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Le marketing de l'Esport : Comparaison entre sport et Esport
Abstract
Mémoire sur l'esport, ses consommateurs, et les pratiques marketing qui l'entourent.
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The purpose of this article is to add to the conceptual discussion on eSport, analyze the role of eSport within sport management, and suggest avenues for future eSport research. The authors suggest that debates surround the degree to which eSport represents formal sport, and disagreements likely stem from conceptualizations of sport and context. Irrespective of one's notion of eSport as formal sport, the authors suggest the topic has a place in sport management scholarship and discourse. Such a position is consistent with the broad view of sport adopted by Sport Management Review, the perspective that eSport represents a form of sportification, and the association among eSport and various outcomes, including physical and psychological health, social well-being, sport consumption outcomes, and diversity and inclusion. Finally, the authors conclude that eSport scholarship can advance through the study of its governance, marketing, and management as well as by theorizing about eSport. © 2017 Sport Management Association of Australia and New Zealand.
Consumer demand for eSport and the growth of organized video game competitions has generated considerable attention from the sport, event, and entertainment industries. eSport therefore represents a novel and popular area for sport management academics to conduct research, educate students, and service industry. However, despite growth and acceptance by consumers and practitioners, academics debate eSport’s position within the domain of sport management, their debates largely concentrated around the question of whether eSport can be classified as sport. In this article, the authors argue for the inclusion of organized eSport events and competitions within sport management vis-à-vis eSport’s meeting certain defining criteria of sport in general. eSport’s connection to traditional sport and defining characteristics are addressed to support eSport’s role as a sport entertainment product recognized by industry as representing a substantial growth opportunity for sport and related organizations. As eSport continues to evolve, practitioners face managerial challenges that are similar to those in traditional sport, particularly in areas of governance and diversity. Sport management academics should embrace the potential of eSport in order to examine this evolution and provide guidance to industry through education and research.
Purpose
The purpose of this paper is to investigate why do people spectate eSports on the internet. The authors define eSports (electronic sports) as “a form of sports where the primary aspects of the sport are facilitated by electronic systems; the input of players and teams as well as the output of the eSports system are mediated by human-computer interfaces.” In more practical terms, eSports refer to competitive video gaming (broadcasted on the internet).
Design/methodology/approach
The study employs the motivations scale for sports consumption which is one of the most widely applied measurement instruments for sports consumption in general. The questionnaire was designed and pre-tested before distributing to target respondents ( n =888). The reliability and validity of the instrument both met the commonly accepted guidelines. The model was assessed first by examining its measurement model and then the structural model.
Findings
The results indicate that escapism, acquiring knowledge about the games being played, novelty and eSports athlete aggressiveness were found to positively predict eSport spectating frequency.
Originality/value
During recent years, eSports (electronic sports) and video game streaming have become rapidly growing forms of new media in the internet driven by the growing provenance of (online) games and online broadcasting technologies. Today, hundreds of millions of people spectate eSports. The present investigation presents a large study on gratification-related determinants of why people spectate eSports on the internet. Moreover, the study proposes a definition for eSports and further discusses how eSports can be seen as a form of sports.
Sport fan loyalty is important to attain within a culturally rich and global audience as loyal sport fans are unique consumers. The ability to adequately understand what motivates the sports consumer is an important requirement for sport managers. This paper proposes that a greater understanding of fandom will contribute to a better understanding of the concept of loyalty. Although there is research regarding typology of fans and loyalty, but even within sport advocates group there may be sub-categories that can explain loyalty behaviour further. This research analyses types of sport fans in different disciplines in the UK, as an example of diverse society to explore factors determining category of fans.
The relationship between real sport and its digital adaptation is significantly influenced by technological advancements. However, it is not a process that has developed in a linear fashion. On the contrary, it has been formed from diverse, parallel and to some extent opposing processes. In this paper, the relationship between real sport and its digital adaptation in computer games, virtual environments and augmented reality will be analysed using concrete examples.
Social media has fundamentally changed our daily life and drawn many researchers' attention to investigate the value and strategies of social media. Despite successful examples of social media marketing by firms in practice, there is little scholarly research that investigates whether individuals' fan base in social media can be translated into real world monetary rewards. Also, most existing studies focus more on Facebook, rather than the second largest site, Twitter. This paper aims to fill this gap by investigating the value of the number of Twitter followers of National Basketball Association (NBA) players. This RIP reports the results of Heckman's 2 stage selection model and we plan to employ instrument variable and propensity score matching for establishing stronger causality. Our preliminary result suggests that one more followers on Twitter is correlated with 1.514 USD more in salary for NBA players in 2013.