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AbstractWhile discussion and media coverage of esports (i.e., organized competitive video gaming) has dramatically increased since 2016, the use of esports by established consumer brands has not been emphasized in the sport marketing and sponsorship literature. Though appearing in limited sport management research, esports is a non-traditional sport form that generated just under $1.2 billion in revenue as an industry in 2019. However, many non-endemic traditional consumer brands have resisted capitalizing on esports brand-building opportunities. This paper provides a literature review of the past and current esports and sport marketing literature, resulting in the creation of a figure depicting the esports endemic and non-endemic company evolution of esports brand utilization. The evolution of the competitive video game market details how endemic companies are more apt to establish themselves in the esports space before non-endemic companies because of the way that the industry moves and has acceptance by gamers and non-gamers. Marketers and brand managers that have historically employed traditional sports may glean ideas on how to best enhance and extend their brand through the burgeoning esports industry. Moreover, ideas regarding when companies should enter the esports ecosystem is provided.

Background. Technology growth affords innovative teaching techniques as video gaming within education has increased in popularity. Motion-based video gaming (MBVG) is a type of gaming that requires the individual playing the game to be physically interactive. Thus, whatever movements the individual playing the game does is picked up by motion sensors and is mimicked via the on-screen character. MBVG provides constant feedback to learners and has been found to help motivate students, replace sedentary with active gaming, and can facilitate social interactions with peers. Aim. This literature review reveals the current knowledge regarding the potential educational benefits of MBVG, particularly in physical education and sport pedagogy settings. Developments of video gaming in education as well as recent research regarding MBVG and its potential impact on physical skill development within educational environments are discussed. Conclusion. MBVG may be beneficial with novices in teaching basic sport concepts or with individuals with special needs who might otherwise not be able to participate in the full authentic version of the sport. However, empirical evidence is lacking which supports the effective use of MBVG in accurately teaching authentic sport-specific motor skills.