Cameron Irvine:
First off, how did the SFL get started?
I played a lot of video games and I always wanted to create a game that was as real as possible. To emulate what it was like to coach, catch a pass, score… When I played video games people just wanted to win and would take advantage of coding and game errors. It wasn’t life-like. Hail Mary’s on first downs, blitzing every down because it works every play….it wasn’t the experience I wanted.
In 2010 – when I was 19 – I started looking for the best way to represent football in a digital sense. That was by taking the controller away and putting it in the hands of the coding and letting people learn how to manipulate the game from a distance. You can’t control AI and your opponent. That put the game in a more realistic position. As a coach or other player you can’t control who the quarterback throws the ball to or what they audible to. There’s an element of control and lack of control that should be respectful to the game. I wanted it to feel like the game you’d watch on Saturdays and Sundays.
These are simulated games that we broadcast with our own broadcasters, using playbooks created and customized by coaches, GMs who run the teams and players created and developed by individuals.
It’s also good for people who have disabilities that don’t allow them to play using a controller. That has helped foster a community among the players.
We have a conference every year where the players, coaches and GMs come – we’ve had one in Atlanta, Houston, Vegas, Cincinnati and this year in Baltimore.
How does it work – how do players and coaches get created?
You create a player with base attributes relevant to their position. You get a bank of game money – not real – that you can use for things like speed, agility, etc… Each player has their own bank and earns more as they develop. Teams also have salary caps and can use some of their cap money to give to a player to develop them as well. When you start, you start in the minor league system – there’s no room in the major leagues and it would create too many mismatches anyway – with highly developed players going against starting players. The computer would see the advantage of a 95 player going up against an 82 and take advantage of that.
This gives players the chance to build up their scores. Every six months there’s a new season- every major league player becomes a free agent and every team drafts players from the minor leagues. Players can take their bank with them wherever they go and everyone’s stats are tracked by game and season so teams can see every player’s development.
We also develop our own broadcasters who broadcast the games live every week.
How are teams run?
Each team has their own staff – some have scouts, assistant coaches, GMs etc. Teams build themselves in different ways.
The Pittsburgh Riverhogs, for example, have had success quickly. They will be in the playoffs in their third year which is unheard of. There’s no money in any of this though – it’s a full-time job to run a team but they do it for the love of the game.
Right now there are 650 active players and coaches – we also have a second league I just launched – the UFL – which has another 150 subscribers.
How are games managed?
We have 33 what we call “playbook DNAs.” They are modeled after styles of play NFL teams have used, with playbooks that mirror those teams’ styles of play. Coaches can modify those plays and formations all they want every week and use plays from other playbooks to devise a unique gameplan every week based on their rosters and the teams they scout and play. At the end of every week they submit their playbooks and we verify them to make sure they follow the rules. Then on gamedays we watch them play out live as teams face each other in simulated games that are broadcasted on our YouTube channel.
What’s the future hold for the league?
We’re in our 13th year – it’s difficult to find people who can manage a team – the coaches and players. We’d love to see the league grow – we’ll have an owner summit next year where we’ll discuss how to improve the league – how to better onboard players and that sort of thing. We want to make sure the business survives and keep people coming back.
We looked at having NFL players participate too but it’s tough. Players are in the league to have the spotlight on them and NFL players are used to having the spotlight. So we want someone to share that vision. We did have NFL player Ryan Moats run a team but he learned it wasn’t for everyone. You can’t just sit back like Jerry Jones and have people do the work – you have to be hands-on.
How is the Pittsburgh team doing?
They are in year three and have won eight n a row! They are in the playoffs!
The Pittsburgh owner wants to really connect with the city. There is a blimp we have in the game that is sponsored by a drone company. After a score it says “Touchdown!” but when it’s a home game in Pittsburgh it says “Touchdawn!”
Ace Fenech is the team’s quarterback. When he was first drafted he actually threw a draft party with family and friends! We got it on camera!
Cory Mennor, GM of Pittsburgh Riverhogs
First off, how did you get started in the league?
My brother Colin and my stepdad discovered the league. At the time there was nothing going on – it was during Covid and they talked me into getting involved in the league. I was hesitant at first – it was a frickin’ video game I thought. But I created a player and it sucked me into it. When I got my first interception it was awesome.
Things started to click – I wanted to get more involved. I wanted to do more. I talked to my brother and we decided to start our own team. I’m from a town near Butler – that’s where my Pittsburgh ties come in. From Fennelton – we moved to Texas at a younger age but I have good memories of Pittsburgh. Pittsburgh is still me. So, naturally my team was going to be Pittsburgh. We started in the minor leagues and slowly built our team. When a team folded in the major leagues that was our opportunity. We’re now in our third season and have had our best season so far and will be in the playoffs.
How do you go about building your team and keeping players?
We keep the locker room engaged. Players are on one-season contracts and become free agents after every season. Guys often declare they are looking to change teams in free agency near the end of the season. As a manager you look at what your team needs and find those guys. The key is creating relationships with players. We use Discord and create team chats for gameplanning. That’s like our front office. Players are spread all over the country and our coach Brian Coven looks to see how he can help players progress and develop and grow their attributes.
How have you looked to develop your team’s identity – are you looking to emulate the Steelers?
I definitely want to emulate the Steelers – especially on defense. I think back to the 70s and the mentality of those defenses. We don’t want to oversimplify things though – we use heavy blitzing at times.
We watch videos of our opponents every week to see tendencies and gameplan accordingly. One week we may use the Titan’s playbook, then the next week the Chiefs’ or Eagles’. It depends on the situation and matchups. Brian puts in the playbook – he adds his changes to the plays and formations and submits it to us during the week. Then I run simulations during the week versus our upcoming opponent to test formations and matchups. I’ll run four-to-five simulations a day and we will tweak the playbook during the week accordingly. That’s how we prep for gamedays.
I like to represent Pittsburgh area groups and companies during our home games. We use Heinz Field as our stadium with graphics altered to fit our team. Our signage includes groups like oneBURGH, Yinzylvania, Primanti’s and recently added Steel City Underground to the south end zone.
The biggest thing is – Pittsburgh is a football town. We have hockey and baseball, but football is number one. And this is just another aspect to it – hopefully it brings some intrigue to people. It’s different, but it can be really exciting and entertaining. I just want to represent the area I’m from and do it right. We even use the Pittsburgh team colors – black and yellow. I want to bring it all together.
It all sounds very time-consuming and there’s no monetary return right? So how do you balance all of that?
I get it. It’s a passion. My wife is amazing – she recognizes that its a passion of mine. I love being a part of this and having my own team and vision. I’m able to balance work, family and this. I can watch a movie with my wife and run the sims at the same time. She’s been very supportive. Everyone has a passion or a hobby and this is just mine.