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HOW COMMUNICATION TECHNOLOGY CREATE
EXPLOSIVE GROWTH OF ESPORTS?
A SYSTEMATIC LITERATURE REVIEW ON THE INFLUENCE OF DIGITAL MEDIA IN
GAMIFICATION AND YOUTH’S SATISFACTION IN MALAYSIAN ESPORTS INDUSTRY
MOHAMED SHAFIQ MOHAMED AYUB
DR. DZAA IMMA ABDUL LATIFF
+60197745464
Faculty of Communication and Media Studies
UiTM Negeri Sembilan
THINGS YOU
DIDN’T KNOW
ABOUT THE
ESPORTS
INDUSTRY
https://www.youtube.com/watch?v=7cic
L53J0Kg
OUTLINE
INTRODUCTION01
WHAT IS
ESPORTS?02
METHODOLOGY03
CONCLUSION04
INTRODUCTION
Playing video games has become one of the most popular
recreational activities, not just among children and adolescents, but
also among adults too (Entertainment Software Association 2017).
Video games have changed throughout the past five decades, and
have developed from early standalone games such as Space
Marines (1962) and Pong (1972) into collaborative and competitive
games played via massively multiplayer online environments, where
millions of players can play simultaneously against the games’ non-
player enemies or against other players.
More recently, video game playing has become professionalized and
for a small minority of players has become a career option in the
world of competitive gaming (Faust et al. 2013; Griffiths 2017). This
new professional type of video gaming activity has been termed
Esports (electronic sports). Esports is a new area in the gaming
culture, and is starting to become one of the most essential and
popular part of video game communities, especially among
adolescents and emerging adults.
The Video Game Market by Region in
2016: Asian growth
58% of the global growth of 2016 will come from the
growth of the Asia and Pacific region. In addition, it is
estimated that in 2018 the sum of the online video
game market in China, Japan and South Korea will
double that of the rest of the world as a whole.
1.4 BILLION POTENTIAL AUDIENCE
Research Objectives
To identify the type of
communication
technology in the
development of
Esports industry
To identify the most
effective type of
communication
technology used in
the development of
Esports industry
To identify type of
Malaysian youth’s
satisfaction towards
Esports industry
To determine the relationship
between influence of
communication technology in
gamification development and
Malaysian youth’s satisfaction
towards Esports industry.
WHAT IS
ESPORTS ?
WHY IS IT A BIG DEAL ?
What is Esports ?
Esports, short for “electronic sports,” transforms online gaming
into a spectator sport. The experience is similar to watching a
professional sporting event, except that instead of watching a
physical event, spectators watch video gamers compete against
each other in a virtual environment. If it’s hard to imagine why
anyone would watch somebody else playing a video game, just
think about how enjoyable it is to watch Lebron James or Steph
Curry play basketball. Just as traditional sports fans enjoy
watching top athletes perform at the top of their craft, the same
is true of those who watch top video gamers compete.
Which Esports Games Are
Most Popular?
Though the actual rankings of the most popular Esports games change
slightly month-to-month, the ten most watched games on dominant
streaming site Twitch remain consistent. As of right now, League of
Legends remains the most-watched ESport in the world. It’s also worth
noting, for those less familiar with Esports, that the most popular games
are not traditional sports-related video games such as Madden or FIFA.
Rather, the popular Esports genres include multiplayer online battle arenas
(where a player controlling a single character in a team that must destroy
the opposing team’s main building), real-time strategy (where a player
builds an army to gain dominance over a map), or first-person shooter
games (where players take part in a firefight across a map).
RESULTS
ESPORTS 101
Gamification technology is an emerging IT
innovation that greatly affects consumer
behaviour and consumer perception of products.
The aim of this study is to examine how the
Esports phenomenon can be used as
a marketing communication tool and how its
usage affects the reception of individual
components of a marketing message
36
Digitalization of communications is an increasing phenomenon,
reflected in the way of planning and executing marketing
communication (Mazurek, 2011a). Efficient utilization of mass
communications requires not only a very good knowledge of social
phenomena and market processes but also familiarity with the
instruments and technologies of information communication.
Both communication theoreticians and practitioners agree that the
key condition for mass communications to be effective is
integration of all the means thereof. All the undertaken
communication activities need to be consistent in terms of their
content and coordinated in time and space. Companies utilising
the methods and tools of modern mass communications are able
to interact quickly with consumers (Hajduk, 2016).
37
The drivers of these videos: franchises
WHY SHOULD WE PAY ATTENTION TO
ESPORTS ?
Gaming provides a gateway for media
practitioners to reach consumers in
new ways (Van Kerrebroeck,
Brengman, & Willems, 2017a).
A company that takes advantage of
communication technology can benefit
from major improvements in their
marketing communication as well as in
the level of their customers’ knowledge
of the products on offer (Huang,
Backman, K.F., Backman, S.J., &
Chang, 2015; Van Kerrebroeck et al.,
2017a).
Consumers gain value from game
technology, which enhances their
lives, and so businesses and
advertisers need to reach them by
these means in order to identify
new opportunities of providing
consumers with even more value
(Jung, Dieck, Lee, & Chung,
2016
Hence this research project is aims
to study the perspective of
communication technology that
influence esports industries and
youth’s satisfaction
“My message to Mass
Communication is this:
get into ESports today
because it will be more
expensive tomorrow.
Meet the new medium: Broadcast Explode
the growth into ESports
The truly global fandom of ESports has been fueled by the
tech engine behind ESports: its digital platforms. The likes of
Twitch, YouTube and Mobcrush drive fan excitement by
providing the vital component of ESports – live engagement.
Digital is the portal to players’ online chatter and building
community. It’s also a learning tool. With it, players can hone
their own skills by watching the fine-tuned abilities of pro
gamers. Whether they’re playing or just watching, these are
people connected by a passion for ESports, wherever they
are.
TWITCH
Twitch is now one of the main ESports platforms for live-streaming
video content. Founded in 2011, the platform today boasts 100
billion minutes of ESports content consumed every month,
according to Swanson. The number one source of video
consumption today, YouTube, has billions of hours of ESports and
gaming content viewed per month. ESports games are heavily
featured in YouTube’s Top Ten All-Time Video Games: League of
Legends, Call of Duty, Counter-Strike, and FIFA.
Esports is a booming global industry where skilled video gamers play
competitively. In the same way that traditional sports have competitions in
baseball, basketball, and football, Esports encompasses competitions across a
variety of video games. Contrary to common perception, Esports is not simply a
phenomenon occurring in the basements of unemployed twenty somethings; the
industry is real, growing globally, and investable.
In fact, over 380 million people watch Esports worldwide both online and in
person. More people watched the 2016 world finals of popular Esports game
League of Legends (43 million viewers) than the NBA Finals Game 7 that year (31
million viewers). With its fragmented landscape and digital platform, the Esports
sector holds promise for a multitude of monetization opportunities.
Gamification is a relatively new medium that offers new opportunities
for content communication. The qualities of virtual reality make it able
to manipulate the sense of time and space, to be interactive, and
make the user ‘control’ their experience. According to Biocca (1992b),
there are many research implications of gaming on communications,
including studies on: the diffusion of game technology,
communication design and cognition or interpersonal communication
and cooperative work.
All this offers an incredible opportunity to establish a dynamic
relationship between the audience and the medium where
interactivity and responsivity play a crucial part (Mazurek, 2011b). An
ideal situation is one that involves the creation of a high-quality
interface – based on platforms connecting devices, or rather whole
realities – so that the user does not see the difference between their
own and the interactive world (Barnes, 2016).
“All major U.S. media conglomerates
will have digital esports media
rights,” and that esports will grow
into a market bigger than that of
traditional professional sports in
2021.”
“I believe esports will rival the biggest
traditional sports leagues in terms of
future opportunities, and between
advertising, ticket sales, licensing,
sponsorships and merchandising, there
are tremendous growth areas for this
nascent industry” –Steve Borenstein,
Chairman of Activision Blizzard’s
Esports Division and Former CEO of
ESPN and NFL Network
METHODOLOGY
METHODOLOGY
The present study aimed to collate and review all the
empirical studies concerning Esport from a psychological
perspective published between 2000 and 2017. Given that
competitive gaming only started to occur after videogames
could be played online and against other people, the year
2000 was chosen as a start date for the search because the
playing of videogames competitively did not exist prior to
this date. The data collection included all studies published
between January 2000 to July 2017.
The literature search comprised the following databases:
Google Scholar, Science Direct, PubMed, and Web of
Knowledge. The following keywords were used in the
respective search engines: ‘esport video gam*’;
‘professional gam*’; ‘pro gam*’; ‘competitive video gam*’;
‘esport competitive video gam*’; ‘sport video gam*’ and
‘professional video gam*’.
A total of 30 papers were found as a result of
the systematic search. However, based on the
inclusion criteria (i.e., an empirical study
containing new primary data and published in a
peer reviewed journal in the English language),
a total of 22 papers were excluded because
they were either non-empirical (n = 14), were
published in conference proceedings or student
theses (n = 8), or were not specifically focused
on esport (n = 3). This left a total of eight
empirical studies that met the inclusion
requirements (see Table 1).
MANY FACTORS DETERMINE PACE OF GROWTH
MERCURY
10
%15
%
20%
MERCURY
MAR
S
VENU
S
Despite being red, Mars
is a cold place, not hot
Mercury is the closest
planet to the Sun
Venus has a beautiful
name, but it’s too hot
55
OTHER MEDIA PLATFORMS
YOUTUBE
STEAM
VR
CULTURE, SOCIAL
PRESSURE
AR
RECOMMENDATIONS
CONCLUSION
The research, focused on the perception of mass
communication materials, brings some insights into
how to conduct such activities in the era of modern
technologies. It has also confirmed that Game
technology can significantly facilitate presentation of
certain market offers in education sector. The method
applied in the research may become a common
practice in this type of business industry in the future
The positive role of industry in the context of mass
communication may result in an increase in companies’
willingness to invest more in popularizing their offers through
various forms of cooperation with gaming software developers.
Technological industry have laid the grounds for a completely
new field of communication and content delivery and an
innovative approach to them can make the flow of information
between different market entities much easier.
Media practitioners can benefit from this research as
well because it clearly shows that traditional paper
advertising is the weakest channel of communicating an
offer in comparison to more advanced methods (such
as video or VR presentations), which proves the great
importance of communication virtualization.
Managers should pay more attention to the process of selection of
technologies that are to be used in communicating marketing messages. As
indicated in the research the use of modern technologies such as video and
game streaming has a very positive impact on the perception of marketing
message and translates into a much better reception of the message among
potential customers, which means that these technologies can significantly
support marketing strategies and sales – especially of equipment and
solutions based precisely on such modern technologies.
Further research should focus on conducting similar experiments for
various types of product categories, the relationships between the
reception of technology, the message, and the offer, and the
purchase decisions along with the managerial implications of
gaming usage in mass communication strategies and tactics.