1- Khwarazmi university , Parvaneh.dehghan7@gmail.com
2- Khwarazmi university
2- Khwarazmi university
Abstract: (1201 Views)
Electronic sports (Esports), as one of the most widely viewed areas of digital entertainment, have had a significant impact on the media consumption patterns of different generations. The present study was conducted with the aim of examining and comparing the motivations for watching Esports Competitions among Generations X, Y, and Z. This research employed a descriptive-survey design, and data were collected from 384 Esports spectators. Data analysis was carried out using analysis of variance (ANOVA) and effect size calculation to determine the extent of generational differences. The statistical population consisted of individuals interested in watching Esports competitions either in person, online, or offline. Convenience sampling was used, and the data collection tool was a standardized questionnaire, distributed after confirming its validity and reliability. The findings revealed that motivations for watching Esports significantly differ among generations. Generation X emphasizes tactical analysis, player skills, and knowledge acquisition, while Generation Y demonstrates stronger social and emotional motivations. Generation Z shows the highest level of engagement with innovation, gamification, and escapism. In addition, factors such as social interaction, enjoyment of viewing, and cultural connection were found to influence audience engagement. The results highlight the need for developing marketing strategies and content production tailored to the specific characteristics of each generation. For instance, analytical content for Generation X, interactive events for Generation Y, and emerging technologies such as the metaverse for Generation Z may enhance audience engagement. This research emphasizes that understanding generational differences contributes to the development of personalized solutions, increased interaction, and more effective marketing strategies in the Esports industry.
Keywords: Motivation, Competitive Digital Games, Generation Z, Online Social Interaction, Content Personalization
Type of Study: Research |
Subject:
sport management
Received: 2025/04/5 | Accepted: 2025/04/19 | ePublished ahead of print: 2025/04/19
Received: 2025/04/5 | Accepted: 2025/04/19 | ePublished ahead of print: 2025/04/19
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