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This chapter examines the strategic horizontal integration of traditional sports organizations into esports as a response to evolving industry challenges. Facing audience aging, declining viewership among digital natives, and revenue instability from the “match result trap,” sports entities are diversifying into adjacent digital entertainment businesses. Through twelve representative cases spanning professional clubs (Manchester City, FC Schalke 04, Paris Saint-Germain), leagues (NBA 2K League, ePremier League, F1 Esports Series), and international organizations (IOC initiatives), the authors analyze three primary motivations driving esports expansion: engaging younger audiences, diversifying revenue streams, and enhancing global reach. The analysis reveals that successful integration requires adapting to esports’ unique cultural logic while maintaining core brand identities. In this context, convergence-oriented movements reflect a strategic reallocation of organizational capabilities into rapidly expanding digital domains. They position sports organizations for sustainable growth in an increasingly transmedia entertainment landscape where traditional and virtual engagement ecosystems coexist.

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Navigating the Convergence of Traditional Sport and Esports in the Digital Age Through Horizontal Integration

  • 章节

  • 发表日期：

    2026年

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  • Kihan Kim,
  • Jongho Kim

摘要

This chapter examines the strategic horizontal integration of traditional sports organizations into esports as a response to evolving industry challenges. Facing audience aging, declining viewership among digital natives, and revenue instability from the “match result trap,” sports entities are diversifying into adjacent digital entertainment businesses. Through twelve representative cases spanning professional clubs (Manchester City, FC Schalke 04, Paris Saint-Germain), leagues (NBA 2K League, ePremier League, F1 Esports Series), and international organizations (IOC initiatives), the authors analyze three primary motivations driving esports expansion: engaging younger audiences, diversifying revenue streams, and enhancing global reach. The analysis reveals that successful integration requires adapting to esports’ unique cultural logic while maintaining core brand identities. In this context, convergence-oriented movements reflect a strategic reallocation of organizational capabilities into rapidly expanding digital domains. They position sports organizations for sustainable growth in an increasingly transmedia entertainment landscape where traditional and virtual engagement ecosystems coexist.