eSports en marketing, eSports en sponsoring.
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The popularity of Electronic Sports (esports) have grown tremendously in the last few years, becoming one of the most popular forms of digital entertainment. Despite continued growth, definitions and classifications of esports remain elusive, and the industry is still considered by many to be in its infancy. Understanding of esports originate from diverse, sometimes conflicting fields, which has created fragmented interpretations of its definition, positioning and core components. This has hindered esports from embracing opportunities afforded by emerging digital technologies and progressing as a distinct field. The purpose of this conceptual paper is threefold, to redefine esports, propose a unified framework to capitalise on esports business potential, and inspire a more structured future esports research agenda. The proposed esports Matrix, presents four distinct realms that distinguish esports; esports as a representation of current physical sports (sports digitalisation), esports as traditional (multi-player) game experience (competitive multiplayer computer games), esports that modify existing sports, player rules and setups through digital augmentations (digitally enhanced sports), and new types of esports involving emerging technologies such as virtual and augmented reality (immersive reality sports). The esports Matrix was developed incorporating industry expertise thus verifying its suitability and relevance to advance conceptual and empirical understanding, and importantly, facilitating a more structured approach, to enable businesses to realise the potential of esports.
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With a growing interest in immersive technologies to elevate digital spectating experiences, Virtual Reality (VR) is viewed by many academics and industry actors as the future of esport spectatorship. The majority of the esport fans are the same group that show interest in immersive technologies as VR. This group is, therefore, expected to accept the technology and adopt it in their spectating experience. However, given the fact that this target group is mostly used to utilize interactive VR for gaming purposes, it is not clear how they would experience a passive non-interactive VR experience, and to what extent the technology could contribute to enhancing their viewing experience. This study compared two versions of the same summary recording of the livestream of an esport competition: a 2D version and a VR version: 92 participants watched the esport competition either on a 2D screen or in VR, then they had to answer questions regarding their experience. Compared to 2D, the VR experience scored higher on immersion, presence, social presence, emotional contagion, and enjoyment. This paper confirms the potential of VR to efficiently enhance the digital spectating experiences of esports, while highlighting the need for more research in how to produce the content to best fit VR and increase VR adoption intention.
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