Esports Business Management

Esports have rapidly expanded from a pastime undertaken by casual players to one of the largest segments of the entertainment industry--one in which hundreds of millions of people play and compete daily.

Esports Business Management, Second Edition With HKPropel Access, presents an all-encompassing look into the world of esports business. This updated and enhanced text will inform both aspiring students and esports professionals about this growing industry. Written by renowned esports academics and experts from across the globe, and endorsed by the Esports Research Network, this foundational text covers a wide range of topics essential for a comprehensive education in esports management. With a striking full-color design and dynamic images that bring concepts to life, the book serves as an excellent resource for undergraduate students who want a solid understanding of esports business management.

Building on the foundation of the first edition, this textbook begins with an overview of the esports ecosystem, followed by discussions of various levels, from youth esports to the professional ranks. The book delves into the international culture and social issues within esports, and it reviews governance at various levels. It also covers specific business and management activities, including marketing, consumer behavior, sales, sponsorship, venue management, event organization, communications, streaming, finance, legal issues, and team management.

The second edition of Esports Business Management offers a thorough exploration of the growing esports industry, highlighting the wide array of stakeholders, including players, fans, teams, leagues, sponsors, and game publishers. The book underscores the similarities between esports and traditional sports--in terms of organization, event management, and business principles--while also addressing the unique aspects of esports, such as intellectual property ownership, rule development, and revenue generation.

New discussions address the evolving interest in including esports in the Olympics, the role the International Olympic Committee would play in making that a reality, and the collaboration between esports governing bodies in growing esports internationally.

Among the book’s many features are Zoning sidebars, in which industry experts highlight real-world examples, useful to both newcomers and seasoned professionals. Supplemental online resources include 28 articles from the Journal of Electronic Gaming and Esports (JEGE) along with discussion questions and assignments, links to online videos, industry case studies and highlights, and student exercises to help apply the content.

While similarities exist between the sports and esports environments, there are also significant differences in how the esports industry must operate to thrive. Esports Business Management, Second Edition, is the foundational text for helping students and professionals understand the unique, fast-paced esports industry.

Note: A code for accessing HKPropel is included with all new print books.

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 sports, esports, coaching, business, education, and analytics. He has published more than 60 journal articles and book chapters on related topics. He has worked with the International Esports Federation, the United States Esports Federation, and 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 speaking at the World Cyber Games and the Global Esports Executive Summit.

Seth E. Jenny, PhD, is an associate professor at Slippery Rock University (SRU) in Pennsylvania, where he teaches courses in esports and serves as a faculty advisor for the esports club. He previously taught within the department of physical education, sport, and human performance at Winthrop University and the department of health, exercise, and sport sciences at the University of New Mexico.

Jenny has over 20 years of health, physical education, and coaching experience across K-12 and higher education settings, where he has been an early proponent of integrating technology into teaching and coaching. He has worked as a U.S. Air Force exercise physiologist and has coached athletes across all ages and abilities, from elementary athletes to Olympic competitors. He is certified by the American College of Sports Medicine as an exercise physiologist and holds Level 2 (youth specialization) coaching certification from USA Track and Field.

Jenny is an active scholar, with over 40 peer-reviewed academic journal articles and more than 100 professional presentations within his prime areas of research: esports, motion-based video gaming, and elementary-age distance running. In 2016, he received the Research and Scholarship Award from the College of Education at Winthrop University, and in 2022 he received the Outstanding Student Organization Advisor of the Year Award for his role with the SRU Esports Club. Jenny cofounded the nonprofit Grove City Athletics Club (Grove City, Pennsylvania), where he is the acting president as well as a volunteer coach for elementary cross country and track and field athletes.

Gil Fried, JD, is a professor at the University of West Florida (UWF) and chair of the administration and law department, which encompasses legal studies, construction management, sport management, and public administration. He started at UWF in 2021. Prior to his appointment at UWF, Fried was a professor in the Pompea College of Business at the University of New Haven for 21 years before retiring with the designation of professor emeritus in 2021.

Fried is a specialist in sport law, sport finance, and sport facility management. He received his master’s degree in sport management and his law degree from The Ohio State University. He has taught courses and written numerous books and articles on sport risk management, sport facility management, sport analytics, esports, and sport finance.

Fried speaks throughout the United States on issues such as building and financing facilities as well as dealing with risk management concerns.