This study aims to examine the cultural and economic circumstances that shape esports consumer agency through case studies of “experiential consumption” (Miles, 2021).
A multiple-case study approach (Stake, 2006) is deployed alongside participant observation and document analysis to identify three cases of experiential consumption in esports – an esports tournament, a large online community for gaming peripherals and accessories, and an esportswear fashion brand.
The research identifies three aspects of experiential consumption relevant to esports. First, tournaments are sensory and emotional “spectacles”, immersing consumers in memorable experiences. Second, online gaming communities enable consumers to express themselves through “self-work”. Third, esportswear companies engage consumers with exclusive, authentic fashion experiences via “lifestyle branding”.
The case studies highlight the need for future cross-cultural research on esports experiences, particularly how regional differences shape consumer behaviour. The impact of emerging technologies like virtual reality (VR), augmented reality (AR), blockchain and AI on personalising experiences, enhancing interactivity and related ethical considerations should be further explored.
Esports stakeholders can enhance esports events with real-time data analytics, VR and AR to create immersive experiences. They can also diversify income streams via personalised and exclusive apparel lines that reflect consumer identity, collaborating with mainstream fashion or entertainment brands. Compelling, emotionally resonant storytelling can deepen fan engagement and help build brand loyalty.
This article presents a new theoretical understanding of esports consumption through multiple case studies of experiential consumption, revealing the central role that “experience” plays in shaping the design and choice of esports products and services.
