Jin Yae-won is the international content director of the LCK, a petite woman who handles everything with precision. From managing foreign casters to approving interviews and team stats, everything passes through her before reaching the audience.
Many assume she gets a break during major tournaments like Worlds or MSI, but that’s not the case. She stays busy planning for the next season, aiming to make the LCK the most exciting league worldwide.
It took a lot of effort for Inven Global to secure an interview with Jin Yae-won amid the hectic 2020 LCK Summer season. Let’s see how this small but mighty woman manages her huge responsibilities.
Can you introduce yourself and share a bit about your daily work?
I’m Jin Yae-won, the international content director for the LCK. I oversee all global content for the league, train and manage foreign casters, and negotiate broadcasting rights for regions outside Korea, like China or France.
I’m also regularly assigned by Riot Games to supervise content at international tournaments.
When did you start this job?
Maybe it was fate? (Laughs) When I first got the job, I was finishing my PhD, focusing my thesis on esports.
I was a bit skeptical at first because I didn’t think it was a stable career. I didn’t have much info but still sent my CV, including grades and work experience from my student days. Looking back, I think I made the right choice.
What made you choose this path?
I briefly worked as an analyst and planner at NC Soft, helping develop Guild Wars 2 and WildStar. That experience gave me a deep understanding of international gamers’ tastes.
I’m also curious about media and how it will evolve.
My major was video content production, so I felt confident creating engaging content for viewers.
I love video games, especially MMORPGs. I was once one of the top players on Korea’s Aion server, fighting alongside my guild for years. After MMORPGs faded, League of Legends became my main game.
I’m not as young anymore, so my rank isn’t very high. I reached Gold I but have dropped to Silver. Still, watching many matches has given me solid knowledge of LoL. Nowadays, I play Teamfight Tactics in my free time and have a Platinum rank (laughs).
What’s your proudest project so far?
I’m really proud of the series The Pog State. It was my first project as a director.
I started The Pog State in July last year, focusing on behind-the-scenes stories from the LCK world.
The series has nine episodes so far without any technical or content issues. It’s popular not just with Korean fans but worldwide.
You’ve said you want to grow the LCK globally. What’s your top priority?
Esports is still evolving, so its direction isn’t always clear. I want to help the community grow positively, so every piece of content must be carefully crafted.
Our recording sessions last over three hours, but only about one hour of footage is used. Looking at LCK’s audience, many viewers are kids, so we avoid harsh language and slang in our analysis.
Soon, I plan to find better ways to engage younger fans.
How has the Covid-19 pandemic affected Korean esports?
A lot. Like in the US, we had to stream matches remotely. Technology and technical challenges were tough. Unfortunately, many viewers were impacted. But esports is luckier than traditional sports since tournaments can still happen online.
I’ve had to work more. Since we work closely with fans, wearing masks is crucial to reduce infection risk. But wearing masks for so long has caused some skin issues for me (laughs).
Compared to the past, LCK seems to attract fewer global viewers. Why do you think that is?
I don’t think viewer numbers are the issue. The LCK is unique with a rich history and distinct style. Fans still love LCK matches.
Sometimes live viewership depends on the caster’s style too.
As a fan yourself, how do you see the current standing of LCK teams?
Honestly… not great (laughs). But you can’t always be number one. Other regions are rising fast with meta shifts, and the LCK has chances to bounce back. I have high hopes for this summer’s split.
LCK will switch to a franchised model next year. How will this change affect your work?
Franchising will make everything more structured. Teams will focus more on international markets, so my role becomes even more important. We need to prepare well for that future.
European and Korean cultures are very different. Does this cause challenges for you?
They’re definitely different. Even memes vary a lot. As a gamer, I know many memes but can’t claim to understand them all.
Using European memes means explaining them to Korean audiences and vice versa. It takes a lot of effort from the whole team.
What are the pros and cons of your job?
I’m lucky to work with young, like-minded people who appreciate my ideas, making the environment fun. Also, this job lets me meet any famous player I admire (laughs).
On the downside, I have to balance work and personal life. Esports matches usually happen late, and I’m very busy, so meeting friends and family feels impossible. I work almost every day without breaks.
Foreign casters often work from night until morning, so I have to be available during those hours too.
In that sense, my job feels a lot like being a reporter.
What are your goals?
I want to create great content that excites gamers. I need to understand viewers better.
I’m fortunate to work in a field I love and to share my passion and happiness with everyone.
Thank you, Jin Yae-won, for sharing with Inven Global!
Source: Inven Global, translated by Sport5
