Leveraging esports innovation for the modern sports-era (Part 1)

Transitioning from the high-octane world of Olympic tracks to the strategies behind sports administration, my professional journey reflects a spectrum of evolution within elite sports. Standing at the forefront of this evolution is the emergence of esports, a sector poised to revolutionise more traditional domains of sport.

Despite an extensive background in competing at Olympic and World events across both Summer and Winter sports, my foray into the realm of esports began at Queensland University of Technology (QUT), where I was introduced to the field on day one. The unexpected dive into this digital domain led to a pivotal realisation: the innovative engagement strategies employed in esports offer a wealth of insights that traditional disciplines, particularly Olympic and Paralympic sports, can harness to evolve and stay ahead in an increasingly digital world.

Defining Esports
Building on the dynamic shift observed in high-performance sports, esports emerge as a multifaceted domain of digital competition. This rapidly expanding industry stretches across an array of distinct yet interrelated disciplines, all united under the expansive banner of 'esports.' At its core, traditional esports entail competitive video gaming, where individuals or teams delve into a virtual or in-person arena, engaging in a diverse mix of genres—from the strategic depths of real-time strategy and the intense duels of fighting games to the fast-paced action of first-person shooters and the complex teamwork required in multiplayer online battle arenas. These varied formats serve as a proving ground, challenging and honing the mental agility, reflexes, and collaborative skills of players, thereby establishing the foundation upon which the esports phenomenon is built.

Parallel to this, the rise of virtual sports marks an evolution and extension within the esports industry, introducing simulations that closely mirror physical sports such as cycling, rowing, taekwondo, and golf. These virtual sports are differentiated by their reliance on physical activity and the use of interactive equipment that measures actual athletic effort, translating it into a virtual setting. While they share the competitive, organised nature of traditional esports, virtual sports also bring a physical dimension to the digital playing field. Both traditional esports and virtual sports are being termed ‘esports’ due to their competitive structure and professional-level play, yet they cater to diverse communities with different skill sets – one anchored in the realm of cognitive and tactical expertise, and the other in physical ability and sporting technique.

Esports, a multi-billion-dollar industry with a rich competitive gaming heritage, commands a massive global audience and significant investment, epitomising the inclusivity and reach of digital competition. This sector, alongside the nascent virtual sports market, which melds physical athleticism with digital environments, demonstrates the versatility of esports. Both areas, despite their scale differences, necessitate a comprehensive infrastructure including event organisation, sponsorship management, fan engagement, and data analytics. These elements are crucial in cultivating their markets and enhancing the competitive experience, making esports a digital arena where individuals of all backgrounds can engage on a global scale. Regardless of the market engaged, esports and the rise of virtual sports contain critical insights into how traditional sports can adopt similar strategies for a sustainable digitised future.

Esports’ Engagement
The initiation of Queensland University of Technology's (QUT) esports program marked a notable shift in Australian sports, blending physical and virtual competition and laying the groundwork for expansion into virtual sports. This move, increasingly popular among students and researchers, coincided with my own entry into the field, a time when university esports primarily operated through informal student groups. My initial venture into virtual sports, a golf lesson leading humorously to an injury, was an enlightening experience. It revealed a fundamental aspect of esports: the ability to engage and participate actively in a sport without physical presence. This shift to a digital environment, while fostering a vibrant online community and engagement, paradoxically results in a quieter physical campus, reflecting changes in how university life might be experienced amongst esports and virtual sport enthusiasts.

Transcending conventional boundaries, esports offer a multi-faceted experience that is educational, immersive, and interactive. At QUT, our 7+ years investment in esports has ensured integration with academia that is not just innovative; it's transformative. QUT’s commitment to esports has extended beyond the digital realm, as we've hosted a range of in-person events, from Oceanic University Esports Tournaments and are preparing for the inaugural Australian Esports Cycling Championships, fostering a vibrant ecosystem of learning and competition.

Creative industries students find themselves at the forefront of emerging technologies, crafting narratives and content for platforms like Twitch and Discord. These platforms are not mere stages for broadcasting; they are dynamic arenas where content creation, community engagement, and digital innovation converge. The real-time interaction in these spaces, coupled with the analytics of viewer engagement, provides invaluable hands-on experience.

In sports and exercise science, the intersection with esports is equally compelling. Researchers and students work closely with esports athletes, unravelling the intricate web that ties peak physical condition to cognitive competence and gaming performance. Their work is remarkable, contributing to a growing body of evidence that demonstrates the importance of health in esports, and published in 2023 in the Science of Esports.

As the digital and technology-oriented interests of the next generation continue to grow, events like the UCI's Esports Cycling World Championships and the IOC's Olympic Esports Week have demonstrated a diverse range of traditional esports, blending both virtual and physical athleticism. Such events act as focal points for continuous experimentation, facilitating cross-disciplinary collaboration among fields such as sports and exercise science, information technology, event management, and logistics. This collaboration enhances our comprehension and execution in these multifaceted domains.

For business students, esports open a universe of opportunities. Learning the ropes of sports management within this sphere includes understanding the nuance of fan engagement, the complexity of live event coordination, and the ever-expanding commercial landscape. Sponsorships and branding in esports are not just about visibility; they're about integration and resonance with a digitally-savvy audience. Corporate giants, recognising this, are increasingly turning to esports to forge connections with consumers, tapping into the authenticity and passion that esports fans bring to the table.