The text begins with a basic overview of the industry, including various levels of esports, culture, and social issues. Next, readers will explore the interests and concerns of various tiers of stakeholders—from title publishers and event organizers to leagues, sponsors, fans, and more—and learn about governance at multiple levels, from the international level to college conferences. A full look at the marketing engine of esports examines sponsorship opportunities, esports events and venues, and communications at all levels, including broadcasting, analytics, and social media. The book addresses managerial and business issues associated with running an esports-related entity, including financial and legal concepts as well as team and player management. The text concludes by examining careers found in the various segments of the industry and looking at the future of esports.
Throughout the text, Zoning sidebars provide real-world spotlights that bring the concepts to life. Student learning will be enhanced by the related online learning aids delivered through HKPropel, with student exercises and case studies that apply content to life, industry profiles, and a list of Internet resources for further learning.
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 is the foundational text for understanding and working in this exciting, fast-paced industry.
Note: A code for accessing HKPropel is included with all new print books.
AudienceUndergraduate and graduate students taking an introductory esports course; reference for professionals in esports or pursuing a career in esports.
Chapter 1. Introduction to Esports
David P. Hedlund, RC Smith III, Gil Fried, Stanley Nana Anyang-Kaakyire, Sang-ho Lee, Michael Newhouse-Bailey, and Janelle E. Wells
What Is Esports?
A Brief History of Video Games and Esports
The Esports Ecosystem
Types of Esports Games
Esports Industry Statistics
Chapter 2. Levels of Esports
RC Smith III, Robert Dranoff, Eric Kammeyer, Daniel Liang, Nick Rider, and Justin Smith
High Schools and Pathways to College
Chapter 3. Esports Culture and Issues
Roger Caramanica, Aaron Colaiacomo, Rob Holub, Sang-ho Lee, John McDermott, Michael Newhouse-Bailey, Sheng Qiang, Ryan Rogers, Melissa Welby, and Ashley Witt
Societal Perspectives of Gaming in the East and West
Positive Impacts of Gaming
Negative Impacts of Gaming
Chapter 4. Esports Stakeholders
Gil Fried, Aaron Castellan, Aaron Colaiacomo, Clint Kennedy, Michael Newhouse-Bailey, and Sheng Qiang
Tier 1 Stakeholders
Tier 2 Stakeholders
Tier 3 Stakeholders
Chapter 5. Esports Governance
Gil Fried, Tobias M. Scholz, Jason Batzofin, Sang-ho Lee, Lance Mudd, Michael Newhouse-Bailey, and Colin Webster
Types of Governance
International Esports Federation (IESF)
United States Esports Federation (USEF)
High School Organizations
Governing Professional Esports
Should Esports Be Governed the Way Sport Is Governed?
Chapter 6. Esports Marketing
David P. Hedlund, Anthony Palomba, Lisa Cosmas Hanson, Michael Naraine, and Henry Wear
The Five Ps of Esports Marketing
Unique Aspects of Esports Marketing
Marketing Esports to Players, Spectators, and Fans
Spectator Motivations to Watch Esports
Chapter 7. Esports Sponsorship
David Hedlund and Daniel Liang
Types of Esports Sponsors
Issues Facing Properties and Sponsors
Chapter 8. Esports Events
RC Smith III, Gil Fried, Jide Osipitan, and David P. Hedlund
Brainstorming and Setting Goals and Objectives
Creating the Framework of the Event
Chapter 9. Esports Venues
Gil Fried, Alexander Champlin, Katelyn Chapin, and Matthew McGivern
Large-Scale Esports Venues
Small-Scale Esports Venues
Designing Esports Spaces for Universities and Athletes of the Future
Basics of Esports Facility Management
Virtual Reality (VR) Arcades
Chapter 10. Esports Communications
Anthony Palomba, Ryan Rogers, Aaron Colaiacomo, and David P. Hedlund
Shoutcasting and Broadcasting in Esports
Tools in Esports Communication
Esports Communication and Sponsorship
Esports Communication and Analytics
Esports Communication, Fan Emotions, and Motivations
Esports Communications and Social Media
Esports Communications, Public Relations, and Crisis Activities
Esports Communication and Employment
Chapter 11. Esports Finance and Economics
The Business of Esports
Basic Financial Concepts
Budgeting for an Esports Team
How to Read an Annual Report
Esports Franchising and Entrepreneurship
Chapter 12. Esports Law
Gil Fried, Graciano Gaillard, and Jason Chung
Overview of Important Legal Concepts
Intellectual Property (IP)
Unionizing Esports Players
Legal Rights of Esports Athletes
Chapter 13. Esports Team and Player Management
David P. Hedlund, Matthew Williamson, Aaron Colaiacomo, Joanne Donoghue, Courtney James, Taylor Johnson, Ronald “Rambo” Kim, Raffaele Lauretta, John McDermott, Sheng Qiang, and Hallie Zwibel
The Rise of Esports Coaching
Esports Coaching as a Profession
The Role of Coaches at Esports Competitions
The Role of Coaches in Esports Organizations and Teams
Collegiate Esports Organization, Management, and Operations
Health and Wellness Considerations in Gaming and Esports
Chapter 14. Esports Careers
Roger Caramanica, Lisa Cosmas Hanson, Taylor Johnson, Michael Newhouse-Bailey, and Tobias Scholz
Esports Job Descriptions and Résumés
Careers in Esports
Careers in Competition
Careers in Streaming and Content Creation
Careers in Event Production
Planning and Control
Careers in Esports Marketing
Careers in Esports Health and Wellness
Careers in Game Design and Development
Afterword: Tobias Scholz
Hedlund earned his PhD in sport management and a certificate in measurement and statistics from Florida State University. He has more than 20 years of domestic and international experience in sport, esports, coaching, business, education, and analytics. He has published more than 30 journal articles and book chapters on related topics. He is a research committee member for the International Esports Federation, an educational program assistant for the United States Esports Federation, and a member of the Esports Research Network.
In recent years, Hedlund has also acted as a consultant for dozens of domestic and international high school, college, and professional esports teams as well as business and entrepreneurial ventures, including the World Cyber Games and the Global Esports Executive Summit.
Gil Fried, JD, is a professor at the University of New Haven in Connecticut. He has taught sport law, sport finance, and sport facility management for more than 25 years and has written numerous articles, books, and book chapters on various sport management issues. He taught the first business-school-based esports class several years ago and has worked to expand the professionalism of the esports industry. Fried speaks throughout the United States on issues such as building and financing facilities and dealing with risk management concerns.
Fried was a practicing attorney before becoming an academician. Before that, he was a collegiate coach, helped run major events, and was the vice president of marketing for a women’s professional basketball league. At one point in the early 1980s he sold video games (Donkey Kong, Pac-Man, Centipede, and more) to bars, restaurants, and other establishments.
In addition to researching and writing about sport management, Fried enjoys playing badminton, collecting stamps, farming, being with his wife and kids, and traveling.
R.C. Smith III, MAA, MSJ, is an assistant professor of sport management in the department of business and economics and the director of esports at Marietta College. Smith has over 12 years of work in higher education in various roles, including alumni relations, teaching, and collegiate athletics. He has earned two master’s degrees—one from Seton Hall University School of Law in intellectual property and one from University of the Incarnate Word in sport management—and he earned his bachelors in multimedia journalism from Florida Atlantic University. Smith’s areas of strength are event management, fan engagement, innovation, and revenue generation. Recently, Smith became a software trainer and consultant for sports teams and organizations in the areas of game management and fan engagement.
The business of esports
Unique aspects of esports marketing
Who is sponsoring esports teams and leagues?
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All ancillaries are free to adopting instructors through HKPropel.
Instructor guide. Includes a sample syllabus, chapter objectives, chapter outlines, solutions to end-of-chapter discussion questions, and suggested classroom activities.
Test package. Contains a bank of 20 questions per chapter.
Presentation package. Includes PowerPoint slides of text, artwork, and tables from the book that can be used for class discussion and presentation. The slides in the presentation package can be used directly within PowerPoint or printed for distribution to students. Instructors can easily add, modify, and rearrange the order of the slides.
Instructors also receive access to all student materials in HKPropel.