Guest Editors
- Philip Kang, Augusta University, United States, phkang@augusta.edu
- Simon Medcalf, Augusta University, United States, smedcalfe@augusta.edu
- Bradley Baker, Temple University, United States, bradley.baker@temple.edu
- Deokkyung Ock, University of South Carolina, United States, ockd@email.sc.ed
The global esports market size was valued at $1.18 billion in 2017 and is expected to grow approximately to $5.93 billion in 2029 (Statista, 2025). In recent years, the growth of esports industry has been driven by the development of computers, the internet, media, and live streaming (Zhang & Liu, 2022). Moreover, esports have become a vital and popular aspect of video gaming communities, particularly amongst adolescents and young adults (Bányai et al., 2019). This has enabled esports to become a significant part of popular culture and global companies and marketers are increasingly interested in incorporating esports into their communication strategies as well. Due to the tremendous growth of esport industry, many scholars have investigated diverse area related to esport (e.g., Cunningham et al., 2018; Darvin et al., 2021; Flegr & Schmidt, 2022; Funk, Pizzo, & Baker, 2018; Kim et al., 2025; Meng-Lewis et al., 2022). However, significant theoretical and practical gaps exist that necessitate further scholarly and industry attention in the realm of esport.
Traditional sports have been used to examine economic (Kahn, 2000) and management concepts (Fonti et al., 2023) with data that is less available from other industries. Then, what can esports data tell us about topics such as market power, discrimination, incentives, the resource-based view, leadership, and ethical behavior? Also, within traditional sports, much scholarship has examined sporting contest design to elicit effort from contestants (Medcalfe, 2024; Szymanski, 2003) and this line of research may be applied to esports to determine the best structure of tournaments and individual games, and to examine the impact of rule changes on competitive balance.
Additionally, understanding how digital engagement and psychological factors differentiate esports fans from traditional sports audiences is crucial for developing effective marketing and fan engagement strategies (Kim et al., 2025; Qian, 2022). As esports increasingly align with traditional sports, there is a pressing need for governance and regulations that ensure competitive integrity while protecting the rights and well-being of esports athletes (Pizzo et al., 2022; Flegr & Schmidt, 2022). Also, the short competitive lifespan of esports athletes, along with unique mental and physical health challenges, necessitates comprehensive studies for structured support systems and long-term transition strategies(Meng-Lewis et al., 2022). Additionally, the underrepresentation of women and the systemic barriers they face, such as harassment and exclusionary practices, underline the need for research to create a more inclusive environment (Darvin et al., 2021).
On a practical level, there is a need to explore effective branding, sponsorship, and revenue models that highlight the unique aspects of esports and emerging technologies like VR and AR, which are reshaping fan experiences (Hwang & Ballouli, 2024; Chen & Zhang, 2025). Finally, the rise of gambling in esports poses ethical and operational challenges that must be managed to maintain the sport’s integrity (Hing et al., 2023). Addressing these gaps is crucial for advancing academic understanding and providing insights for sustainable and inclusive growth in the esports industry.
List of topic areas
Spectator-Driven Economics: Revenue Models and Engagement
- The role of ticket sales, streaming platforms (e.g., Twitch, YouTube Gaming), and in-game purchases in spectator revenue generation.
- Economic impacts of virtual versus in-person spectatorship on esports event profitability.
- Behavioral finance perspectives on spectator spending patterns and loyalty in esports.
- The branding impact of influencer partnerships and the economic models of livestreaming, including tipping, sponsorships, and ad revenue.
- The role of fan communities and digital identity in esports engagement, including the dual player-spectator identity and its economic implications.
Governance, Regulation, and Athlete Welfare in Esports
- Economic impacts of governance structures, including publisher-controlled leagues (e.g., Riot Games, Activision-Blizzard) versus independent esports organizations.
- The need for regulatory frameworks to ensure competitive integrity, athlete well-being, and fair labor practices.
- Workforce dynamics in esports organizations, including employment models, job security, and career sustainability.
- Mental and physical health challenges of esports athletes and strategies for long-term career sustainability.
- The impact of gaming houses on player development, work-life balance, and team dynamics, compared to traditional sports youth academies.
- Sporting contest design impact on competitive balance and contestant effort.
Financial Strategies, Global Disparities, and Organizational Sustainability
- Funding mechanisms for professional esports teams, including venture capital, sponsorships, and franchise fees.
- Financial risk management in volatile esports markets, including player salaries, team valuation, and revenue fluctuations.
- Comparative analyses of esports team financing versus traditional sports franchises.
- Economic barriers to entry for underrepresented regions or demographics in esports.
Institutional Integration and Collegiate Esports
- The rise of collegiate esports programs and their funding models (e.g., scholarships, university investments, corporate sponsorships).
- Economic benefits and costs of integrating esports into higher education institutions.
- The role of collegiate esports in talent pipelines and its financial implications for professional leagues.
- The intersection of esports and traditional sports organizations, including collaborative models, joint ventures, and shared governance frameworks.
Diversity, Inclusion, and Gender Representation in Esports
- Economic and structural barriers limiting women’s participation and professional advancement in esports.
- The financial impact of diversity initiatives on sponsorship opportunities, audience engagement, and industry growth.
- Strategies to combat gender-based harassment and promote an inclusive esports environment.
Emerging Digital Economies and Technological Innovations
- The impact of cryptocurrency, blockchain, and non-fungible tokens (NFTs) on esports financing and fan engagement.
- Economic implications of virtual goods, digital ownership, and in-game monetization models.
- Risks and rewards of integrating decentralized finance into the esports ecosystem.
Gambling, Betting, and Ethical Challenges in Esports
- The economic impact of gambling and betting on esports revenue streams.
- Ethical concerns related to match-fixing, underage gambling, and regulatory gaps.
- Consumer protection measures and industry self-regulation efforts in esports betting markets.
Economic Models, Investment Trends, and Revenue Streams in Esports
- Financial underpinnings of esports compared to traditional sports, highlighting revenue generation differences.
- Emerging investment trends, including private equity, corporate sponsorships, and crowd-funded team ownership.
- Cost structures of esports organizations, including player salaries, operational expenses, and event hosting costs.
- The role of media rights, advertising, and international partnerships in sustaining esports financial growth.
Submissions Information
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Submission deadline December 31, 2025
