Integrating Realms: Practical first steps to adopting esports' innovations for impact

Emily Rosemond OLY, MBA, B. Cmmn., Director of Sport, Queensland University of Technology

In the context of the dynamic interplay between esports and traditional sports, it's evident that the digital transformation of the sports industry is not just imminent; it's already unfolding. Traditional sports, recognising the vast potential in esports, are pivoting, drawing on the innovations and community-driven models that have propelled esports to the forefront of the digital entertainment sphere.

As an example, the world of golf has seen an infusion of technology, allowing players to participate in virtual tournaments and engage with pros in real-time, a feat that reflects the personalised and inclusive nature of esports. League of Legends is one of the most popular esports in the world with over 180 million players active each month. The game has exemplified how to build and sustain a broad community platform, with significant revenue generating capabilities through in game micro-transactions. Players can obtain direct access to top-tier gamers, gleaning tips and tricks to elevate their own journey.

This synergetic relationship highlights several strategies that traditional sports might adopt to leverage esports' success:
1. Global Digital Communities: Emulating esports' global reach, traditional sports may benefit from creating digital communities that transcend geographical barriers, inviting global participation and viewership. This involves leveraging streaming platforms and interactive content to foster a sense of belonging and camaraderie among fans, much like the esports model.

2. Interactive Spectatorship: Drawing from the interactive spectator experiences in esports, traditional sports might offer enriched fan engagement through live chats, real-time voting, and immersive virtual experiences. This interactive layer transforms the spectator role from passive to active, deepening the connection between fans and the sport.

3. Feedback-Driven Evolution: In esports, player and fan feedback directly influences game development. Traditional sports can implement similar feedback loops, using community input to refine rules, enhance formats, and adapt to changing audience preferences, thereby ensuring the sport evolves in tandem with its supporters. This is where many Olympic and Paralympic sports operating within Nationally confederated environments should pay particular attention to unlock new models of engagement.

4. Analytics and Customisation: Esports' use of data analytics to tailor content and understand audience behaviour can be mirrored in traditional sports. Through data-driven insights, sporting bodies and organisations may offer more personalised experiences and develop targeted marketing strategies, creating a more engaging and resonant brand.

5. Tech-Enhanced Training and Performance: Esports athletes utilise technology to improve their cognitive and strategic skills. Traditional sports have come a long way in integrating similar advancements, such as virtual and augmented reality, into athlete training programs. The potential in this category not only spans performance and fan domains but lends itself to sport development, administration, and coach education areas.  

Sports such as golf and cycling, which have begun to integrate virtual counterparts, serve as prime examples of this evolution, demonstrating how digital advancements can enhance the physical aspect of sports. The lessons drawn from esports' rise highlight an inevitable convergence, ensuring traditional sports not only maintain their relevance but also lead in the digital frontier of sports entertainment.

Esports and traditional sports are merging to redefine the future.

If reading this article sparks your innovation appetite, this is your invitation to dive into the digital revolution that's rewriting the rules of the game.

The evolution is akin to the Olympic ethos of pursuing excellence; it's a broadening of the competitive landscape to include the virtual realm, enabling participation in new and inclusive ways.

As we observe these evolutions, we're reminded that the true spirit of competition is its ability to evolve. The future beckons sport to lead with innovation, to integrate the strategic depth of esports with the athleticism of traditional sports, and to foster a global community of engagement underpinned by a strong foundation of education.