Esports Midterm

According to Newzoo's 2019 report, based on aggregate data from fans and players of the game League of Legends, which of the following is true?

42% are both players and spectators

Explain the difference between a goal and an objective.

A goal is an overarching statement about what one wants to achieve, while an objective is a statement often about topics that can be measured about how one knows they are on track to achieve a goal.

If event organizers are selling both presale and walk-up/day-of ticket sales, what type of capacity should event organizers be ready to manage?

A sold-out maximum capacity

Why is avoidance of stereotypes an important strategy in marketing esports?

Because there is a diverse group of people participating in esports coming from a large variety of backgrounds, it is important to avoid stereotypes when marketing a game or product.

A __________ is figuring out how much total revenue would be needed to not lose money.

Break-even analysis

Which of the following are non-endemic sponsors of esports competitions?

Car rental companies, airlines, and beverage companies

Describe the difference between a casual fan and a hardcore fan.

Casual fans represent the majority of esports fans, typically know the names of their favorite players, and own a piece of the team's merchandise. Hardcore fans are more extreme in terms of their commitment to supporting their team, has purchased most of the previously mentioned merchandise, and do more to show their commitment (tattooing their favorite teams logos, dye their hair, or purchase more merchandise to support the game). They are also passionate about the general game in addition to their favorite team.

Sponsors may give cash and other things to teams or events, such as

Chairs, Keyboards, and Mice

The _________ coordinator/-caster gives insight, discusses strategy, and may explain certain character strengths & weaknesses

Color

What are three similarities among athletes' compensation and performance agreements between esports and traditional professional sports?

Contracts, health benefits, and trainers

With the recent popularity of ridesharing programs, what do event organizers have to do to account for that factor when considering parking and traffic flow?

Create designated areas for dropping off and picking up patrons that creates a good traffic flow and prevent congestion

Negative stereotypes of esports athletes in the United States often lead to

Creation of distinct "in" and "out" groups

The four elements needed to prove negligence are

Duty, Breach of Duty, Proximate Cause, Injury

___________________ is when people travel to a particular destination in order to attend or participate in an esports event in combination with tourist activities.

Esports Tourism

Which of the following is a reason why esports does not yet have one governing body?

Esports game publishers may create their own rules for how games are played, licensed, and so on

According to the Zwibel et al. study of 2019, the largest complaint of players' physical health from playing esports was

Eye fatigue

What does FFE stand for, and why is it important?

FFE stands for Furniture, Fixtures, and Equipment. This is important because these small details make a facility pop with excitement. One must also make sure they are not to difficult to fix or replace.

A ranking ladder is never used in esports because they are biased

False

Adidas shoe company is an example of an endemic sponsor.

False

All older facilities can be easily transformed into a great esports facility.

False

Esports used to be exclusively played in gaming centers (arcades).

False

Exclusive rights are always given to sponsors.

False

Fusion Arena Philadelphia is owned by Disney, which can leverage the facility and team for programing on ESPN.

False

If an esports player plays a lot of hours every day, they are suffering from an addiction to esports.

False

Independent Workers have access to Workers Compensation

False

Slander is defamation through the written word

False

Sponsorship represents about 70 percent of team revenue

False

The U.S. Court of Appeals for the Seventh Circuit decided that a player's sequence of moves within a game can be copyrighted.

False

The United States does not have an esports federation that belongs to an international federation.

False

Time spent playing a specific game title should not be included on a resume for an esports position.

False

Typically, members of a federation can leave at any time without penalty.

False

When planning an esports facility, stakeholders usually have the same needs and desires.

False

Violence that cannot occur in present society is called

Fantasy Violence

Why might food service be different in an esports facility compared to a football or baseball stadium, or a hockey or basketball arena?

Food options needed to expand to larger kitchens, more trash receptacles and more sales points to accommodate multiple full meals instead of just snacks because esports competitions typically last longer than a traditional sporting event.

When some type of violence might occur in a future world, it is called

Futuristic Fantasy

Something that is highly unlikely to occur, such as a talking polar bear, is called

High Fantasy

Comparing a budget from one year to another is called

Horizontal analysis

Why would it be important for a rights holder and a sponsor to have similar values, missions, and visions?

If your product does not align with the missions, visions, or values of the customers of a game, then you will not sell very many products because people playing that game will not care.

Where are PC lounges popular (not a country but under what conditions)?

In conditions where reliable home internet access is less common

List two things that marketers can do to increase revenue for a game title/publisher.

In-app purchases and selling skins that can occur automatically or with a prompted message, as well as digital marketing through paid advertisements on streaming sites such as Twitch or YouTube

Explain why a city would bid to host an esports event.

It brings in a massive amount of economic revenue in terms of hospitality and tourism.

Give an example of a variable cost

Licensing Fees

________ are involved with a player's or the team's physical, mental, emotional, social, and spiritual well-being.

Life Coaches

A _______ is an asset that can be converted to cash in a short time frame such as cash, stocks, and investments

Liquid Asset

This type of game is played with two teams competing against one another to destroy or eliminate the opposing team or its base.

MOBA

According to the 2019 figures, the largest segment of the $152 billion gaming industry is

Mobile Gaming

If a patron slips and falls at an esports event, the injured party could potentially sue for

Negligence

What are four of the most important components of the modern definition of esports?

Organized Multiplayer Non-Geographically Bound Real-Time Competitions

PvE stands for:

Player vs. Environment

An example of this P of the five Ps of esports marketing is a "buy one, get one free" tactic.

Price

Typical line-item expenses found in event budgets are

Prize money and attorney's fees

__________ is defined as influencing, engaging, and building a relationship with key stakeholders across numerous platforms in order to shape and frame the public perception of an organization

Public Relations

A _____________ communicates the order of activities at an event.

Run of Show

_____ are coaches who focus on analyzing other teams and players.

Scouts

PC bangs really became popular in which country?

South Korea

Describe sponsor exclusivity, and give one example of it.

Sponsor exclusivity is the term that refers to one company or organization owning the rights to a particular activity, game, or sponsor category. An example of this is Mastercard being the exclusive financial services partner of Riot Games League of Legends Championship Series, and sponsors the LCS player of the week award.

Why do sponsors spend money to sponsor events?

Sponsorship activities create opportunities for brands to generate positive associations and influence the behaviors of esports consumers. Through sponsorship, the sponsor can leverage the rights it receives in support of its marketing, hospitality, and customer relations activities.

This type of game usually requires licensing rights for character likeness.

Sports Games

Explain the relationship between analytics and streaming services.

Streaming services collect copious amounts of information from customers that drive analytics and allow for successful targeted marketing campaigns and general consumer behavior research for developers.

Explain why America's free speech law does not protect esports players from all speech against other esports players.

The first amendment is only applied to government speech -- since esports game developers, streaming sites and social media accounts are all privately owned, the government has to control to step in and monitor language use.

Why is the human element so important to the esports ecosystem?

The human element is essential to the ecosystem to provide excitement and interest, providing an authentic connection between the game and its consumers.

Define the term target market.

The specific group of people to whom your product will appeal to the most.

How do free games generate revenue?

They use in-app buys/in-game sales, licensing agreements, establishing tournaments, and other strategies.

In esports, ________ protects a game name, color scheme, character names, and other details.

Trademark Law

A positive benefit of gaming is that players often gain each other's trust.

True

A ranking ladder allows weaker players to improve and move up to compete against stronger players.

True

According to Forbes, in 2018, half of the top 10 YouTube highest-paid stars were gamers.

True

According to the textbook, governance is often created to help ensure fairness.

True

Because esports is a new field, resumes should include experiences that relate to esports but were not necessarily in the field of esports.

True

Brainstorming is an important part of the event creation process.

True

Copyright law protects a game developer or publisher from unauthorized uses.

True

Cosplayers are not always hardcore fans; some would be considered casual fans.

True

Dell/Alienware gaming computers is an example of an endemic sponsor.

True

Early esports facilities were more focused on the team (players and coaches) and broadcasting side than on the spectator experience.

True

Esports facilities can include store space within a Walmart.

True

Facility management begins before a facility is even built.

True

Facility management is the art and science of operating a facility.

True

HyperX Esports Arena is part of the Allied Esports Property Network (also known as Allied Network), which is a publicly traded esports venue company.

True

Identifying a target market is important when hosting events, because pinpointing the customer base that is most apt to buy your product or take part in your event will maximize revenue as well as achieve the event's goals.

True

Insurance is a fixed cost

True

Knowing whether armed police officers are required or needed is part of creating an event management and security plan.

True

One of the first steps in any esports facility construction process is to identify the potential user needs.

True

One reason why esports does not have a single governing body is because a wide variety of stakeholders exists in the esports space, making it hard to gather a consensus.

True

Overall aesthetics and lighting affect both athlete mindset and performance.

True

Successful esports venues use space efficiently.

True

Tactics are detailed steps that help reach objectives.

True

The best esports facilities can be converted to other uses.

True

The space on the back of a ticket can be a sellable asset to a sponsor.

True

Virtual reality and augmented reality are two examples of experiential marketing.

True

When a corporation or company such as IBM advertises its product in a video game, it is considered marketing through sport.

True

In esports, cannibalization can occur

When there are too many tournaments associated with too many esports

Explain zero-based budgeting

Zero-based budgeting requires every unit to start their budget at zero, then prove the value of their contribution and why funding is needed. This type of budgeting prevents an ever-increasing budget and forces an organization to prioritize where it is spending money

A cash-flow statement

helps identify money coming in and money going out

A ___________ explains a company's customers, product, and future growth.

mission

A ____________ explains what the company wants to become.

vision

An example of this P of the five Ps of esports marketing is positioning the game in the marketplace and the attributes associated with it.

Product

An example of this P of the five Ps of esports marketing is creating billboards to advertise the release of a game.

Promotion

__________________________ is considered the fifth P because sports marketing involves large amounts of media attention.

Public Relations

Because of the large percentage of overlap between players and spectators, game publishers focus on marketing activities intended to motivate consumers to play their games, while a growing focus in esports is motivating attendance at in-person esports events, consumption of streamed content, and purchase of other related goods and services.

True

Endemic sponsors produce goods and services that are used in the actual playing or production of esports competitions or events.

True

Esports includes both recreational and competitive play.

True

Esports is tough to govern because it's hard to monitor who is doing what globally.

True

Governance refers to rules, accountability, and fairness among members of an organization.

True

High school esports exposes students to possible career paths both in and out of esports.

True

In China, "esports athlete" and "esports operator" are listed as new professions, meaning those individuals can receive benefits in the social insurance system.

True

In esports, bad mannering is an activity that could be the spamming of emotes or taunting.

True

In the United States, professional esports athletes can obtain a P-1 Visa, which is designated for internationally recognized athletes partaking in athletic competitions in the United States.

True

Influencer marketing is leveraging individuals who have influence over potential buyers and orienting marketing activities around these individuals to drive a brand message to the larger market.

True

Knowing which demographic is watching a livestream is one challenge esports event sponsors face.

True

Leveling up in a game is an example of positive affect.

True

Negative stereotypes of esports athletes in the United States can lead to stigmatized groups that are subject to discrimination.

True

One difference between a federation and an association is that a federation is equal parts (each entity has the same number of votes), whereas an association could have various levels of membership.

True

Research shows that esports players and consumers desire authentic relationships with sponsors and brands.

True

Shooting games have been shown to have a positive impact on spatial resolution and visual processing.

True

Shoutcasting is the process of commentating on esports matches that is similar to a sportscaster calling a baseball game.

True

State-organized esports governing bodies and competitions are in a strong position to host esports tournaments because they can organize the competition by school size, district, and other factors.

True

The High School Esports League (HSEL) often has more game titles for competition because the league does not have to obtain school or district approval to use games with mature content.

True

The IESF's members are countries with their own governing bodies for esports.

True

The authors contend that youth esports should be focused on uniting players and teaching positive values such as teamwork and respect.

True

List at least three factors of a locally organized esports league or competition.

Usually Self-Governed Can be free of cost or paid depending on the host Put on by innovative school districts or community centers

Define the term federation.

A federation is an organization composed of a set of smaller organizations, individuals, groups, and companies that join because they want to bring attention to issues important to its members. (1 member = 1 vote, like the Senate)

Define the term association.

An association differs from a federation in that it is a group of individuals or organizations gathered together for a joint effort or purpose. (# of votes depends on size of group, like the house of representatives)

How can parents help protect children from nefarious acts in an online community and online game?

By setting appropriate parental controls prior to allowing their children to engage in online gaming as well as educating their children on the risks of interacting with strangers over the internet and supervising their children as they play these online games.

Would you pay for more exclusivity rights to an esports tournament? Why or why not?

It depends on a variety of factors such as where my company is located and what products my company sells. If my company is based in Asia or sells products directly related to gaming then I absolutely would pay for exclusivity rights, however due to the lack of support in these areas if my company is based in the US or sells a product that is not related to gaming then I would not find that spending more money for exclusivity rights would be profitable.

While traditional sport rarely changes, esports changes frequently with new games, new maps, and new weapons. This frequency of change falls into the motivational category of

Learning to play esports

One roadblock for organized esports is that some game publishers require ______________ to organize a competition.

Licenses

Describe event/tournament exclusivity rights.

Many tournament organizers negotiate for exclusivity rights which allow an organization or a brand to be the sole sponsor for a particular category.

This style of gaming will have grown from the smallest to the largest in the span of 2012 to 2021.

Mobile Gaming

Which of the following is NOT a governing body of esports?

NCAA

Define the term toxic gamers.

People who engage in frequent negative behaviors while playing or watching esports, and who create (through words and actions) an environment in which others do not want to play

An example of this P of the five Ps of esports marketing is having it for sale in a downloadable store or having it for sale in a brick-and-mortar store.

Place

What transformed esports from home- and café-based systems to mobile systems?

1) Better Wi-Fi 2) Better Cell Phones

What does esports governance do

1) Enforces policies 2) Helps ensure fairness among all members of an organization

The educational and academic connection to esports in high school is one of the largest factors for the quick growth of high school esports because

1) Esports are competitive 2) Students learn about computer hardware 3) Students can build their own computers

Name four of the eight major categories of games

1) First Person Shooter 2) Racing Games 3) Sports Games 4) Multiplayer Online Battle Arena

Free games generate revenue through

1) In-App Purchases 2) Licensing Agreements

What are some metrics that event organizers use to measure success?

1) finances, attendance, and streaming viewership 2) website users, social media followers, and number of incidents/safety 3) merchandise sold, concessions sold, and parking sold

A large esports event needs

1) stages built 2) screens set up 3) lights installed 4) cooling systems installed

How long can a typical esports tournament last for LOL or Dota 2?

10-12 Hours

State-organized esports governing bodies are often created by state governments.

False

Swatting will always result in no criminal charges.

False

In 2019, this game's world championships (excluding China) peaked at 2.3 million viewers, making it the most-watched competitive gaming event of all time.

Fortnite

Tier 1 stakeholders include:

Game Publishers, Players, and Owners

Define Swatting

The act of calling the police and sending them to a fake emergency as a way of harassing esports opponents.

According to Entertainment Software Association's 2019 report, which of the following is true?

The average age of a gamer is 33 years-old

What is/are sign(s) of esports addiction according to the American Psychiatric Association?

1) Lying to cover up time and money spent on esports 2) Preoccupation with the game even when away from it

List three examples of assets that a rights holder can sell for sponsorship.

1) Naming Rights 2) Event tickets 3) VIP Experiences

Sponsor activation at an esports event can include

1) Potato chip company handing out chips at an event 2) Gaming chair company allowing people to buy their products at an event

As collegiate esports continues to grow, some concerns will be

1) Recruiting more women to play 2) Game content

The IESF is a federation because

1) They represent a large number of countries 2) They transcend language

Explain the differences between traditional sports and esports.

Esports is unique because the games are played through the internet, meaning teams or players do not need to be in the same space to be battling each other. Additionally, most traditional sports in the high school, collegiate, and professional levels are typically governed by one over arching body, while esports lacks that governance at the moment.

__________________ is the term that refers to one company or organization owning the rights to a particular activity, game, or sponsor category.

Exclusivity

A stakeholder is defined as someone who has a financial stake in the ownership of a team.

False

According to the authors, for a video game to be considered part of the esports landscape, it can involve live competition between two or more players or teams, or it can be done asynchronously (where one player makes a move and then minutes, hours, or days later, the next player makes a move).

False

Collegiate esports has a uniform way it is organized across all college campuses.

False

Esports is an NCAA sport.

False

Esports requires leagues.

False

Experiential marketing is not an effective way for companies to have consumers try their brands.

False

Like the dimensions of futbol (soccer) fields globally, esports players all have the same speed of Internet, making it easy to govern esports.

False

Opening games to more female players will guarantee more female athletes.

False

Sponsors should expect a quick turnaround on their return on investment when sponsoring a esports event.

False

Why can esports exist without Tier 2 stakeholders?

Since tier 2 stakeholders include event promoters and organizers, broadcasters, marketers, and educational institutions, this means the games would still be able to be played, but the competitions would not be nearly as big of a deal.

The International Esports Federation was established in 2008 and is based in

South Korea

The first-known video game contest was hosted by Stanford University's Artificial Intelligence Lab and players competed in the game

Spacewar