The players' perspective of value co-creation in esports service ecosystems

The esports industry still exhibits progressive growth driven by digital transformation and an increasing followership. Such dynamic development involves manifold interactions between multiple actor types captured as value co-creation (VCC). Esports players comprise a key and specific group of actors. With various levels of professionalisation, they attract huge audiences in stadiums and on screen. Empirical insights can reveal the players' perspective of VCC and thus inform managerial decision-making. This study's primary purpose is to contextualise, specify and measure VCC in esports as a reliable and valid concept. Also, by applying structural equation modelling, VCC's impact on satisfaction with the service and financial rewards is empirically tested. Media companies benefit from tapping into esports players' resources in co-creation activities to venture into this prospering industry.