Today, college esports, which is competitive video game play, sits front and center for new recruitment programs, coupled with lucrative funding opportunities for student-athletes. The University of Southern California had a vision to not only throw its weight behind esports, but to also create an entirely new space that is engineered to harness the creative potential of any student on campus. It was out of the desire to tap into the technology and opportunities of the future that the Digital Creative Lab was born.