Abstract
ABSTRACT One of the most visible examples of the disruptive nature of esports can be seen through its inclusion in the modern Olympic Games. Despite substantial initiatives deployed over the past ten years to strengthen ties between the Olympic Movement (OM) and the esports industry, research is still limited on the first edition of Olympic esports events. This study fills that void by investigating the conditions under which the relationships among Olympic Virtual Series’ (OVS) stakeholders can generate value for them. Using a qualitative approach based on the media ecosystem theory, we performed a thematic analysis of seven semi-structured interviews conducted with esports activities managers and marketers from International Sports Federations and one publisher. This work reveals how the inclusion of esports in the OM movement through the OVS reflects how esports’ increased popularity is disrupting modern media businesses. In addition, it demonstrates that the stakeholders involved in the first edition of the OVS faced many challenges in generating value. We identify key inhibitors, facilitators and challenges for OM stakeholders in the results.
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