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Esports and the Media This book takes a multidisciplinary approach to the question of esports and their role in society. A diverse group of authors tackle the impact of esports and the ways in which it has grown within the entertainment industry around the world. Chapters offer a coherent response to the following questions: What role do esports play in the entertainment industry? What communication skills can be learned through esports? What do the media gain from broadcasting esports? What is the relationship between social networks and esports? What are the main marketing strategies used in esports? What effect does communicative globalization have on the development of esports? What is the relationship between merchandis- ing and esports? What do communication experts think about esports? Offering clear insights into this rapidly developing area, this volume will be of great interest to scholars, students, and anyone working in game studies, new media, leisure, sport studies, communication studies, transmedia literacy, and digital culture. Angel Torres-Toukoumidis completed his PhD in Communication under the research line ‘Media Literacy’ at the universities of Huelva, Seville, Málaga, and Cádiz. He is Principal Investigator of the first university games laboratory in Ecuador (GAMELAB-UPS http:// gamelab.ups.edu.ec/). He is also currently Lecturer at the Universidad Politécnica Salesiana, Ecuador. Routledge Focus on Digital Media and Culture Mobilizing the Latinx Vote Media, Identity, and Politics Arthur D. Soto-Vásquez Playlisting Collecting Music, Remediated Onur Sesigür Understanding Reddit Elliot T. Panek Algorithms and Subjectivity The Subversion of Critical Knowledge Eran Fisher TikTok Cultures in the United States Edited by Trevor Boffone Cypherpunk Ethics Radical Ethics for the Digital Age Patrick D. Anderson Esports and the Media Challenges and Expectations in a Multi-Screen Society Edited by Angel Torres-Toukoumidis For more information about this series, please visit: https://www. routledge.com/Routledge-Studies-in-Genocide-and-Crimes-against- Humanity/book-series/RSGCH Esports and the Media Challenges and Expectations in a Multi-Screen Society Edited by Angel Torres-Toukoumidis London and New York First published 2023 by Routledge 4 Park Square, Milton Park, Abingdon, Oxon OX14 4RN and by Routledge 605 Third Avenue, New York, NY 10158 Routledge is an imprint of the Taylor & Francis Group, an informa business © 2023 selection and editorial matter, Angel Torres-Toukoumidis; individual chapters, the contributors The right of Angel Torres-Toukoumidis to be identified as the author of the editorial material, and of the authors for their individual chapters, has been asserted in accordance with sections 77 and 78 of the Copyright, Designs and Patents Act 1988. The Open Access version of this book, available at www. taylorfrancis.com, has been made available under a Creative Commons Attribution-Non Commercial-No Derivatives 4.0 license. This book has been made open access with generous funds from Gamelab-UPS, Research Group, and Universidad Politécnica Salesiana, Ecuador. Trademark notice: Product or corporate names may be trademarks or registered trademarks, and are used only for identification and explanation without intent to infringe. British Library Cataloguing-in-Publication Data A catalogue record for this book is available from the British Library Library of Congress Cataloging-in-Publication Data A catalog record has been requested for this book ISBN: 9781032222653 (hbk) ISBN: 9781032226781 (pbk) ISBN: 9781003273691 (ebk) DOI: 10.4324/9781003273691 Typeset in Times New Roman by codeMantra Contents List of Figures vii List of Tables ix List of Contributors xi Acknowledgments xv PART I Overview 1 1 E-sports in the Entertainment Industry: Overview 3 ANDREA DE-SANTIS AND LUIS FERNANDO MORALES MORANTE PART II Media Platforms and Esports 17 2 The Social Media Impact of Esports: The Case of Esports on Facebook 19 ROBERTO ALEJANDRO LÓPEZ NOVELO, JOSÉ ÁNGEL GARFIAS FRÍAS, DANIEL BARREDO-IBÁÑEZ, AND PAULO CARLOS LÓPEZ-LÓPEZ PART III Communicative Globalization of Esports 33 3 Live-Streaming Culture in the Esports Community 35 JAVIER F. A. VEGA RAMÍREZ AND ERIKA LUCÍA GONZÁLEZ CARRIÓN vi Contents 4 Marketing Strategies for Esports 52 SONIA ESTHER GONZÁLEZ-MORENO, JESÚS MANUEL PALMA-RUIZ, AND LUIS EVER CARO-LAZOS 5 Comparative Study of the Transmedia Element in Esports: America, Europe, and Asia 69 GABRIELA BORGES, DAIANA SIGILIANO, AND SUSANA COSTA 6 How the Negative Public View of Videogames Threatens Esports Sponsors 85 BRUNO DUARTE ABREU FREITAS AND RUTH S. CONTRERAS-ESPINOSA 7 Communication Experts’ Perspective on Esports 104 ANGEL TORRES-TOUKOUMIDIS, ISIDRO MARÍN-GUTIÉRREZ, AND MARI CARMEN CALDEIRO PEDREIRA Index 113 Figures 4.1 Esports ecosystem. Adapted from Newzoo (2021) 56 6.1 Society’s perception of videogames 94 6.2 Society’s pressure to hide interest for competitive gaming 94 7.1 Why do most consider the emergence of Esports as positive? 107 7.2 Who do you think should perform journalistic works during Esport events? 109 Tables 1.1 Most watched e-sport competences in 2021 7 2.1 Type of contents on the Facebook account of Esports State 28 2.2 Type of comments shared on live streamings on the Facebook account of Esports State 29 3.1 Different video games according their consideration of games 41 4.1 Top-ranking esports teams, earnings, and accumulated money prizes 57 4.2 Summary of main top-five ranking esports marketing strategies and techniques 63 4.3 Changes in the number of social media followers per esport team 64 5.1 D ata collection 74 5.2 Twitch analysis parameters 75 5.3 Twitter analysis parameters 75 6.1 Most viewed and most prize money awarded to esports games 90 6.2 Esports fans’ demographics 92 6.3 Reasons that promote society’s negative view on videogames 95