Strategic management in eSports – a systematic review of the literature

Abstract

ABSTRACT Coinciding with the increasing popularity and the enormous investments that have gone into eSports over the past decade, academic literature on eSports is emerging in several fields, while an overarching perspective on strategic management in eSports is lacking to date. In this paper, we aim to reflect on the phenomenon and the extant literature of eSports from multiple fields to aid an understanding of the strategic management in eSports and to stimulate future research by providing a research agenda. We systematically review the academic literature published before November 2020 applying the PESTLE-framework to develop a holistic perspective on strategic management contributions. We synthesize 43 articles iin peer-reviewed journals using the Preferred Reporting Items for Systematic Review and Meta-Analysis (PRISMA) checklist. The existing eSports literature is relatively fragmented and spread across several academic disciplines, including sports science, sociology, computer science, business, and law. Our findings demonstrate a large research interest in the socio-cultural aspects of eSports, focusing on the motives and preferences of eSports consumption. Research on the economic, political, legal, and environmental aspects of strategic management is in its nascency. Finally, we discuss practical implications to support the effective management and marketing of eSports. HIGHLIGHTS Academic literature has shown little attention to strategic management in eSports. We synthesize the existing multidisciplinary research applying the PESTLE-framework. Extant research has focused on the socio-cultural aspects of eSports. Key areas for further advancement of eSports management research are highlighted.