Harvard Case - Esports: Creating New Sports from Online Gaming
"Esports: Creating New Sports from Online Gaming" Harvard business case study is written by W. Chan Kim, Renee Mauborgne, Oh Young Koo, Michael Olenick. It deals with the challenges in the field of Strategy. The case study is 10 page(s) long and it was first published on : Jan 14, 2021
At Fern Fort University, we recommend a multi-pronged strategy for esports companies to capitalize on the burgeoning industry's growth potential. This strategy focuses on leveraging technology and analytics, innovation, and strategic alliances to establish a sustainable competitive advantage in the rapidly evolving esports landscape.
2. Background
The case study 'Esports: Creating New Sports from Online Gaming' explores the rise of esports as a global phenomenon. It highlights the challenges and opportunities facing esports companies, including industry analysis, competitive forces, and disruptive innovation. The main protagonists are the various esports companies, game developers, and investors navigating this dynamic market.
3. Analysis of the Case Study
Competitive Landscape:
- Porter's Five Forces:
- Threat of New Entrants: High due to low barriers to entry, attracting new players and investors.
- Bargaining Power of Buyers: Moderate, with fans and viewers having limited options but increasing influence.
- Bargaining Power of Suppliers: Moderate, with game developers holding significant power but facing competition.
- Threat of Substitutes: High, with traditional sports and other forms of entertainment competing for attention.
- Rivalry Among Existing Competitors: Intense, with numerous companies vying for market share, sponsorships, and viewership.
SWOT Analysis:
- Strengths:
- Growing Audience: Massive and rapidly expanding global audience, particularly among young demographics.
- Technological Advancements: Advanced streaming platforms and online infrastructure enable global accessibility.
- Brand Partnerships: Attractive for sponsorships and partnerships with established brands seeking to reach new markets.
- Weaknesses:
- Lack of Standardization: Fragmented industry with inconsistent regulations and tournament formats.
- Talent Development: Need for structured training programs and pathways for aspiring esports athletes.
- Profitability Concerns: Limited revenue streams and high operational costs for many companies.
- Opportunities:
- Global Expansion: Untapped markets in emerging economies offer significant growth potential.
- New Game Genres: Emerging esports titles and genres can attract new audiences and diversify the industry.
- Technology Integration: AI and machine learning can enhance gameplay, audience engagement, and tournament management.
- Threats:
- Economic Downturn: Recessions can impact sponsorships and advertising revenue, hindering growth.
- Regulatory Uncertainty: Government regulations and legal challenges can create uncertainty and limit expansion.
- Talent Acquisition: Competition for top players can drive up salaries and create talent shortages.
Value Chain Analysis:
- Primary Activities:
- Game Development: Creating engaging and competitive games with strong esports potential.
- Tournament Organization: Managing and hosting esports events with professional production and broadcasting.
- Player Management: Recruiting, training, and supporting professional esports athletes.
- Marketing and Promotion: Building brand awareness, attracting sponsorships, and engaging with fans.
- Support Activities:
- Technology and Infrastructure: Developing and maintaining platforms for streaming, gameplay, and tournament management.
- Finance and Investment: Securing funding, managing finances, and investing in growth initiatives.
- Human Resources: Recruiting and retaining skilled personnel to support all aspects of the business.
Business Model Innovation:
- Freemium Model: Offering free access to games with optional in-game purchases for cosmetic items or competitive advantages.
- Subscription Model: Providing access to premium content, exclusive events, and other benefits for a monthly fee.
- Esports Betting: Offering legal and regulated betting opportunities on esports matches, generating revenue from commissions.
- Merchandise and Licensing: Selling branded merchandise, licensing intellectual property, and generating revenue from fan engagement.
4. Recommendations
1. Leverage Technology and Analytics:
- Data-driven decision making: Utilize advanced analytics to understand audience demographics, preferences, and behavior.
- Personalized content: Develop targeted marketing campaigns and content based on individual user data.
- AI-powered gameplay: Integrate AI into games to enhance gameplay, create dynamic challenges, and improve player experience.
- Streamlined operations: Use technology to optimize tournament management, player performance tracking, and financial reporting.
2. Foster Innovation:
- Invest in R&D: Dedicate resources to developing new game genres, technologies, and esports formats.
- Encourage creativity: Create a culture of experimentation and innovation within the organization.
- Strategic partnerships: Collaborate with universities, research institutions, and technology companies to explore new possibilities.
- Embrace emerging technologies: Explore the potential of blockchain, virtual reality, and augmented reality for esports.
3. Build Strategic Alliances:
- Partnerships with game developers: Secure exclusive rights to popular games and work closely with developers on esports integration.
- Sponsorships and endorsements: Develop strong relationships with brands seeking to reach the esports audience.
- Strategic alliances with traditional sports organizations: Explore opportunities for cross-promotion and collaboration with established sports leagues.
- International expansion: Form partnerships with esports organizations in emerging markets to gain access to new audiences.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core competencies and consistency with mission: Focus on leveraging technology, innovation, and strategic partnerships to achieve sustainable growth and market leadership.
- External customers and internal clients: Prioritize the needs of fans, viewers, players, sponsors, and other stakeholders.
- Competitors: Develop a competitive advantage by staying ahead of the curve in terms of technology, innovation, and strategic alliances.
- Attractiveness: These recommendations are expected to drive revenue growth, increase brand awareness, and enhance the overall esports experience.
- Assumptions: These recommendations assume continued growth in the esports market, increasing adoption of technology, and a favorable regulatory environment.
6. Conclusion
Esports presents a significant opportunity for growth and innovation. By leveraging technology, fostering innovation, and building strategic alliances, esports companies can establish a sustainable competitive advantage and capitalize on the industry's immense potential.
7. Discussion
Alternatives:
- Focus solely on traditional sports: This approach could limit growth potential as the esports market continues to expand.
- Ignoring technology and analytics: This could lead to a lack of insights, inefficient operations, and a competitive disadvantage.
- Limited international expansion: This would miss out on significant growth opportunities in emerging markets.
Risks and Key Assumptions:
- Economic downturn: A recession could impact sponsorships and advertising revenue, hindering growth.
- Regulatory uncertainty: Government regulations and legal challenges could create uncertainty and limit expansion.
- Talent acquisition: Competition for top players could drive up salaries and create talent shortages.
Options Grid:
| Option | Advantages | Disadvantages | Risk |
|---|---|---|---|
| Leverage Technology and Analytics | Improved decision making, personalized content, AI-powered gameplay, streamlined operations | High initial investment, potential for data privacy concerns | Technology obsolescence, data breaches |
| Foster Innovation | New game genres, technologies, and esports formats | High risk of failure, potential for intellectual property disputes | Lack of market acceptance, competition from other innovators |
| Build Strategic Alliances | Access to new markets, resources, and expertise | Potential for conflicts of interest, loss of control | Partner instability, failure to achieve synergy |
8. Next Steps
Timeline:
- Year 1: Implement data-driven decision making, invest in R&D, and establish strategic partnerships with game developers.
- Year 2: Launch new game genres, expand into emerging markets, and explore opportunities for esports betting.
- Year 3: Integrate AI into games, develop a comprehensive talent development program, and establish a strong corporate social responsibility program.
Key Milestones:
- Q1 2024: Develop a comprehensive data analytics strategy and implement new data collection and analysis tools.
- Q2 2024: Secure funding for R&D and establish a dedicated innovation team.
- Q3 2024: Sign partnerships with game developers and explore opportunities for strategic alliances with traditional sports organizations.
- Q4 2024: Launch a pilot program for esports betting in a regulated market.
By following these recommendations and taking proactive steps to address potential risks, esports companies can position themselves for long-term success in this dynamic and rapidly evolving industry.
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Case Description
The notion that innovation is tied to creative destruction is embedded in the psyche of innovators and entrepreneurs, which is why individuals and companies instinctively focus on disruption in pursuit of innovation and growth. But is disruption the only way to innovate and create new markets? And is it the best way? This case explores the other side of market-creating innovation, what Chan Kim and Renée Mauborgne call "nondisruptive creation". It happens when you innovate and create new markets where there once wasn't anything, so there's no displacement. Emerging from online gaming, esports is a new sporting experience where spectators watch professional athletes compete playing video games. Since esports is an entirely new industry, it does not disrupt an existing market. The case illustrates the evolution of esports from a game for individual players to a spectator sport, creating an entirely new market space where both incumbents and new entrants find new business opportunities, as well as the social and economic impact of nondisruptive creation by examining the externalities of esports on various industries and communities.
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