Esports in Emerging Markets: A Balanced Scorecard Approach to LAN Gaming Centers in Iran

AbstractEsports, competitive video gaming competitions, are becoming increasingly popular worldwide, with their growth in emerging markets contingent on local area network (LAN) gaming centers. LAN gaming centers are integral in emerging economies as they provide access to gaming technology and infrastructure that may be otherwise unavailable. Given their importance, the purpose of our study is to identify characteristics relevant to LAN gaming center operations within the context of an emerging market. We conducted a two-phase, multimethod analysis of LAN gaming centers in Iran, an emerging yet dynamic market. In the first phase, we used a balanced scorecard (BSC) approach to identify business factors salient to LAN gaming center operations. In the second phase, we collected data from LAN gaming center consumers (N = 330) to rank the factors by importance using a multi attribute decision-making (MADM) model. We found that business factors relevant to LAN gaming centers operations include: offering a variety of services, providing attractive and modern facilities, employing sports marketing methods, monitoring competition, and developing multiple streams of revenue. via the BSC, our research offers strategic recommendations for LAN gaming centers. LAN gaming centers provide access to modern gaming technology and help consumers overcome technological limitations by providing a physical space for esports. LAN gaming centers help create a sense of community and social connection for players and fans alike and facilitate how consumers in emerging markets connect with the global esports community.Keywords: Esportsstrategybalanced scorecardemerging marketsFuzzy Delphi Disclosure StatementNo potential conflict of interest was reported by the author(s).Additional informationNotes on contributorsHossein AbdolmalekiHossein Abdolmaleki (Ph.D., Ferdowsi University of Mashhad, Iran) is Assistant Professor in the Division of Physical Education teaches Intro to Sport Management and Sport Marketing at Islamic Azad University, Karaj Branch. He completed his Ph.D., in Sport Management at the Ferdowsi University of Mashhad and his M.A. in Sport Management at University of Tehran. Dr Abdolmaleki’s primary research interest is sport marketing and sport consumer behavior. He currently works on development of esports business, Financial Fair Play in Football clubs and Anti- Marketing of Doping Drugs.Anthony D. PizzoAnthony D. Pizzo (Ph.D., Temple University, USA) is an assistant professor of business in the Management and Leadership Department at La Salle University. His research interests include strategic management, sport management, digitalization, and esports.Bradley J. BakerBradley J. Baker (Ph.D., Temple University, USA) is an assistant professor in the Department of Sport and Recreation Management at Temple University. His research focuses on consumer behavior and digital sport management, primarily brand building and identity formation in mediated spaces including social media, esports, and other contexts at the intersection of technology and sport. He has second research stream on quantitative research methods and meta-science. He teaches sports analytics at the undergraduate and graduate levels.Ahmad MahmoudiAhmad Mahmoudi (Ph.D., Allameh Tabatabaei University, Iran). He is Assistant Professor of Sport Management, University of Tehran, Tehran, Iran. His research and publications cover analysis of national and international sports management, sport-for-development and human resource management. He has been repeatedly recognized for excellence in teaching by her students. He specializes in sport marketing.Ebrahim Alidoust GhahfarokhiEbrahim Alidoust Ghahfarokhi (Ph.D., University of Tehran, Iran) is an Associate Professor of Sport Management, University of Tehran, Tehran, Iran. His research and publications cover analysis of national and international sports management, sport-for-development and human resource management (HRM). He is the academic advisor to, and author of, the National Football’s League.