Lessons in Fan Interaction Strategies for Sports Administrators from the Esports Sphere
In the rapidly evolving world of sports, traditional organisations are facing competition from virtual arenas among the next generation of fans. Esports, with its thriving popularity, is actively capturing the attention and loyalty of younger generations, becoming a mainstream, global force.
According to recent data, 99% of Gen-Z consumers will skip an ad if given the option, and nearly two-thirds use ad blockers. This underscores the importance of adapting to digital ecosystems where young fans already live. Esports, with its focus on building year-round, interactive digital experiences, is leading the way.
The audience of esports is expected to surpass 640 million people in 2025, with nearly half under 35. To win the next generation of fans, sports executives need to understand and adapt to this digital landscape.
Esports organisations build immersive carnivals celebrating game culture, complete with cosplay, creator panels, merch drops, and interactive booths. They leverage personalized content delivery through AI-driven analytics to recommend highlights and matches based on individual preferences, keeping fans engaged beyond live events.
One key strategy esports use is incorporating interactive fan participation. This includes fan voting for MVP awards or match outcomes, and introducing reward systems with digital collectibles and achievement badges to incentivize active involvement.
Another strategy is creating dynamic, immersive event experiences using advanced audiovisual effects, multi-camera broadcasts, and instant replays to make live events more engaging and emotionally impactful.
Esports also utilises online streaming platforms and influencers (streamers) as modern broadcasters who create authentic, relatable content that resonates more deeply with younger audiences compared to traditional advertisements.
Blending virtual and real-world engagement is another approach esports employs. This includes combining in-game branding with physical activations such as gaming lounges, merchandise drops, and local cultural events to build trust and deeper fan loyalty.
To foster organic, grassroots movements, teams should equip online fan communities with exclusive content, creative tools, and real access. Gen-Z and Gen Alpha are more likely to stream content, play games, or interact with creators than watch scheduled TV broadcasts.
The future of sports fandom is digital, immersive, and community-driven. Traditional sports can learn from esports by adopting interactive digital technologies, personalized content, and community-building strategies to engage younger generations and develop sustainable fandom.
Jennifer Acree, the founder and CEO of JSA+Partners, a strategic comms firm working with consumer tech, digital media, and gaming companies, echoes this sentiment. "Esports provides a blueprint for how traditional sports can adapt and thrive in the digital age," she says. "By embracing interactivity, personalisation, and community, traditional sports can foster a sense of belonging, accessibility, and excitement for younger fans."
Jennifer Acree, the founder and CEO of JSA+Partners, believes that sports can learn from esports to adapt and thrive in the digital era. She suggests that traditional sports should embrace interactivity, personalization, and community to foster a sense of belonging, accessibility, and excitement for younger fans, just like esports does. In this world of sports, Jennifer is a strong advocate for sports organizations joining the virtual arenas of esports, where they can engage with the sports-loving Gen-Z and Gen Alpha audiences.
