Abstract
This research aims to explore the determinants of the League of Legends Champions Korea (LCK) highlight views and comment counts. The data of 629 game highlight views and comment counts for seven tournaments were collected from YouTube. The highlight views and comment counts were regressed on a series of before-the-game factors (outcome uncertainty and game quality), after-the-game factors (sum and difference of kills, assists, multiple kills, and upset results), and match-related characteristics (game duration, evening game, and clip recentness). A multi-level least square dummy variable regression was conducted to test the model. Among the before-the-game factors, outcome uncertainty and game quality were significantly associated with highlight views and comment counts. This indicated that fans liked watching games with uncertain outcomes and those involving high-quality teams. Among the after-the-game factors, an upset result was a significant determinant of esports highlight views and comment counts. Thus, fans enjoy watching underdogs win. Finally, the sum of kills and assists only affected view counts, which indicated that fans prefer watching offensive games with more kills and a solo performance rather than teamwork.
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