eSports: Business Model Design and Value Co-creation

Evgenia Ntovinou

Student thesis: Master thesis


The concepts of value, value creation, value co-creation and business models have been widely discussed in the literature. Despite that, they empirical foundation is lacking and also these concepts are often discussed upon mature industries. The eSports industry is considered an emerging field that has not yet been standardized. The aim of this thesis is to answer the question of how can the concept of value co-creation be understood through the design of business models within the eSports industry. A qualitative approach was undertaken, using questionnaires and Skype interviews with representatives from the scene. The VISOR business model framework is used as a tool of analysis so as to comprehend the business processes of eSports actors in light of co-creating value with the customers. The findings showed that different actors within the industry engage in various ways with their customers and technology is at the core of this process. Overall, it was concluded that the eSports industry is continuously growing and the concepts of value co-creation and business model design are highly interrelated.

EducationsMSc in Business Administration and Information Systems, (Graduate Programme) Final Thesis
Publication date2016
Number of pages74
SupervisorsJonas Hedman