EXPLOSIVE GROWTH OF ESPORTS? A SYSTEMATIC LITERATURE REVIEW ON THE - - PowerPoint PPT Presentation
HOW COMMUNICATION TECHNOLOGY CREATE EXPLOSIVE GROWTH OF ESPORTS? A SYSTEMATIC LITERATURE REVIEW ON THE INFLUENCE OF DIGITAL MEDIA IN GAMIFICATION AND YOUTHS SATISFACTION IN MALAYSIAN ESPORTS INDUSTRY MOHAMED SHAFIQ MOHAMED AYUB DR. DZAA IMMA
A SYSTEMATIC LITERATURE REVIEW ON THE INFLUENCE OF DIGITAL MEDIA IN GAMIFICATION AND YOUTH’S SATISFACTION IN MALAYSIAN ESPORTS INDUSTRY MOHAMED SHAFIQ MOHAMED AYUB
shafiquitmrembau@gmail.com +60197745464 Faculty of Communication and Media Studies UiTM Negeri Sembilan
Playing video games has become one
popular recreational activities, not just among children and adolescents, but also among adults too (Entertainment Software Association 2017). Video games have changed throughout the past five decades, and have developed from early standalone games such as Space Marines (1962) and Pong (1972) into collaborative and competitive games played via massively multiplayer online environments, where millions of players can play simultaneously against the games’ non- player enemies or against other players. More recently, video game playing has become professionalized and for a small minority of players has become a career option in the world of competitive gaming (Faust et al. 2013; Griffiths 2017). This new professional type of video gaming activity has been termed Esports (electronic sports). Esports is a new area in the gaming culture, and is starting to become one of the most essential and popular part
video game communities, especially among adolescents and emerging adults.
58% of the global growth of 2016 will come from the growth of the Asia and Pacific region. In addition, it is estimated that in 2018 the sum of the online video game market in China, Japan and South Korea will double that of the rest of the world as a whole.
To identi ntify fy the type e of f comm mmuni nicati cation n technolo hnology gy in the develo lopmen pment t of Esports rts indus dustry try To identi ntify fy the most effe fectiv ctive e type of communicati nication n technolo nology gy used in the develo lopmen pment t of Esports rts indus dustry try
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Digitalization of communications is an increasing phenomenon, reflected in the way
planning and executing marketing communication (Mazurek, 2011a). Efficient utilization of mass communications requires not only a very good knowledge of social phenomena and market processes but also familiarity with the instruments and technologies of information communication. Both communication theoreticians and practitioners agree that the key condition for mass communications to be effective is integration
all the means thereof. All the undertaken communication activities need to be consistent in terms of their content and coordinated in time and space. Companies utilising the methods and tools of modern mass communications are able to interact quickly with consumers (Hajduk, 2016). 37
Gaming provides a gateway for media practitioners to reach consumers in new ways (Van Kerrebroeck, Brengman, & Willems, 2017a). A company that takes advantage of communication technology can benefit from major improvements in their marketing communication as well as in the level of their customers’ knowledge
Backman, K.F., Backman, S.J., & Chang, 2015; Van Kerrebroeck et al., 2017a). Consumers gain value from game technology, which enhances their lives, and so businesses and advertisers need to reach them by these means in order to identify new opportunities of providing consumers with even more value (Jung, Dieck, Lee, & Chung, 2016 Hence this research project is aims to study the perspective of communication technology that influence esports industries and youth’s satisfaction
Gamification is a relatively new medium that offers new opportunities for content communication. The qualities of virtual reality make it able to manipulate the sense of time and space, to be interactive, and make the user ‘control’ their experience. According to Biocca (1992b), there are many research implications of gaming on communications, including studies
the diffusion
game technology, communication design and cognition or interpersonal communication and cooperative work. All this offers an incredible opportunity to establish a dynamic relationship between the audience and the medium where interactivity and responsivity play a crucial part (Mazurek, 2011b). An ideal situation is one that involves the creation of a high-quality interface – based on platforms connecting devices, or rather whole realities – so that the user does not see the difference between their
The present study aimed to collate and review all the empirical studies concerning Esport from a psychological perspective published between 2000 and 2017. Given that competitive gaming only started to occur after videogames could be played online and against other people, the year 2000 was chosen as a start date for the search because the playing of videogames competitively did not exist prior to this date. The data collection included all studies published between January 2000 to July 2017. The literature search comprised the following databases: Google Scholar, Science Direct, PubMed, and Web of
respective search engines: ‘esport video gam*’; ‘professional gam*’; ‘pro gam*’; ‘competitive video gam*’; ‘esport competitive video gam*’; ‘sport video gam*’ and ‘professional video gam*’. A total of 30 papers were found as a result of the systematic search. However, based on the inclusion criteria (i.e., an empirical study containing new primary data and published in a peer reviewed journal in the English language), a total of 22 papers were excluded because they were either non-empirical (n = 14), were published in conference proceedings or student theses (n = 8), or were not specifically focused
empirical studies that met the inclusion requirements (see Table 1).
Despite being red, Mars is a cold place, not hot Mercury is the closest planet to the Sun Venus has a beautiful name, but it’s too hot
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The research, focused on the perception of mass communication materials, brings some insights into how to conduct such activities in the era of modern
technology can significantly facilitate presentation of certain market offers in education sector. The method applied in the research may become a common practice in this type of business industry in the future The positive role of industry in the context of mass communication may result in an increase in companies’ willingness to invest more in popularizing their offers through various forms of cooperation with gaming software developers. Technological industry have laid the grounds for a completely new field of communication and content delivery and an innovative approach to them can make the flow of information between different market entities much easier.
Media practitioners can benefit from this research as well because it clearly shows that traditional paper advertising is the weakest channel of communicating an
as video or VR presentations), which proves the great importance of communication virtualization.
Managers should pay more attention to the process
selection
technologies that are to be used in communicating marketing messages. As indicated in the research the use of modern technologies such as video and game streaming has a very positive impact on the perception of marketing message and translates into a much better reception of the message among potential customers, which means that these technologies can significantly support marketing strategies and sales – especially of equipment and solutions based precisely on such modern technologies. Further research should focus on conducting similar experiments for various types of product categories, the relationships between the reception of technology, the message, and the offer, and the purchase decisions along with the managerial implications of gaming usage in mass communication strategies and tactics.