Management aspects of the functioning of the e–sports market in conditions of digitalization

The subject of the study is the managerial aspects of the functioning of the e–sports market in
the conditions of digitalization
The purpose of the study is to outline the features of the functioning of eSports in the business
environment in conditions of digitalization; determination of the structure of the eSports market in
order to form an effective management system for it.
Research methods. The article uses general scientific and special methods of researching
management processes, analysis and synthesis of processes aimed at the formation of the e–sports
market in conditions of digitalization.
Results of work. As a result of writing the article, it was established that in the conditions of digitization,
eSports received an impetus for development as a business, and its economic processes became similar
to economic processes occurring in other sectors of the economy. Despite the general similarity with
other industries, eSports has features that determine the need for a separate study of the management
aspects of the operation of the eSports market. It was found that the eSports market is interpreted as a
system of economic relations that ensures the purchase, sale, use and maintenance of IT products in the
form of video games and related elements. The analysis of scientific and practical literature showed that
the eSports market has a complex structure that reflects its elemental composition. The role of each
subject in the system of relations of the eSports market is determined. It is established that each subject,
satisfying the needs of other market participants, receives a financial or other reward in return. It was
found that the key subjects of the eSports market are the players, because it is for them that games
are developed. According to the forecast of researchers, the global number of players will continue to
grow and in 2024 will be about 3.3 billion. Trends in the development of the world market of eSports are
analyzed. A well–founded conclusion was made that in the era of digitalization, eSports is experiencing a
stage of rapid development, and therefore requires effective management.
Field of application of results. Economics and management of the national economy at the
macroeconomic and microeconomic levels, management of e–sports organizations, management,
strategic management.
Conclusions. As a result of the conducted research, taking into account a number of additional
factors and features of the formation of the e–sports market, it can be concluded that in the era
of digitalization, e–sports is experiencing a stage of rapid development. At the same time, it is
necessary to separate at least two areas: the production of computer games and the organization of
tournaments. The second direction forms the eSports industry, the future prospects of which depend
on a number of factors, both restraining and stimulating future growth. In turn, the eSports market
is formed by its subjects that interact with each other and, as a result, ensure its functioning. The
main market participants are game developers, clubs and e–sportsmen, competition organizers, streaming platforms and mass media, fans and players, sponsors and bookmakers. Together, they form a complete system that is subject to market laws. Unfortunately, in aggregate, these entities cannot ensure the full functioning of the market and its development. According to this, the economic model of eSports currently works thanks to the funds of investors, sponsors and bookmakers.