Esports Events in Denmark - Opportunities and Challenges
Author
Bargsteen, Asbjørn Dissing
Term
4. term
Education
Publication year
2018
Submitted on
2018-05-31
Abstract
Dette speciale undersøger, om esportsevents skal forstås som eventturisme, sportsturisme eller en hybrid, og hvordan de kan drive turisme i Danmark. Det kortlægger også de muligheder og udfordringer, som den danske esportseventbranche står overfor nu og i de kommende år. For at besvare spørgsmålene kombinerer studiet tre semistrukturerede interviews med repræsentanter fra destinationsselskaber (DMO’er) og eventbureauer, 18 publikumsinterviews ved en gamingmesse/esportsevent samt en spørgeskemaundersøgelse med næsten 1.000 besvarelser. Fordi forskningen i esportsturisme endnu er begrænset, bygger specialet på teorier fra event- og sportsturisme – med en portefølje-tilgang til events – og inddrager samtidig esportforskning om sociale fællesskaber, oplevelsesøkonomi og marketing. På efterspørgselssiden pegede resultaterne på, at den sportslige, konkurrencemæssige dimension er central for publikum. Mange fans er loyale over for én bestemt titel og vil kun rejse for netop det spil. De fleste foretrak events inden for 500 km, hvilket tyder på, at danske esportsevents primært skaber indenlandsk frem for international turisme. Andre motivationer var nye oplevelser og fællesskabet omkring esport. På udbudssiden blev esportsevents forstået som en blanding af flere traditionelle eventdiscipliner, men med et nyt målmarked. Større esportsevents er et relativt nyt tilbud i Danmark, men kan få international opmærksomhed, hvis de rette turneringer hentes hertil – for eksempel ESL Pro League Final i Odense. De vigtigste muligheder omfatter adgang til en stor og sponsor-positiv målgruppe samt brug af esport til stedbranding. Derudover overlapper esportsfanskaren med potentielle medarbejdere til techvirksomheder, hvilket gør events til mulige kanaler for marketing og rekruttering, særligt i byer som Odense. De største udfordringer er mangel på erfarne aktører og partnere, som gør branchen mindre udviklet end i nogle andre lande; at kun de største byer kan løfte events, der skaber betydelig turisme; samt øget fragmentering i takt med, at nye esportstitler hurtigt opstår. For at udnytte mulighederne har danske destinationsselskaber og eventbureauer behov for mere viden og forskning for at navigere i et hurtigt foranderligt og konkurrencestærkt esportsevent-landskab.
This thesis examines whether esports events belong in event tourism, sports tourism, or a hybrid of the two, and how such events can drive tourism in Denmark. It also maps the opportunities and challenges facing the Danish esports event industry now and in the years ahead. To answer these questions, the study combined three semi-structured interviews with representatives from destination marketing organizations (DMOs) and event agencies, 18 interviews with visitors at a gaming convention/esports event, and a survey with nearly 1,000 responses. Because academic work on esports tourism is still limited, the thesis drew on theories from event and sports tourism—using a portfolio-of-events perspective—and on esports research related to social communities, the experience economy, and marketing. On the audience side, interest centered on the sports-like, competitive nature of esports. Many fans are loyal to a single title and would only travel for that game. Most preferred events within 500 km, suggesting that Danish esports events are more likely to generate domestic rather than long-haul tourism. Other motivations included seeking a new experience and engaging with the community. On the organizer side, esports events were seen as a blend of several traditional event types aimed at a new market. Large-scale esports events are a relatively new offer in Denmark but can draw international attention if major tournaments are hosted—for example, the ESL Pro League Final in Odense. Key opportunities include access to a large, sponsor-receptive audience and the use of esports for place branding. There is also an overlap between esports fans and potential recruits for tech companies, making events a possible marketing and recruitment channel, particularly in cities like Odense. Major challenges include a shortage of experienced stakeholders and partners, leaving the Danish industry less developed than in some other countries; the reality that only the largest cities can host events that generate sizeable tourism; and growing fragmentation as new esports titles emerge rapidly. To realize these opportunities, Danish DMOs and event agencies need further research and know-how to navigate a fast-evolving and competitive esports event landscape.
[This abstract was generated with the help of AI]
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