Unpacking the Player: A review of consumption behaviours beyond gameplay in esports

Abstract

Esports is experiencing explosive growth, and understanding player consumption behaviour is vital to its success. This paper reviews studies from 2000 to 2023, analysing 37 studies to explore the multifaceted nature of player consumption. It examines existing research on player motivations, engagement with core activities (gameplay, spectating), and the influence of social factors, technology, and player experience. Findings suggest that established frameworks like UTAUT2 and Uses and Gratifications Theory, along with esports-specific models such as the Esports Consumption model, help understand consumption patterns and player motivations. Social interaction and platform-specific factors play crucial roles in player engagement and consumption decisions. Also, findings elucidated three different categories of esports consumption practices: Participation in Esports Gameplay (n = 12) and spectating Esports (n = 16). In another category, it either focuses on one aspect, such as purchasing (n = 1), governing (n = 2), General Practices (n = 2) or combinations of Governance and Purchasing (n = 1), Spectating and Purchasing (n = 1), Playing and Spectating (n = 1) and Playing and Purchasing (n = 2). The review identifies gaps, including underrepresented consumption practices like esports merchandise and event attendance. Exploring player segmentation and the psychological factors influencing consumption can enrich our understanding. This can help stakeholders develop effective strategies to enhance player experiences in esports.