Analysis of the interactions among core stakeholders of the Olympic media ecosystem: conditions for a value creation proposition of the Olympic Virtual Series

ABSTRACT

One of the most visible examples of the disruptive nature of esports can be seen through its inclusion in the modern Olympic Games. Despite substantial initiatives deployed over the past ten years to strengthen ties between the Olympic Movement (OM) and the esports industry, research is still limited on the first edition of Olympic esports events. This study fills that void by investigating the conditions under which the relationships among Olympic Virtual Series’ (OVS) stakeholders can generate value for them. Using a qualitative approach based on the media ecosystem theory, we performed a thematic analysis of seven semi-structured interviews conducted with esports activities managers and marketers from International Sports Federations and one publisher. This work reveals how the inclusion of esports in the OM movement through the OVS reflects how esports’ increased popularity is disrupting modern media businesses. In addition, it demonstrates that the stakeholders involved in the first edition of the OVS faced many challenges in generating value. We identify key inhibitors, facilitators and challenges for OM stakeholders in the results.

KEYWORDS:

• Esports
• Olympic movement
• Olympic Virtual Series
• esports industry
• international sports federations
• key success factors

Disclosure statement

No potential conflict of interest was reported by the authors.

Additional information

Notes on contributors

Florian Lefebvre

Florian Lefebvre Currently working at the University of Montpellier, his work is at the crossroads of several scientific disciplines including strategic management, sociology, history and economics of sports and esports organizations. In particular, he is conducting research on the analysis of the esports strategies of traditional sport stakeholders, on the strategic development of endemic esports actors and on the career paths of professional athletes.

Nicolas Besombes

Nicolas Besombes is an Associate Professor in sociology of sport at the Institut des Sciences du Sport-Santé de Paris (URP 3625) of the Sports Department of Université Paris Cité. For the past ten years, his research has focused on emerging digital sports practices and more specifically on esports. Among the various themes he addresses, the sporting dimension and the sustainability of esports remains the main focus of his work: institutionalization by the traditional sports’ governing bodies, physicality and motor skills, health prevention, performance optimization, diversity and inclusion issues, and Olympic and esports marketing strategies.

Nicolas Chanavat

Nicolas Chanavat is a Full Professor, Director of the University of Rouen Normandy Olympic Studies and Research Centre (CEROUEN), Project coordinator “Olympic & Paralympic University”, Head of the MSc Professional Sport Management and the Sport Management Research Team at University of Rouen Normandy. He is also Vice-President of the French National Olympic Academy (ANOF), co-founder and in charge of the French Centre for Olympic Studies (CEOF). His research is positioned on the intersection of marketing and strategic management with a focus on the sport industry.