Our approach to “gamifying esports spectatorship and consumption” is by incorporating game mechanics and dynamics that are underpinned by game-thinking and playful-design to create an experiential domain for audiences to engage with content in an authentic and meaningful way.
In an increasingly time-starved and saturated environment, audiences are less concerned with “what” your message is, but are instead captivated by “why” they should pay attention. Esports stakeholders must evolve their offerings to effectively engage their audiences through experiences to remain relevant.
While conventional spectatorship and consumption provides a basic degree of entertainment, it lacks in both quality and depth of engagement. The absence of cognitive, affective, personal integrative, social integrative, and tension release gratifications, which are fundamental consumption motivations, subsumes audiences in a passive state where they are indifferent, and therefore, resistant to stakeholder activations.
By gamifying spectatorship and consumption within an experiential domain where audiences are intrinsically motivated to engage in activations through their own volition, stakeholders will effectively be able to augment the user experience through customized interactions to actively expose, embed and integrate their messages in the memories of audiences to generate positive attitudes and desired consumption behaviors.