Esports as a business model: case: League of Legends
Mikkonen, Iiro (2023)
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202303213907
https://urn.fi/URN:NBN:fi:amk-202303213907
Tiivistelmä
Esports has become a booming industry, gathering a growing audience, and becoming a focus of multinational technology companies. The study aimed to examine esports as a new business market, showcasing the game League of Legends. It also aimed to understand how to grow the financial income of professional players or individual gamers.
The study used both quantitative and qualitative methods. Theoretical and empirical research was applied. The theoretical part was made by reviewing the literature and the empirical part by conducting an interview with a YouTuber as well as conducting a Google Forms survey for daily gamers. Inductive research was applied with the interview.
The study showed the importance of live streaming as a tool for esports and how important part the community has. The research survey highlighted that esports is proven to gather more popularity, since the image of gamers and the gaming industry has changed in relation to the popularity of live stream services, therefore it has deepened the relationship with the game’s fans. Finally, research answers mentioned the importance for companies to be more aware of this trend and use this opportunity for sponsorship and advertisement.
The study used both quantitative and qualitative methods. Theoretical and empirical research was applied. The theoretical part was made by reviewing the literature and the empirical part by conducting an interview with a YouTuber as well as conducting a Google Forms survey for daily gamers. Inductive research was applied with the interview.
The study showed the importance of live streaming as a tool for esports and how important part the community has. The research survey highlighted that esports is proven to gather more popularity, since the image of gamers and the gaming industry has changed in relation to the popularity of live stream services, therefore it has deepened the relationship with the game’s fans. Finally, research answers mentioned the importance for companies to be more aware of this trend and use this opportunity for sponsorship and advertisement.