Abstract
This research examines the various ways that video games, particularly esports, have been leveraged for content production and fan engagement (i.e., gamification) in traditional sports during the COVID-19 pandemic, as well as sports fans’ reactions in relation to their motives, points of attachment, and other consumer behavior. The study presents a sports–gaming convergence framework and identifies six popular gamification modes where video games and traditional sports converge during the pandemic. The survey results further reveal that gamification content is not consumed as simply a “substitute” for traditional sports, but instead a complementary yet unique product. In conclusion, we suggest that it is critical to recognize the differences between fans of video games and fans of traditional sports concerning market segmentation. Nevertheless, esports could effectively bridge these two industries and their consumers by enriching the content offering and extending distribution channels.
Highlights
Sports in Crisis, Video Games to the Rescue? The COVID-19 outbreak had significant social and economic impacts throughout the global community, as well as the sporting world
The analysis identified six prominent gamification modes during the pandemic: (1) athlete esports competition; (2) crossover esports competition (3) esports Pros competition; (4) esports fan competition; (5) virtual game simulation; (6) esports betting
A majority (82.5%) of respondents self-identified as video gamers, with sports-themed video games being the most popular genre (59.5%), followed by firstperson shooter games (FPS) (43.5%) and multiplayer online battle arena games (MOBA) (42.1%)
Summary
Sports in Crisis, Video Games to the Rescue? The COVID-19 outbreak had significant social and economic impacts throughout the global community, as well as the sporting world. ESPN reported a 43% downfall in revenue projections for the global sports industry in 2020 compared to 2019 [2]. To deal with this crisis, sports entities have been looking for an array of alternatives to fill the content gap created by the pandemic. These alternatives include replaying vintage games (e.g., Wimbledon’s “The Greatest Championships” series), showing sports documentaries/movies (e.g., “The Last Dance” on ESPN), and engaging with video games in multiple ways (e.g., eNASCAR iRacing Pro Invitational Series)
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