Hey all! it’s your favourite blogger back for round 2 of our insight into fan engagement. This week we will be taking a look at Gamification and E- Sports. Gamification is defined as “Emerging technology using digital media to motivate people to act a certain way in what is a traditionally non-gaming environment” Bittner and Shipper, (2014)
Gamification has a projected growth of 4.91 million in 2016 to 11.94 million in 2021, crazy isn’t it! One aspect of gamification that been a major aspect of this project rise has been the use of online betting by betting companies. According to Lopez-Gonzalez and Tulloch (2015) there has been a significant rise in the consumption of sports media as a result of the availability of online betting apps. This links to the theory suggested by Bittner and Shipper (2014) as people, who may not have usually used the online Apps, yes I’m talking to you Mum and Dads, such as Skybet and Paddypower that are available to bet on, may be motivated to use them. This is often done through marketing promotions. One such example of this would be would be Paddy Power’s use of their “new customer offer” which allows new customer to get a £10 free bet when they place a bet of £10 or more according to Paddy Power (2019), which reminds to welcome all our new readers, you won’t regret reading on!.
Many online betting companies use loyalty rewards and money back guarantees in order to engage fans of sports through their online betting apps. The use of these promotional tactics allow for greater levels of income for the betting companies. The marketing strategies such as loyalty rewards link to the theory suggested by Gatautis et al., (2016) that there is a social aspect to consumer behaviour when they are engaging in gamification. It is suggested by (good luck pronouncing this one readers!) Gatautis et al., (2016) that there is a need for achievement and gifting which can directly effect the emotions of the consumer and create a feel good factor for them. These needs are felt by the consumer when engaging in competitive gamification. This links to both the theory suggested by Bittner and Shipper (2014) and the example of gamification that is betting. This theory links to Bittner and Shipper (2014) as consumers will be motivated to achieve rewards through the online betting apps and the competitive aspect of the betting will act as an incentive for the consumer to bet. The theory suggested by Lopez-Gonzalez and Griffiths(2017) states that there has been an “Increase in betting prevalence and gambling disorders”. The use of them term “disorder2 by Lopez- Gonzales and Griffiths (2017) opposes the theory suggested by Gatautis et al., (2016). Lopez- Gonzales and Griffiths (2017) suggest that there is a negative impact on the consumers needs and an addiction can be developed with regards to betting. This disagrees with what is suggested by Gatautis et al., (2016) who suggests that the need for achievement through competition can have a positive effect on the relationships and emotions of the consumer.
According to Hamari & Sjöblom, (2016) E- sports is defined as “a form of sports where the primary aspects of the sport are facilitated by electronic systems; the input of players and teams as well as the output of the eSports system are mediated by human-computer interfaces.” The revenue that can be made through fan engagement is very high. Fan engagement through E-sports is growing more. The availability of live streamed events has caused a spike in the involvement within the sport. It is suggested by Taks and Scheerder, (2006) that “To successfully compete in the expanding leisure market, sports organisations must develop a thorough understanding of participant consumption behaviour and how it is affected”.This links to the theory suggested by Hamari & Sjöblom, (2016) as E sports organisation G2 E- sports have considered what is currently popular among young fans and have successfully offered opportunities and platforms for E-sports to be played. It is crazy to think this is possible I know but it must be taking seriously. This has engaged their fanbase and made it larger. It has also that they have been able to compete in the expanding leisure market that is E- Sports.
So there it is, we really are turning into a generation that are being engaged by screens. The days in which traditional fan engagement were the most popular ways have now gone and we are part of a digital age in which there are a vast array of ways that we can be engaged. E-sports in one of these ways and is growing every year with revenues for players entering competitions allowing the sport to become professional. Is technology taking over?
Reference List
Bittner, J.V., and Shipper, J. (2014) Motivational effects and age differences of gamification in product advertising. Journal of Consumer Marketing, 31(5), pp. 391-400
Gatautis, R., Vitkauskaite, E., Gadeikiene, A., and Piligrimiene, Z. (2016) Gamification as a Mean of Driving Online Consumer Behaviour: SOR Model Perspective. Engineering Economics, 27(1), pp. 90-97
Lopez-Gonzalez, H. and Griffiths, M.D. (2017) Betting, Forex trading, and fantasy gaming sponsorships – a responsible marketing inquiry into the gamification of English football. International Journal Mental Health Addiction, (2018), pp. 404-419
Marijke Taks & Jeroen Scheerder (2006) Youth Sports Participation Styles and Market Segmentation Profiles: Evidence and Applications, European Sport Management Quarterly, 6:2, 85-121,
Sports Insight 