Barrett, The Honors College Thesis/Creative Project Collection

With as rapid a growth that Esports has had and its current introduction to the public mainstream, there is yet to be sufficient studies and research compiled to fully develop the profile of an Esport consumer. While companies such as Neilson and others have begun scratching the surface of the Esport community, there is much that is relatively unknown. Consumer behavior patterns of traditional sports has been defined for years, however as the billion dollar a year industry that Esports is, Esport consumer behavior is still taking shape. This thesis will attempt to build upon previous studies conducted by former Arizona State University students to continue to define the Esport consumer. Through quantitative research conducted via an online survey consisting of demographic, behavioral, and psychographic questions, the stereotype of an Esport consumer will be dissolved to reveal their true nature. This study will prove to be an iteration among the previous research by -<br/>• Developing a functional segmentation of Esport consumers, which will allow for marketers within the industry to better understand their audience in their attempts to persuade/incentivize<br/>• Understanding and dissecting the scale of influence that content creators (those who play Esports for the purpose of entertaining through various platforms) and competitive Esport athletes have on certain segmentations of consumers<br/>• Discovering the impact the COVID-19 pandemic has had on certain segmentations in regards to their time spent playing themselves<br/><br/> After compiling results from this questionnaire, marketers that are both endemic and non-endemic brands seeking to partner within the Esports space will have a better understanding of their audience and how to connect with them.

Esports is the fastest growing sub sector within the entertainment industry, predicted to garner over 600 million viewers by 2022. However, there is a big category of esports - mobile esports - that are not yet recognized globally. This thesis project analyzes how mobile esports has risen in the Eastern countries of the world, primarily Southeast Asia, and compares it to the possibility of replication in the Western countries of the world, primarily the United States and Brazil. It examines the specific factors that caused mobile gaming and thus mobile esports to flourish in the East Region of the world. The thesis additionally incorporates current attitudes towards esports and mobile esports in the United States and discusses the viewpoints of consumers in those specific areas. This research uses primary data and literature synthesis to ultimately increase knowledge on how mobile esports has risen in popularity in various Asian countries and whether or not mobile esports can thrive in a different environment such as the United States.<br/><br/>This thesis takes data from the “Newzoo Global Esports Market Report” conducted in 2020 by Newzoo. This report does the following:<br/>- dives deep into the global and regional esports economy<br/>- provides a realistic estimate of the market’s future potential regarding revenue streams, audience numbers, key trends, and franchises<br/>- highlights financial and statistical trends for the esports industry in the future<br/><br/>Overall the thesis finds that mobile esports have succeeded in the Asian market due to an established demographic of esports fans and players, mobile first consumers, and wide technology network in Asia. Data analysis finds that currently many American gamers still find mobile gaming to be “boring” and ultimately that cultural attitude, generational shifts, and the ideal game need to align for mobile esports to succeed in the United States.

The academic environment has historically been somewhat slow to implement and adopt new technologies. However, developments in video games have created an opportunity for students to learn new skills and topics through nontraditional mediums of education. The disruption caused by the COVID-19 pandemic further highlighted the need for flexible learning opportunities. Joystick Education is our approach to addressing this need. Through online, game-based tutoring and a database of video games with high educational value, Joystick Education creates a learning environment that is effective, fun, and engaging for students. We analyzed popular, mainstream video games for educational content and selected nine games that teach concepts like history, biology, or physics while playing the game. Through promotion on social media, we generated buzz around our website which led to 103 unique visitors over our first month online and two customers requesting to book our tutoring service. We are confident that given more time to grow, Joystick Education can generate profit and become a successful business.

The academic environment has historically been somewhat slow to implement and adopt new technologies. However, developments in video games have created an opportunity for students to learn new skills and topics through nontraditional mediums of education. The disruption caused by the COVID-19 pandemic further highlighted the need for flexible learning opportunities. Joystick Education is our approach to addressing this need. Through online, game-based tutoring and a database of video games with high educational value, Joystick Education creates a learning environment that is effective, fun, and engaging for students. We analyzed popular, mainstream video games for educational content and selected nine games that teach concepts like history, biology, or physics while playing the game. Through promotion on social media, we generated buzz around our website which led to 103 unique visitors over our first month online and two customers requesting to book our tutoring service. We are confident that given more time to grow, Joystick Education can generate profit and become a successful business.

The academic environment has historically been somewhat slow to implement and adopt new technologies. However, developments in video games have created an opportunity for students to learn new skills and topics through nontraditional mediums of education. The disruption caused by the COVID-19 pandemic further highlighted the need for flexible learning opportunities. Joystick Education is our approach to addressing this need. Through online, game-based tutoring and a database of video games with high educational value, Joystick Education creates a learning environment that is effective, fun, and engaging for students. We analyzed popular, mainstream video games for educational content and selected nine games that teach concepts like history, biology, or physics while playing the game. Through promotion on social media, we generated buzz around our website which led to 103 unique visitors over our first month online and two customers requesting to book our tutoring service. We are confident that given more time to grow, Joystick Education can generate profit and become a successful business.

Esports is a rapidly growing virtual competitive space that is projected to surpass physical sports in the near future. Given that Esports is considered to be in its infancy, it has only been recently introduced at the high school level. Our group connected with local high school Esports teams in order to evaluate its efficiency. We found that players at this level are lacking a connection to other competitive teams and consistent practice. In the Esports world, practice with another team of equal level is called a “scrim”. In an effort to combat this issue, we created a platform named Clear Scrims to connect high school and collegiate Esport teams across the country with other teams of equivalent level. This platform will allow individuals to sign up, register with their competitive team, and provide available times to scrim. The platform then would be able to use their self-reported ingame rank to match them with worthy opponents for the most quality scrim experience. Teams playing into the growing sector of Esports need a structure like Clear Scrims to increase skill level and communication. In addition, our platform has a review component where teams and individuals score their opponent to see if they played as advertised. This component will help specify our matchmaking program but also work to dismantle the culture of bad manners or toxicity in Esports. Our site, Clear Scrims, will engender more competition and thus more opportunities for players to practice and hone in their skills.

Esports is a rapidly growing virtual competitive space that is projected to surpass physical sports in the near future. Given that Esports is considered to be in its infancy, it has only been recently introduced at the high school level. Our group connected with local high school Esports teams in order to evaluate its efficiency. We found that players at this level are lacking a connection to other competitive teams and consistent practice. In the Esports world, practice with another team of equal level is called a “scrim”. In an effort to combat this issue, we created a platform named Clear Scrims to connect high school and collegiate Esport teams across the country with other teams of equivalent level. This platform will allow individuals to sign up, register with their competitive team, and provide available times to scrim. The platform then would be able to use their self-reported ingame rank to match them with worthy opponents for the most quality scrim experience. Teams playing into the growing sector of Esports need a structure like Clear Scrims to increase skill level and communication. In addition, our platform has a review component where teams and individuals score their opponent to see if they played as advertised. This component will help specify our matchmaking program but also work to dismantle the culture of bad manners or toxicity in Esports. Our site, Clear Scrims, will engender more competition and thus more opportunities for players to practice and hone in their skills.

Esports is a rapidly growing virtual competitive space that is projected to surpass physical sports in the near future. Given that Esports is considered to be in its infancy, it has only been recently introduced at the high school level. Our group connected with local high school Esports teams in order to evaluate its efficiency. We found that players at this level are lacking a connection to other competitive teams and consistent practice. In the Esports world, practice with another team of equal level is called a “scrim”. In an effort to combat this issue, we created a platform named Clear Scrims to connect high school and collegiate Esport teams across the country with other teams of equivalent level. This platform will allow individuals to sign up, register with their competitive team, and provide available times to scrim. The platform then would be able to use their self-reported ingame rank to match them with worthy opponents for the most quality scrim experience. Teams playing into the growing sector of Esports need a structure like Clear Scrims to increase skill level and communication. In addition, our platform has a review component where teams and individuals score their opponent to see if they played as advertised. This component will help specify our matchmaking program but also work to dismantle the culture of bad manners or toxicity in Esports. Our site, Clear Scrims, will engender more competition and thus more opportunities for players to practice and hone in their skills.