Behavioural Sciences ︱Brian McCauley At its core gaming and esports are now social activities that bring people together much like traditional sports have always done. Shaping a regional offline esports market Jönköping’s success

he Swedish city of Jönköping with the market including coaches, Social spaces exist to support both Esports, also known as offline socialising and online play in the electronic sports, is a form is the perfect location for players, entrepreneurs and local company of others. of competitive sport played Tresearch on the esports market. government. The research identified through video games. These Twice yearly it hosts DreamHack, the four critical contributions made by sports are incredibly popular world’s biggest digital festival through local actors, which shaped the local offline the actors also needed to dispel spaces learn how to create their own helps to enhance the reputation of the and have a growing audience a gathering of gamers and esport esports market. negative attitudes and demonstrate the LAN parties so they can further support industry and attracts more involvement. of around 600 million people. enthusiasts. The event holds the record value and importance of the culture, unity within the community and create At its core gaming and esports are Dr Brian McCauley from the for being the largest collection of people BUILDING CULTURE AND VALUES particularly for younger people where more activity at a grassroots level. These now social activities that bring people Media, Management and with connected computers, also known The first finding was that local actors esports is increasingly a key component meet ups encourage established events together much like traditional sports Transformation Centre (MMTC) as a LAN party. Despite the impressive encourage the community to get of their lives. and competitions. Institutions and have always done. at Jönköping International growth of the industry (globally an involved and develop their own culture bodies have formed to take the lead Business School (JIBS), with his audience of over 600 million) to date, and a shared set of positive values. INSTITUTIONAL DEVELOPMENT on organising the activities, but they WHAT LED TO co-authors Dr Kieran Tierney relatively little research has been done There is a significant focus on getting The efforts of local actors, coupled with have needed help to spread the word JÖNKÖPING’S SUCCESS? and Dr Dinara Tokbaeva, have on the esports market. Dr McCauley the gaming community, especially young the profile that DreamHack has given the about their work. That’s where players The esports industry attracts very studied the regional esports from the Media, Management and players, into offline meet ups. Meeting regional esports market in Jönköping, and audiences have stepped in to play enthusiastic contributors who want to industry. They analysed what Transformation Centre (MMTC) at face-to-face with the gamers whom has encouraged the local authorities to a valuable role. The individuals who visit play a broader role in a community. In local esports actors do in Jönköping International Business School they play with daily is an enjoyable fund community projects. For example, offline events are encouraged to share Jönköping, success has been driven by order to help the local esports (JIBS) and his co-authors set out to experience. They immediately have ‘Spelarena’ is a games arena project their experiences on social media which a group of very committed Community industry, and the wider society, better understand what actions local something in common to prompt a funded by the government to provide to thrive. actors are taking in the local esports conversation. Meet ups can be at a a better infrastructure for regional scene. What happens in the offline local LAN party or facilitated by esports esports. Local authorities also fund From Jönköping’s experience, environment in the region and how do programmes in schools and supported and support Phoenix Blue, a Swedish these local esports actors shape the by coaches who are motivated by the non-profit organisation dedicated to it’s clear that hosting local engagement market? The researchers conducted 17 positive changes they see from their providing esports opportunities to in-depth face-to-face interviews with students in the offline world. This offline Swedish youth.The esports ecosystem events is crucial for nurturing Jönköping residents who are involved movement enables new members to in Jönköping draws in companies face-to-face interaction. be inducted into a positive culture that to locate their esports activities and supports teamwork and support. create jobs in the region. In signs that Female Legends Bootcamp: the legitimacy of the industry is now supporting the community from ADVOCATING AND LEGITIMISING recognised, schools are developing a grassroots level. Local actors are often needed to fight official programmes and a curriculum to for the legitimacy of the esports market support esports and coaches run after and prove that it involves much more school clubs that enable players and than merely playing games. DreamHack those who like watching games to work has helped bring legitimacy to esports as teams. Further, Jönköping University at a regional level, but even more had Student Team In Competitive Esports to be done at a grassroots level. For (JUSTICE) was the first higher level example, local actors have arranged student association dedicated to esports small tournaments and streamed in Sweden. Critically, stakeholders are Ward Sophie credit: Photo them independently on social media working together to further the interests channels like Twitch and Facebook. of esports, its players and audience. This online exposure is enhancing the region’s reputation as an esports hub SOCIALISING AND PRACTICE Jönköping International Team In and creating informal content alongside Social spaces exist to support both Competitive Esports (JUSTICE) competing at DreamHack Winter 2019. more formal media and PR activity that offline socialising and online play in the is created by gaming companies. But company of others. The users of these

www.researchoutreach.org www.researchoutreach.org impact on society. Recognising this trend, the Media, Management and Transformation Centre (MMTC) Behind the Research commissioned this study to better understand the market. MMTC decided to become a founding member of Dr Brian McCauley the Esports Research Network, an international organisation that facilitates E: [email protected] T: (+46) 739101986 https://twitter.com/DrBrianMcCauley collaboration between researchers. As https://www.linkedin.com/in/mccauleyphd/ W: https://ju.se/center/mmtc we have seen from Jönköping’s esports W: https://esportsresearch.net/ experience, the more stakeholders work together on an integrated basis, the Spectators and competitors experience the emotional rollercoaster of esports at a tournament Research Objectives Personal Response organised by Jönköping association ‘Phoenix Blue’, who host Smash tournaments across Sweden. more everyone benefits, most notably the players and the watching audience. Dr McCauley’s study analyses how local actors shape What is your next major research project for esports? The Esports Research Network is the regional esports market in Jönköping through their My current projects are mostly based on things I Leaders for whom esports is their industry. From Jönköping’s experience, building a platform to shine a light on offline actions, what benefits this brings for the esports consider important for society in terms of gaming and primary focus and passion in life. Some it’s clear that hosting local engagement the topics that matter most to esports industry and the wider society. market-shaping activities came from events is crucial for nurturing face-to- stakeholders today. Approximately 100 esports. Currently I’m interviewing people who organise companies working for profits, but much face interaction. It is also critical for members research esports in areas that LAN parties and it’s really opening my eyes to how positive has been done for free by volunteers. stakeholders to work together and for include but are not limited to: education, Detail LAN parties are and how important they are in bringing They simply care about making a local governments and bodies to fund mental health, marketing, media, sports, people together to share their passions. I’m also looking Brian McCauley, Jönköping University at all the great organisations here in Sweden who work so difference for the greater good of the infrastructure projects. While the industry sustainability, entrepreneurship, equality Gjuterigatan 5, 553 18 Jönköping players and for the community they live attracts passionate followers, willing and culture. Jönköping hosted the first hard for others in esports. Esports United support all the in. Individuals, companies, schools, non- to volunteer their time and energy, it is Esports Research Network symposium Swedish grassroots organisations from a cultural perspective Bio profit organisations, and the government important to have designated leaders in 2019 where researchers gathered to and their goal is to create a healthy environment for youth, Dr Brian McCauley is a Postdoctoral Researcher at where they will be able to learn, socialise, organise and are all working together to shape the to coordinate activities, for example discuss sustainability in the industry. the Media, Management and Transformation Centre local esports market, project by project. creating after school clubs with coaches grow. Esports Förbundet represents Swedish esports in at Jönköping International Business School. He is Europe while working to legitmise esports as sport and is The needs of players and watchers of for younger players and audiences. It is THE FUTURE OF a Founding Member and Vice Chair of the Esports all about creating a platform for people to engage with esports are always at the centre of the no longer an option for local authorities ESPORTS RESEARCH Research Network. community’s efforts. to dismiss something that will most likely Dr McCauley, Dr Tierney, and Dr esports to the best of their abilities. Female Legends is an one day be part of the Olympic Games. Tokbaeva’s study has expanded our online community for girls and those identifying as non- Funding binary to engage in esports. Their goal is that girls should LESSONS FOR OTHERS understanding of how to shape an Media, Management and Transformation Centre be an integral part of esports, and that it should be equal As a host for DreamHack, Jönköping has COLLABORATION offline regional esports market through for everyone in both the grassroots and professional scene a strong position in the esports market. THROUGH RESEARCH local actors. The next stage is to look Collaborators and they do a lot of offline work to make this happen. I This regional experience applies to other As esports and gaming grow in at other regions to learn from their best Dr Kieran Tierney and Dr Dinara Tokbaeva markets that wish to grow their esports popularity, they have a more significant practices and experiences. The best really love researching what these groups do because it’s so practice themes can be shared globally important and it’s about working for others. to enhance the contribution of esports References Critically, stakeholders are working to local communities. Many other How would you define the role that esports plays in together to further the interests of topics also require further research in • McCauley, B. Tierney, K., and Tokbaeva, D. (2020). today’s society? the industry, including but not limited Shaping a Regional Offline eSports Market: Esports is not going to stop growing and developing in esports, its players and audience. to: gender equality in the industry, Understanding How Jönköping, the ‘City of importance within society. The sheer scale of the audience how legitimacy can be enhanced, DreamHack’, Takes URL to IRL, International Journal and how many people actively participate is really mind stakeholder analysis, emerging on Media Management. Available at https://www. blowing to a lot of people. Talking to high school esports business models, education, health and tandfonline.com/doi/full/10.1080/14241277.2020.173 coaches about how useful it is for developing skills in young sustainability. Much of the industry’s 1513 [Accessed 15 July 2020] people is one of the things I really enjoy. We founded media activity happens at a player and • NewZoo (2020). The Analytics Platform Explorer the Esports Research Network to bring together esports grassroots level, so these are essential [Online]. Available at: https://newzoo.com/insights/ researchers from across the world because of how much focus areas for ongoing research and trend-reports/ [Accessed 15 July 2020]. esports will continue to grow in importance at all levels analysis. Esports is no longer only of society. I did a research project on gaming culture in gaming alone in a bedroom. It is 15,000 Vietnam and esports basically dominated our findings which fans cheering on their team in a stadium. really opened my eyes. The current Covid-19 crisis has shut It is young people learning teamwork, down most sport and has obviously impacted esports live strategy and communication. It is people events. But at the same time online esports can still happen sharing their passions and making life and so I think the value of esports can really be seen in how long friends. it is getting people through a tough time and also allowing people to get online and chat and play with their friends. Find out more about the Esports That sort of value to society is immeasurable. Members of the Esports Research Network and the esports industry attending DreamHack’s 25th anniversary in Jönköping. Research Network https:// esportsresearch.net/

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