Art & Entertainment | Book Reviews | Education | Entertainment Video | Health | Lifestyle | Sport | Sport Video | Search


Rise of eSports potential goldmine for marketers

Rise of eSports potential goldmine for marketers

Playing computer games competitively can gain players celebrity status and fortune, just like other professional sports, according to research by a Marketing Lecturer at Victoria University.

Dr Yuri Seo from the School of Marketing and International Business at Victoria Business School says computer gaming, or eSports, has developed its own culture and is on the rise worldwide.

Far from the traditional model of sitting at home alone playing computer games, gamers can now immerse themselves in the gaming world—attending eSports events, watching eSports media on Internet TV or visiting Internet cafes to connect with other gamers.

To gain a competitive edge, says Dr Seo, gaming companies need to tap into this world, involving their consumers in creating experiences that will keep them hooked.

According to Dr Seo, US-based Blizzard Entertainment, a developer and publisher of entertainment software, is a standout example of succeeding with this approach. The company’s annual revenue increased from $40 million in 1995 to $5 billion in 2012—and Dr Seo believes this can partly be attributed to Blizzard’s collaboration with the eSports governing bodies, broadcasting stations and consumer communities. Blizzard also involves its end users from the beginning, employing star players to pre-test new games prior to their official release.

“It’s essential to engage with opinion leaders and understand the value consumers are getting out of the experience. If marketers look at their games purely as escapist activity they are missing the additional opportunities.”

Dr Seo says that in New Zealand, although the eSports phenomenon appears to be in its infancy, many Internet cafes in Auckland have their own gaming teams and participate in tournaments. Some New Zealanders have qualified for the World Cyber Games, an eSports tournament comparable to the Olympic Games for traditional sports. The tournament is held internationally each year, involving more than 50 countries and 13 different forms of eSports and attracting more than 9.5 million spectators worldwide.

Dr Seo says eSports has particularly taken off in South Korea, which has several dedicated television channels that broadcast computer-game events.

“Playing computer games is not just about leisure any more—it’s a way to find friends, community, and maybe even a profession.”


© Scoop Media

Culture Headlines | Health Headlines | Education Headlines


Howard Davis: Avantdale Bowling Club

Auckland rapper and MC Tom Scott brought his stunning jazz-infused Taite Music Prize-winning project Avantdale Bowling Club to the Opera House headlining Wellington's 2020 Jazz Festival. More>>

Howard Davis: Kevin Field Quintet

With the hardest pews in town and an icon of Ruth Bader Ginsburg adorning the walls, St Peter's Church added a distinctly spiritual element to the debut of three new pieces by Kiwi jazz pianist and composer Kevin Field that celebrated our common humanity. More>>

Stage: Wellington’s Theatre Awards To Go Ahead

The Wellington Theatre Awards will go ahead despite a devastating year for New Zealand’s creative sector. Wellington Theatre Awards Trust Chair Tom Broadmore said, “the creative sector, and Wellington’s vibrant theatre sector has been gutted by the ... More>>

Journalism: An Icon Returns. New-Look North & South Magazine Hits Shelves

One of New Zealand’s most iconic magazines, North & South, is back on the shelves this week – with new independent ownership. The magazine, which has set the benchmark for investigative journalism in New Zealand since 1986, relaunches this week, ensuring ... More>>

Howard Davis: Three New Art Books for Xmas

Massey University and Te Papa Presses have published three new art books just in time for Xmas: Dick Frizzell's Me, According to the History of Art, Railways Studios, celebrating unique examples of government-sponsored advertising and design, and Nature - Stilled, Jane Ussher's extraordinary photographs of flora and fauna from the museum's natural history collections.

Howard Davis: Troy Kingi Rules The San Fran

The award-winning Northland musician performed songs from his new record The Ghost of Freddie Cesar, the fourth installment in his 10/10/10 series - ten albums in ten years in ten genres. More>>

Howard Davis: The Phoenix Foundation Rises From The Ashes (& Chris O'Connor Talks)

Simultaneously dreamy and structured, understated and subtle, spacious and hypnotic, The Phoenix Foundation's new album Lifeline includes gorgeous vocal harmonies, lilting lyrics with no lack of wry, self-deprecating humour, and gently weeping guitar parts. More>>



  • Wellington
  • Christchurch
  • Auckland