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Harvard Case - Blizzard Entertainment, Inc.: Politics In Esports

"Blizzard Entertainment, Inc.: Politics In Esports" Harvard business case study is written by Gerard Seijts, Jana Seijts, Benjamin Bigio. It deals with the challenges in the field of Organizational Behavior. The case study is 11 page(s) long and it was first published on : Aug 7, 2020

At Fern Fort University, we recommend that Blizzard Entertainment implement a comprehensive strategy to address the political tensions within its esports ecosystem. This strategy should prioritize transparency, inclusivity, and a commitment to fair play. Key elements include: establishing clear and consistent rules for esports competition, fostering a culture of open communication and collaboration between players, teams, and organizers, and investing in programs to promote diversity and inclusion within the esports community. This approach will help Blizzard to maintain its competitive edge and foster a thriving and sustainable esports ecosystem for the long term.

2. Background

Blizzard Entertainment, a leading video game developer, has faced significant challenges in managing the political landscape within its esports ecosystem. The case study highlights the tensions between players, teams, and organizers, stemming from issues like player compensation, tournament structure, and the perceived lack of transparency and fairness in decision-making processes. These tensions have led to public disputes, boycotts, and a decline in player morale, ultimately impacting the overall health of Blizzard's esports scene.

The main protagonists in the case study are:

  • Blizzard Entertainment: The game developer and esports organizer, responsible for managing the competitive landscape and ensuring fair play.
  • Esports Players: The athletes competing in Blizzard's games, seeking fair compensation, opportunities, and a level playing field.
  • Esports Teams: Organizations that support and manage players, advocating for their interests and seeking competitive advantage.
  • Esports Organizers: Entities responsible for planning and executing tournaments, often with their own agendas and priorities.

3. Analysis of the Case Study

This case study presents a complex scenario where organizational behavior, power dynamics, and communication patterns play a crucial role. The analysis can be structured using the following frameworks:

  • Organizational Culture: Blizzard's esports ecosystem is characterized by a strong emphasis on competition and individual achievement. This can lead to a culture of mistrust and conflict, particularly when players and teams perceive a lack of fairness or transparency in decision-making.
  • Power and Influence: Blizzard holds significant power as the game developer and organizer, but its influence is challenged by the growing power of esports players and teams. This dynamic creates a power struggle where each stakeholder seeks to maximize their influence and control.
  • Team Dynamics: The relationships between players, teams, and organizers are complex and often strained. The lack of communication and collaboration can lead to misunderstandings and conflicts, hindering the overall performance and success of the esports ecosystem.
  • Decision-Making Processes: The case study highlights the need for more transparent and inclusive decision-making processes. Blizzard needs to involve players and teams in key decisions that impact their interests, fostering a sense of ownership and commitment.
  • Emotional Intelligence: The case study emphasizes the importance of emotional intelligence in managing the complex relationships within the esports ecosystem. Leaders need to be empathetic, understanding, and able to navigate difficult conversations effectively.

4. Recommendations

To address the political tensions and foster a healthy esports ecosystem, Blizzard should implement the following recommendations:

1. Establish Clear and Consistent Rules:

  • Develop a comprehensive rulebook: This should cover all aspects of esports competition, including player conduct, tournament structure, compensation, and dispute resolution.
  • Ensure transparency and clarity: Rules should be clearly communicated and readily accessible to all stakeholders.
  • Implement a fair and consistent enforcement mechanism: This should be independent of Blizzard's direct influence to ensure impartiality.

2. Foster Open Communication and Collaboration:

  • Create communication channels: Establish regular forums for players, teams, and organizers to share feedback, discuss concerns, and collaborate on solutions.
  • Encourage dialogue and feedback: Actively solicit input from all stakeholders and demonstrate a willingness to listen and respond to their concerns.
  • Promote a culture of respect and understanding: Foster a collaborative environment where differences are acknowledged and respected.

3. Invest in Diversity and Inclusion Programs:

  • Promote diversity within the esports community: Actively recruit and support players from diverse backgrounds, including women, minorities, and underrepresented groups.
  • Develop programs to address systemic barriers: Provide resources and support to help underrepresented players overcome challenges and achieve success.
  • Create a welcoming and inclusive environment: Foster a culture of respect and acceptance where all players feel valued and respected.

5. Basis of Recommendations

These recommendations are based on the following considerations:

  • Core Competencies and Consistency with Mission: Blizzard's core competency lies in creating engaging and competitive gaming experiences. By fostering a healthy and sustainable esports ecosystem, Blizzard can strengthen its brand and attract new players.
  • External Customers and Internal Clients: Blizzard's external customers include esports fans, sponsors, and broadcasters. Internal clients include players, teams, and organizers. By addressing their concerns and ensuring fair play, Blizzard can maintain their loyalty and trust.
  • Competitors: Other game developers are actively investing in esports. By addressing the political tensions within its ecosystem, Blizzard can maintain its competitive edge and attract top talent.
  • Attractiveness: A thriving esports ecosystem will increase the attractiveness of Blizzard's games, attracting new players and sponsors, and generating higher revenue streams.

6. Conclusion

By implementing these recommendations, Blizzard can create a more transparent, inclusive, and collaborative esports ecosystem. This will lead to increased player satisfaction, team loyalty, and a more sustainable and thriving competitive landscape.

7. Discussion

Other alternatives not selected include:

  • Ignoring the political tensions: This would likely lead to further escalation of conflicts and a decline in the overall health of the esports ecosystem.
  • Taking a heavy-handed approach: This could alienate players and teams, leading to boycotts and a loss of trust.

The key assumptions of our recommendations are:

  • Players and teams are willing to engage in constructive dialogue: If stakeholders are unwilling to collaborate, the recommendations may be less effective.
  • Blizzard is committed to transparency and fairness: If Blizzard's actions are perceived as insincere or self-serving, the recommendations will likely fail.

8. Next Steps

To implement these recommendations, Blizzard should:

  • Form a task force: This group should be comprised of representatives from Blizzard, players, teams, and organizers to develop and implement the recommendations.
  • Develop a timeline: Establish clear milestones and deadlines for each recommendation.
  • Communicate progress regularly: Keep all stakeholders informed about the progress made and address any concerns or challenges.

By taking these steps, Blizzard can navigate the political landscape within its esports ecosystem and build a thriving and sustainable competitive environment for the future.

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Case Description

On October 8, 2019, Blizzard Entertainment Inc. (Blizzard), a subsidiary of one of the world's largest video game companies, banned a popular player from participating in future video game tournaments for one year and stripped him of his winnings-a response to a dramatic political statement that the player had made during a post-game interview at a Blizzard event. The immediate response was a flurry of angry fans who used social media to protest Blizzard's actions and call for a boycott of its products. Some of Blizzard's employees had staged a walkout and US politicians were accusing the company of censorship. For six days, the company said nothing. Blizzard had an upcoming product launch in days and a massive eSports convention in just two weeks, and the CEO needed to do something. He needed a crisis communications plan for the short-term to address a number of stakeholders.

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