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Description of the video:Our next session, which isone that Brad McCoy is goingto lead the panel discussion for us.And this is to talk aboute-sports and the creation ofan EA Sports working groupamongst the eye like community.So I know the number of our schools havee-sports teams now, any sports programs.And so yes, something that Ididn't ever imagined wouldbe a real real thing is,is certainly a real thing.And I'm a very competitive program.Months the university.So we're excited to be ableto host this conversation today,said Brad, I'm going to hand it off to you.Thanks, Maryann. I wantedto say hello to everyone.If you recall, last yearif you attended this meeting,we kind of have a presentation on e-sports,But that was perspectivewas based off of a regional network and howthey connect and how they participatewith their universities on,on their e-sports program.This year. I thoughtit might have been more interestingwhy solicited volunteers and graciously gottwo volunteers to join ustoday to talk about How,how, how would it actually is workingon their campus and how didthey work curriculumbased with e-sport that andalso the e-sports program in general.And the two gentlemen though, havespeak in today'sleave what far Quora of Butler University.He is an associate professor there.And then also Dan Marino about ball state.He is the Director of e-sports.And so I just thoughtthe best way to do is ask them to givea brief introduction of themselvesand how it is they got wereworked on these works forthe background oftheir program at their school,in the background of themselves on e-sports.And if Dan, when you don't mind, go.Thanks Brett. So my name is Dan Marino.I am of no relationto the dolphins quarterback.But I always do savedjust as many Super Bowl ranks.My entry into e-sports,I've been a lifelong gamer,but I guess my official entry startedabout four years ago,five years ago, I was studyingclassical archaeologyand ancient Greek and Latin.I was doing some post grad workand I was only thinking about six creditsthat semester in Overwatch had just come outand all of my friends wereway better than I was.So I had to be better than them.So I got better than them,ended up in about the top 5% of the game.From there, I transitionedto individual coaching,freelance coaching, team coaching.And then I started my own organizationwhere we trained coaches,we train youth sports broadcastersand e-sports administrators to learn,gain that experience so that theycould go off and get jobs right now,e-sports is in a weird spacewhere it's so new andeverybody wants to get in,but it's very hard to getexperienced or that you can enter the field.So our organization started offwith 50 people in an 18months, was over 3000.I did that for two years beforeI went off to my first school,or the College of Saint Rosein upstate New York,where I built the program thereand coach the teams.And then in November of 2020,I came out here to BallState to do the same thing,but on a much larger scale.So we launched our program here atBall State last semester,kind of as a soft launch.We imported our club teamsthat have been operatingfor about four years.We have about 700 members inour club right now we took our club teams,made them the varsity teams,and competed inbasically the mac conference for e-sports.And then openedour three thirty sixhundred square foot facility in April.We didn't really get to use it becauseclasses weredone within the next three weeks.But now here we are in the fall,I have about 40 students competing.We have another 35 in our production program.And then I have a volunteer coaches,social media team, team managers.And we also introduced thissemester our e-sports production curriculum.So we have just under 20 studentsstudying e-sports production.It's not an official sister program,but there's a lot of influence fromour sports Link program.And Alex Karp men and Chris Taylor who runthat program to kindof usher in sort of a new waveof production training and credentials.Our facility on campus hasa full production sweet andstudio in the backwhere students can get hands-on,hands-on experience in that way.So we're really trying to be both talland wide and how we approach e-sports.And really from a holistic standpoint,Obviously we want teams competing,but we want to introduceother opportunities for our students.Yeah.Yeah. Thanks for the opportunity to talk.My name is leaf arc or I'm the Director ofthe School of Journalism and creative media,Butler University, associate professor.I teach mostly in sports media.And sort of from that,that was kinda my first connectionwith e-sports issome other sports media faculty membersreally had a passion for it.In 2017, we gotE-sports Club up and running in.It took off, as youmight imagine, like gangbusters.From there, it really launched intoa larger Butler initiative in e-sports.As Dan rightly mentioned,everybody is trying tosort of find their way in this,know that it's taking off and big.And so Butler wasreally wanting to wrap its arms around this.And that's really where they form kindof a three-prong approach,competition, curriculum and community.That's really kind of our drivingforce at Butler.On certainly the competitive side,it's easiest to understand.We have two varsity teamsthat compete in the Big East,and then boatloads of club,club e-sports teams thatcan compete on a number of titles,in a number of leaks.On the curricular side thatreally I also operate asthe academic lead for e-sportsfor on Butler's campus.So that really took shape in 20th, 2020,2021 when we've initiatedour e-sports communication minor,which is really a mix of communication,business, production,promotions kinds of things.I can talk more aboutsort of that developmentand what went into thatprocess here in a little while.And then our next biggest news isover the summer and inthe official launch of leaves fall 22,Butler e-sports park, where we'll havean enormous competition arena,production facility lounge.Pretty excited about thatand all the directions we can go.So yeah, Director ofthe School of Journalismacademically for e-sports andI'm the advisor to the e-sports club oncampus here.Yeah, I appreciate that.Li Li I'm going to stick with you.Button for both EBS.Yeah. I'm also kinda curious.Who was a key stakeholder at your school?Was it was it obviously you bothhad Club clubs for e-sports already,but once a year, the communication,the evenness or the support areaor was it the clubthemselves wanted to go in,you know, who was the main stakeholdersand how big make programsbuild out East agent can obviouslynot a big financial commitment.Yeah, so there's a number of forces at play.So I would say the initial sortof movement of e-sports onthe campus was student-led.And there was a faculty member inthe sports media program that wasreally passionate about it as well.So they sort of gravitate around him.He taught a class on it,just kind of a,a one-off elective type of class.A lot of energy there.The students wanted to form a club already.So he was sort of a naturalselection for the advisor.And that's really kind of the start pointfor e-sports at Butler,which I think is the right way to do it.There's a student interests first.And that sort of drivesother decision-makers once that took offand was really taking offin the administration kind of cell,the direction that e-sports was going,then there is championsin a number of directions.So we had our, our clubsports side with a faculty member.We had on the administrative side,one of the VPs ofnew programming kinda took the lead on that.And then we hired a director ofe-sports to sort of take the lead onthe formalized big yeast relationshipor the biggest competition,as well as drivingbeing the driving force behind the facility.So there's again, theadministrative there's a faculty and thenthere's a Director of e-sports thatwere kind of the three prongsdriving e-sports at Butler band.Similarly, you your key stakeholders.So just like whathappened at Butler e-sports kindof group from from the student body up andso up into the administration.For a number of years. We hada student run e-sports club.Like I mentioned, it started,I'm sure, very small,but now it's one of our largest student clubson campus, about 700 members.And then sort of withinthe last three years whencollege sports reallystarted to kinda take hold.The administration wanting to be justlike every other school on the cutting edgeof new areas that theycan introduced to their student bodies.Our dean and CCM page turnertook on, I guess,the lead role of helping todevelop and put forwardthe designs for our facility andwhat the space would look like andkind of the general scope.This was before I came on.I came on once they had decided that, yes,we're going to have e-sports on campusand we are going toopen a space and we aregoing to have varsity teams,but also sort of productus into this directionwas the Mac andits creation of e-sports conference.The only way that they were going togo through with creatingthe conference was if they could getall 12 member schools toalso formulate their own programs.So I don't want to call that a pressure,but with that pressure and the student body.Pushing for it andthe desire to be on the cutting edge,it just sort of snowballed from there.I believe that for our first grant waswritten in June of 2020, and I started here.I moved out here in October of 2020.So we've been very quickly from conceptionto two reality. Group.One of the things I'm also curious about is,is I'm going to go intothe academic side because mostly you guysoffer minor or action or,or, um, bachelor's ine-sports communication to you.And so I'm also curious are very interesting.I've seen videos offat Ball State since they had their product,had their e-sports arena,they show the bat,would say wrong with theback end equipment wordfor production in that,which is very interesting.So I'm curious how involved arestudents that are in the curriculumthem into the production,or is act is more kind of likea club level of interests in anyonecan do that last thing with you, Dan.So with our production,there is the academic portionand I guess that we'vejust under 20 students enrolled.There. Only about halfof them are actually activelyworking with the varsity teamsto do our production.So right now we do full-scale productionfor all of our conferencevarsity matches within the Mac.And we have about 35 studentshelping out sort ofas an extra curricular right now.So with about eight of thembeing in that e-sports production class,the goal long-term is to have it be a balanceof hands-on experience forthose in in the curriculum track,and also offer it asa extra curricular forstudents that want to be involved.What's awesome about e-sportsis There's no limiton the competition that you can get involvedand there's no limit onhow many teams you can create.There's, there really are, there are rules,but there are no ruleswith what you can do with these sports.So you can create a lotof opportunity for a lot of students,even if they aren't necessarily inthat, that academic program.To gain that experience,we're actually seeing a lot of students startto think about switching majorsand really lean into e-sports production,more heavily coming from other backgrounds.So I have a lot of students inliberal arts and a lot ofstudents in stem fields havea lot of students inbusiness that are really starting tothink about transitioning into,into e-sports focus.Okay. Before I move Yuli,I think wasn't the a followupfor that is in production.Incoming students will watch live production,whereas the production go wherever they want.Where are the placesI'm going to do somethingwatching online, I'd say, Yeah.So right now we are two promptsin our live events are productions.First three stream out to twitch.We do have the ability to stream that'smultiple platforms fromthe equipment that we have.But twitches the, the numberone site for e-sports content.So we stream out thereand we typically will getabout 500 fewer unique viewers on our lives.And then we do between depending on the game,The match up, AVI cell,those competing factors.I will have between 30 and 50 peoplecome out for the actual live event in person.You call everything I athlete.I just I mean,a lot of the answers will be prettysimilar in terms ofthe production side of it are minor.It launched for the courses being offered,referred for the first timewill be this fall.So we are less thanthe curricular side yet interms of the productions that would bemore on the competition,the varsity in the club members andthe butler athletics incharge of the the backend production items.We'll get into it on the curricular sidein training students as part of the minor,the spring and then when the facilityrolls out in fall 22,that's when we'll really dive in.In terms of the crossover betweenthe club in the curriculum.There's obviously a lot of interests fromclub members in the minor.Naturally, of course, if you're in the minor,you're you're you're most likelyinterested in joining the club.I'm trying to think of other, our output,obviously primary outlet twitch,building out our own Butler plus as a,as a potential outlet down the road as well.But twitches certainly, number one,trying to think if there areany other questions embedded in there.I'll pause for now and we cancircle back to anything we need to.Okay. Yeah, that's fine.Then.I guess both again, but Dan,I think I lookedonline and I saw, like I said,of your schedule, shewouldn't the butler as well.And it looks like you pretty much meal play.There's a kind of a each semesteris its own season.But also it lookslike when I try to look at your schedule,you play exclusively people fromthe e-sports collegiateof the mac conference.Please, or is there any opportunity foryou to just play matches oris only term is when you would beexposed to other schools.Oh, yeah, so the answer is yes.It is a little bit more complicated.Because our primary focusis the ESC, the Mac.Just because that's whatwe pledge to be a part of.So those are also the titles that we promote.The heaviest or thosematchups are the ones thatwe promote the heaviest and the onesthat we do the production for.And those are it is a split season.So fall we do Rocket League environment.And then in the spring wedo Overwatch and League of Legends.It doesn't mean that whenthose teams are not competing in the Mac,they aren't competingin additional conferencesand ornaments against otherschools not in the Mac.It just means that with as being inour first full semester of doing this,we want to make sure we get it right.We don't bite off more than we can chew,especially when it comes to production.So right now weare primarily just putting the,the wind in our sales for the ESC matches,but we are also competingin other conferences and tournamentswere actually next week we're going upfor a LAN eventup in South Bend as part of a,it's a one-off weekend tournament.Think butler is actuallygoing to be there as well.So we do we do do those things we just,you know, with with how we're starting out.We just want to make sure thatwe hit everything wecan for the Mac and then learn howwe want to grow that from there.Okay, yeah.Reveal me to piggyback on that.It is a little bit of a controlled chaos,wanting to sort ofempower the students togo in as many directions asthey can while alsotrying to control it a little bit so wedon't overextend ourselves or over-promise.So if you would look atif that looks at the butler calendar,you'll see a lot of the biggies play asfocus with an electronic game Confederation,but certainly all of our club competitionthrough Nace and ECCE CLS,all the other sort of season operators.They're all a part of it. And then as far aslike one-offs, dam is right,there are certainly opportunities wehave like the battle for Indiana,this upcoming one that Dan mentioned.And in any number of sortof kind of weekend tournamentsrather than ongoing regularseason type of play.Okay. Yeah. Got it. Just kinda curious.Like during my research priorto having this presentation, we nerds,I think just from looking at websites,there's like 25 schoolsthat have some sort ofIndiana schools that havesome sort of e-sports program.I was curious if you guysmeal in the state of Indianacommunicatedor are played against each other,it sounds like you have a term this weekend,so that's that's that'svery interesting to me.One of the things, There's afew in a chat prism,few questions I've popped up and Ithought maybe we try to address those.It's one of one of the questions.Neither will either of you can take it.One of the questions was,what legal or tax issues have you run intowith these sports team when he prizemoney at major tournaments?That could be either one, I guess.I'll let Dan do this one.This one is more on the competitive side.I stick them mostly curricular elements.The Big East andour athletics would dealwith legal and tax and all that stuff.So we both, Iguess fortunately and more unfortunately,have not been put ina position where we're on a cash prize.But I do know that for collegiate events,typically prize pools arepaid out in the form ofscholarship dollars that go backto the students for their school expenses.I'm not sure what the legal arethe tax implications are when it'sa scholarship award versusjust a strictly a cash payout.Typically though, Institutethe rare situationswhen it is a cash out.Because of where e-sports issort of in the intercollegiateathletics sphere.I'm for my playerskeeping the money that they win.Of course, obviously subject to any taxesand fees that have to comeout of that just from a legal standpoint.But we have not been yet ina position where we've had to address that.But typically more often than not,it's scholarship dollars and whateverthe the avenue for a studentreceiving any kind of scholarship I wouldimagine would apply to two winnings.Okay. Another question is,it's a bigger one,but it was kind of going around.Hopefully.Hopefully you guys have some interests,your knowledge and Tomto him from Ivy Tech as well,what kind of retention metricsare you collecting determiningthe e-sports program is havingan impact on student retention.Not just in the program,by retaining students interestedin being affiliated with a university,that e-sports team that theywant to support has fans?Yeah. Yeah. One thing sounds like you,Danny staff 7000 peoplein that club. That's interesting.And it's not some, some sort of,not really a metric, but a good number.But how do you think you guys are too new tosee that people aregoing for the e-sports yet.Or we absolutely have students thathave come specifically for e-sports,both on the competitive end,the broadcast and, and that as you mentioned,just to be sort of in that ecosystem,we might be a bit too early.Really understand itsinfluence over our attention.I do know that there are other studies outthere and other, I guess,data that's been collected that show thereis a positive impact towardskeeping students on campus andalso motivating studentsto complete their degrees,especially ones that havean interest in e-sports.So I think we mightbe a separately too early to,to gauge their attention.But certainly with the recruitmentand enrollment of students,there's a very large interests.Yeah, that echo that.I mean, the easiest ones are to lookat how many minors you haveand how many students are coming toparticipate on the teams.Retention, one is a little bit messier,are our student affairs andstudent engagement folks probablyhave a better handle on that.In terms of ifstudents are able to identify witha club or with a community oncampus, retention is increase.Those types of things have beenshown over and over again.So if they really buy in andfind peers on campus,that does nothing but help retentionefforts across the university.So it isn't necessarily even ifyou're in an e-sports club or any club,or if it's just part of our community pillarof hosting eventswere all Butler students to attendeither as fans or participate in gaming.Again, those types of social things,making connections with friends,connections with faculty members.Those meaningful connections arethe ones that are boosting retention efforts.I appreciate you taking timeto answer that question.I think for a lot of schoolsthat are looking to get into this,that is the primary traditional driverof what any college does with any program,is how is this going to affectstudent retention or students success?And what I've seen anda lot of EA Sports Programs,I'm pretty familiar with e-sports.It, It's grading concept,but it's hard to sell peopleon that concept of love.And I think there's a lot ofhard data that's missing from this,this adventure that we'reall trying to go on itto help sell this in some ways to folks.And that's, that's whatour leadership really focuses.I think that's what a lot ofour leadership focuses on.How does this affect student retention?How is this going to benefit the university?With traditional sports had beenaround for a very long time.Those are, those aresomewhat easy gauge because you knowhow many fans you're filling up atthe football stadium orhow many fans are coming in?How much income that's generating revenue.I think from e-sports ofthe conversation hastraditionally started out,at least at our institution,about how would something likethis affect student retentionand until we canstart getting some ofthat information either anecdotally orin hard format from some ofthe other institutions that arecurrently have these programs.I think that's going to continue to tomake this a harder conversationto have in the future.But so I would justkind of encouraged if there'sways you guys can share your successin data format withhow this affects student retention,anybody who has a program,I think that's just going to helpfurther this whole e-sports industryas a whole at the collegiate level.My, my advice, my opinion,which I think we start gettingsome hard data out of this tomake this more availableto more institutions.A couple of thoughts come to mind as you're,as you're talking, talkingthrough your considerations.One, as we were developingthis on the curricular side,there is sort of an ongoing conversation ofwould just be better to launch as amajor or a minor.A minor obviously has muchless investment in it.Less, fewer faculty lines.Things like that can,can work somewhat withour current faculty andadding a handful of courses ratherthan a full-fledged 45 credit minor.So that was parta part of the conversation there.And then is thatminor bringing in new students?Are is it students that were already atButler that just like the minor or what?The minor.So that's really the questionyet to be answered.The other prong of it that it has beenan ongoing discussion is the new facilityand the push for the new facilityby sort of the championson campus that I mentioned earlier.The schematic or the design of it.I think in the illustrations of it,it's going to be a gorgeous facility.And I think that will yield benefits.In terms of recruitment.It'll be a social space,kind of a culture type of spacethat I think willyield benefits and retention.But I do think there needs to bebetter metrics with that.One other element with the withthe new facility that help sell it,so to speak, to the higher ups wasbuilding into its spacesfor the curricular side.So there's a production facility within itso that it ties directly to courses,but then also building,building within it, spaces forcommunity partners to actuallybe housed within the facility as well.So revenue fromthat money obviously talks very,very loudly on campus.Okay. Thanks. I haveit's Kirby a leading question.You guys please be honest.Prior to meeting me reaching out and you guysget contacted byyour internal networking sources.Have you ever heard of I likefor no good reason why I say that.The reason why I say thatis obviously we partner your partner,you can't be your primary IPSP.And thatdoes one of the reason why we're havingthis conversation or primary conversation up,It's like we'd love to be able to help, help.I had we have no idea butbecome a competitive edgefor our schools in and things of that nature.And one of the things our goal afterthis meeting is tocreate some sort ofan e-sports working group.It is for the other universities,the state of Indiana course.We pretty much to dealwith the networking groups,but we really want to get,you know, like we said,involved into the more schools,just even it is not a listservsand say, Hey man,we've been, you'll noticein Riot Games been lagging.It might be something that we can kindof do a researchon or there might be opportunities.I don't know, I don't know,but financially or things of that nature,but we might be able to appearwith different patients.They got great example,stated that the mat conferencegoes through a five-stage.There are other regional networks,just like us in those other states.And maybe there's some sort of a,you know, networking peer easily.We can help get offthe Internet League and we could connectnetworks together and not have toutilize Internet was like,you know, I, you know,I'm a I'm a newb or whatever itmight help help with that kill shot.I have no idea. And andthe butler you guys up there,you got to comprise of like11 states right now for your conference.And it's the same thing.If there's some sort of peer communicationthem were able to help with you.Of course, we don't we don't know this.And so I'm hoping to send out a wheel.What we're openness and working groupemail out fairly soon.And this agenda, we go LRand that we have maybe an,a communication of our, of,of the highlight team,networking staff from your schools.And then hopefully for peoplefor curriculum developmentinto the academic side andthen also the e-sports program.And you could maybe collectively,we could lift all boats together.That's well, so I reallyappreciate both income and speaking today.And before we go that one,One other question was really interesting,is it kinda goes hereand it can kind of go hand in handwhen you got to build out your your networksof my assumption is that you'reworking with networking group because Iremember when I was at workout the member institution,we didn't set up we set up the,the even the club level program ondifferent switches so thatthey don't, they didn't work on it.Typically the same network asthe secretaries in the ad office, you know.So and so hopefullyyou have that ability to evolvetogether and I'll look forwardto hopefully talking to YouTubelater aboutother opportunities or influences inthe e-sports room for the state ofIndiana as well as for your schools.And if there's any other questions,anyone please bring up.If you guys have any conclusions, feel free.Now this is great. Epi to be apart,happy to talk to everyone.Excited about the direction thate-sports is going ingeneral in the state of Indiana.I think we have a number ofprograms that are sort ofelevating it and happy tosee from my standpoint,the curricular sides we're buildingin skill sets as well.So there's the passion andenergy for gaming, which is awesome.It's really fun, makes it good culture.But then also if we can train them up inskills and communication,production, business marketing.All the benefit from that too.Yeah, likewise, this hasbeen an absolute pleasure.I do think we'restill even though there's alot of talk and he sports,I think we're still really atthe beginning, the tip of the iceberg.I think that there's so much potential,not only with the competition,the production, the curriculum, the club.There's just, there's so many layersto it and I think we're reallyget to see where it takes us.So I think it's a really exciting time.Once again, thank you.You're muted, Maria. Let's see.My hands move my mouthand I hear what I'm saying.Yeah. I wanted to thank youfor putting together this panel.I think Dan Li both providedsome great information to us and,and I think it'san exciting topic andI hope that we can get theworking group up and running.I noticed in the chat we've gotthree or four members that haveEA Sports Programs goingat their schools right now.I think the working group isa great way for us to share informationamongst each other andhopefully spur even more interests.So Brad, Thank you somuch for pulling this together for us.
Description of the video:Really excited about our next presentation.So we have heard from many ofyou for a long time now that sucks.Services were important to your campuses.And could I like, do anythingto help with that?And so I am really excited.I think I've announced this onseveral several different venues,but certainly want to makea formal announcement today that we haveentered into a three year partnershipwith the AMI sac,which is based out of Indiana University,to provide such services to the Indiana gig,pop and I light members.And as a part of that,we also have worked with them to come up witha shared security engineerthat we'll be working with eachof your campuses as the needs arise.So this afternoon,we've got a few members of the album,a soft along with Tom Johnson,our CTO for highlight and network architect,to talk about the omics,our services,and how that's going towork with our membership.So I want to introduceTom Johnson, as I mentioned,CPO for eye light and the Indiana gig a pulp.In addition to time,this afternoon, we're going to have CJ flute,who is the security platformengineering team lead for the army,saw Scott or whowas a SOC operations manager.Susan sons, who's the Deputy Directorfor the research sock,which is the arm is going to be Revit inthe shared security engineer support for us.And bomb been well choosy,Executive Director of the Army sock.And I'm going to hand it off to this group ofmeasure is going to kick it off,but perhaps bond.I'm sure you guys figure that out.Thanks, Maryann.I'm gonna talk just for a couple of minutes.And I think you covered manana,things that I was goingto touch on, so thank you.There's there's Maryann mentioned,there's several of usthat are going to present on this todayand certainly the folks from omic sockhave more of the meatof the conversation that I do.So I just want to kind of reiterate,like Maryanne said, mentioned,that this is a collaboration betweenthe networks and the on the SOCas opposed to an individual campus.We want to serveall the members has, has needed.It is a three-year project.As she mentioned, we want todevelop andrefine a set of technical professionals,cybersecurity services to the,to the networks and to the members.I do think that the onlyother comment that I had as I dothink that there will be some movementas as far asthe services that are provided andhow that's going to work out.There's a lot to do for a lot of members,as you can imagine,i'd, I dig a pop ring48 fuss members to the table.And so there's a lot ofcoordination that's kinda have to take place.And so I think that's going tobe a learning experience forall of us and how we process those requests.And you get information to you.So I won't take any more time.There are people here and I need to speak,so I would just want to introduce fond.Well, she is the Associate Vice Presidentfor Information Security new university.Any executive director of the on the SOC.The last thing I'll say isI'm going to run the slides.So just when you're ready to submit,go to the next slide,just let me know. Thank you.Yeah, Thank you, Tom, and thank you, Mary,for that introduction and thank you all for,for giving us this chance today to,to chat with you about the collaboration.We're going to be relatively brief andthen hopefully give a good chancefor some Q and a and follow-up.And Tom, even you can go ahead on tothe next slide, please.So just for context,I expect many ofyou are already familiar withthe security operation center or SOC.And I'll just speak brieflywhy this is something that wasof interest to Indiana Universityand a number of others.And that's really because the way the,the cybercrime landscape has changedover the past few years with things such asransomware that have really unfortunatelymade a number of organizations,including higher ed andhospitals and even K through 12 schools.That didn't used to be prime victims,cyber criminals because of our lack ofreadily fungiblefinancial assets they could steal,unfortunately, into something that's,that's in, in the scopeof the modern cyber criminals.So this has been a waythat a number of us have been lookingto upper or cybersecurity game, so to speak.And go ahead next time.And so about three years ago,Indiana University in collaborationwith four partners across the Big Ten,pool the resources together toestablish the, the Omni sock.And the goals around that word to be ableto leverage the global NOC hereat Indiana University to providea seven by 24capable cybersecurity operation centerthat was capable of monitoringand also providing,depending upon the time of day,a tier one or higher level typeresponse to cyber security incidents.So it was a collaboration,as Maryann mentioned.It is located here atIndiana University As andback part of Indiana University.So all of the Omni sock staff are IU staff.We leverage the IU data centers.We leverage the twoplus decades of experience fromIndiana University'sinformation security team as wellas other administrative functionshere from Indiana University.And over the past three yearswe've built it up into a,a solid production service across those,those big ten members.One of the things I learnedvery quickly when I assumethe executive director positionabout a year ago,is half of the job ofrunning a sock like this is data management.And you can see some of the numbers there.But one of the things that we do to,to keep the analystsfed with their visibility is we consumeover seven terabytes of data a day and managethat data and make itavailable to the analyst team.We have since that,that start three years ago,open that up pastthe original Big Ten founding members,as I'll mention in a second,now have several other types of memberships,including now this, this collaborationwe're super excited aboutwith the regional network.And just a peek underneath the hood,CJ, we'll talk a little bit more later.We do have elastic.We use the Elastic Stack as our,as our siem and they're a keytechnology partner that wecollaborate with frequently. Next time.So I just promised youa glimpse into our membership hereand we're proud of howthe the Omni SOC has grown.You can see with the Big Ten partners on the,on your left there we've now recently addedCase Western Reserve University andin Santa Clara Universityearlier in the year.So we are now getting experienceworking with a variety,a different size schools.And you can also see now this will bethe second regional networkthat we've engaged with.The southern crossroads beinga very small collaborationthere around their datatransfer nodes in science, DMZ.And then we were also givenaward by the National Science Foundation.So we provide securities to some security,some of their major research facility,including the three you see there,and with a couple more inprocess of coming on.So we're now getting a good variety ofinstitutions under our beltin terms of our experience.Next, Tom.So just talking a little bit aboutwhat is it we do for you?And so the first isthe seven by 24 monitoring.Bringing in the data.We've got staff here,sets of analysts that are lookingat that going throughand and filtering for security events.And we really look to leveragethe global NOC and really are ableto do this ina fairly efficient way because of that,we also bring in threat intelligence.So this is informationparticular for the higher atcommunity what sorts of attacks are seeing.And we have a partnership here with the,the Research and Education Isaac,Isaac that's also located here on IU.So we have got that thatlatest threat intelligence coming across.Plus we have the advantage.If we see an incident at one member.We can then quickly turn around andlook across all of our membership on that.So we have that own,their own value of having that.The multiple membership there aregiving us broader perspective.The other thing that we dothat has emerged over the years isbecause we have knowledge ofour our clients network logsand know something about their network.What we have found is when members haveincidents or even whenthey're doing just investigations.The Omni SOC team can sort of quickly pivotand help them with that.So an example of that,we had a member last year,I believe it was their their Hospital,which is right rightnext to their campus, had gotten.I had gotten attackedand hacked and they wereworried it was spillingover into their campus.And so they were goingthrough all their logs,looking for signs of that.We were able to join them veryquickly in that particular activity,adding to their local workforceessentially by extension.Unfortunately, in that case,we were able to help them determine,know that attack had not spilled over.And of course, inall this threat intelligence,we're keeping up todate with the latest indicators ofcompromise on ransomware andother forms of attack.And then as we like to put it,we are members ofthe higher education community.We understand what it meansto be in higher ed,to have a more open, collaborative campus.And so we can adapt to and,and provide value that'sparticular to members of higher ed.So next slide, please, Tom.I'm not going to go into this,this slide into detail,but you can see a little bit ofwhat Maryanne talked about here.In addition to sort of the,the bits and bytes on the wire,we recognize the need to provide a lot ofsort of human capital type of services.And we do this in collaboration withthe Indiana University Centerfor Applied Cybersecurity Research,which has these sortsof cybersecurity professionals available.And so for this particular collaboration,we've drawn upon some ofthe virtual security engineer servicesthere so that when we deliver alerts,we've got that expertise off.So standing by to help highlight members,respond to and understandwhat those alerts mean.So you've gone to the next slide,com and sort of how work.And go ahead onto the next one.I'll just cover this quickly and thenI'll turn things over to,uh, to CJ to do a deeper dive.We've been working with Maryand Tom and the keen to work out our,our course here over the next few months.The first thing that we're goingto do is providethe the existing d dot services thatright now come from aflex our service that they have.Since we're going to have that data,we can provide that cost-sharing.And then we're going to beworking do to furtheringest the data fromthe giga pop and the ILA,start connecting our analysts.I'll gloss through this and then connectingtickets and perform some remediation.So just a very high level overview here.So first we're going to befocusing on the DDos.We're going to start doing some outreach toyou and then working on these services.So with that, I'm going to turnthe virtual stage over here to,to CJ include who is the manager ofthe platform engineering andalso the the Omni Sachs,chief information security officer.So CJ, the floor is yours.Next time.Yeah.Before we get into that,a little bit of a deeper dive on the way toinfrastructural reps here,I'll just say that.Yeah, I mean, I, my team are responsiblefor is keepingall this infrastructure running,solving that data management problemthat that bond was talking about,and providing all the tooling necessary to todive into this data and find security issues.And before I did this,I spent many years asa systems engineer for the global,not working for loop Fowler.And I think way back when Iwas hired in 2009,I do believe thatvery first project I ever workedon was performancemeasuring on the eye light network.So I have, I've been around thisthis stuff for quite awhileand may have run into some ofthe other member meetings or events.Time you go to the next slide, please.In this little diagram,here is the main BAMI'm going to talk through,which is sort of a basic schematic,a power infrastructure works andhow it's going to work in this specific case.So the first thing we need to do iswhat data sources can we look at?And there are two sort of clear oneswe're going to have access to,which is the NetFlow records thatcome directly off the giga pop and highlight routers.And the DNS querylogs out the highlight DNS servers.And I know that not everybody on hereuses the eye light DNS resolvers,but there are some who doand getting access tothat additional signals helpful to us.So we're gonna go ahead andconsume that as well thoughthe net flow off the routers is going to bethe primary datasource addressed interested in.And we're going to collect thesea couple of different ways.So the routers will exportNetFlow to have a tool called file beat,which is basicallya little collect log collectorthat also collect NetFlow binary logs.That's from our elastic, our vendor.And then for DNS,we're going to get a DNS tap feedoff the DNS servers.Just sort of a binary format of DNS logs.Receive that with the tapor similar receiver.And then we take all that data andwe're going to insert it intoa Kafka cluster that is going tosort of live on the giga pop network itself.And the purpose of that Kafka clusteris to provide a buffer,sort of a storage buffer forall the data that we collect in,in case there's some sort ofwhan outage or separationbetween the giga pop networkitself and the Omni sac network.We have that data queued up for accesslater once thatnetwork separation is restored.And also that Kafka queue,which is it's basically sort ofa distributed queuing systemthat runs very fast on modest hardware.And we'll be able to providethis data to other needs.Alphabet same Kafka cluster.So anyone who needs toaccess that data and the global NOC,for example, could pull it off ofthere for other purposes.Well, we're going to addsome sort of IPSec tunnel,most likely connectingthe two networks together,protecting the security ofall this data in transit between us.And once that data leaves Kafka,it hits Log Stash instanceshosted on the AMI sock network,which is basically onthe IU network, any IU data center.And the watch dash instancesactually pull that data outof Kafka and they do a bunch ofproduct processing to it launched ashes,sort of an ETL pipeline piece ofsoftware that doesdata manipulation, input, output.And so it'll pullthe data from Kafka cluster,normalize that data to sort ofa standardized format thatwe do with all the data we collect.And we do this because our security engineersare looking at data fromlots of different sources,including completely other different members.And if we normalize everything deservedthe same type of data scheme.Let some reference across that data sothey see something suspicious onone member has been talked about earlier.They can go look for another member easily.We that augment that datawith additional information.So we have sort of these NetFlow records,but we can look up thingslike yeogiyo IP information.We can look up the ASA into the mat block.We can look at domains.Domains correlate with those IP addresses.And we can match against sources ofthreat intelligence like the datawe get permanent ice ax.So if someone's talkingto an IEP that is known tobe a host ofsome sort of malware command and control.We can flag that rightaway and all that data.Once it's processed, it getsput into Elastic Search,which is a big distributeddatabase sort of slash search engine.And we then havedashboards to access that data.We can do automated monitoringoff of that data and create alertsand create tickets for Scots team who,who will be talking here shortlyto actually diveinto and find out where the problems are,what's going on that might be suspicious.Tom, could you go to the next slide, please?And so here is where I will turn it over toScott or who is the AMIsock sock operations manager?He leads our team ofsecurity engineers who nowthat we've collected all this dataand we've made it available.We need real security expertsto go through and look for problems,and that's what his teamdoes on a day-to-day basis.And you see j. So yeah, As mentioned,my team of engineers were the ones whoare the big users ofall this data that was collected.And you look at it.And primarily we're trying toidentify if there has beena possible malicious activityand research to the best of our ability.Now we do we do it a couple different ways.We have a lot of what we callday-to-day sort of hunting.There's a lot of what our security analystsfocused on and in some cases,we have automated detectionsthat kind of helped along with that process.As Bob mentioned earlier,one of the things that we're going to dowith your data islip for thedistributed denial-of-service attacks,much like you were already getting today.So we have IBM were,so we'll go into it will trigger withthose sort of OTincidents would have come up there.We see that kind of volume of traffic.Beyond that, what we alsodo is create Ahmed detections.We'll look for threat indicatorsthat we have well established.If we see these things, they are bad.Those could be IP addresses.They can be different ports.You're going to justdepends on what we have and we kind oflook at that andthey've things that have proven tobe malicious in the pastthat we kind of trigger on.In addition, once or if we're goingto provide you with isthat we partner withsome other organizations that havea lot of honeypots out theresystems that should never be touched.But they are, it's usuallybecause of malicious activity.And what things that we get fromthese partners are block list from them.So these are a list of IP addresses thatfolks have tried to reachout to these honeypots toexploit them. We get that list.And so one thing we want to do withthat list is lookat that list every time we getan update and seeif any of our members are in there becausethey are chances are something wishes hashappened onto that machineat a particular member network like yours.And those machines are nowreaching out and perhapsyou additional malicious activity.Beyond that, our animals arestarted actually looking at those data,those,those dashboards that CJjust mentioned that will create a kind ofhelp us parse through all this data and topivot from one data source to another.AndWe try and do on a daily basisis what we'll first do is let through.And he previously verifiedindicators of compromise,not only from things that we'veseen in your environments,but across any of the AMI sock member.So if we've identified certain identifiersevery bushel reported forIndiana University as an example.We will then utilizethat to kind of searchacross all other members.In fact, every time we send a ticket across,the last part ofthat task is thento take those same IOCs particularwe've just reported and lookacross the entire membership tosee if anyone else isseeing that traffic withthe assumption that is,since we're all educational institutions,you know,one member is being hit,chances are that same type of attackmaybe popping up on others.Beyond that, we focus a loton external threat intelligence.Now some cases, thesupport that tagging CJ justmentioned with our partnershipwith it say to run AIESEC,some of that data has already beenput in and tag and givensome classification so wecan build what's not yet.We can build some dashboards that can kind ofhelp that out and to help us do deeper dives.In either case is our team ofsecurity analyst engineers subscribeto a lot of other external sources.This could be blogs,Twitter feeds,other providers ofexternal threat intelligence.And particularly as we learn,particular forms of attack andattack campaigns are going out there,especially those thatare targeting higher ed.We gleam out all of the I isseized from those as indicators ofcompromise and search across all.Remember Zara in some caseseven build new to texts,kinda help pick that up.Beyond that on all ofthese things we're looking at so far arethings that we've known to bebad weather we do with youautomate detections orin our manual searches.We also then try to flipthat on its head and go the opposite away.The murder, our analysts engineersget to know your environments.We can kind of a bitter feelingof what's normalfor your environments and what may not be.And so over timeas we get to kind of know your environment,we know what's a good traffic orthrough Thanksgivingwe've reported in the past,sorry about my light here.There we go. We may have seen some thingswere false positives that helpus refine our knowledge there.And we kind of block those out.We isolate away from those andwe say, what's left.That's not to say that's what'sleft is malicious activity,but it's something that we're notfamiliar with in your environment.We want to make sure that we do understandit and kind of do that deeper dive to see,is there anything possiblymalicious in this material,this miscommunication,or these queries that we've not seen before.Next slide, please.Now, beyond that, our security engineers willalso do a deeper dive on your data.Particularly with this I like project.We have two main sourcesthere as CT was talking about.We have the data trafficitself as well as DNS.And so what these like with your DNSqueries for those you who areusing the eye light provided DNS servers.We're going to look for some thingsthat might be cluedout to be possible malicious activity.One is what we call baby domain.These are domains that have just beencreated maybe over the last weekor over the last month,they're really new out there.On again, chances arethey may not be malicious,but we want to see whatthose domains are, what they're doing,and are they for legitimate activitiesor perhaps malicious ones.Another thing that we're going to lookat are these EDA,the DNS queries are being made for domainsthat the top level arenot in the top 1 billion.Cisco Umbrella functionality kindof maintains a list oftoggled domains and their ranking.And so we expect most people togo to sites like Google,maybe like Facebook orTwitter orall these sorts of different things.But if there are domains arenot in that top million,we want to know what those are andare those legitimate domains?Or perhaps are they doingsome malicious activity thatwe want to look at?And then finally from the DNS area,one thing we'll look at,are we seeing any indicationsof what we would call eitherfast flux or themain generated algorithm style domains.In the case of Fast Flux,we're focusing on arethere sub-domain queries?And for those domains,the caching time is like really short.And if we look deeper,that noise and cash integrally short,but there's a lot ofIPs associated with that.The main, a lot of timemalicious actors to hidetheir activities by IP address willcreate a domain that has that short caching.So every time thesecompromised systems go back to it,I'll do another DNS query to getanother IP address andkind of a round robin fashion.So we look for domains that might fitthat classification and see ifthey're doing malicious activity.On the underside andthe domain generating algorithms.Some ways that malicious software willhide the ability tocommunicate back with the mothership,if you will, is to do rant,go create random domainsor Lipper randomizing their queries.They're done algebra ab or rhythmically.And so what the bad actors willdo is I'll use that same algorithm.They'll go several seated values down,create that domain.Completely random looking.So then what we have is coded inthere that will kind of flag domains.They look a little bit morerandom as far as the letters are being used.So we can kind of take a lookat that to see if thoseare being used for malicious activity.To the inner side, when we look back,especially at the session sort of data.We treat this whole thing asa big data problem.Particularly we look at ina couple different ways.One thing we're looking for is what wecall command and control beaconing.So as I just mentioned, you know,a lot of times when since has beencompromised and have malicioussoftware installed,they call home onyour very set sorts of interval.So we start looking at the data holistically.Other internal systems in your networks,there are contacting particular domainor set of IP addresses.At a figure, veryregular restorative interval.Again, they may not bemalicious things out therewe see is a lot of time with adware,which many cases we kindof had member say that that's okay.But if it is going back tothe mothership in case a malicious one,identify what thosecommunications are entrapped.Possibly internal machines havebeen compromised that way.I think we'll be also trying to lookat your traffic as a whole.What is normal for your organization,either for traffic ingeneral or specific types of traffic.We build baseline through that.And that we can do is throwMachine Learning that Elasticprovides for us to look for anomalies.Are there certain times where we'reseeing reallysignificantly different types oftraffic than than we'veseen before and flag upon that.And I didn't know the times he saidthese anomalies may not be bad,but we will look at them next slide, please.In the case where we dofind situations that weidentify something that we do feel weneed to identify the members about.How are we going to do it foryou is like this.We're going to gather all information.We're going to put into a ticket whichthey include information about,which are your systems are being affected?Are they communicating with whatis the narrative thatwas a part of our thing?And also a timeframe that we startedseeing this traffic and a confidence level,you know, high, medium or low on howstrongly we feel that somethinghas been compromised.And then we'll send this butnot take it directly to you,but we'll set it to the IT service deskand then they will reach out toyou to share this informationfor you then to takethat investigation further.They will also get back from youfeedback on that ticket that we sent out.There was something youwere able to remediate.Well, there's something that you weren't ableto address for some reason,or do you need help?And then the highlight folks willtake your responses, your feedback.Bring that back to us so that we can takefurther action is necessary.Next slide, please. And with that,I'll turn it over toSusan because we had talkedabout flow in the opposite direction.Hey, so you look up andyou realize we have a problem.Perhaps the AMI socks and you will alert,but you're not really sure what to dowith it or what to do about it,or you've found something I'm oneof your systems are on yournetwork that makes you go,Hey, how do Iknow if this has been compromised?Next slide, please. So part ofwhat I like is providing hereis a virtual engineer for Mommy sock.We give you coachingassistance and practical domain knowledge.I won't read this whole description to you,but the short version iswhen you don't know what to do next,get a hold of us and we'll help.One thing I want you to know iswe will never change your systemsbecause we believe that the people whoown a piece of code ora system or a network need to knowhow it works at all timesand what state it's in.So what we do is calledover the shoulder coaching.We will sit with you and tearapart harder problem.And if the solution tothat problem is somethingyou don't have in-house expertise for,or you'd like an extra pair ofeyes on to make sure nothing gets missed.We'll set up a screen session.We'll setup Virtual Desktop session.We'll set up a Zoom session.Whatever technologiesyou guys are comfortable with,will sit there, we'll look at what you'redoing and will coach you through it live.Next slide, please.This is a really easy service toengage when you finda place where you don't know what to do next,you don't know how to investigateor you don't know how to remediate.Notify the highlights service desk.They're going to get a hold ofus here at on the SOCand we're going to getthe right engineer contact you.And that engineer will sit withyou and do the virtual overthe shoulder coaching and whateverfollow-up is needed to helpmake sure that you're getting fromhere to we fixed or found the problem.Next slide, please. Other thingsthat we can help out withis if you just have a query,if you want to say, Hey,I want to know at this protocol is goingto be a problem when we're doingthis kind of blocking on our network.Or those odd things that you justdon't have the in-house expertise for.Feel free to call us.We're also going to be setting upsome proactive opportunities fortraining where those memberswho are interested could,for example, come to a trainingon how do you makeyour organization more fishing resistant?Or how do you preparefor the possibility ofransomware on your network?And we'll be doing some of thosetrainings as things go on.Next slide.Because just like when you ask,the child, goes up,when something goes wrong,you are somebody home-basedfor us all to read out.All the info.Can all be experts andaround weak vowels of duct tapeon whatever else they needto get things right again.And when that are handed off to button.Thank you, Susan. And just to clarify,we don't have a dress code of short sleeve,white shirts and ties,so we'll have tooffer you disappointment and had hernia.So Tom, if you could move uson from this this photo.So just talk about next steps.So what are you going to see fromus in the coming months?For the next few months,we're going to be a little bit heads down.As I mentioned, we're going to be replacingthe Pixar service so that your,your d dot service continuesto prevention service continues towork well and we'regoing to be getting the plumbing thatCJ talked about into place.So Scott and his team can startbecoming familiar with the typesof data that go over the eye light not workwhat's normal, what's abnormal?And then in, in2002 we're going to be starting to havea series of conversationswith all of you in the community.So as we start finding alerts,how are we going to be working withyou to deliver those alerts effectively,provide any assistance effectively,as well as reachingout to you ahead of time tomake sure you andyour staff and for some of you,you've got your security folksrepresented here today.Others will need to keepcommunicating with them sothat we're all on the same page.So please through the the eyeline,town halls look for forsubsequent updates from us.Once again, not in charts,leave white shirts and ties,but we will be theretalking to you about this.So Tom, Just on tothe final slide here, please.I just want to sum up really briefly.We're really excited to be inthis collaboration with allof you and the highlight and the gate to pop.This is new ground.I mean, not just for us inthe collaboration, but nationally.As you know, I've spenta fair amount of time talking tothe regional networks issomething everyone's interested in.But I think this really isa bold step forward and we're reallylooking to work with you andget your feedback to refinethis mix of technicaland professional servicesto work as effectively as possible.We bring a lot ofexperience here to the table from,from our side as well as youdoing in managing your campuses.The Omni socks. Got it.So I think we've got a lot of talenthere that makes me very optimistic.We think the virtual engineeris going to be a key part of this.The technical services are important,but so is that expert keys andthat flexible human skill.And then please look formore information to come fromus in early 2002.And with that, Tom,you go to this sort ofsimpler for us last side and I thinkwe've still got about seven minuteshere on the schedule thatwe're happy to takeany questions or comments.Thank you for your attention.Thanks fun. And the rest of the RNA Seq team,I really appreciate your time todayas Bonds mentioned andwas meant them throughout the presentation.You know, this is,this is something new for us.We're going to work throughprocesses and procedureson before we go liveat the start of the year.But we will have those all in place.And this will be something thatwill develop over time.You may not all not have a need toconsult with the securityengineer on day one.But as time progresses and as we startto see more informationcoming out of the Omni sock,it will give us a chanceto improve those communications andthat interface betweenthe shared security engineerin your organization.I think there wassome conversation when we'retalking about this early on.Well, you know what if one,schools dominatingall the security engineers time.Frankly, I'm not worried about that andI see that as a good problem if wehave enough interests from our members andenough thingsthat they need to get in front ofthe security engineer totalk about and address,then we can alwaysadd to the resource pool that we have today.We want to utilizethe resource pool that we have in place.I don't think we're going to startoff with the flood ofinformation to them on day one.But again,we can grow the services we need to.But I'd be really interested in hearingsome feedback from thoseof you who are on the call today.Is this addressing the needsthat you have expressed in the past?Now as there's something that you have inparticular that you'd likeus to be thinking about?All of that would be good information forthe team. This is David.Can you go to college?I was a part of the neck.I know how much timeand effort has gone into making this happen.And I just want to say thatI really appreciate all ofyour work on this onit's going to help me sleep better at night.And I'm really appreciative andI'm excited to get started with it.Thanks, David. I know we heardvery clearly from the membersof the NAC how important this was.So I'm so thankful that we wereable to put this inplace and get the wheels turningto make this a reality for the members.I think that weknow anything I wanted to mention that Ithought about we maynot have the right peopletoday on this call that will needto be interfacing with on your campus.And we have started here,but you may have other security engineersor other groups on campus that you'rewanting us to include andcommunications and information chair.So if you have those individuals,if we don't have everyone that we need to beincluding him and the communications today,please feel free tosubmit those to us as well.We want to make sure we'retalking to the right people.Others.Well, it's latein the afternoon, so I understand.We've done a lotof information out there today,so if we don't have any other comments,then again, thank you,bon and scat and see gay and Tom.I really and Susan.I really appreciate your timethis afternoon and I look forward toour partnership together and continuingto evolve the service for the other members.
Description of the video:Well, thank you, Maryanne.Good afternoon, everyone.Yes, I am Jennifer ox and for director ofresearch and community engagement at camber.And it is my pleasureand privilege to be herewith you all virtually this afternoon.I am delighted to betalking to you today at the ILA20-20 virtual member meeting andsharing a little bit ofour experience around EA sports.So let's get into it.Let's talk a little bit aboutwhat is e-sports and how you canincorporate an e-sports program atyour college or university.So before we get into that,let me just give you a little bit ofa background about camber.Camber is the Pennsylvaniastatewide research andeducation and community network.We are celebrating ourten years in existence asa non-profit member based organization thatprovides a variety ofnext-generation broadbandconnectivity and technologysolutions and services toour community anchor institutions,including higher ed K through12 libraries and staylocal governmentand health care in Pennsylvania.We were formed in2009 through and NTIA grant.And we currently own and operatean 1800 milefiber optic network infrastructureacross the commonwealth of Pennsylvania.We are one of 40 forresearch and education networks nationwide.Very similar to your eye lateorganization there in Indiana.So let's talk about e-sports andhow camber got involved in e-sports.We had sort of a turning point momentin Pennsylvania back in about spring,early spring, I'm gonna sayMarch or so of 2018.There were several Kimberly leadership folksthat were at a conference,a higher AT IT Conference in Pennsylvania.And we all sort of dividedand conquered and went todifferent tables forthe lunch breakout session.And at every single tableall the CIOs weretalking about was EA Sports.And we came back together and said,my goodness, well, we haveto pay attention to this.And this is really somethingthat's obviously on the minds ofall the CIO and the technology leadersat our Pennsylvaniainstitutions in higher ed.And we started thinking about how we asa research and education organization couldprovide supportand infrastructure that would reallyprovide a robust andvibrant EA Sports solutionfor these campuses.So we actually develop the concept ofour e-sports service design and offering.In the summer of 2018,we talked to the internet to organization,which is the NationalResearch and Education Network,access tothe QNX peering facilityand Ashburn, Virginia.And what that did was it allowed timber tointerconnect withother major EA sports game networks.So we were able to providethat access in Ashburnusing Internet to connectivityas the Research and Education Network,and provide that accessback to our members in Pennsylvania,we officially launchedour e-sports Casodex Service pilotin April of 2019 at our annual conference.Very similar to the eye late member meetingwhich we call timber Khan in Pennsylvania.We had several schools sign upfor this service, including.Some of our state universitiesand other private independent schools.And we continue to supportPennsylvania schools invarious stages oftheir EA Sports exploration and roll out.Even back in 2018,there was a wide variety of,of different solutions that schoolswere coming up with to support e-sports.And we'll talk a little bit aboutthat here this afternoon.So as I said, the goal,the pilot was reallyto sort of dip our toes intoe-sports with our member communityand understand the use cases,understand what the infrastructurerequirements really were.And to be able to refinethe service offering tomeet campus EA Sports requirements.As I said, we did developthat peering connection throughthe equinoxes facility in Ashburn andwe provided connectivity to riot,twitch, blizzard, and valve, and we still do.And this really allowedfor the ability to pilotEA Sports for schools that we'reexploring it for casual gaming needs,but also more competitive EA sports programs.So hopefully you can see thisis a little bit of an eye chart,but we just kinda wanted toshow sort of how the infrastructure,how the connection is made to the,for the Kaz decks of service,and how we get to those EA sportsgame networks in Ashburn.So let's talk aboutfuture e-sports consideration.So we will continue to addadditional game networks in pairings.Were constantly in conversationswith our colleges and universitiesabout what their students andtheir competitive EA sports programs areexploring and which camenetworks they want access to.We are also working withour industry partners andour security community aroundenhanced security requirements forEA Sports infrastructuresand network services.We are kicking the tires withfolks like Palo Alto and others on howwe can offer secureEA Sports infrastructure withminimal latency and enhancesecurity features and functionality.This is huge in e-sports,as you can well imagine.And we're developinga new proof of concept forour members that includethese enhanced security requirements.Of course, the pandemic considerations ofthe past year are not insignificant.This is a huge impact toease for it's in terms of howstudents are accessing and playing EA sports.Are they doing it on campus?When schools reopened or are they trying todo competitive e-sports from their home?And remote environments and all ofthese factors in the last year are also againsort disrupting that e-sports landscapeand just making for an even more sort ofhybrid set of needsthat colleges and universitiesare considering.So why EA sports,if you're new to EA Sportsand you're thinking about, well,you know, why should my college oruniversity or my administration care?Well, here's some numbers andthey're a little bit out of date by now.But you can start to see e-sports in 2019alone and without game sales wasa $1 billion industry in the United States.An e-sports revenue was expected to increaseover 32% and 20-20 alone.72% of kids consider themselves gamers,according to Pew Research.And 45% of those us gamersare women and girls.E-sports viewership is expectedto grow at 9%.Compound annual growth ratebetween 20192023 from454 million in 2019 to 646 million and 22-23,Robert Morris University was the first tooffer collegiate scholarships in e-sports.And now there aremany more schools that are offering these.And that number continues toincrease very, very rapidly.For people under 30,video games are the mostpopular industry in the world,even more so than streaming movies or music.And EA Sports really isexpanding and global viewership interms of the mostwatched sports across the world.So when you're thinkingabout collegiate e-sportsfor your institution,think about recruitment.This is something that formany schools is one ofthe number-one drivers for why theywould develop and launchan EA sports program on campus.E-sports provides many schools asa key differentiator anda strategic brand with a,with a very highly desirable demographic.And this is especially true,and we're seeing this in Pennsylvaniafor some of the smaller,maybe lesser known schools that are tryingto make a name forthemselves and trying toreach those demographic.Inclusivity is another reason why EA Sportsis such an opportunity for campuses.It really allows colleges to levelthe playing field withopportunities for women,minorities, nontraditional student athletes,and just students acrossthe board being able tohave competitive EA sports onyour campus provides a community anda differentiating factor for your students.And really helps to establish a name anda space that students really gravitate to.Relevance is another reason whye-sports as something that schoolsare just rushing to rollout.How to colleges and universitiescontinue to remainrelevant beyond the academics?How do they reach these new audiencesand how did they differentiate?Well, EA sports is one ofthe key ways and I'll have some examples andPennsylvania of how schoolsare remaining relevant throughlaunch these exciting e-sports programs.So let's talk a little bit about some ofthe schools in Pennsylvaniathat have been atthe leading edge of e-sportsover the past couple of yearssince its inception.Harrisburg University ofScience and Technology isan example of just an incredible example ofhow to successfully launch e-sports and howa relatively small school in Harrisburg,Pennsylvania could makesuch a global name for themselves.The Harrisburg university Storm team has wonnumerous consecutive 0s forits programs and tournament.They become global leaders in e-sports.And really it's a reflection ofhow the administration andthe e-sports leadershipon campus work together,identified the funding and really launch,you know, full on their e-sports program.They are truly an exemplar globally ofhow to sort oflaunch successful e-sports program.So much so that they offerednew programs and new curriculumthat are really trawling students in,such as the EA Sports Management,production and performance,bachelor of science andother program areas thatare being developed at HU.These are really excitingopportunities for students,as I said on the previous slide,to see how a college and a university can berelevant with new fieldsthat they are really interested in.And so being able to offerthese types of programs is something thata lot of schools are finding to bean incredible draw fortheir e-sports journey's.If you're not familiar withHarrisburg University and sort oftheir rise to this global dominationand the EA sports world.I want to highly recommend that you check outarising stormedthe burgeoning world of college sports.A fairly new documentarythat chronicles the efforts ofHarrisburg university storms team's journeyto building thisworld-class collegiate e-sports program.So I just wantto make sure that everyone's aware ofthat and you can goand check that out and maybe sharethat even with some of your administratorson campus whoare starting to realizewhy EA sports is so important.But all that to say,you don't have to bea Harrisburg University tosort of dip your toes intothe water with e-sports.We've got campuses ofall sizes in Pennsylvaniathat are exploring this.For example, the Universityof Pittsburgh Bradford campushas established itselfas an e-sports leader simply bystarting to offer thingsthat students gravitate to,like a retro game night.So if you're not gettingfull buy-in from campus,either financially or administratively,to launch an EA sports program.Dip your toes in by offeringretro game nights orgain focused virtual eventsthat students can start to sort of identifywith and participate in to sortof build that EA sports community.Again,University of Pittsburgh Greensburg campus,they did launch in fact and EA Sports Team.And so you're seeing that there are manyof these smaller even satellite campusesthat are launching teamspecific to their satellite campus.And it differentiates them from some ofthe other satellite or branch campuses.It just gives them that additional relevanceand draw all that students are seeking.We've got lots ofgreat participation inthe Pittsburgh area from schools likePoint Park who really are pioneeringsome e-sports curriculum and some programs.But really you justDip your toes in and start to offer some ofthese things in small incremental waysuntil you find that community,start to build that community.And then it's sort of ona path that is very exciting for,for a school of that size.So let's talk a little bitabout equity in e-sports.So one of the things, as I mention,that is very popular right now is sort ofsharing how EA Sports is Hodge roll forward.Female students. Or for,as I said earlier, non traditional athletes.It really helps toestablish a sense of belonging.And so one of the examples,again from Pennsylvania,Montgomery County CommunityCollege and Montgomery County,Pennsylvania is a community collegethat early on sort of saw thate-sports was taking off anddeveloped their own EA sports program.Kelly Dunbar, the director ofathletics, and actually Jin,stay sick and select shorts inthe IT department and filledneedles in the Student Services Group.Led also by Ryan Plummer,who is the e-sports coordinator,just came together as a campus andbegan to identify the requirements fortheir e-sports andlaunched their e-sports program.And now they're sharing howthey've been able to do thisand some of the results,early results that they'reseeing at Educause andother national conferences because it issuch a game changer fortheir community college students.So being able to sort of demonstratequick e-sports experiences forstudents is reallycreating community and belonging,which can be challenging,especially at a commuter schoolor a community college.So that's been highly successful for us andfor Montgomery County CommunityCollege here in Pennsylvania.So I mentioned Point Park Universityand some of the activitiesthat they're doing.This just shows you a little bitabout how they've sort of brandedtheir e-sports Program and developtheir student's center into a,an EA sports facility with16 gaming stations andthree large screen televisionsmounted at the wall.You can really sort of retrofit a space to beable to be your e-sports environment.And you don't have to start with 16 stations.You can start with three or even two.But again, you know, makethe leap and then you can grow andexpand as you seethe interest and build that community.So how to get startedwith EA Sports at your school?I've talked about it a little bit,but let's just kind of review some ofthe things that we've seen in Pennsylvania.Get a lay of the land ifyou're just starting out.Talk to everyone, right?So talk to athletics,talk to admissions, talk to the students.There might be a game Club on your campus.Start talking tothe students that are involvedin the game cluband see what their interests are,what games are they already playing,or what titles are they drawn to?You just kind of want to startto get that lay of the land.Find an early coalition of the willing who isinterested in helping you explorethis for your college or university.You might have an IT staff memberwho is a gamer,video gamer and has been for a while.So she or he might have interestin helping you to putsome data around this or start toarticulate the reasons whyyour campus should be doing this.Talk to students withvideo production or YouTube channels.They've got experience in, in using media.So they might be able tohelp in thinking about how youcan promote e-sports or how you canbuild in that streamingcomponent that's essential.Talk to administrators andget a temperature read.Just start to create awareness,share resources and some ofthe information about what's happeningin other states or inother areas helped todispel some of the myths.We've heard a lot of themin the conversations that we'vehad at schools of all sizes and Pennsylvania,we've heard things like,we'll never do that.We are a religious Universityand we have that asour core foundational belief.I don't see that we wouldbe exploring, you know,violent video games or competitive e-sports.And very quickly they,folks who said that early on have turnedaround and in fact arelaunching e-sports program.So help to dispel those kind of missthat can be a barrierto anything moving forward on your campus.They're easy enough to dispel.You, just have to kind of get atthem in those conversations.Provide the incentive forfolks to be excited.Shogun, some of the data aroundstudent engagement and therise of e-sports as an industry.Build your e-sports people network.For example, you know,talk to other EA sports coaches oradministrators at schools eitherin your state or in other states.And IL-8 and otherscan help you to find folks.If you're having trouble locatingyour e-sports people network, your,your highlight team can help you to identifysome other resources nationallythat you can start to engage with.Think about facilities.So where would youput this EA sports program inthe schools that we've seen inPennsylvania or the folksthat we've talked to.Many of them think about,you know, old media spaces.Do you have an AV roomor a video screening room,and a movie screening room that youcould perhaps outfit with,you know, two stations,game stations, or maybe six stations.You just need to kind offind a space and start somewhere.And that's okay. Start small andyou will see it probably quickly grow.Keep it club level or casual went first.If you're not getting that.Buy in from yourcanvas leadership, start small,you know, work with your student club,keep it casual and then you'll see it build.Pick a title. So as I said earlier,which game makes the most sensefor your student athletes?Which one are they already playing?Which one?Do you see traction withinyour score, in your area?There's a wide range of titles out there.Some of the more popular than others,but you don't have toget started with the ones that,that others have started with.Pick the one that is reallyresonating with yourparticular student community.And as I said, you know,build your people network of folks inthe east port space ifyou are of a certain age,like myself or many of usin campus and IT communities,maybe you're not alreadya gamer when we'll start to findfolks that are familiarwith EA Sports and with gaming.You know, build that community of practice.And here's some of the ways thatchamber was able to do that.We've offered webinars where we have tappedthe EA sports coaches andthe e-sports program administrators and said,please do a webinarfor our other colleges anduniversities to tellthem about your experience.So for example, it May 20,19 we offered a webinar wherewe had Teddy Delaney,who is the head coach atLacA wanna colleges EA sports program talk tothe timbre community andother campus administrators abouthow lack a want to collegelaunched their East fourth program.We actually participated in November 20th,19 withanother Research and Education Networkcalled merit-based and Michigan.In an event that they were puttingtogether and we turn itinto a virtual EA Sports Community Day.So it was a day long event where wehad folks on site in Michiganat I think it wasEastern Michigan University and then we hadfolks hosted locally inPennsylvania at LacA want to college.And they were communicatingwith each other and areactively talking aboute-sports program developmentand different EA sports related topics.We also got to have the folkson site at both locations,C, The other venues.So you just get to sort of seethe other EA sportsfacilities and how they'veoutfit there IT andour technology and the differentcomponents of their e-sportshardware and set-ups.Now it was a really successful event.We had folks driving down from New England.We had folks from New Jerseyparticipate, folks from Pennsylvania.It was well attended herelocally on the east coast,and I know that Michigan folks hadgreat turnout and diverseattendance there as well.So those are the typesof things that can reallyhelp you to build your community of practice.We were within camber or planning to offerour own dedicated EA Sports exchangeat our member Conference,which was supposed to be lastspring before the pandemic.So seek out some EA sports programsthat are maybe being offeredvirtually as part of conferences.I know Educause as offeringmore and more EA Sports sessions.Many of the national ickyand higher ed conferences or certainly,you know, growingtheir EA Sports Program session.So seek those out there.They're out there andthe number is increasing.And we continue to offeropportunities for education and training for,for our communities and Pennsylvania.And I'm sure you'll be seeingthat locally as well.As I mentioned, we didhosts that virtual e-sportscommunity event with our folks from Michigan.And I just wanted to show you thisis the location at lack a want to college.Again, lack I want tocolleges are relatively small.College in North Eastern Pennsylvaniathat most folks probably haven't heard of.But lack I want to college led byTeddy Delaney who workedwith his administration, there,was really able to very quicklyput together the argumentfor launching e-sports that lack along it.And now they are leaders in the field.And they're very open to havingfolks come and tour their facilities,see their setup, talk about their success,and share information whichhas been tremendously valuable.So that's us at Black Juana.And when we were interacting livewith the folks inMichigan and Teddy is showingsome of the local setup.Those types of events are invaluable.You get to see what others are doing.Chamber as a result of the interest inthe popularity of e-sports and Pennsylvania,we actually launched ane-sports dedicated working group.So this working group meetsmonthly on the first Thursday of every month.And although it is forprimarily our Kimberlymembers in Pennsylvania,we always invite others fromother research and education networks orother states who haveinterests to come and join us.So we would bedelighted to have any of you joinus for this working group and youcan sign up to attend on our website.We're just send an email to info atcamera.org to be added tothe list and get the informationabout future meetings. We'd love to have you.So I think for this,I wanted to talk about a local organizationcalled nerd Street that'sbased in the Philadelphia area.Nerd Street is an organization that'sdoing amazing thingsaround competitive EA sports.But they supporthigher education as they work tointegrate and build outtheir EA sports facilitiesand infrastructures.So if you are sort of scratching your head,wondering how are you going tofund this or what kindof financial resources you,you are going to need to identify.To do this, I would highly recommendthat you contact Karen McCarty atnerd Street and shewould be delighted to talk to you aboutthe financial support that nerd Street isoffering to colleges anduniversities across the country.We actually did a webinar with Tehran andwe invited her to our e-sports working group.Because the financial piece of it is one thata lot of schools whoaren't just dipping their toes in.But what to go big witha venue or a facility?They're looking for that additional supportand nurture Street is able to provide it.So I just wanted to put that out there asa resource for you as well.So a few parting thoughts.I kind of talked a lotabout this, but, you know,get out there and attend events and seewhat everybody else is doing in your state,in your county, in your region.See if you can find some other gaming eventsand just go attend one.You'll start very quicklyto see what all the buses about.Find a local tournament andgo and attend or attend virtually.Follow your local and nationalEA Sports News updates so thatyou can kind of startto get a sense of what the,what the trends are and what folks,you know what the buzzes inthe e-sports competitive e-sports community.Engage your student clubs,athletics department,and even your gamersat your home institution.I mean, especially your gamers, right?So make sure you're talking to the students,figure out what they are, are wanting.And then that will help you tremendously holdan exploratory EA Sports session on campus.So okay, you don't have buy-in yet.Well, just hold it toour virtual event to build community,see what the interest is.Invite folks from other statesto come and be guest speakers,but see what turnoutis and what kind of a reception,a reaction you get to that locally.It doesn't have to be acomplex multi venue event.But you can start to dip your toesin and kinda see where it goes.And then of course, you canleverage expertise and supportfrom your statewide researchand education networking organization.I know Maryanne and Dave andCaroline and all the teams that Ilight would be delighted to speak with youfurther and help you findthose resources that you're looking for.And with that, I know it's beena lot of information around EA sports,but I hope that it has helped you think aboutyour e-sports program atyour college or university.And how you can startto put together the argument that,that EA sports issomething that you might want to bethinking about if you haven't been already.And that collaboration really is everything.Reach out to us at timber.Reach out to your colleagues at IL-8and buildthat e-sports community at your school.Feel free to contact me any time.I'm happy to take any questionsthat you might have at this time.Thanks so much.
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