Making its way into the spotlight, Western Michigan University’s Esports Arena aims to support the popularity of computer gaming with a state-of-the-art-facility that serves both the University and the Kalamazoo gaming community. The facility is one of the only esports arenas in Michigan to provide space for practice, tournament play and professional production in one location. To maximize both participant and audience experience in this ambitious endeavor, WMU worked with Haworth College of Business students in the digital marketing and sports marketing programs to offer their expertise to the project. Digital marketing students used consumer analytics and primary research to better align the arena’s website with its target audiences and business model, while advanced sports marketing students worked on researching the relationship between the fan experience and esports.
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