Esports Business Management

David P. Hedlund, PhD, is the chairperson of the division of sport management at St. John's University, where he is also a faculty expert and faculty leader on research and topics related to esports. Hedlund earned his PhD in sport management and a certificate in measurement and statistics from Florida State University. He has more than 20 years of domestic and international experience in sport, esports, coaching, business, education, and analytics. He has published more than 30 journal articles and book chapters on related topics. He is a research committee member for the International Esports Federation, an educational program assistant for the United States Esports Federation, and a member of the Esports Research Network. In recent years, Hedlund has also acted as a consultant for dozens of domestic and international high school, college, and professional esports teams as well as business and entrepreneurial ventures, including the World Cyber Games and the Global Esports Executive Summit. Gil Fried, JD, is a professor at the University of New Haven in Connecticut. He has taught sport law, sport finance, and sport facility management for more than 25 years and has written numerous articles, books, and book chapters on various sport management issues. He taught the first business-school-based esports class several years ago and has worked to expand the professionalism of the esports industry. Fried speaks throughout the United States on issues such as building and financing facilities and dealing with risk management concerns. Fried was a practicing attorney before becoming an academician. Before that, he was a collegiate coach, helped run major events, and was the vice president of marketing for a women's professional basketball league. At one point in the early 1980s he sold video games (Donkey Kong, Pac-Man, Centipede, and more) to bars, restaurants, and other establishments. In addition to researching and writing about sport management, Fried enjoys playing badminton, collecting stamps, farming, being with his wife and kids, and traveling. R.C. Smith III, MAA, MSJ, is an assistant professor of sport management in the department of business and economics and the director of esports at Marietta College. Smith has over 12 years of work in higher education in various roles, including alumni relations, teaching, and collegiate athletics. He has earned two master's degrees-one from Seton Hall University School of Law in intellectual property and one from University of the Incarnate Word in sport management-and he earned his bachelors in multimedia journalism from Florida Atlantic University. Smith's areas of strength are event management, fan engagement, innovation, and revenue generation. Recently, Smith became a software trainer and consultant for sports teams and organizations in the areas of game management and fan engagement.

Foreword: James O'Connor, General Manager of the Pittsburgh Knights Chapter 1. Introduction to Esports David P. Hedlund, RC Smith III, Gil Fried, Stanley Nana Anyang-Kaakyire, Sang-ho Lee, Michael Newhouse-Bailey, and Janelle E. Wells Introduction What Is Esports? A Brief History of Video Games and Esports The Esports Ecosystem Esports Platforms Types of Esports Games Esports Industry Statistics Conclusion Discussion Questions Chapter 2. Levels of Esports RC Smith III, Robert Dranoff, Eric Kammeyer, Daniel Liang, Nick Rider, and Justin Smith Introduction Youth Esports High Schools and Pathways to College Collegiate Esports Collegiate Conferences Professional Esports Conclusion Discussion Questions Chapter 3. Esports Culture and Issues Roger Caramanica, Aaron Colaiacomo, Rob Holub, Sang-ho Lee, John McDermott, Michael Newhouse-Bailey, Sheng Qiang, Ryan Rogers, Melissa Welby, and Ashley Witt Introduction Societal Perspectives of Gaming in the East and West Positive Impacts of Gaming Negative Impacts of Gaming Conclusion Discussion Questions Chapter 4. Esports Stakeholders Gil Fried, Aaron Castellan, Aaron Colaiacomo, Clint Kennedy, Michael Newhouse-Bailey, and Sheng Qiang Introduction Tier 1 Stakeholders Tier 2 Stakeholders Tier 3 Stakeholders Conclusion Discussion Questions Chapter 5. Esports Governance Gil Fried, Tobias M. Scholz, Jason Batzofin, Sang-ho Lee, Lance Mudd, Michael Newhouse-Bailey, and Colin Webster Introduction Defining Governance Types of Governance International Esports Federation (IESF) United States Esports Federation (USEF) Collegiate Organizations High School Organizations Governing Professional Esports Should Esports Be Governed the Way Sport Is Governed? Conclusion Discussion Questions Chapter 6. Esports Marketing David P. Hedlund, Anthony Palomba, Lisa Cosmas Hanson, Michael Naraine, and Henry Wear Introduction The Five Ps of Esports Marketing Unique Aspects of Esports Marketing Marketing Esports to Players, Spectators, and Fans Spectator Motivations to Watch Esports Conclusion Discussion Questions Chapter 7. Esports Sponsorship David Hedlund and Daniel Liang Introduction Understanding Sponsorship Types of Esports Sponsors Sponsorship Opportunities Issues Facing Properties and Sponsors Sponsorship Evaluation Conclusion Discussion Questions Chapter 8. Esports Events RC Smith III, Gil Fried, Jide Osipitan, and David P. Hedlund Introduction Brainstorming and Setting Goals and Objectives Creating the Framework of the Event Event Bidding Event Budgeting Event Registration Event Management Postevent Evaluation Conclusion Discussion Questions Chapter 9. Esports Venues Gil Fried, Alexander Champlin, Katelyn Chapin, and Matthew McGivern Introduction Large-Scale Esports Venues Small-Scale Esports Venues Designing Esports Spaces for Universities and Athletes of the Future Basics of Esports Facility Management Virtual Reality (VR) Arcades Conclusion Discussion Questions Chapter 10. Esports Communications Anthony Palomba, Ryan Rogers, Aaron Colaiacomo, and David P. Hedlund Introduction Shoutcasting and Broadcasting in Esports Tools in Esports Communication Streaming Esports Communication and Sponsorship Esports Communication and Analytics Esports Communication, Fan Emotions, and Motivations Esports Communications and Social Media Esports Communications, Public Relations, and Crisis Activities Esports Communication and Employment Conclusion Discussion Questions Chapter 11. Esports Finance and Economics Gil Fried Introduction The Business of Esports Basic Financial Concepts Budgeting for an Esports Team How to Read an Annual Report Esports Franchising and Entrepreneurship Conclusion Discussion Questions Chapter 12. Esports Law Gil Fried, Graciano Gaillard, and Jason Chung Introduction Overview of Important Legal Concepts Intellectual Property (IP) Contract Law Liability Unionizing Esports Players Legal Rights of Esports Athletes Conclusion Discussion Questions Chapter 13. Esports Team and Player Management David P. Hedlund, Matthew Williamson, Aaron Colaiacomo, Joanne Donoghue, Courtney James, Taylor Johnson, Ronald "Rambo" Kim, Raffaele Lauretta, John McDermott, Sheng Qiang, and Hallie Zwibel Introduction The Rise of Esports Coaching Esports Coaching as a Profession The Role of Coaches at Esports Competitions The Role of Coaches in Esports Organizations and Teams Collegiate Esports Organization, Management, and Operations Health and Wellness Considerations in Gaming and Esports Conclusion Discussion Questions Chapter 14. Esports Careers Roger Caramanica, Lisa Cosmas Hanson, Taylor Johnson, Michael Newhouse-Bailey, and Tobias Scholz Introduction Esports Job Descriptions and Resumes Careers in Esports Careers in Competition Careers in Streaming and Content Creation Careers in Event Production Planning and Control Careers in Esports Marketing Careers in Esports Health and Wellness Careers in Game Design and Development International Careers Conclusion Discussion Questions Afterword: Tobias Scholz