Post Covid-19 Pandemic And The Rise Of eSports In Malaysia

Abstract

The covid-19 pandemic began in early 2020 and rapidly spread to nations due to its strong transmissibility. The spread of the novel Covid-19 has significantly impacted businesses of all shapes and sizes. Unavoidably, Covid-19 heavily impacted the sports sector. Thus, the eSports industry has become a feasible alternative and requirement for sporting competitions. eSports is the professional competition in video games that have evolved at the junction of gaming and sporting events. This paper aims to explore the rising of the esports sector in Malaysia to give better insights into its sustainable growth, even post-pandemic. This paper reviews and summarises the eSports sector by studying its growth, development, and future state post-pandemic. A detailed assessment of gamers, marketers, and earnings is covered. The paper provides insights to readers into the evolution of eSports in Malaysia. Malaysian governments develop eSports training centres, fund allocations and academies to nurture the athletes and the eSports industry. Many gamers and audiences adapt to the new normal and technologies, particularly during the movement control order. Many Malaysians shift their behaviour and rely on the internet for home entertainment and activities. Covid-19 has enhanced eSports consumption, and the viewership will grow post-pandemic. Game developers invest more money to develop the eSports sector with innovative marketing strategies. This paper focuses on the rise of eSports and the chances for marketers to connect with customers. Many people believe eSports will continue growing, even post-pandemic, as many people have already adapted to it, and cutting-edge technologies also propel many people to accept this unique field.Keywords: eSports; live stream; marketing strategy; post-pandemic; eSports market