I bet you a skin! The growing concern over the gamification and gamblification of eSports

Welcome to my last blog post of my digital media transformation series in which I will continuing on my last audio podcast and be discussing the convergence of eSports and betting. Along with this, I will be discussing the implications this convergence has already had on sport consumption and the impact it will have on future generations.


Convergence is a theme that has continued to run throughout this series and the concept of both gamification and gamblification is about bringing the world of eSports, social media and other sport consumer experience elements together with betting and gambling.

Due to the changes in digital technologies that we have witnessed in this series, consumers can now play both sporting and non-sporting games on the go. With the betting and gambling world being ever prominent in our sports, with advertisements and club sponsorship, it was only a matter of time before we saw the convergence between the two industries.

Take a look at my latest YouTube video which explains how consumers can use real-world money to purchase in-game skins and loot boxes to upgrade their own personal avatar!


If you like this content click this link to take you straight to my Microsoft Sway portfolio where the whole 6-part series has been documented. I have also left a link to my LinkedIn and WordPress profile if you would like to see more sport marketing content.

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