The emergent community of esports fans in Japan: an analysis of motivations and preferences

Purpose/RationaleThis study examines esports players' and viewers' motivations in Japan to inform market segmentation and strategy for industry stakeholders.Design/methodology/approachEmploying purposive sampling, data from 500 Japanese esports participants were collected through an online survey including behavioural, motivational, and demographic factors. Cluster analysis was applied to identify distinct groups.FindingsResults revealed three unique clusters each for players (all-rounder players, immersive fun seekers, and skill-based players) and viewers (casual viewers, entertainment-excitement seekers and skill appreciation seekers), with each exhibiting distinct motivations and preferences. Socio-economic factors did not significantly differentiate clusters, but fan behavioural patterns were useful in characterising them.Practical ImplicationsOur study provides insights into Japan's market preferences for console gaming and skill development and guides stakeholders in targeted strategy development for market engagement and growth.Research ContributionBy applying the Uses and Gratifications theory within the Japanese context, this study enhances esports online community research by revealing distinct segment characteristics in a culturally unique setting and enriches esports interaction understanding.Originality/valueThis study sheds light on the motivations and preferences of esports players and viewers in Japan's emerging market, offering valuable insights for stakeholders to better understand and engage their audience.