Session Title

Session 2-4-E: Esports and Lootboxes

Presentation Type

Paper Presentation

Location

Park MGM, Las Vegas, NV

Start Date

24-5-2023 3:30 PM

End Date

24-5-2023 5:00 PM

Disciplines

Marketing | Recreation Business | Sports Management | Technology and Innovation

Abstract

Abstract:

There is a growing trend of gambling/betting organisations attempting to secure a position in the fast-growing and profitable sector of Esports by becoming an inherent part of the sports culture and its community of fans. This alignment is raising concerns due to the community lifestyle and consumption of experience intrinsic in sports/Esports (Gordon, Gurrieri, & Chapman, 2015).

Diffusion of gambling in society is triggered by digital/technological disruption on gambling and changing consumer behaviour and cultural trends. This environment offers innovative opportunities to experience gambling and “gambling-like” experiences online (King et al., 2010) with the extra incentive of ease of access and sophistication of audio-visual environments (Dean et al., 2016). The co-evolution sports/gambling is blurring the borders between sports, gaming, and gambling, triggering a “gamblification” process (Lopez-Gonzalez and Griffiths, 2018) which is widening the areas of sports where gambling activities/products have been introduced (Gainsbury et al. 2012). In the case of Esports, there are different forms associated with gambling/betting that relate to analogue practices such as sportsbook betting products and services or fantasy sports and new virtual items such as skins and loot boxes where the definition of gambling is blurred and obscure (Macey et al 2019, Gainsbury et al. 2014).

Research Implications:

This research argues Esports carries associated risks to gambling harm as individuals that participate in Esports gambling display higher gambling involvement than sports bettors (Macey et al. 2020). Furthermore, there is a wider range of gambling products available via multi-channels including loot boxes, skins, and virtual currency (Macey 2019).

Keywords

Gambling, Gaming, Gamblification, Esports, Harm, Digitalization.

Author Bios

Dr Cecilia Diaz is a sports marketing lecturer at UCFB specialising in sports branding and fan engagement. Her research is focused on sport betting behaviour, social network analysis, and star player branding. She is particularly interested in the analysis and mapping of consumer behaviour on online communities, and community consumption.

Dr Violet Justine Mtonga is a lecturer in marketing. She holds an active interest in the role of relationship marketing within the retail sector including specifically studying the issue of gambling exposure and sheds light on how online social gaming impacts young and vulnerable populations. She is also interested in the nuances of consumer psychology, examining how cultural changes, ethics, and legislation can potentially impact consumer decision-making processes, mental health, and societal well-being.

Funding Sources

None

Competing Interests

None

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May 24th, 3:30 PM May 24th, 5:00 PM

Exploring the effects of Gamblification on Esports Betting

Park MGM, Las Vegas, NV

Abstract:

There is a growing trend of gambling/betting organisations attempting to secure a position in the fast-growing and profitable sector of Esports by becoming an inherent part of the sports culture and its community of fans. This alignment is raising concerns due to the community lifestyle and consumption of experience intrinsic in sports/Esports (Gordon, Gurrieri, & Chapman, 2015).

Diffusion of gambling in society is triggered by digital/technological disruption on gambling and changing consumer behaviour and cultural trends. This environment offers innovative opportunities to experience gambling and “gambling-like” experiences online (King et al., 2010) with the extra incentive of ease of access and sophistication of audio-visual environments (Dean et al., 2016). The co-evolution sports/gambling is blurring the borders between sports, gaming, and gambling, triggering a “gamblification” process (Lopez-Gonzalez and Griffiths, 2018) which is widening the areas of sports where gambling activities/products have been introduced (Gainsbury et al. 2012). In the case of Esports, there are different forms associated with gambling/betting that relate to analogue practices such as sportsbook betting products and services or fantasy sports and new virtual items such as skins and loot boxes where the definition of gambling is blurred and obscure (Macey et al 2019, Gainsbury et al. 2014).

Research Implications:

This research argues Esports carries associated risks to gambling harm as individuals that participate in Esports gambling display higher gambling involvement than sports bettors (Macey et al. 2020). Furthermore, there is a wider range of gambling products available via multi-channels including loot boxes, skins, and virtual currency (Macey 2019).