The Esports market worldwide is projected to reach a revenue of US$4.3bn in 2024 and is expected to show an annual growth rate (2024-2028) of 7.10% (Statista). Within the Esports and Gaming industries, there are numerous jobs, including roles in distribution, research, sales, broadcasting, and marketing. Additionally, given the continued growth in esports audience and viewership (projected to reach 640.8 million by 2025), consumer brands such as Mercedes and Chipotle have begun to sponsor esports teams and events as a form of marketing. This has led to the development of careers in esports brand partnerships and marketing. Overall, the explosive growth in Esports and the attendant growth in esports-targeted marketing and sponsorships has created a demand for business professionals with a solid understanding of the nuances of the industry.
We conducted interviews with individuals at Capcom, Riot, and other esports-adjacent companies. In doing so, we arrived at a list of three gaps in traditional business education that—if addressed—would result in graduates who are significantly more employable within the games industry. Those three gaps are as follows:
In addition, our various interviewees pointed out that mid-career professionals who moved into esports—or the broader games space—were often wildly unfamiliar with the culture around games. However, that problem is likely self-solving in our case: a degree in Esports and Gaming is exceptionally unlikely to attract students who are not passionate about the space.
The Business Administration in Esports & Gaming offering addresses the above points through its course structure.
Point 1 is addressed by the class Introduction to Games, which provides students with the necessary context for understanding the games industry, and a basic understanding of how technology-based companies get things done.
Point 2 is addressed by Convention, Event and Trade Show Planning, and Distribution of Games. The former covers one of the crucial means by which companies in the games space build excitement for new products or events. While trade shows exist in other industries, they are far more central to success within the games space. The latter covers the myriad distribution channels available to game developers of various sizes.
Lastly, Point 3 is addressed by Introduction to Esports Management, which provides students with an understanding of the nuances specific to managing esports teams, leagues, and events, as well as the complexities of various stakeholder relationships within the esports landscape.
Taken together, these courses provide students with the necessary context to succeed in an entry-level administrative role within the esports or games industries.
Renee Gittins, Alumni Board Chair - IGDA, Forbes 30 under 30 - Renee Gittins is the Alumni Board Chair of the International Game Developers Association. Because of her dual roles as chair of a developer’s association, and studio head (Stumbling Cat), Renee has a sharp understanding of the tensions that often exist between business and development roles within the games industry. Her understanding of this tension directly informed the managerial skills conveyed throughout this curriculum.
Unity - Unity is the world’s most-used game engine. It powers 50% of Mobile games and 60% of Augmented-Reality and Virtual Reality content. The Unity engine is intended to be readily accessible, low-cost, and powerful. The Introduction to Games Course was developed using materials provided by Unity.