Understanding esports venue operations: how venue characteristics influence spectator outcomes

PurposeThis study aims to identify the key attributes of esports venues as perceived by spectators. Using the stimulus-organism-response framework, it also examines how these attributes influence customer experience, satisfaction and re-attendance intentions.Design/methodology/approachThis mixed-methods research comprises two main stages. In the qualitative stage (Stage 1), we conducted a literature review, interviews with live esports event attendees and observations at two esports events to identify key esports venue attributes from spectators' perspectives. In the quantitative stage (Stage 2), we recruited 564 esports game attendees at two live events to validate a measurement scale developed from the qualitative procedures. We also examined the relationships between venue attributes and the three spectator outcomes by using structural equation modeling.FindingsFive key perspectives of esports venue attributes emerged from the qualitative analysis: (1) stage and stage lighting, (2) Internet infrastructure, (3) visibility of display screens, (4) concourse layout and (5) seating comfort. These dimensions were validated through exploratory and confirmatory factor analyses and were found to directly influence spectator experience and satisfaction, but not re-attendance intentions.Originality/valueThis study provides pioneering insights into the specific esports venue attributes that drive spectator outcomes. The findings offer valuable directions for future esports research and practical strategies for esports venue management.