It's not just a game: Investigating to what extent excellence in public relations is practiced to promote community engagement in Canadian esports

Abstract

Esports is a global phenomenon given little academic attention. This study draws parallels from existing literature using a deductive review of esports as an industry, esports characteristics, communities, community engagement and relationship-quality frameworks to arrive at a best practices theory for esports community engagement. By interviewing and surveying multiple stakeholder groups within the Canadian esports ecosystem, it is determined that organizations engaging with Canadian esports communities are not currently using best practices in public relations and relationship-quality measures to obtain reputational, financial and relational value. Using a triangulation of methods and measurements, findings suggest that the Excellence theory in public relations best aligns as a strategic communications management strategy for esports and provides practical recommendations for organizations to realize their esports investment returns.