Combining physical and digital at the eSport bar
Researching for eSport subculture
Challenge
To perform a design inquiry targeting a specific subculture, with the aim to identify core activities and values within the group, and to explore how these findings can work as grounding for design.
Discussion
The presence of esports is integrating slowly into offline outlets with special bars, stadiums and clubs opening up for the esports crowd. This combination of the digital and the physical, and the availability of one such bar in Stockholm – “Kappa” led the research into public esport spaces. It helped to specify the subculture to explore a bit further into “people who enjoy esports and gaming outside of the confines of their homes”. In these bars or occasionally in event stadiums, people come to celebrate their hobby in a more social setting. The end goal is to answer these two basic questions: what makes them want to visit esports bars, and what would make them do it more often?
Implementation
Following Design thinking approach of d.school (Hasso Plattner Institute of Design at Stanford) the data was gathered with the help of qualitative methods such as semi-structured interviewing and observations and analyzed by identifying specific customer personas based on their degree of gaming passion and creating empathy maps for each of them. With this approach in mind, several different types of solutions that might fit those specific personas were provided.
Uninterested Customer Lars, 32
Accountant
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Being in the bar because of acquaintances asking them to go or because of some other social obligations.
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Is not a (very) active player himself, he sees the game or esports as a low priority time killing tool at best, and the actual game or esports are not very important to him.
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More into the company of friends, bar environment, food or drinks.
Sympathy map
Solution
To get him more involved in the esports match is the first concern, because he will end up bored if he can’t start to understand the concept of esports in general.
Solution is to provide him with basic esports information, e.g. game type, character roles, victory conditions etc. This can be implemented physically when he orders drinks or sits at the table by providing flashcards and coasters.
Veteran gamer Erik, 35
Computer engineer
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Previous passionate gamer who is no longer able to be involved as much because of family/work constraints
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Has limited access to time to play the game, but still very interested in watching games, though he is more likely to only watch his favorite matches due to his limited free time.
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Main need is to have a “holy” space to share his hobby with people/friends in same interest, apart from his job and other game irrelevant issues.
Sympathy map
Solution
He should get newsletters about tournaments or events from the bar, so he can easily plan in his day for specific matches.
Another solution is specific rooms, like VIP rooms, which act as closed environments, increasing privacy and flexibility of use. This means, content to watch are customized by users, they can choose which match they would like to watch, whether it's an older match or an ongoing live match.
Hardcore gamer Jonas, 25
Master student
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Already got the time and equipment to access esports matches home and actively playing games
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Main focus is what a bar could provide that this user do not have at home?
Sympathy map
Solution
The social advantages are still there, but upgraded hardware can also be the decision maker, for example, a stronger graphics card, CPU or a better/bigger screen.
An achievement system where they can collect points which can be used as discounts, priority access to available computers etc.