Can Esports Substitute Traditional Sports? The Convergence of Sports and Video Gaming during the Pandemic and Beyond

Haozhou Pu, Jeeyoon Kim and Corinne Daprano
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Haozhou Pu: Department of Health and Sport Science, University of Dayton, Dayton, OH 45469, USA
Jeeyoon Kim: Department of Sport Management, Syracuse University, Syracuse, NY 13244, USA
Corinne Daprano: Department of Health and Sport Science, University of Dayton, Dayton, OH 45469, USA

Societies, 2021, vol. 11, issue 4, 1-18

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.

Keywords: esports; video games; gamification; COVID-19; convergence; points of attachment (search for similar items in EconPapers)
JEL-codes: A13 A14 P P0 P1 P2 P3 P4 P5 Z1 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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