Our approach to gamifying esports spectatorship is through the incorporation of game mechanics and dynamics that are underpinned by game-thinking and playful-design in our G.A.M.E.S. as a means of motivating users to engage with the esports spectacle in an authentic and meaningful manner while shaping the attitudes of consumers to generate the desired consumption behaviors for esports stakeholders.
The problem with the conventional and current mode of esports spectatorship is that while it provides a basic degree of entertainment, it is being consumed plainly and passively as a media-content service that lacks in both quality and depth of audience engagement.
Without any real and meaningful forms of engagement, esports audiences are not able to adequately satisfy their desire for cognitive, affective, personal integrative, social integrative, and tension release gratifications that are fundamental motivations for esports spectatorship.
In an increasingly saturated and time-starved esports environment, esports stakeholders are faced with the constant challenge of how to effectively acquire, retain and monetize their audiences.
As esports spectators become more sensitized, esports stakeholders must evolve their economic offerings from merely providing services into staging memorable experiences in order to engage with their consumers in an authentic and meaningful manner as a means of differentiating themselves from their competitors and to remain relevant.
By gamifying the esports spectating experience, esports stakeholders will be able to provide spectators with an opportunity to engage in a voluntary and intrinsically motivated competitive activity of “play” that augments the user experience through customized interactions to actively expose, embed and integrate brands in the minds of users to generate positive attitudes and desired consumption behaviors.