Description
Book SynopsisEsports have rapidly expanded from a pastime undertaken by casual players to one of the largest segments of the entertainment industry, in which hundreds of millions of people play and compete daily.
Esports Business Management With HKPropel Access is one of the first textbooks to present an all-encompassing look into the world of esports business, will teach both aspiring students and sports professionals about the business of this rapidly expanding industry. Written by esports executives, business experts, and esports educators—and endorsed by the International Esports Federation, Esports Research Network, and the United States Esports Federation—the textbook offers a comprehensive approach to the operational side of esports, supplemented by a striking full-color design and dynamic imagery that will bring concepts to life.
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 HK
Propel, 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 HK
Propel is included with all new print books.
Table of ContentsForeword: James O’Connor, General Manager of the Pittsburgh Knights
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 Introduction
What Is Esports?
A Brief History of Video Games and Esports
The Esports Ecosystem
Esports Platforms
Types of Esports Games
Esports Industry Statistics
Conclusion
Discussion Questions
Chapter 2. Levels of Esports
RC Smith III, Robert Dranoff, Eric Kammeyer, Daniel Liang, Nick Rider, and Justin Smith Introduction
Youth Esports
High Schools and Pathways to College
Collegiate Esports
Collegiate Conferences
Professional Esports
Conclusion
Discussion Questions
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 Introduction
Societal Perspectives of Gaming in the East and West
Positive Impacts of Gaming
Negative Impacts of Gaming
Conclusion
Discussion Questions
Chapter 4. Esports Stakeholders
Gil Fried, Aaron Castellan, Aaron Colaiacomo, Clint Kennedy, Michael Newhouse-Bailey, and Sheng Qiang Introduction
Tier 1 Stakeholders
Tier 2 Stakeholders
Tier 3 Stakeholders
Conclusion
Discussion Questions
Chapter 5. Esports Governance
Gil Fried, Tobias M. Scholz, Jason Batzofin, Sang-ho Lee, Lance Mudd, Michael Newhouse-Bailey, and Colin Webster Introduction
Defining Governance
Types of Governance
International Esports Federation (IESF)
United States Esports Federation (USEF)
Collegiate Organizations
High School Organizations
Governing Professional Esports
Should Esports Be Governed the Way Sport Is Governed?
Conclusion
Discussion Questions
Chapter 6. Esports Marketing
David P. Hedlund, Anthony Palomba, Lisa Cosmas Hanson, Michael Naraine, and Henry Wear Introduction
The Five Ps of Esports Marketing
Unique Aspects of Esports Marketing
Marketing Esports to Players, Spectators, and Fans
Spectator Motivations to Watch Esports
Conclusion
Discussion Questions
Chapter 7. Esports Sponsorship
David Hedlund and Daniel Liang Introduction
Understanding Sponsorship
Types of Esports Sponsors
Sponsorship Opportunities
Issues Facing Properties and Sponsors
Sponsorship Evaluation
Conclusion
Discussion Questions
Chapter 8. Esports Events
RC Smith III, Gil Fried, Jide Osipitan, and David P. Hedlund Introduction
Brainstorming and Setting Goals and Objectives
Creating the Framework of the Event
Event Bidding
Event Budgeting
Event Registration
Event Management
Postevent Evaluation
Conclusion
Discussion Questions
Chapter 9. Esports Venues
Gil Fried, Alexander Champlin, Katelyn Chapin, and Matthew McGivern Introduction
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
Conclusion
Discussion Questions
Chapter 10. Esports Communications
Anthony Palomba, Ryan Rogers, Aaron Colaiacomo, and David P. Hedlund Introduction
Shoutcasting and Broadcasting in Esports
Tools in Esports Communication
Streaming
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
Conclusion
Discussion Questions
Chapter 11. Esports Finance and Economics
Gil Fried Introduction
The Business of Esports
Basic Financial Concepts
Budgeting for an Esports Team
How to Read an Annual Report
Esports Franchising and Entrepreneurship
Conclusion
Discussion Questions
Chapter 12. Esports Law
Gil Fried, Graciano Gaillard, and Jason Chung Introduction
Overview of Important Legal Concepts
Intellectual Property (IP)
Contract Law
Liability
Unionizing Esports Players
Legal Rights of Esports Athletes
Conclusion
Discussion Questions
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 Introduction
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
Conclusion
Discussion Questions
Chapter 14. Esports Careers
Roger Caramanica, Lisa Cosmas Hanson, Taylor Johnson, Michael Newhouse-Bailey, and Tobias Scholz Introduction
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
International Careers
Conclusion
Discussion Questions
Afterword: Tobias Scholz
