeable seemingly helped the crew present stability. 

“We haven’t run one in all our break up playoffs in a traditional manner since yr 4 now, so we haven’t been capable of apply the learnings from the Championship to one in all our playoff occasions in mainly a season,” Turkbas added.

“We wish to deliver what we discovered again, and we are going to as a result of we at the moment are setting the template for what good companion and fan engagement seems like right here in Sapporo.”

This template will serve each as an inside milestone for EA in addition to a showcase of the financial affect that an esports world championship can accomplish. 

“The factor that made us come again to Sapporo was the partnership with the town, with the venue, with Hokkaido esports organisations, and with the model companions,” stated Dinsmore. 

“This occasion is a very vital showcase for manufacturers, cities and venues to see how impactful an occasion just like the ALGS is to the native economic system, model visibility and entry to a brand new viewers. What we hope is to duplicate all this in different areas and venues, so take notice, manufacturers and cities that wish to activate with ALGS: that’s one thing I’d wish to see replicated world wide.”

The ultimate act of the ALGS 2026 Championship would be the Match Level ultimate that may happen tomorrow, beginning at 12AM JST (4AM BST). Followers can watch the very best 20 groups on this planet on Apex Legends’ esports Twitch and YouTube channels.