Video games have emerged as the leading form of leisure entertainment within information systems (IS) (Hamari & Keronen, 2017). Notably, over 60% of the online population engages in gaming activities (Newzoo, 2019b). Although enjoyment is a significant factor driving people to play video games, there has also been a notable increase in organized and competitive gaming, giving rise to electronic sports, commonly referred to as e-sports (Seo, 2016; Sjöblom & Hamari, 2017). E-sports encompass a specific category of video gaming that is structured and played in competitive formats, overseen by various leagues, ladders, and tournaments. Over time, e-sports has gained traction as an emerging form of sport and may even be recognized as a formal sport in the future (Jenny, Manning, Keiper & Olrich, 2017; Hallmann & Giel, 2018). In fact, significant traditional sporting events, such as the Asian Olympic Games in 2018, have already incorporated e-sports as demonstration events, featuring five titles: League of Legends, StarCraft, Hearthstone, Clash Royale, and Arena of Valor.

Question

Hamari and Sjöblom (2017) define e-sports as competitive video games structured around leagues and tournaments. Freeman & Wohn, (2017) define e-sports as a competitive multiplayer gaming that involves spectating. E-sports can also be defined as organized, multiplayer video game competitions, often held between professional players, individually or as teams, providing a spectator experience similar to traditional sports.
The global E-sports industry is estimated to hit a revenue of $4 billion in 2024. It is predicted to grow at a rate of 6% until 2029, when it is forecasted to reach $6 billion in market value by then, with Esports betting leading the way as the largest segment, with a market size of $2 billion in 2024. The United States leads in revenue generation in the Esports industry. Is forecasted to reach a market size of $ 10700 million by 2024. The Esports market is anticipated to attract a total of 896 million users by 2029. By 2029, it is anticipated that the user penetration rate will have increased to 14.2% from its estimated 11.9% in 2024. It is anticipated that the average revenue per user (ARPU) will be $5.93 USD. South Korea has established itself as a major player in the global E-sports industry thanks to the growth of competitive gaming in that nation.
It is anticipated that the South African e-sports market will generate US$26.4 million in revenue by 2024. Revenue is expected to grow at a compound annual growth rate (CAGR) of 5.74% from 2024 to 2029, with a predicted market volume of US$34.9 million by that time. With a volume of US$17.8 million in 2024, E-sports betting has the biggest market share among the several categories. The e-sports market is expected to generate US$1,070.0 million in revenue by 2024, with the US emerging as the largest income producer. By 2029, it is anticipated that 18.5 million South Africans will be involved in the E-sports industry. By 2024, it is anticipated that the user penetration rate will be 22.2%, and by 2029, it will rise to 28.8%. And last, it is projected that the average revenue per user (ARPU) will be $1.95 USD. With an increase in regional competitions and foreign organisations investing more money, South Africa's e-sports industry is expanding significantly.
1.1 Researchers in e-sports:
The surge of e sports popularity can be attributed primarily to two factors; the impact of video gameplay as highlighted by Funk et al., 2018 and Hamari & Sjöbloms insights, from 2017 as well as the lucrative business opportunities that e sports entrepreneurship presents. It is evident that the rise of e sports is closely tied to the increasing prevalence of video games and advanced broadcasting technologies (Hamari & Sjöblom 2017, Sjöblom et al.,2020), which has garnered a growing following and investment interest, from various companies. In 2018s League of Legends World Championship finale drew, then 200 million viewers at once according to E sports Charts (2018) while each of the four games during the NBA finals that year had less, than 18\.5 million spectators as reported by SportsMediaWatch (n.d.). In the year 2022 as projected by NewZoo (2019) brands are expected to allocate a sum of $ 15 billion, towards the growth of e sports ventures which will contribute to the flourishing e sports industry.
1.2 The chosen e-sports:
The chosen e-sports event for this marketing plan is the “Street Fighter Championship Series”, a premier tournament featuring the legendary fighting game franchise, Street Fighter. This event gathers top-tier players from the globe, drawing significant interest and a passionate fan base.
1.3 Purpose of marketing plan:
The purpose of this marketing plan is to create a comprehensive strategy aimed at maximising visibility for the Street Fighter Championships, and ensuring a successful event execution that enhances the overall e-sport landscape.
Summarise this introduction by following the instructions from the assignment.

The introduction should answer the following in paragraph format.

⦁ Provide an overview of the e-sports industry.
⦁ Identify the chosen e-sports event.
⦁ State the purpose of the marketing plan.
include all the information provided in paragraph format. And also include those in-text references that are provided. on the second paragraph include the marketing plan. And lastly, at least three paragraphs or four.

Answer 1

The e-sports industry has rapidly emerged as a leading form of leisure entertainment within information systems, engaging over 60% of the online population (Hamari & Keronen, 2017; Newzoo, 2019b). As traditional metrics of enjoyment drive participation in video gaming, there has been a significant increase in organized competitive gaming, giving rise to electronic sports or e-sports (Seo, 2016; Sjöblom & Hamari, 2017). E-sports involve structured, competitive formats played in leagues and tournaments, with a spectator experience akin to traditional sports (Hamari & Sjöblom, 2017; Freeman & Wohn, 2017). The global e-sports industry is poised for remarkable growth, with estimates projecting a revenue of $4 billion by 2024, driven by various segments, notably e-sports betting (expected to reach $2 billion by 2024). The United States leads in revenue generation, anticipated to reach $10.7 billion, while South Africa is also witnessing substantial growth in this sector, expected to generate $26.4 million by 2024.

The chosen e-sports event for this marketing plan is the "Street Fighter Championship Series," which features the iconic fighting game franchise, Street Fighter. This premier tournament attracts elite players globally, creating a vibrant competitive atmosphere and a dedicated fan base. The Championships embody the essence of e-sports, showcasing high-stakes competition and thrilling gameplay that captivates both participants and spectators. As e-sports continues to evolve, events like the Street Fighter Championships contribute to the growing recognition of competitive gaming as a legitimate sport.

The purpose of this marketing plan is to develop a comprehensive strategy that aims to maximize visibility for the Street Fighter Championships while ensuring successful event execution. By leveraging innovative marketing techniques and harnessing emerging trends within the e-sports industry, this plan seeks to enhance audience engagement, attract sponsorships, and ultimately solidify the event's standing in the competitive gaming landscape. The insights gained from industry research will guide the establishment of targeted marketing initiatives that resonate with both the gaming community and potential partners, ensuring a successful and impactful Championships.