Innovation in the esports servicescape : a media business research agenda

Abstract

Esports represent an increasingly influential and innovative component of the global media business landscape. The ever-evolving ecosystem of dynamic new media is driven by a heterogeneous array of stakeholders that co-create value in online and offline spaces, often described as servicescapes, where innovations are increasingly influential in diverse areas including entrepreneurial business models, media, sports, entertainment, culture, and consumer engagement. In this research, a semi-systematic literature review was undertaken focused on the intersection of the esports ecosystem, servicescapes and innovations. Four clear directions for future research, with questions specific to esports, servicescapes and media were identified. Scholars can utilise these findings to enhance understanding of innovation from the servicescape perspective, with relevance for scholars engaged in business, marketing, and media.