Abstract
Existing challenges to the esports industry, such as match fixing, potentially affect consumer motivations to watch esports. Additionally, the esports literature examining consumer motivations to watch competitions relies on data gathered from consumers. An opportunity is presented to understand industry challenges alongside additional stakeholder perspectives on consumer motivations. The purpose is to explore the perceived influence of match fixing on consumer motivations to watch esports broadcasts, from the perspective of esports brand producers. Informed by uses and gratification theory, 30 semistructured interviews were conducted with brand producers in the Australian esports industry. Four themes were generated from thematic analysis: diminished integrity, decreased engagement, limited individual impact, and reduced drama. The findings provide insight for brand producers to craft strategic communications, which mitigate negative motivational influences and encourage consumers to watch esports. The current research extends the understanding of consumer motivations to watch esports by considering the perspective of brand producers.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
