Esports: A Beacon of Holistic Engagement

Emily Rosemond OLY, MBA, B. Comm., Director of Sport, Queensland University of Technology

The initiation of Queensland University of Technology's (QUT) esports program marked a notable shift in Australian sports, blending physical and virtual competition and laying the groundwork for expansion into virtual sports. This move, increasingly popular among students and researchers, coincided with my own entry into the field, a time when university esports primarily operated through informal student groups. My initial venture into virtual sports, a golf lesson leading humorously to an injury, was an enlightening experience. It revealed a fundamental aspect of esports: the ability to engage and participate actively in a sport without physical presence. This shift to a digital environment, while fostering a vibrant online community and engagement, paradoxically results in a quieter physical campus, reflecting changes in how university life might be experienced amongst esports and virtual sports enthusiasts. 

Transcending conventional boundaries, esports offers a multifaceted experience that is educational, immersive, and interactive. At QUT, our 7+ years of investment in esports has ensured integration with academia that is not just innovative; it's transformative. QUT’s commitment to esports has extended beyond the digital realm, as we've hosted a range of in-person events, from Oceanic University Esports Tournaments and are preparing for the inaugural Australian Esports Cycling Championships, fostering a vibrant ecosystem of learning and competition

"As the digital and technology-oriented interests of the next generation continue to grow, events like the UCI's Esports Cycling World Championships and the IOC's Olympic Esports Week have demonstrated a diverse range of traditional esports, blending both virtual and physical athleticism."

Students of creative industries find themselves at the forefront of emerging technologies, crafting narratives and content for platforms like Twitch and Discord. These platforms are not mere stages for broadcasting; they are dynamic arenas where content creation, community engagement, and digital innovation converge. The real-time interaction in these spaces, coupled with the analytics of viewer engagement, provides invaluable hands-on experience.

In sports and exercise science, the intersection with esports is equally compelling. Researchers and students work closely with esports athletes, unravelling the intricate web that ties peak physical condition to cognitive competence and gaming performance. Their work is remarkable, contributing to a growing body of evidence demonstrating health's importance in esports, and published in 2023 in the Science of Esports. 

As the digital and technology-oriented interests of the next generation continue to grow, events like the UCI's Esports Cycling World Championships and the IOC's Olympic Esports Week have demonstrated a diverse range of traditional esports, blending both virtual and physical athleticism. Such events act as focal points for continuous experimentation, facilitating cross-disciplinary collaboration among sports and exercise science, information technology, event management, and logistics. This collaboration enhances our comprehension and execution in these multifaceted domains.

 For business students, esports opens a universe of opportunities. Learning the ropes of sports management within this sphere includes understanding the nuance of fan engagement, the complexity of live event coordination, and the ever-expanding commercial landscape. Sponsorships and branding in esports are not just about visibility; they're about integration and resonance with a digitally savvy audience. Corporate giants, recognising this, are increasingly turning to esports to forge connections with consumers, tapping into the authenticity and passion that esports fans bring to the table.