Consumer segmentation in esports: clustering via consumption motivation

Abstract

Purpose

The study aims to provide a reference for market segmentation in a relatively new market. Esports consumer profiles are developed based on consumption motives, structural factors, game genres, interests, demographics and behavioral intentions. It delivers managerial advice for a growing esports market.

Design/methodology/approach

A quantitative approach using an online survey was implemented to identify homogenous groups. The study employed the Motivation Scale for Sports Consumption (MSSC) to investigate the consumption motives of esports consumers. A two-step market segmentation was conducted based on the motives, applying hierarchical clustering. Moreover, descriptor variables were used to create distinct esports consumer profiles.

Findings

This research divides the esports market into four clusters based on MSSC, which is new and relevant in a constantly changing environment. The clusters are named Low Intention Novices, Leisure Warriors, Socializing Learners and Dedicated Enthusiasts.

Originality/value

This adds to the limited literature on esports market segmentation and highlights the theoretical and practical implications of the findings.

Citation

Rietz, J. and Hallmann, K. (2024), "Consumer segmentation in esports: clustering via consumption motivation", International Journal of Sports Marketing and Sponsorship, Vol. 25 No. 4, pp. 913-928. https://doi.org/10.1108/IJSMS-01-2024-0020