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e-Sport as Leverage for Growth Strategy: The Example of League of Legends

e-Sport as Leverage for Growth Strategy: The Example of League of Legends

Myriam Davidovici-Nora
Copyright: © 2017 |Volume: 9 |Issue: 2 |Pages: 14
ISSN: 1942-3888|EISSN: 1942-3896|EISBN13: 9781522512769|DOI: 10.4018/IJGCMS.2017040103
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MLA

Davidovici-Nora, Myriam. "e-Sport as Leverage for Growth Strategy: The Example of League of Legends." IJGCMS vol.9, no.2 2017: pp.33-46. http://doi.org/10.4018/IJGCMS.2017040103

APA

Davidovici-Nora, M. (2017). e-Sport as Leverage for Growth Strategy: The Example of League of Legends. International Journal of Gaming and Computer-Mediated Simulations (IJGCMS), 9(2), 33-46. http://doi.org/10.4018/IJGCMS.2017040103

Chicago

Davidovici-Nora, Myriam. "e-Sport as Leverage for Growth Strategy: The Example of League of Legends," International Journal of Gaming and Computer-Mediated Simulations (IJGCMS) 9, no.2: 33-46. http://doi.org/10.4018/IJGCMS.2017040103

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Abstract

While e-Sport today becomes a big business and a highly publicized industry, a big business and a highly-publicized industry, it is still studied from a descriptive perspective rather than from an analytical one. In this paper, the author proposes to analyze the relationship between e-Sport and the growth strategy of the game League of Legends (LoL) developed by Riot Games. How competitive community and casual community evolve together? What are the conditions for a virtuous growth? The author deepens the link between the traditional free-to-play dynamics based on acquisition-retention-monetization of players and the dynamics of e-Sport based on managing audience, pro-gamers, competitive events and broadcasting. The author finds that casual players and pro-gamers have specific roles that, combined with an active policy centered on player's experience developed by Riot Games and with a growing media ecosystem, create externalities on each other.

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