工口影院

Citation

Kim S (2025) Esports Event Venue Marketing. In: Hong HJ & Kim S (eds.) Exploring Esports. London: Routledge, pp. 121-142. https://doi.org/10.4324/9781032665504-9

Abstract
Providing a memorable and meaningful customer experience (CE) is no longer optional in today’s competitive entertainment market. According to Harvard Business Review Analytic Services, 93% of business leaders view CE as critical to their organisation’s overall performance. This emphasis on experience carries special weight in esports event venue marketing, where fans seek more than a simple place to watch matches. They want an immersive, high-tech, and engaging environment that deepens their connection to the games and teams they love. In this chapter, we explore experience marketing and servicescape as important concepts for shaping powerful, fan-centred experiences at esports venues. Building on Jani and Han’s argument that businesses should deliver memorable experiences rather than routine services, we investigate how esports venues are designed to enhance interactive activities, cutting-edge technology, and energetic atmospheres that capture fans’ passion. We also discuss the significance of a venue’s physical and digital environment (i.e., servicescape) in shaping attendees’ emotional responses, satisfaction, and future loyalty. Elements such as lighting, screen quality, seating comfort, Wi-Fi reliability, and even social zones for cosplayers or meet-and-greets can play a major role in creating standout memories.