The booming eSports market: a field day for fans

Abstract

Purpose

This paper aims to explore the emerging market of video game streaming and eSports to provide readers with an understanding of the nature and content of this quickly growing entertainment industry. eSports or eGaming is the playing of video games for competition and for spectators by professionals. Popular platforms, eGaming celebrities and revenue sources are introduced. Building upon this knowledge, the authors then show the opportunities marketers have to use this medium for branding, promotional and retailing purposes. Challenges to these aims are also discussed.

Design/methodology/approach

The eGaming and eSports industry is summarized by studying its evolution and current state. A thorough review of the players and their possible revenue sources is presented. Likewise, a survey of marketing-related tactics and challenges is discussed to help readers not only understand the field but also use the industry’s growth.

Findings

This paper provides valuable information to understand why this new market of video game streaming is rapidly increasing and what impact it will have on consumers, brands and marketing strategists.

Originality/value

This paper is unique in the sense that in one place it not only summarizes the advent and growth of an evolving field but also shows the opportunities that firms have to take advantage of this unique medium for connecting with customers. Firms are at the same time cautioned to consider increasing challenges with this new industry.

Citation

Lehnert, K., Walz, A. and Christianson, R. (2022), "The booming eSports market: a field day for fans", Journal of Business Strategy, Vol. 43 No. 2, pp. 122-128. https://doi.org/10.1108/JBS-07-2020-0159