Theses on E-Sports
Jakob Hammarskjöld (2020)
Abstract: Esports has, during the 21st century, developed from an overlooked subculture into a billion-dollar industry. Across the globe, teams compete in tournaments with large prize pools, cheered on by devoted fans. Despite this impressive development, there is still limited knowledge about these teams and their fans. Empirical evidence suggests that esports fandom is characterized by connections to multiple teams and players; however, no previous study has investigated this topic.
In traditional sports, fans are typically seen as supporters of a single favourite team, with which they identify to varying degrees. Over decades of research, scholars have explored the origins of team identification and linked it to concepts such as loyalty and psychological well-being. Esports share many characteristics with traditional sports; however, it is unclear whether these theories also apply to esports.
This study investigates esports fans through the lens of traditional sports fandom. A quantitative survey was distributed to 210 Swedish fans of the esport Counter-Strike: Global Offensive (CSGO). The results show that these fans consider themselves supporters of multiple teams but still have one favourite team. Identification with this favourite team is positively correlated with both behavioural and attitudinal loyalty, similar to traditional sports fans.
This study shows that theories of traditional sports fandom can be applied to esports. Furthermore, the findings provide an initial map of esports fandom, relevant for both researchers and esports teams developing their brands.
Felix Bensberg and Johannes Pauleikhoff (2020)
Abstract: This paper examines how accounting can enable the commercial development of emerging sports. Building on Mouritsen and Kreiner’s (2016) findings on the relationship between accounting and decision-making as promises, the esports industry is identified as a promissory economy. In such an economy, promising agents construct a “regime of hope” (Brown, 2005) that presents a thriving future for the industry.
This vision is based on a growing number of fans and significant investment flows into esports. However, it contrasts with the reality that many organizations in the industry face. Many struggle to monetize their business models, and no clear pathway for change is apparent.
To attract and enrol actors needed for further commercialization, these agents strategically use accounting indicators when presenting the industry. This highlights the performativity of accounting and shows how institutional logics can be used to present reality more advantageously. Furthermore, the study demonstrates how a promissory economy can be constructed and which conditions support its effectiveness.
E-sports, a man’s world? How gender ratios in esports teams affect perceptions (BSc)
Jonny Baho and Axel Neikter (2019)
Abstract: Esports have evolved from a niche community into a mainstream phenomenon, with million-dollar prize pools. As the industry grows, companies have become increasingly interested in sponsoring teams, sometimes even founding their own.
Despite this growth, esports remains male-dominated, with most professional players being male. Previous research shows that in masculine domains, stereotypes can affect how individuals are perceived when they break norms.
This study explores how perceptions of esports teams vary depending on gender composition. An experiment was conducted in which three groups received simulated newspaper articles describing a new esports team: an all-male team, a mixed-gender team, and an all-female team.
Data from 122 respondents were collected and analysed in terms of attitude, interest, perceived skill, likelihood of sharing the article, and likelihood of watching the team play. The results indicate greater interest in teams that include female players compared to all-male teams. This suggests that the presence of female players increases interest. The study indicates that esports teams seeking to increase audience interest may benefit from including female players, all else equal.
Max Oskar Andersson and Jakob Hammarskjöld (2018)
Abstract: This thesis contributes to research on esports, a field that has received limited scholarly attention. Using a comparative analysis of esports and floorball - two activities that have developed rapidly in Sweden - the study examines whether, how, and why esports have evolved differently from modern sports.
Data were gathered through qualitative interviews with key individuals representing Swedish esports and floorball. The development of both activities is analyzed using a framework of sport rationalization consisting of three phases: sportification, intensification, and totalization.
The findings show that both activities have developed rapidly, partly due to an awareness of the characteristics of modern sport. However, floorball’s development has stagnated due to limited commercialization and global competition, while these factors have been central to esports from the outset.
The study identifies digitalization as the key explanation for this difference. Digitalization has enabled rapid global diffusion and increased commercialization. It also suggests that the phases of sport rationalization can occur simultaneously rather than sequentially. Esports is therefore emerging both as an alternative and a competitor to modern sports.
Gustav Groth and Filip Wikström (2016)
Abstract: Esports, defined as competitive video gaming, is a growing global phenomenon attracting scholarly attention across disciplines. Previousresearch suggests a link between leadership in sport and esports organizations.
This thesis examines this link using the multilevel conceptual model of leadership in sport management developed by Peachey et al. The model outlines factors that influence leadership processes in sport organizations.
Through a qualitative multi-case study, including in-depth interviews with six individuals from four esports organizations, the study evaluates the model’s applicability in an esports context.
The findings suggest that the model largely applies to esports organizations, although some adaptations are needed. Most notably, the role of game developers should be examined separately. The study recommends further research to strengthen the theoretical link between esports and traditional sport.
Gustaf Barner and Christian Thorwid (2015)
Abstract: The esports industry has experienced rapid growth in recent years and shows no signs of slowing down. This has attracted companies seeking to benefit from the expanding market, including those with limited natural alignment to esports.
Given a potentially sceptical audience, there is an increased need for marketing efforts to be perceived as authentic. Sponsorship is the dominant form of marketing in esports.
This study examines how perceived sponsor motives and levels of congruence influence sponsorship outcomes. Attribution theory is used as a theoretical framework.
An experiment was conducted using four press releases featuring combinations of congruent or incongruent sponsors and authentic or less authentic motives. The outcomes were measured and compared across groups.
The results are inconclusive but suggest that incongruent sponsors may benefit more from establishing congruence than from signallingauthenticity alone. The study also supports previous research indicating that congruent sponsors are perceived as more authentic.