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. Dr. 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, Dr. 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 teaching esports courses within the department of exercise science at Slippery Rock University (SRU) of Pennsylvania. He serves as a founding board member of the Esports Research Network, associate editor of Journal of Electronic Gaming and Esports, and faculty advisor to the SRU Esports Club. As an active scholar and researcher, Dr. Jenny has provided more than 100 professional presentations and published over 50 peer-reviewed journal articles in the research areas of esports, motion-based video gaming, instructional technology, and distance running. He is the lead author of the Human Kinetics textbook Technology for Physical Educators, Health Educators, and Coaches and senior editor of Routledge Handbook of Esports. Dr. Jenny was a 2024 finalist for National Association of Collegiate Esports' Scholar of the Year Award and 2025 finalist for Scholastic Esports Awards' Research Excellence Award. Dr. Jenny has been teaching full time in higher education since 2010 and previously taught within the department of health, exercise, and sports sciences at the University of New Mexico and in the department of physical education, sport, and human performance at Winthrop University. He has also worked as a U.S. Air Force exercise physiologist and K-12 health and physical education teacher. As an athlete, Dr. Jenny captained the SRU cross country team and track and field team, was an Academic All-American steeplechaser, thru-hiked the entire 2,174 mile Appalachian Trail, and holds a marathon personal best of 2:48:30. He cofounded and is president of the nonprofit Grove City Athletics Club in Grove City, Pennsylvania, where he volunteer coaches elementary cross country and track and field. 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.
Foreword Julia Hiltscher, PhD Chapter 1. Introduction to Esports David P. Hedlund, Seth E. Jenny, Gil Fried, and Russell Hamer What Is Esports? A Brief History of Video Games and Esports Esports Platforms Types of Esports Games The Esports Ecosystem Esports Industry Statistics and Market Research Chapter 2. Levels of Esports Seth E. Jenny and Benjamin T. Sharpe Levels of Esports Pathways to Professional Esports Amateur Esports (Tier 3) Semiprofessional Esports (Tier 2) The Esports Pipeline Problem Professional Esports (Tier 1) Chapter 3. Esports Culture and Issues Seth E. Jenny and Lindsey Darvin Perspectives of Gaming Based on Culture Potential Positive Impacts of Gaming Common Areas of Concern Regarding Gaming and Esports Chapter 4. Esports Stakeholders Seth E. Jenny, Josh Jarrett, and Gil Fried Tier 1 Foundational Stakeholders Tier 2 Supporting Stakeholders Chapter 5. Esports Governance Gil Fried and Clint Kennedy Defining Governance Types of Governance International Esports Federation (IESF) Global Esports Federation (GEF) International Olympic Committee and Esports United States Esports Federation (USEF) Collegiate Organizations High School Organizations Should Esports Be Governed the Way Sport Is Governed? Chapter 6. Esports Marketing, Consumer Behavior, and Monetization David P. Hedlund and Marcus Howard The Five Ps of Esports Marketing Unique Aspects of Esports Marketing Marketing Esports to Players, Spectators, and Fans Spectator Motivations to Watch Esports Esports Sales and Monetization Chapter 7. Esports Sponsorship David P. Hedlund and Anthony D. Pizzo Understanding Sponsorship Types of Esports Sponsors Sponsorship Opportunities Issues Facing Sponsors Sponsorship Evaluation Chapter 8. Esports Venues Gil Fried Large-Scale Esports Venues Small-Scale Esports Venues Designing Esports Spaces for Universities and Athletes of the Future Basics of Esports Facility Management Chapter 9. Esports Events Gil Fried and David P. Hedlund Brainstorming and Setting Goals and Objectives Creating the Framework of the Event Event Bidding Event Budgeting Event Registration Event Management Postevent Evaluation Thanking Patrons and Participants Chapter 10. Esports Broadcast Management and Communications Seth E. Jenny, Adam Antor, Brandon C. Harris, and David P. Hedlund Media Production in Esports Tools in Esports Communication Chapter 11. Esports Finance and Economics Gil Fried The Business of Esports Basic Financial Concepts Budgeting for an Esports Team How to Read an Annual Report Chapter 12. Esports Law Gil Fried and Justin M. Jacobson What Is Esports Law? Overview of Important Legal Concepts Intellectual Property (IP) Contract Law Tort Liability Unionizing Esports Players Legal Rights of Esports Athletes Chapter 13. Esports Team and Player Management David P. Hedlund, Seth E. Jenny, Joanne Donoghue, and Oliver Leis The Rise of Esports Coaching Esports Coaching as a Profession The Role of Owners, Game Coaches, and Life Coaches Health and Wellness Considerations Chapter 14. Esports Careers Tobias M. Scholz, Nicholas Besombes, and David P. Hedlund Esports Job Descriptions and Resumes Careers in Esports Career Opportunities Outside of Esports and the Video Game Industry The Future of Esports
