Esports have rapidly expanded from a pastime undertaken by casual players to one of the largest segments of the entertainment industry—one in which hundreds of millions of people play and compete daily.
Esports Business Management, Second Edition With HKPropel Access, presents an all-encompassing look into the world of esports business. This updated and enhanced text will inform both aspiring students and esports professionals about this growing industry. Written by renowned esports academics and experts from across the globe, and endorsed by the Esports Research Network, this foundational text covers a wide range of topics essential for a comprehensive education in esports management. With a striking full-color design and dynamic images that bring concepts to life, the book serves as an excellent resource for undergraduate students who want a solid understanding of esports business management.
Building on the foundation of the first edition, this textbook begins with an overview of the esports ecosystem, followed by discussions of various levels, from youth esports to the professional ranks. The book delves into the international culture and social issues within esports, and it reviews governance at various levels. It also covers specific business and management activities, including marketing, consumer behavior, sales, sponsorship, venue management, event organization, communications, streaming, finance, legal issues, and team management.
The second edition of Esports Business Management offers a thorough exploration of the growing esports industry, highlighting the wide array of stakeholders, including players, fans, teams, leagues, sponsors, and game publishers. The book underscores the similarities between esports and traditional sports—in terms of organization, event management, and business principles—while also addressing the unique aspects of esports, such as intellectual property ownership, rule development, and revenue generation.
New discussions address the evolving interest in including esports in the Olympics, the role the International Olympic Committee would play in making that a reality, and the collaboration between esports governing bodies in growing esports internationally.
Among the book’s many features are Zoning sidebars, in which industry experts highlight real-world examples, useful to both newcomers and seasoned professionals. Supplemental online resources include 28 articles from the Journal of Electronic Gaming and Esports (JEGE) along with discussion questions and assignments, links to online videos, industry case studies and highlights, and student exercises to help apply the content.
While similarities exist between the sports and esports environments, there are also significant differences in how the esports industry must operate to thrive. Esports Business Management, Second Edition, is the foundational text for helping students and professionals understand the unique, fast-paced esports industry.
Note: A code for accessing HKPropel is included with all new print books.
Foreword
Julia Hiltscher, Founder and CEO, Doctor Hiltscher CSR
Chapter 1. Introduction to Esports
David P. Hedlund, Seth E. Jenny, Gil Fried, and Russell Hamer
What Is Esports?
A Brief History of Video Games and Esports
Esports Platforms
Types of Esports Games
The Esports Ecosystem
Esports Industry Statistics and Market Research
Chapter 2. Levels of Esports
Seth E. Jenny and Benjamin T. Sharpe
Levels of Esports
Pathways to Professional Esports
Amateur Esports (Tier 3)
Semiprofessional Esports (Tier 2)
The Esports Pipeline Problem
Professional Esports (Tier 1)
Chapter 3. Esports Culture and Issues
Seth E. Jenny and Lindsey Darvin
Perspectives of Gaming Based on Culture
Potential Positive Impacts of Gaming
Common Areas of Concern Regarding Gaming and Esports
Chapter 4. Esports Stakeholders
Seth E. Jenny, Josh Jarrett, and Gil Fried
Tier 1 Foundational Stakeholders
Tier 2 Supporting Stakeholders
Chapter 5. Esports Governance
Gil Fried and Clint Kennedy
Defining Governance
Types of Governance
International Esports Federation (IESF)
Global Esports Federation (GEF)
International Olympic Committee and Esports
United States Esports Federation (USEF)
Collegiate Organizations
High School Organizations
Governing Professional Esports
Should Esports Be Governed the Way Sport Is Governed?
Chapter 6. Esports Marketing, Consumer Behavior, and Monetization
David P. Hedlund and Marcus Howard
The Five Ps of Esports Marketing
Unique Aspects of Esports Marketing
Marketing Esports to Players, Spectators, and Fans
Spectator Motivations to Watch Esports
Esports Sales and Monetization
Chapter 7. Esports Sponsorship
David P. Hedlund and Anthony D. Pizzo
Understanding Sponsorship
Types of Esports Sponsors
Sponsorship Opportunities
Issues Facing Sponsors
Sponsorship Evaluation
Chapter 8. Esports Venues
Gil Fried
Large-Scale Esports Venues
Small-Scale Esports Venues
Designing Esports Spaces for Universities and Athletes of the Future
Basics of Esports Facility Management
Chapter 9. Esports Events
Gil Fried and David P. Hedlund
Brainstorming and Setting Goals and Objectives
Creating the Framework of the Event
Event Bidding
Event Budgeting
Event Registration
Event Management
Postevent Evaluation
Chapter 10. Esports Broadcast Management and Communications
Seth E. Jenny, Adam Antor, Brandon C. Harris, and David P. Hedlund
Media Production in Esports
Tools in Esports Communication
Chapter 11. Esports Finance and Economics
Gil Fried
The Business of Esports
Basic Financial Concepts
Budgeting for an Esports Team
How to Read an Annual Report
Chapter 12. Esports Law
Gil Fried and Justin M. Jacobson
What Is Esports Law?
Overview of Important Legal Concepts
Intellectual Property (IP)
Contract Law
Tort Liability
Unionizing Esports Players
Legal Rights of Esports Athletes
Chapter 13. Esports Team and Player Management
David P. Hedlund, Seth E. Jenny, Joanne Donoghue, and Oliver Leis
The Rise of Esports Coaching
Esports Coaching as a Profession
The Role of Owners, Game Coaches, and Life Coaches
Health and Wellness Considerations
Chapter 14. Esports Careers
Tobias M. Scholz, Nicholas Besombes, and David P. Hedlund
Esports Job Descriptions and Résumés
Careers in Esports
Career Opportunities Outside of Esports and the Video Game Industry
The Future of Esports
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