Esports and Olympic Games: a cross-cultural exploration of the player support behaviour towards the Olympics

Abstract

Purpose

Despite the advances in theory and practice about player behaviour in esports gaming literature, there is a lack of understanding as to whether esports are compatible with the values of Olympism and if they should be considered for future Games editions. The current study advances this line of research by examining esports player experiences, their effects on perceiving Olympic values, and the support towards the Olympics in order to verify if differences occur according to the cross-cultural environment.

Design/methodology/approach

Using a sample of 671 esports amateur gamers from three countries (Portugal, Brazil and Japan), structural equation models and a multigroup analysis were performed to analyse the differences in the hypothesized paths existing between the groups.

Findings

Results reveal that player in-game emotional experiences positively influence Olympic values perception across countries. The excellence and friendship values showed a positive effect on support intentions to the Games towards Portuguese and Brazilian players, while the respect value was the strongest predictor towards behavioural intentions in Japan. Cultural backgrounds and game genre in each country can explain player attitude towards the Olympic values shared on the online environment.

Originality/value

This study is able to provide a better understanding of how the Olympic values serve as a gratification in different cross-cultural environments according to the theory of uses and gratifications (U&G) and the theory of cultural dimensions. Complementarily, these findings can be used as valuable information for esports publishers and developers attempting to spread the Olympic values in the esports industry.

Citation

Ribeiro, T., Almeida, V., Calapez, A., Matsuoka, H. and Yamashita, R. (2023), "Esports and Olympic Games: a cross-cultural exploration of the player support behaviour towards the Olympics", International Journal of Sports Marketing and Sponsorship, Vol. 24 No. 4, pp. 700-721. https://doi.org/10.1108/IJSMS-12-2022-0215