Model of the Threats that Disreputable Behavior Present to Esports Sponsors

Abstract

Both esports sponsors and academia are not aware of how disreputable behavior in the esports scene can negatively affect their brands. Hence, this research aimed at identifying which types of disreputable behavior in competitive gaming present the biggest threats to esports sponsors. In this quantitative and exploratory research, a non-probability, purposive, and heterogeneous sampling method was employed to gather a sample of 1,592 esports fans who filled a closed-ended online survey. Results showed that illegal and unregulated gambling was a high-risk threat to esports sponsors; toxic behavior, match-fixing, and cheating were labeled as medium-risk threats; and sexism, cyberattacks, and doping were found to be low-risk threats. Besides being one of the first studies on esports sponsorships, which serves as a basis for future research in this market, the findings contribute to the sustainability of the esports industry and its sponsors. Managerial implications are also discussed.

Exploring the Dark Side of Esports Online Spectatorship: Passion as a Mediator and Collective Narcissism as a Moderator

“…While similar behaviors may be exhibited by toxic fans of both esports teams and streamers, the underlying dynamics may differ significantly, as explored in this study. Despite the differences, the normalization of OT and the failure of fans to recognize its negative effects are contributing to the mounting risks to the sustainability and integrity of esports (Beres et al, 2021; Freitas et al, 2021). The use of chat in social live streaming is a double-edged sword, as it can foster social interactions and relationships, but it is also a breeding ground for toxic behaviors due to its anonymity and lack of regulation (Balci & Salah, 2015; Mihailova, 2020).…”

Safer esports for players, spectators, and bettors: Issues, challenges, and policy recommendations

“…Compared to traditional sports, there is a far closer relationship between esports and gambling that not only necessitates regulation ( Holden, Kaburakis, & Rodenberg, 2017 ) but also the protection of players. Illegal and/or unregulated gambling related to esports brings the most disrepute to related organizations from spectators ( Freitas, Contreras-Espinosa, & Correia, 2021 ), and gambling is increasingly converging with esports in two key ways. Firstly, videogames, including popular esports titles, comprise gambling-like elements such as loot boxes, or betting with skins (i.e., in-game digital items, like visual enhancement of characters, possessing a marketplace monetary value ( Greer et al, 2023 ), which increase the danger of developing gambling-related problems even among minors ( Garea, Drummond, Sauer, Hall, & Williams, 2021 ; Gibson, Griffiths, Calado, & Harris, 2022 ; Zendle & Cairns, 2019 ).…”

Women Economic Empowerment through the Lens of Financial Inclusion in Pakistan: Analysis of the Moderation Effect of Financial Literacy

“…The questionnaire for data collection was developed and distributed among the respondents using Google Forms, endorsed by various researchers, including Cohen et al (2018) and Freitas et al (2021). Validity and Reliability tests were performed using SPSS version 23.…”