This fascinating new book lifts the lid on the rapidly growing esports industry to examine its human dimension, exploring the career paths, performance and wellbeing of esports players, as well as the marketing, media and venue strategies that can keep fans engaged across the life course.
This fascinating new book lifts the lid on the rapidly growing esports industry to examine its human dimension, exploring the career paths, performance, and wellbeing of esports players, as well as the marketing, media, and venue strategies that can keep fans engaged across the life course.
The book introduces the fundamentals of esports for the reader who may not have prior knowledge, including key concepts and terminology. This book draws on recent research from psychology, high performance, business, and management. It explores key issues in contemporary esports, including skill development, health and fitness, career transitions, live streaming, sponsorship, consumer behaviour, and social identity in esports. Furthermore, the book examines special populations within the esports community, from parents of esports players to older adults. Every chapter opens with a thought-provoking question and contains real-world case studies from around the world.
Offering a unique set of perspectives on esports and adding depth to the reading list for any esports course, this is essential reading for any student, researcher, or practitioner looking to better understand the esports industry.
Part I: Esports in Sport Psychology,
1. Introduction to Esports,
2.
Parental Involvement, Support, and Pressure for Esports Players,
3. Life
Skills Development and Transfer in Esports,
4. Esports Players Physical and
Mental Wellbeing,
5. Career Transition Out of Esports, Part II: Esports in
Sport Marketing,
6. Understanding Motivations for Streaming and Viewing for
Esports Live Streaming,
7. Esports Event Venue Marketing,
8. Esports Fan
Behaviour: Multiple Identifications,
9. Sponsorship in Esports,
10. Market
Segmentation: Silver Marketing and Women-centric Marketing, Conclusion
Hee Jung Hong is Senior Lecturer in Sport at the University of Stirling, UK. Her research interests include career transitions in sport, dual careers of athletes, athletes career development and management, athletes welfare and wellbeing, as well as the application of sport psychology in esports.
Sungkyung Kim is Lecturer in Sport Management at the University of Stirling, UK. His expertise lies in sport marketing and sport policy. His research focuses on the innovativeness of sports fan behaviour (e.g., technology acceptance) and policy public relations in managing mega sport events (e.g., government-public relationships).
