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 shafiquitmrembau@gmail.com +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 01 INTRODUCTION 02 WHAT IS ESPORTS? 03 METHODOLOGY 04 CONCLUSION
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 fy type of Malaysian youth’s To identi ntify fy the type e of f satisf sfac action ion towards ds comm mmuni nicati cation n Espor orts industry technolo hnology gy in the develo lopmen pment t of Esports rts indus dustry try To determine ine the relationsh ionship ip To identi ntify fy the most between n influence ce of effe fectiv ctive e type of communic ication ion technology ology in communicati nication n gamific icat ation ion developmen lopment and technolo nology gy used in Malaysian youth’s satisfaction the develo lopmen pment t of towards rds Espo ports indust stry. Esports rts indus dustry try
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 Consumers gain value from game Hence this research project is aims practitioners to reach consumers in technology, which enhances their to study the perspective of new ways (Van Kerrebroeck, lives, and so businesses and communication technology that Brengman, & Willems, 2017a). advertisers need to reach them by influence esports industries and A company that takes advantage of these means in order to identify youth’s satisfaction communication technology can benefit new opportunities of providing from major improvements in their consumers with even more value marketing communication as well as in (Jung, Dieck, Lee, & Chung, the level of their customers’ knowledge 2016 of the products on offer (Huang, Backman, K.F., Backman, S.J., & Chang, 2015; Van Kerrebroeck et al., 2017a).
“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.
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