Gen Z and Esports: Digitizing the Live Event Brand

As digitization converges with globalization, industries across the world establish new standards, platforms and audience engagement methods to delight consumers adjusting to CV19’s virtual space. Within the Tourism and Hospitality industry, gamification provides the events and meetings sector an opportunity to implement hybrid events at a level unseen before. Esports is the newest standard of gamification for hybrid, both live and virtual, events. However, within this new standard, there is a large knowledge gap among event organizers of how to execute an esport experience and why esports dominance is necessary to incorporate into hospitality and tourism models. Through understanding esports’ majority consumer, Gen Z, and accurately reflecting esports culture, event organizers will assist the tourism economy through prosperous esport events.