Of values and commercialisation: an exploration of esports’ place within the olympic movement

Abstract

Esports’ rise in popularity has led the Olympic Movement (OM) to consider esports as a possible addition to the Olympic programme. A positive stance on the part of the OM towards certain aspects of esports has become apparent in recent years. However, the OM has expressly stated that while it is values-based, the esports industry is commercially driven. This article aims to take a tenable step towards the conceptualisation of the relationship between esports and ‘values’. Moreover, it weighs esports’ potential addition to the Olympic programme in view of the commercialisation of the Olympic Games whilst also exploring the selection process for adding new sports to the programme. The article concludes that despite the OM’s negativity concerning the supposed lack of values in the esports industry, it ignores the commercialisation of the Olympic Games at its hands. Accordingly, it will further assert that esports will possibly become a part of the Olympic programme in the near future.