THE IMPACT OF ESPORTS TOURNAMENT PRIZES

TO ATTRACT PLAYERS TO PLAY ONLINE GAME

UNDERGRADUATE THESIS

Submitted To Meet Undergraduate Examination

At the Faculty of Administrative Sciences, Brawijaya University
FERRY FIRMANNA
16503207141020

BUSINESS ADMINISTRATION PROGRAM STUDY

FACULTY OF ADMINISTRATION SCIENCE

UNUVERSITAS BRAWIJAYA

MALANG

2021
 MOTTO

“We have nothing to lose, once again. We came here; we should already be so proud
of what we’re doing, you know. So don’t think about anything. At the end of the story,
it’s been written already; it’s us winning.”

- Sebastian Debs

ii
 TANDA PERSETUJUAN SKRIPSI

Judul : The Impact Of Esports Tournament Prizes To Attract

Players To Play Online Game

Disusun Oleh : Ferry Firmanna

NIM : 165030207141020

Fakultas : Ilmu Administrasi

Program Studi : Ilmu Administrasi Bisnis

Konsentrasi/Minat : Pemasaran

Malang, 21 April 2021

Komisi Pembimbing,
Ketua

Edy Yulianto, Dr., Drs., MP

NIP. 196007281986011001

iii
 ABSTRACT

Ferry Firmanna, 2021. The Impact of Esports Tournament Prizes to

Attract Players To Play Online Game. Edy Yulianto, Dr., Drs., MP.

This research is motivated by the development of video games that have

progressed until now. Video games have been competed in tournament tournaments
as well as big or small, and finally, the games that are competed are called eSports.
There is a relatively large amount of prize money in eSports tournaments and can
attract players to try to play in the tournament.
The technique of taking research subjects or informants is purposive
sampling, with data collection techniques utilizing unstructured interviews, which
allow researchers to ask questions more flexibly and freely to get more in-depth
information.
Based on the study results from the informants, it was found that prize
money in eSports can attract players to play the game in the long term because it
takes a long time to master games with eSport titles. In addition, it can be seen that
not everyone who plays competitive games wants to compete in esports
tournaments, but if players have the opportunity to compete in tournaments, players
will take the opportunity.

Keywords: eSports, Games, Tournament, Prize money

iv
 ABSTRAK

Ferry Firmanna, 2021. Dampak Hadiah Turnamen Esports dalam Menarik

Minat Pemain untuk Bermain Game Online. Edy Yulianto, Dr., Drs., MP.

Penelitian ini dilatarbelakangi oleh perkembangan video game yang

mengalami kemajuan hingga saat ini. Video game telah dipertandingkan dalam
turnamen turnamen baik besar maupun kecil, dan terakhir, game yang
dipertandingkan disebut eSports. Jumlah hadiah uang dalam turnamen eSports
relatif besar dan dapat menarik para pemain untuk mencoba bermain di turnamen
tersebut.
Teknik pengambilan subjek penelitian atau informan adalah purposive
sampling, dengan teknik pengumpulan data menggunakan wawancara tidak
terstruktur, yang memungkinkan peneliti untuk mengajukan pertanyaan lebih
fleksibel dan bebas untuk mendapatkan informasi yang lebih mendalam.
Berdasarkan hasil studi dari para informan, ditemukan bahwa hadiah uang
dalam eSports dapat menarik pemain untuk memainkan game dalam jangka
panjang karena butuh waktu lama untuk menguasai game dengan judul eSport.
Selain itu, dapat dilihat bahwa tidak semua orang yang memainkan game kompetitif
ingin bersaing di turnamen esports, tetapi jika pemain memiliki kesempatan untuk
bersaing di turnamen, pemain akan mengambil kesempatan tersebut.

Keywords: eSports, Games, Tournament, Prize money

v
 TABLE OF CONTENT

Contents
MOTTO............................................................................................................... ii
ABSTRACT ....................................................................................................... iv
ABSTRAK .......................................................................................................... v
TABLE OF CONTENT ...................................................................................... vi
LIST OF TABLES ............................................................................................... 9
LIST OF PICTURES ........................................................................................... 9
CHAPTER I ...................................................................................................... 11
INTRODUCTION ............................................................................................. 11
1.1. Background ........................................................................................ 11
1.2. Research problem ............................................................................... 14
1.3. Research Objective ............................................................................. 14
1.4. Research Contributions ....................................................................... 14
1.5. The Outline of the Thesis .................................................................... 15
CHAPTER II ..................................................................................................... 17
LITERATURE REVIEW................................................................................... 17
2.1. Empirical Review ............................................................................... 17
2.2. Theoretical Review ............................................................................. 19
2.2.1. Game Introduction .......................................................................... 19
2.2.2. Game Definition .............................................................................. 20
2.2.3. General Definition of eSport............................................................ 22
2.2.3.1. Fighting ........................................................................... 23
2.2.3.2. First Person Shooter ........................................................ 23
2.2.3.3. Battle Royale ................................................................... 23
2.2.3.4. MOBA (Multiplayer Online Battle Arena)....................... 24
2.2.3.5. Sports .............................................................................. 24
2.2.3.6. Racing ............................................................................. 24
2.2.4. The development of eSport.............................................................. 24
2.2.5. eSport Arena ................................................................................... 26
2.2.6. Types of eSport ............................................................................... 27
2.2.6.1. Physical eSport game ...................................................... 27
2.2.6.2. Not Physical eSport game ................................................ 28
2.2.7. Esport Ecosystem ............................................................................ 28
2.2.7.1. Player .............................................................................. 30
2.2.7.2. Teams ............................................................................. 30
2.2.7.3. Competition .................................................................... 30

vi
 2.2.7.4. Sponsor ........................................................................... 30
2.2.7.5. Game Publisher ............................................................... 30
2.2.7.6. Tournament and League Organiser .................................. 31
2.2.8. Marketing Management................................................................... 31
2.2.9. Promotion ....................................................................................... 32
2.2.10. Promotion Mix ................................................................................ 33
2.2.11. Marketing Mix ................................................................................ 36
2.2.11.1. Product .......................................................................... 36
2.2.11.2. Price .............................................................................. 37
2.2.11.3. Place ............................................................................. 37
2.2.11.4. Promotion...................................................................... 37
2.2.11.5. Marketing Strategy ........................................................ 38
2.2.11.6. Target market selection ................................................. 38
2.2.11.7. Establish the competitive position.................................. 38
2.2.11.8. Development of the marketing mix ................................ 39
2.3. Research Framework .......................................................................... 39
CHAPTER III .................................................................................................... 41
RESEARCH METHODOLOGY ....................................................................... 41
3.1. Types of Research............................................................................... 41
3.2. Research location ................................................................................ 41
3.3. Research Focus ................................................................................... 41
3.4. Data source ......................................................................................... 42
3.4.1. Primary Data ................................................................................... 43
3.4.2. Secondary Data ............................................................................... 43
3.5. Method of Data Collecting .................................................................. 43
3.5.1. Interview / Interview ....................................................................... 43
3.5.2. Sampling Technique ........................................................................ 45
3.5.3. Documentation Method ................................................................... 46
3.6. Research Instrument ........................................................................... 46
3.7. Research Subject................................................................................. 47
3.8. Data Analysis Technique .................................................................... 49
3.8.1. Data Gathering ................................................................................ 49
3.8.2. Data Reduction................................................................................ 50
3.8.3. Data Presentation ............................................................................ 50
3.8.4. Conclusion Drawing ........................................................................ 50
CHAPTER IV.................................................................................................... 52
RESEARCH RESULTS AND DISCUSSION .................................................... 52
4.1. Research Findings ............................................................................... 52
4.1.1. eSport as Means of Marketing and Branding Games ........................ 52
4.1.2. eSports strategy ............................................................................... 52
4.1.2.1. Segmenting ..................................................................... 53
4.1.2.2. Targeting ......................................................................... 53
4.1.2.3. Positioning ...................................................................... 53

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 4.1.3. Setting a Target Market ................................................................... 53
4.1.4. Esport Life Cycle ............................................................................ 55
4.1.5. Promotion Approach ....................................................................... 56
4.2. Analysis of Informant Profile Identity Descriptions ............................ 58
4.2.1. Respondent Profile .......................................................................... 59
4.3. Research Result .................................................................................. 59
4.3.1. Interest in Playing Games ................................................................ 59
4.3.2. Background Factors......................................................................... 60
4.3.3. The Genre and Gameplay of the Game ............................................ 62
4.3.4. Motivation to Play ........................................................................... 63
4.3.5. Paid Games and Free Games ........................................................... 64
4.3.6. Role of Players in eSports ............................................................... 66
4.3.7. Tournament Organizing Involvement .............................................. 68
4.3.8. Hobby 68
4.3.9. Prize Money .................................................................................... 69
4.3.10. Competition in Esports .................................................................... 70
4.3.11. Tournament Plans............................................................................ 72
4.3.12. The Effectiveness of Esports Tournaments in Promoting Games ..... 74
4.3.13. Pre-Tournament Training ................................................................ 76
4.3.14. Role of Stakeholders in eSport Tournaments ................................... 78
4.3.15. Average Age of eSports Players ...................................................... 80
4.3.16. Cost of Each Game .......................................................................... 82
4.3.17. Hope for Future eSports .................................................................. 84
4.3.18. Outlook on eSports .......................................................................... 86
4.3.19. Role of Players in Esports Tournaments .......................................... 88
CHAPTER V ..................................................................................................... 91
CONCLUSION ................................................................................................. 91
5.1. Conclusion.......................................................................................... 91
5.2. Implications ........................................................................................ 92
5.3. Suggestion .......................................................................................... 92
REFERENCES LIST ......................................................................................... 94
Literature ......................................................................................................... 94
ATTACHMENT .............................................................................................. 97

viii
 LIST OF TABLES

Number Text Page

Table 1.1 Research Comparison Between Borowy and researchers…… 17

Table 1.2 Research Comparison Between Putra and researchers……… 18

Table 1.3 Research Comparison Between Junianta and Researchers… 18

Table 1.4 Research Comparison Between Seo and Researchers……. 19

Table 1.5 Research Comparison Between Laakkonen and Researchers. 19

Table 2 Interviewee Short Profile……………………………………. 47

Table 3 Interviewee Profile and Background………………………… 47

9
 LIST OF PICTURES

Number Text Page

Picture 1 Central League Model of eSport Ecosystem….................... 29

Picture 2 Decentralized Tournament Model of eSport Ecosystem… 29

Picture 3 Various Type of Gamers….................................................. 54

10
 CHAPTER I

INTRODUCTION

1.1.Background

Games are always phenomenal because there are always developments from

time to time. According to the Liga game Indonesia, online games appeared in

Indonesia in 2001. Online games circulating in Indonesia are quite diverse, ranging

from action, sports, and RPG (role-playing games) genres, and more than 20 online

game titles are circulating in Indonesia. The game world is developing very rapi,dly.

At this time, the game is played by, children and is also played by all walks of life,

ranging from children, adolescents, to adults.

The first view of the game, just an activity to have fun to fill spare time, but

now the idea of games has been different. Games (eSport) have now become many

promising professions and business fields. An example of this is being a pro gamer

in eSport competitions in Indonesia and even internationally. Many eSport events

are also held in Indonesia by many Game Developers with very attractive prize

offers. Therefore, with the eSport being organized and the prizes offered, the

community`s interest in becoming a Player (Gamers) is growing. eSport is one of

the keys to extending product life by creating relationships between games and their

players.

For Hamilton et al. 2012, electronic games, all the more regularly known as

eSports, serious (video) gaming, or ace gaming, is the term to depict playing and

spectating significant level games in a competitive climate (Hamilton, Kerne, and

11
Robbins, 2012). Wagner zeros in addition to individuals' wellness and given

innovation by expresses that "esports is a space of game exercises where individuals

create and prepare mental and actual capacities in the utilization of data and

correspondence advances" (Wagner, 2006). Wagner further considers, that the

meaning of "sport", as it is characterized today, is impacted how eSports is

characterized. While in the modern age, "actual wellness" was perhaps the most

predominant quality in the public eye, sports contestants contended in conventional

games disciplines. However, It must be normal that the exercises we will

acknowledge as sports discipline will change as our worth framework changes, for

instance, because of mechanical advancement (Wagner, 2006). Additionally, the

meaning of eSports should be wide and nonexclusive enough to incorporate

impending innovation patterns and changes, for instance utilizing PCs, consoles,

advanced cells, or different gadgets to essentially contend. eSports further doesn't

depict a solitary sort of game, it is fairly a predominant aggregate term, containing

diverse eSports classes. Each requires various abilities relying upon the

competitor's down and their job inside a team (Anic, 2018). eSport was founded

back then in the 1970s. 19 October 1972 is the exact year when the first eSport was

held in Standford University for the game called Spacewar Olympic. (Priono, 2020)

Then, in about the 2000s, video games and computing gaming started to

grow and become so popular. As well as the PC game became popular, the games

competition on PC got popular as well. It sees the rise of the indispensable internet

and the world wide web. The internet did for online gaming what it had been for

immediate messaging, it connected gamers through the net so currently competitive

12
gaming was created attainable online. The net property additionally gave rise to the

expansion in the quality of laptop games and corporations reminiscent of Nintendo

and Blockbuster began sponsoring computer's video games world championships

around this time.

The heyday of games in Indonesia occurred in the early 2000s. At that time,

games such as CounterStrike, DotA, League of Legends, StarCraft, and Mobile

Legends continued to grow rapidly. The main tournament began with a battle for

lucrative prizes. The games consist of World Cyber Games (WCG) Indonesia,

Mobile Legends Professional League (MPL), and Indonesia Esports Premiere

League (IESPL) which successfully held their first league, Tokopedia Battle of

Friday (TBOF), with four categories of games, namely Dota 2, Mobile Legends,

Counter-Strike: Global Offensive, and Point Blank. (Elia, 2018)

Thanks to the popularity of online games based on multiplayer games,

eSports was increasingly looked after by people or teams that were interested in

eSport tournaments directly (pro player) or indirectly (audience) when it came to

exhibiting games at the 2018 Asian Games. At that time, the Asian Games presented

six game titles, including Arena of Valor, Clash Royale, Hearthstone, StarCraft 2,

PES 2018, and LoL.

After Asian Games officially included eSports as official competing games,

a year later, IESPL held another eSports Indonesia tournament, the Esports

President Cup. The 2019 Esports President Cup became a national tournament

organized in collaboration with the IESPL with the Creative Economy Agency, the

13
Ministry of Youth and Sports, the Presidential Staff Office, and the Ministry of

Communication and Information. (Elia, 2018).

1.2. Research problem

Based on the background description above, it can be described the contents

of the existing problems, namely:

1.2.1 Can prize money in the tournament attract many players to play the

games?

1.2.2 What motivate the players to play the games?

1.2.3 Is playing at the tournament is the goal of playing a competitive

online games?

1.3.Research Objective

1.3.1 To find out can prize money in tournament attract many players to

play the games.

1.3.2 To find out what motivate the players to play the game.

1.3.3 To find out is playing at the tournament is the goal of playing

competitive online games.

1.4.Research Contributions

1.4.1 For Researchers

The purpose of this study for researchers is to practice what

knowledge and theories have been learned at Brawijaya University and also

to find out what influences eSport in promoting a game.

1.4.2 For Reader

14
 After reading the results of this study, readers are expected to

understand how eSport can raise a game's prestige in promoting and also

branding the game.

1.4.3 For the University

As input in evaluating the teaching and learning process in the

Business Administration Study Program, Faculty of Administrative

Sciences, Universitas Brawijaya.

1.5.The Outline of the Thesis

Outline of the thesis is an explanation of the structure of thought on the

presentation of the thesis. In this thesis, the systematic discussion is as follows:

CHAPTER I : INTRODUCTION

This chapter explains the background, problem formulation,

research objectives, research contributions, and systematic

discussion.

CHAPTER II : LITERATURE REVIEW

This chapter contains an empirical review and a theoretical review

consisting of various supporting theories for a scientific basis

related to the title and overall research problems.

CHAPTER III : RESEARCH METHODOLOGY

This chapter explains the research methods used to facilitate the

author in conducting research. The research method consists of the

type of research, research location, variables used, operational

15
 definitions, population and samples, data collection techniques,

and data analysis techniques.

CHAPTER IV : RESEARCH RESULT AND DISCUSSION

This chapter includes an overview of interview results, an

overview of respondents, and a discussion. The data obtained will

be presented, analyzed, and then interpreted according to the

theory and method used.

CHAPTER V : CONCLUSION

The last chapter contains the conclusions of the research, and

suggestions are given based on research that the researcher has

carried out.

16
 CHAPTER II

LITERATURE REVIEW

2.1.Empirical Review

Empirical studies are the results of previous studies which put forward

several concepts that are relevant and related to the research conducted. Here is a

table that contains some of the previous research that forms the basis for this

research.

Table 1. Previous Research

Table 1.1: Research Comparison Between Borowy and Researchers
Researcher’s
Year Research Title Research Result
Name
Michel Borowy 2012 Public Gaming: eSport is defined as public digital
eSport and Event gaming transformed into the
Marketing in the marketed agonic event, at the
Experience confluence of sport, the rise of the
Economy computer and video games industry,
event marketing, and the experience
economy. The transition of eSport
from a local, in-person contest to a
global, online networked spectacle
has also served as a reminder of
changes in traditional sports models
of marketing and viewership
Difference: The difference between the research is the research that has done by
Michael Borowy is Michael how the eSport become a marketing event and its
experience related to the economy. While the researcher writes about how eSport
tournament becomes a tool for marketing the game as well as to raise the game
popularity.
Source: Borowy Michael. (2012).

17
Table 1.2: Research Comparison Between Putra and researchers
Researcher’s
Year Research Title Research Result
Name
Raden 2017 Perkembangan eSport Researchers found that the eSport
Muhammad di mata Internasional industry in the world and Indonesia
Satria Putra dan pengakuan serta progresses and will become more
pengaruhnya terhadap competitive. The large number of
masyarakat di eSport enthusiasts in Indonesia,
Indonesia contributes to its development in
Indonesia.
Difference: The difference is that Raden’s research is talks about how is eSport
development on a global scale from many perspectives and influences in Indonesia.
While the researcher writes about a specific matter which is the marketing matter and
how the lifecycle of the online game.
Source: Putra Raden MS. (2017).

Table 1.3: Research Comparison Between Junianta and Researchers

Researcher’s
Year Research Title Research Result
Name
Reynaldi Dwi 2019 Comparison of The product life cycle can be
Junianta Product Lifecycle of explained by Polli and Cook model.
DOTA 2 and CS: GO Moreover, based on the
Based on Event comparative analysis that has been
Marketing Strategy done by Reynaldi, that is found
there is difference in event
marketing strategy tournament
between DOTA 2 and CS: GO that
influence the product of a cycle of
both of the game.
Difference: The difference between the research is the research that done by Reynaldi
is talks about precisely how the lifecycle of the online game. In this case DOTA 2 and
CS: GO. While the Researcher is talks about how the tournament can the way and tool
and marketing and promotion. Reynaldi also used the quantitative method while the
researcher used the qualitative method.
Source: Junianta, R. D., & Sanaji, S. (2019).

Table 1.4: Research Comparison Between Seo and Researchers

Researcher’s Year Research Title Research Result
Name

18
Table 1.4: Research Comparison Between Seo and Researchers
Yuri Seo 2014 Electronic Sport: A The company most likely need to
New Marketing shift the focus away from the
Landscape of the aspects of computer games per se
Experience Economy and to move towards the
collaborative design and
management of eSports
experience within the value
network of multiple marketing
actors, which increasingly charts
the landscape of this newly
emerged consumption site
Difference: The difference is Yuri writing about how eSport can act as a marketing and
also can handle the economic experience of the country. While the researcher wrote
about how marketing and how to expand the game itself.
Source: Seo, Yuri. (2013).

Table 1.5: Research Comparison Between Laakkonen and Researchers

Researcher’s Year Research Title Research Result
Name
Juuso 2014 Business Model in Esports is still a growing business
Laakkonen eSport (Case Assembly and on an international level, it has
Winter 2014 started to attract some larger
Steelseries DOTA 2 companies to sponsor teams and
Invitational) events. If tournament organizers
can reach more viewers on the
Finnish level they could also attract
more sponsors to their events.
The difference between Laakkonen research and the researchers are the Lakkonen
researchers are the Lakkoknen writing about how eSport is a business that is growing
and becoming a large company that attracts viewers that wanted to watch the game
tournament and attracting sponsor for the game.
Source: Laakkonen Juuso (2014).

2.2.Theoretical Review

2.2.1. Game Introduction

Each of the pieces was set up for esports to move forward during the

2000s. Computer games and web-based gaming kept on filling in notoriety.

19
Web bistros fired springing up around the world, offering computer game

players the chance to play multiplayer games on powerful PCs they might

not have had the option to bear in their own homes at that point. This steadily

changed as well, as home PCs continued to turn out to be all the more

impressive and more affordable.

In 2006, FUN Technologies hosted the Worldwide Web

Championship, with 71 players competing for the $1 million grand prizes.

This was just one example of an esports tournament, whose prize pool

increased in the early 2000s. In 2000, there were only 12 tournaments

around the world. This number has increased more than 20 times by 2010.

In the wake of sitting out for a large part of the esports blast, it had

assisted with making, harking back to the 1990s, Nintendo got back to the

scene with the Wii Games Summer 2010. This competition endured north

of a month and earned more than 400,000 members. It likewise settled Super

Smash Brothers for Wii as one of the most well-known esports rounds of

now is the ideal time.

Then, in early 2011, esports began to open its wings and introduced

the content of the game to more people through the professional league of

esports arenas. One of the greatest esports awards ever is hosted by Valve

with the game called DOTA 2.

2.2.2. Game Definition

Game is something that can be played with certain rules so that there

are winners and there are losers, usually in the context of not being serious

20
or with the aim of refreshing. A learning method used in analyzing

interactions between several players and individuals that shows rational

strategies.

The game consists of a set of rules that build a competitive situation

from two to several people or groups by choosing strategies that are built to

maximize one's victory or even to minimize the opponent's victory. The

rules determine the possible actions for each player, the amount of

information each player accepts as playing progress, and the number of wins

or losses in various situations. (Putra, 2012).

According to Sulistyo (2010), there are several types of platforms in

the gaming world that are always chosen by game users, namely:

2.2.2.1 Arcade games, which are often called ding-dong in Indonesia,

usually located in special areas/places and have boxes or machines

that are it is specifically designed for certain types of video games

and not infrequently even has features that can make players feel

more entered and enjoy, such as pistols, special seats, motion

sensors, trampling sensors and steering the car (along with the

transmission console).

2.2.2.2 PC Games, which are video games that are played using Personal

Computers.

2.2.2.3 Console games, namely video games that are played using certain

consoles, such as Playstation 2, Playstation 3, XBOX 360, and

Nintendo Wii.

21
2.2.2.4 Handheld games, which are played on special video game consoles

that can be carried anywhere, for example, Nintendo DS and Sony

PSP.

2.2.2.5 Mobile games, which can be played or specifically for mobile

phones or PDAs.

2.2.3 General Definition of eSport

According to Khoo, 2012, There are two syllables namely E

(electronic) which means something that works by using a microchip or

transistor (Merriam Webster dictionary), and Sport which is defined as

physical activity and dexterity carried out by individuals or groups that

compete with each other for entertainment. So it can be concluded Esport is

an agility activity carried out by individuals or groups that compete with

each other, both in the form of physical and non-physical activities carried

out using tools that work electronically, within the scope of virtual games.

In this era, human life is filled with a variety of different routines -

certainly not far from the word busy and bored. Electronic devices always

accompany these various routines and one of them as an alternative to

relieving burnout is by playing games. The development of this play activity

is the emergence of a community of game lovers which has triggered the

creation of certain containers to be their places to gather, such as the game

center or game center. From this development, began to emerge various

competition games and increasingly global community in an association,

and set these activities into sports categories, called E-Sports.

22
 From several game devices, from various sources quoted from the

Wikipedia website, there are several types or genres of E-Sports games

including:

2.2.3.1. Fighting

Is a type of game where there are two or more characters who fight,

played alone or together, in the same device. Examples of fighting games

like Street Fighter, Tekken, etc.

2.2.3.2. First Person Shooter

Is a type of game wherein a state of war together, individually or in

teams, between one team with another or one individual with another, with

a first-person view so that players can feel being in that atmosphere. This

game can be done via the internet or LAN so that the number of players in

one game usually accommodates up to 16 players from various places and

devices. The examples of the games can be Counter Strike Global

Offensive, Point Blank.

2.2.3.3. Battle Royale

A battle Royale game is a game flow that mixes elements of survival,

exploration, and scavenging/looting (looking for equipment) with last-man-

standing. Battle royale game tells each player to survive and be the last

person who can live by killing or defeating other players on a large scale,

starting from minimal equipment we have to find the equipment needed

(ranging from armor, weapons, and other equipment that has been spread

throughout the map.) to help us defeat our opponents while avoiding being

23
trapped from the safe zone that will shrink during the game.

2.2.3.4. MOBA (Multiplayer Online Battle Arena)

MOBA is a continued development of the Real-Time Strategy

Game. What is different from MOBA is that MOBA is more focused on

character development and battles which are carried out by 10 players, 5vs5.

2.2.3.5. Sports

Is the type of games that are taken from real sports competitions like

football, car racing, Moto GP, Basketball, etc. Example games: NASCAR,

FIFA, PES (Pro Evolution Soccer), NBA, MLB, etc.

2.2.3.6. Racing

Racing is a type of game that prioritizes speed and competes to

always be the front and win the game.

2.2.4. The development of eSport

eSport in its early development began with a video game race on

October 19, 1972, at Stanford University. Then over time, the Atari console

began to emerge and in 1980 a video game competition was held in the

United States, where participants reached 10,000 people and began a period

where game competitions became common. The development of the game

and its competition began to be advertised in various mass media helping to

spread the activity everywhere.

In 1990-1999, after the discovery of the internet, especially for

Personal Computers (PCs), games began to be played together - at the same

time that allowed players to work directly or face each other directly in

24
cyberspace. Initially, only 16 players were able to participate, then

continued to develop until a truly online game appeared in 1993. After that

in 2000 until now E-Sport and its competition developed globally which

continued to grow in terms of observers and numbers prizes offered, such

as in 2000 there were only 10 tournaments while in 2010 there were 260

tournaments (Ben, 2013).

The more tournaments there are, the more lucrative prize offers that

get more and more every year. features that spread the popularity of this

event include cable television channels, then there is live internet streaming

for major tournaments in 2011, and so on, which also changes how to watch

a tournament globally, not only directly but can also be online. In terms of

the culture of the ways and types of games in the world, there are two types,

which are divided first the western regions, namely in the American

continent and European continent, the types of games that emerge and

develop are mostly First Person Shooter types on PC games such as Doom

(1993) Quake (1996) and Counter Strike (1999).

Whereas for the eastern regions it began in Korea, where the

dominant type was MMORPG (massively multi-user Online role-playing

games) such as Lineage (1998), Starcraft (1998), and Warcraft (1994). The

game is very suitable for the type of game being completed, and with the

help of Korean infrastructure broadcast various computer gaming events via

cable television. Global competitions such as WCG (World Cyber Games)

and MLG (Major League Gaming) are a few examples of competitions that

25
try to combine various gaming cultures from the east and west, but both

types and ways of developing the two cultures continue to go hand in hand

freely that distinguishes E-Sport from traditional sports where cultural

differences lead to different disciplines in the sport. (Wagner, M. G, 2006).

PBIC (Point Blank International Championship) by Gemscool Company,

Indonesia E-Sport Super League (international) with a total prize that varies

from around Rp. 3,000,000.00 (three million rupiah) - Rp. 1,000,000,000.00

(one billion rupiah).Distinguish eSport and Video Gaming

While eSport has a primary argument as a form of eSport center

seems on its perceived lack of physicality. Yet sport can be conceptualized

both narrowly and broadly. From the narrow perspective, sport represents a

physical context amongst humans, while the broad perspective equates sport

with general physical activity (Jonasson, 2016). Esports are video games,

yet eSport must have its specification such as structure, organization, and

competition to be recognized and considered as a sport. Institutionalization

permits formal competitions with all players competing under the same

conditions.

2.2.5. eSport Arena

The E-Sport Arena is a sports building designed to accommodate a

variety of Electronic Sports activities primarily such as eSport competitions,

eSport recreation centers, press conferences, and training facilities for E-

Sport athletes. In addition to facilitating the activities of eSport athletes.

This building also facilitates E-Sport lovers to visit and play or watch

26
competitions held.

eSport Arena is closely related to the type of electronic sports, which

makes the building also requires an activity support system that is sufficient

for such activities such as if there is a competitive PC gaming activity,

requires a LAN cable or internet modem to be able to connect players to one

another when competing or playing individually. Online gaming is very

dependent on broadband access or internet speed resulting from adequate

facilities or infrastructure. In addition, the way of presentation of eSport

activities both in non-competitive and competitive game activities requires

a display, both for the audience in the building area and for the whole world

via cable television or live streaming.

2.2.6. Types of eSport

eSport game types are divided into 2 types, namely physical eSport

and non-physical eSport.

2.2.6.1. Physical eSport game

This eSport uses physical movements that are needed in the real

world which will be directly translated into cyberspace by using certain

tools such as Kinect according to the type of game, such as bowling, players

are required to move like throwing a bowling ball, and the movement is

responded by Kinect so that in the game the ball will move according to the

speed and direction of the player's movements earlier.

27
 2.2.6.2. Not Physical eSport game

This eSport game does not use physical dexterity or physical

expertise but instead uses the non-physical dexterity of the player. Physical

dexterity is used such as pressing a button on a control device such as a

keyboard, console, gamepad, and mouse. In addition, non-physical games

require the dexterity of mind such as speed of problem-solving, the mindset

in controlling the characters in video games, strategies, use of buttons for

the right commands. Examples of games available include Counter-Strike,

Call of Duty, Battlefield, PES (Pro Evolution Soccer).

2.2.7. Esport Ecosystem

Source: https://medium.com/@nicolas.besombes/esports-ecosystem-and-landscape-
3dbbd653dc2c
Figure 1. Central League Model of eSport Ecosystem

League-oriented: A list of players playing video games on behalf of

a franchise (team) whose intellectual property is owned by the publisher

28
 (developer). In this case, game publishers are often the organizers of

competitive rounds that are broadcast on dedicated channels on streaming

platforms.

Source: https://medium.com/@nicolas.besombes/esports-ecosystem-and-landscape-
3dbbd653dc2c
Figure 2. Decentralized Tournament Model of eSport Ecosystem

A list of players playing video games on behalf of the team and

whose intellectual property is owned by the publisher. In this case, game

publishers most often delegate the organization of successive stages of

competition to a third-party organization specializing in esports events.

Tournaments for third-party organizations are broadcast on dedicated

channels on streaming platforms.

eSport as well has its own ecosystem that consists of stakeholders

that each of them has various important roles to do.

29
2.2.7.1. Player

The player is the center of the ecosystem since they are the ones who

play the games. Once the player gets to know the citizen, the player can

higher up the brand of the game just by playing it.

2.2.7.2. Teams

Most of the eSport game is team-based, so teamwork is a very

crucial element to be involved in while playing the game. eSports team

franchises are selling millions of dollars, so they don’t get to just play

around with the team. They are not just hiring the player but also treating

the player and hiring staff to support the success of the player such as team

coaches, trainers, etc.

2.2.7.3. Competition

Tournaments and competitions can offer and deal a very big amount

of prize pool for players. The competition is whether held by the third party

or the developer of the game itself.

2.2.7.4. Sponsor

Sponsors can spend millions of dollars on particular teams or just to

sponsor the tournament events to reach massive audience players and

nonplayers associated with eSport. Usually, the team that sponsored got the

logo of the sponsor on their team’s jersey, using the sponsor’s

products/equipment, and producing social media content for their sponsor.

2.2.7.5. Game Publisher

A game publisher/developer is the company that releases and

30
publishes the game to the public. The world tournament is held by the

publisher and not the third party and usually, the amount of the prize pool

is enormous. The largest price pool lately is Dota 2 The International that

reach $34,000,000 for 2019 and $36,000,000 for 2020.

2.2.7.6. Tournament and League Organiser

Like the game developers, various third-party companies run their

competition, while also planning and producing coverage around them. The

rights to these broadcasts are then sold to the streaming platforms. For

examples like twitch and youtube.

2.2.8. Marketing Management

Marketing management regulates all of the market demand.

Therefore, marketing management is very important for the company.

Marketing management according to Kotler and Keller (2012: 6) is the art

and science of selecting target markets and obtaining, maintaining, and

growing customers by creating, delivering, and communicating superior

customer value. Meanwhile, according to Enis, quoted by Alma in the book

Marketing Management Services (2007: 130) Marketing management is a

process to improve the efficiency and effectiveness of marketing activities

carried out by individuals or by companies.

Based on some of the definitions above, it can be explained that

marketing management is a process that includes analysts, planning,

implementation, and control of ideas, goods, and services aimed at

31
informing and communicating them to consumers effectively and

efficiently.

2.2.9. Promotion

Understanding promotion according to Gitosudarmo (Sunyoto,

2012: 155) is an activity that is shown to influence consumers so that they

can become familiar with the products offered by the company to them and

then they are happy and then buy the product. The tools that can be used to

promote a product are selected in several ways, namely advertising, sales

promotion, publicity, personal selling called the promotional mix.

Meanwhile, according to Malau (2017: 102) Promotion is a form of direct

persuasion through the use of various incentives that can be arranged to

stimulate product purchases immediately and/or increase the number of

items purchased by customers.

Promotional activities undertaken by the company have objectives

to be achieved from these promotional activities. According to Tjiptono

(2008: 221), promotional objectives are as follows:

1. Informing can be:

a) Inform the market about the existence of a new product

b) Introducing the new data usage method for a product

c) Delivering price changes to the market

d) Explain how a product works

e) Inform the services provided by the company

f) Straighten the wrong impression

32
 g) Reducing buyers' fears or worries

h) Build company image

2. Persuade target customers (persuading) to:

a. Form brand choices

b. Redirect to a specific brand

c. Changing customer perception of product attributes

d. Encourage buyers to shop right away

e. Encourage buyers to receive salespeople visits

3. Increase (reminding), can consist of:

a. Remind buyers that the product in question is needed in the near

future

b. Considering the buyers will be places that sell the company's

products

c. Make shoppers remember even when there are no ad campaigns

d. Keeping the buyer's first memory from falling into the

company's products

2.2.10. Promotion Mix

Promotion mix, according to Walker (Sunyoto, 2012: 156) divides

five promotion methods including:

2.2.10.1 Face-to-face selling (Personal Selling) Personal selling is a

presentation (presentation) of a product to the end customer by a

representative company salesperson.

33
 2.2.10.2 Advertising is a form of presentation that is not with individuals,

with payment by certain sponsors.

2.2.10.3 Sales Promotion is a plan to help complete the coordination of

advertising and personal sales.

2.2.10.4 Publicity is a kind of advertising carried out with several

communications to stimulate demand.

2.2.10.5 Public Relations is a planned effort by an organization to influence

attitudes or groups.

While the understanding of the Promotion Mix according to

Lupiyoadi and Hamdani (2008: 120) consists of:

2.2.10.6 Advertising

Advertising is one of the promotional variations that are used to combine

goods or services with targeted buyers and the public. Advertising is one

of the tools of popular promotional variations. The purpose of

advertising is to sell or increase sales by conveying information about

goods or services.

2.2.10.7 Personal Selling

The nature of individual sales can be said to be more flexible because

salespeople can directly adjust sales offers to the needs and behavior of

each prospective buyer. In addition, salespeople can also immediately

find out potential buyers' reactions to sales offers so that they can make

adjustments on the spot at that time too.

2.2.10.8 Sales Promotion

34
 Sales promotion is a diverse collection of intensive tools, mostly short-

term, designed to encourage the purchase of a product or service quickly

and/or larger by consumers or traders. Sales activities that are short-term

and are not carried out repeatedly and are not routinely intended to

encourage faster market response. The purpose of sales promotion is to

increase sales or to increase the number of customers. Sales promotions

can be done by giving discounts, contests, coupons, or product samples.

2.2.10.9 Public Relations

Public relations are another important marketing tip, where companies

not only have to deal with customers, and suppliers but also have to deal

with a large pool of public interests. Public relations is very concerned

with several marketing tasks including building an image, supporting

other communication activities, addressing existing problems and

issues, strengthening the company's positioning, influencing specific

publics, and launching launches for new products/services.

2.2.10.10 Direct Marketing

Direct marketing is an interactive marketing system that uses one or

more advertising media to produce responses and or transactions that

can be measured at a location. The purpose of direct marketing is to

communicate products or services directly to consumers who are

considered to have high potential. This direct marketing activity is also

carried out with scales so that it is clear which businesses are successful

and which businesses fail.

35
2.2.11. Marketing Mix

The term "marketing mix" became popular after Bowden published

the 1964 article "The Concept of Marketing Mix of Ingredients". These

ingredients included in Bowden's teachings include products, plans, prices,

branding, distribution channels, personal sales, advertising, promotion,

packaging, displays, services, physical handling, fact-finding-these

ingredients will be later. It has been categorized by McCarthy into four

categories and is now called the Four P's of Marketing (NetMBA2007).

Using a marketing mix is a great way to get the right product in the

right place. The marketing mix is a very important tool to help companies

understand what a product or service can offer and how to successfully

market a product. This mix is usually implemented through 4P of marketing:

price, product, promotion, location (Acutt, 2016). 4P has been enhanced and

improved with complementary P and 4C concepts, but it serves as a great

place to plan the introduction and marketing of new and existing products.

This concept was introduced by Booms and Bitter and added to Marketing

Mix 7p by 4P Marketing Mix.

2.2.11.1. Product

Products are anything that is produced to meet people's needs, can be

in the form of services, goods, or virtual products. In this digital age,

products are not limited to physical products or services. People can also

create virtual products such as websites, applications, and the like. The thing

to remember when creating a product is that people have to produce

36
products that are by the demands of the market. That's why the research is

necessary to find out what the market needs and the solutions that can be

offered (Mubarok, 2019).

2.2.11.2. Price

Price refers to how much a customer is willing to pay for a product

or service (Kareh, 2018). Someone will use the service or buy the product

that you offer if the sacrifice is incurred (ie money and time) that matches

the benefit he wants to get from the product or service offered by the

company. Related to this point, your focus is on how to make a customer

or potential buyer feel that his expenses match what he is getting (Widya,

2016).

2.2.11.3. Place

The way a product is made available to customers determines its

location or its placement. Therefore, product distribution is an important

factor in determining product placement. Placement strategies help assess

optimal distribution channels (Acutt, 2016).

2.2.11.4. Promotion

Promotion is every effort to increase brand awareness and product

sales (Mubarok, 2019). Advertising plans include marketing

communications strategies and methods. This includes advertising,

promotions, special offers, and public relations. Regardless of the channel

you use, the promotion should be suitable for your product, price, and target

end consumer. (Acutt, 2016)

37
2.2.12 Marketing Strategy

Weirich and Koontz in Aditama (2007) suggest that marketing

strategies are made to guide managers on how to get the products/services

produced to consumers and how to motivate consumers to buy them.

Strategy is a long-term plan that is used as a guide for marketing

activities. The components of a marketing strategy are (Hartono, 2010) and

(Supriyanto & Ernawaty, 2010).

2.2.12.1 Target market selection

The market is all people who have attended, whether real or potential,

to a service and can pay. Each market is heterogeneous, consisting of

various kinds of consumers or market segments.

Therefore, eSport games should segment their markets and then

determine whether they will serve the entire market (mass marketing) or

will focus or direct attention to several promising market segments (target

marketing). Targeting is the process of selecting one or more segments to

be served by considering competitive advantage.

2.2.12.2 Establish the competitive position

Placement (positioning) is not something done in the product/service.

Placement is something that is done to be able to cause an impression of

potential customers, namely the position of the product/service in the mind

of the prospective customer. The target market needs to be positioned for

the uniqueness or superiority of the products, services, and values.

Placement strategy is a strategy that seeks to create uniqueness (unique

38
 differentiation) in the minds of customers to form a brand image or

product/service that is superior to competing brands or products/services.

2.2.12.3 Development of the marketing mix

The marketing mix is one of the general concepts developed in

marketing. The elements that makeup marketing are elements that can be

controlled, that is, used by eSport to achieve their goals in the target market.

2.3 Research Framework

Preliminary Study

Field Study Problem formulation Literature Review

and goal setting

Data colleting and

processing

Data colleting and Data colleting and

processing processing

Identification of the impact of

eSport tournament prizes to
attract players to play games

Determining the success factors of

eSport tournament prizes to
attract players to play games

39
40
 CHAPTER III

RESEARCH METHODOLOGY

3.1.Types of Research

The approach used in this study is a descriptive qualitative approach,

namely qualitative research, research that does not use calculations or termed

scientific research that emphasizes the natural character of the data source. While

qualitative research according to Sukmadinata is a study aimed at describing and

analyzing phenomena, events, social activities, attitudes, beliefs, perceptions,

thoughts of individuals individually or in groups.

Meanwhile, descriptive research is a form of research aimed at describing

or describing the phenomena that exist, both natural phenomena and human

engineering. The purpose of descriptive research is to make a systematic, factual,

and accurate assessment of the facts and the nature of a particular population or

region. This research is used to find out how the role of eSport in the marketing and

branding of a game. The game that will be observed will be specified to the PC

game. eSport PC game known more to be popular around the global.

3.2.Research location

The research will be conducted in the Bekasi area where the informants live.

However, due to the ongoing Covid-19 pandemic, interviews will be conducted

over the phone and not in-person to maintain social distancing safety protocols.

3.3.Research Focus

According to Moleong (2006), qualitative research does not start from

something empty but is done based on the perception of someone to a problem. The

41
problem in qualitative research rests on something focused. Focusing can limit

study and meet the inclusion-exclusion criteria for a piece of information obtained

in the field, so the focus in qualitative research comes from the problem itself, and

the focus can be research material.

Qualitative research requires the establishment of limits in research based

on the focus that arises as a problem in research. Case this is caused by several

things. First, boundaries define reality plural, which then sharpens the focus.

Second, setting focus can be more closely linked by the interaction between the

researcher and the focus. In other words,

However, setting a focus as a research problem is essential in determining

research boundaries. With that, the researcher can find the research location.

3.4.Data source

According to Lofland as quoted by Moleong in his book entitled Qualitative

Research Methodology, stated that the main data sources in qualitative research are

words and actions, the rest is in the form of additional data such as documents and

others. In this regard, in this section the data is divided into words and actions,

written data sources, photographs, and statistics.

Whereas what is meant by data sources in research are subjects from which

data can be obtained. When using interviews to collect data, the source of the data

is called an informant, which is a person who responds or answers questions both

in writing and orally. Source of data divided by 2 data gathering methods. The

source of the data consists of the primary method and secondary method.

(Purhantara, 20110:79).

42
 3.4.1. Primary Data

Primary data is data taken directly by researchers to the source

without any intermediaries. Researchers searched and found data to

informants both interviews and direct observation in the field. Words and

actions of people who are observed or interviewed are the main source of

data (Moleong, 2005: 157). Primary data sources are data sources which are

obtained by digging the original source directly from the respondent,

recording the main data source through interviews or observations were

obtained through combined business results from activities look, listen and

ask.

3.4.2. Secondary Data

Secondary data sources are indirect data sources able to provide

additional and reinforcement of data research. Data sources in this

qualitative research apart from form words, language, and actions of the

informant can also be obtained through library research with book media

and internet media to support analysis and discussion. Apart from that, it

will also retrieve data from the archives and photographs at the time the

study take place. So that this research can be accounted for, then data source

becomes very important so that results will be obtained detailed research.

3.5.Method of Data Collecting

In this case, the researchers used the following data collection methods:

3.5.1. Interview / Interview

The method of interview or interview is a method that is done by

43
way of establishing a way of communication with data sources through

dialogue (Q&A) verbally both directly and indirectly. Moleong defines an

interview as a conversation with a specific purpose. The conversation was

carried out by two parties, namely the interviewer (interviewer) who

submitted the question and the interviewee (interviewee) who provided the

answer to that question.

In this case, the researcher will use the method of direct interviews

with the informant's subject. In addition to expediting the interview process

in this case the researcher will use the method of direct interviews with the

informant's subject. Researchers use unstructured interviews that are

interviews in the form of free questions (direct questions without a list that

has been prepared previously). The reason why researchers use because the

question that the researchers are going to ask can be more flexible so the

researcher can ask other things outside the interview guide to get more

information.

Variable Interview question

1. Player interest in playing 1. What makes you interest in playing
eSport games?
2. How effective do you think eSports
tournaments to attract player
playing the games?
3. Do you think prize money can
attract people to play the game?
1. Players motivation to play 1. What is your motivation to play?
2. Is competing only in tournament?
3. Goal of playing eSprort 1. Do you have plan to play in
tournament in the future?
2. What is your hope for eSport?

44
3.5.2. Sampling Technique

Sampling in empirical research is defined as a process of the

selection or determination of samples. Conventionally, the concept sample

refers to the part of the population. However, in qualitative research does

not intend to describe characteristics population or draw the generalization

of conclusions that apply to a population, but rather focuses on

representation of social phenomenon. Data or information must be traced as

widely as possible in accordance with existing circumstances. Only thus,

researcher able to describe the phenomena studied in full (Bungin, 2012:

53).

According to Sugiyono, in qualitative research sampling techniques

that are more often used are purposive sampling and snowball sampling.

Purposive sampling is a data source sampling technique with certain

considerations, for example, the person is considered to know best about

what we expect. Snowball sampling is a data source sampling technique that

was initially small in number, gradually became large (Sugiyono, 2009:

300). Meanwhile according to Bungin (2012: 53), in most important

sampling procedure is how to determine key informants or certain social

situations that are full of information. Choosing a sample, in this case, the

key informant or social situation is more appropriate to be done intentionally

or with purpose, namely by purposive sampling.

45
 This research uses the purposive sampling technique. Researchers

feel the sample taken is most knowledgeable about the problem to be

investigated by the researcher. The use of purposive sampling in this study

is aimed at being able to find out more deeply how can tournament that is

held massively can gain not just viewers and players which wanted to watch

the tournament or compete in the tournament but also attract new players as

well.

3.5.3. Documentation Method

Written item documents. in using the method of documentation

researchers investigate written objects such as books, magazines,

documents, regulations, and so forth. In a broader sense, documents are not

only verbal but can be in the form of relics such as inscriptions and symbols.

3.6.Research Instrument

Following the approach used, the instruments used are to collect data is the

researcher himself. Researchers as a binding instrument or primary research tool

mean that the researcher must express meaning and interact with local values where

this is not. This can be done utilizing questionnaires, questionnaires, or others.

Therefore, the presence of researchers at the research location is necessary

following the principles of qualitative research, namely researchers must create

good relationships with research subjects.

In this regard, researchers plan, implement, data collection, analysis, data

interpreter, and includes types of instruments, compiling a grid of instruments,

46
based on the grid, the researcher compiles items and the number of questions to be

answered by the informant. Implementation includes direct observation or

observation by observing the informant directly on the field. However, due to

Covid-19 Pandemic the research has been limited to phone call interview.

3.7.Research Subject

The research subject is the source of the data requested for information

according to the research problem. What is meant by data sources in research is the

subject from which data is obtained (Arikunto, 2002: 107). To gather the right data,

it needs to determine informants who have the competence and according to data

requirements (purposive). The purpose of this research is to find out the form of

participation, the implementation of participation, the benefits of participation, and

factors that influence participation in learning. Therefore, taking a research subject

or respondent by using purposive sampling is stated to be compatible with the

research problem the researcher is discussing, namely determining the subject based

on the researcher's objective in uncovering the problem raised in the study. The

interview method that will be used by the researcher is an interview by phone. Due

to the Covid-19 pandemic, the researcher interview will be done by phone only.

Research subjects are determined based on people who are considered to know the

most information needed in research so that it will be easier for researchers to trace

the situation under study. The subject of the research will be:

Table 2: Interviewee Short Profile

No. Research Subject

47
 Table 2: Interviewee Short Profile

1. Daniel Irvine (Owner of B-Zone eSport Arena also DOTA 2 and CS:GO
Player)
2. Hansel Chandra (Competitive Online Gamer at the game: DOTA 2 and DOTA
2 Tournament Committee)
3. Aldo Andika Djanwar (DOTA 2 player who have been not playing a quite
while then come back to the game)
4. Cliff Natanael (Newcomer at the competitive online game: DOTA 2)
5. Bintang Sadila (DOTA 2 and CS:GO Player)
Source: Interviewee

Table 3: Interviewee Profile and Background

No. Name Gender The Last Earnings Residence Information
Education
1. Aldo Male Bachelor Rp 6.000.000 Harapan Indah, DOTA 2 and CS:
Bekasi GO Player
2. Hansel Male Bachelor Rp 10.000.000 Babelan, DOTA 2 Player
Bekasi that plays for the
tournament
3. Daniel Male Bachelor Rp 7.000.000 Harapan Indah, Owner of eSport
Bekasi arena as well as
Dota 2 and CS:
GO, player
4. Bintang Male Bachelor Rp 5.500.000 Summarecon DOTA 2 Online
Bekasi tournament
organizer
5. Cliff Male College - Harapan Indah, New player in
Bekasi DOTA 2

The reason why researcher choose these respondents as reserchers

informants is because these informants are capable of giving the information that

the researcher needs and also because they are living under the circumstances of the

eSport itself.

48
 3.8.Data Analysis Technique

Data analysis according to Bogdan and Biken is an effort made by

organizing data, sorting it into manageable units, synthesizing it, searching for, and

finding patterns, finding what is most important and what is learned, and deciding

what can be told to others (Moleong, 2005: 248)

Qualitative data analysis is carried out before entering the field, while in the

field, and after completion in the field. In this case, Nasution stated that the analysis

had begun since formulating and explaining the problem, before plunging into the

field and continuing until writing the results (Sugiyono, 2009: 336).

The data analysis technique used in this study is interactive analysis

according to Miles and Hubberman. According to Miles and Hubberman, argued

that the activities in qualitative data analysis were carried out interactively and

continued continuously until they were completed so that the data was already

saturated. The following interactive data analysis techniques according to Miles and

Hubberman, namely (Sugiyono, 2009: 337-345):

3.8.1. Data Gathering

Data collection is first started by digging up data from various

sources, namely by interviewing, observing, which is then written down in

the field notes using personal documents, official documents, pictures,

photos, and so on. In this study data collection was carried out with three

techniques, namely by interview, observation, and documentation.

49
3.8.2. Data Reduction

Data reduction means summarizing, choosing the main points,

focusing on the important things, looking for themes and patterns, and

removing unnecessary. Thus the data that has been reduced will provide a

clearer picture, and make it easier for researchers to do further data

collection, and look for it if needed. In this study, researchers conducted

data reduction by summarizing the data and information obtained from

informants and grouping them based on the main points of the problem

revealed.

3.8.3. Data Presentation

After the data has been reduced, the next step is to present the data.

In qualitative research, the presentation of data can be done in the form of

brief descriptions, charts, relationships between categories, flowcharts, and

the like. Milles and Hubberman stated that the most often used to present

data in qualitative research is the narrative text.

3.8.4. Conclusion Drawing

The third step in the analysis of qualitative data according to Miles

and Huberman (1984) in Sugiyono (2007: 345) is drawing conclusions and

verification. The initial conclusions put forward are still temporary and

change if there is no strong evidence to support the next stage of data

collection. But if the data conclusions data presented at an early stage,

supported by returning valid and consistent evidence when the researchers

50
returned to the field of data collection, then the conclusions put forward are

credible conclusions.

The conclusion from the qualitative research is that it is expected to

be a new finding that has never before existed. The findings can be a

description or description of an object that was previously still dim or dark

so that after examination it becomes clear, it can be a casual or interactive

relationship, hypothesis, or theory.

Conclusions drawn by researchers based on the results of research

and data analysis that has been obtained from the field about can eSport

tournament prize money attract interest of the players. Conclusions from the

results of data analysis that has been obtained, rechecked with the suitability

of the data obtained in the field. Re-checking of the data obtained is done

by means of an extension technique where the researcher lives in the field

of research to obtain as much data as possible.

51
 CHAPTER IV

RESEARCH RESULTS AND DISCUSSION

4.1.Research Findings

4.1.1. eSport as Means of Marketing and Branding Games

eSport is an event that is more than just a means of marketing and

branding of a game product. Esports is also a means for game publishers or

developers to give back what players have given to the game community

itself and become a connector for the growth of the game industry (Nugroho,

2018) because the development of its products cannot be separated from the

role of the players.

For the gaming community itself, the eSport mechanism is

automatically able to form loyal players who will continue to participate in

competitions at various tournament levels being held. eSport can also be a

space for gamers to develop their own interests and talents.

eSports can extend product life by creating engagement with its

players. The eSport mechanism is automatically able to form players to be

more loyal and keep up with the matches in various types of tournaments

being held.

4.1.2. eSports strategy

The following is the marketing strategy carried out by eSport

developers on its products, namely by using segmenting, targeting, and

positioning, which is to use the formulation of the marketing strategy aims

to attract and maintain the loyalty of the players. The following is a

52
description of the strategy:

4.1.2.1.Segmenting

Segmenting is basically a strategy to understand the market

structure. The process of selecting players is based on desire, strength, and

purchasing power. In conjunction with this segmentation, a salesperson will

find it easier to market products according to the needs of the players.

4.1.2.2.Targeting

Targeting is a matter of how to select, select, and reach the market.

How to select a market is very much determined by how the company sees

the market itself. Thus the market is seen by two different people, who are

approached by different segmentation methods. Therefore it is important to

understand the existing structures or groups in the market

4.1.2.3.Positioning

Positioning is basically a strategy to enter the window of the

consumer's brain. Positioning is usually not a problem and is not considered

important as long as there are not so many goods available in a society, and

competition has not become an important thing. The new positioning will

be important when the competition is very fierce.

4.1.3. Setting a Target Market

The first and foremost task in developing a marketing strategy is to

set a target market. This process begins with market segmentation. Market

segmentation is a way to differentiate markets according to buyer groups,

user needs, purchasing motives, behaviors and habits, how to use the

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 product, and the purpose of purchasing the product. In conjunction with

market segmentation, limited resources can be used optimally to produce

products that can meet market demand, and can also direct it to the largest

and most profitable market potential. After that, it can determine more

efficient promotional methods because it already has a clear market

presentation.

The market segmentations chosen by the PC eSport Game are:

4.1.3.1 Seeing the potential of the profession

Seeing that the potential possessed by eSport players deserve to be

financed or sponsored because eSport players have become a profession.

4.1.3.2 Market Potential

The potential of esports has also covered a fairly wide area. According

to Newzoo by Bosman research, 2019 there are game players or eSports

that can be segmented into 8 parts. 8 That part, according to Newzoo, is

the latest type of game enthusiast. 8 of these types are:

1. The Ultimate Gamer

2. The all-round Enthusiast

3. The Cloud Gamer

4. The Conventional Player

5. The Hardware Enthusiast

6. The Popcorn Gamer

7. The Backseat Viewer

8. The Time Filler

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Source: https://newzoo.com/news/introducing-newzoos-gamer-
segmentation-the-key-to-understanding-quantifying-and-reaching-
game-enthusiasts-across-the-world/

Figure 3. Various Type of Gamers

4.1.4. Esport Life Cycle

The eSport lifecycle is pretty much the same as the business life

cycle. The game is made from the chart shown below.

1. Phase One: Launch.

2. Phase 2: Growth

3. Phase 3: Shake-out

4. Phase 4: Maturity

5. Phase 5: Decline.

Data analysis is part of the qualitative research stage which is useful

for examining the data that researchers have obtained from informants and

55
the field. This data analysis was also carried out together with data

collection, one of which was interviews with informants. Data analysis is

also useful for checking the correctness of any data that has been obtained.

This data analysis has been carried out since the beginning of the study and

together with data collection. This researcher will explain some of the

findings made by eSport games, especially in the marketing sector,

regarding marketing strategies through tournaments or competitions to

invite more people to play eSports games and detain players who have

played this game before.

ESport life cycle is needed because in the end, like the product, the

game will also experience a decline stage. Examples that exist in the field.

Gunbound games. Gunbound games are online games where players meet

and will fight other players like other eSport games. Game Gounbound has

been around since 2003 and closed in 2012 because there were only a few

people who were interested in this game. This research will describe the

eSport life cycle in terms of further marketing.

4.1.5. Promotion Approach

Esports is a booming industry in all parts of the world. Judging from

the professional eSports players who have been successful, it's no wonder

that many entrepreneurs are also tempted to see the prospects in the eSport

industry even without the knowledge and experience in making the games

that players want and how to promote the game.

If we compare the eSport industry with other entertainment

56
industries, the eSport industry is still very new and the world of eSports is

very dynamic. The regulations and strategies in the eSports industry are

constantly changing with the development of social technology. Everyone

continues to compete to be a leader in holding esports tournaments,

especially in newly released game titles. The audience in the world of

esports is also very unique. They have their own interests in playing certain

game genres.

Every time there will be a new game title or a special update from a

game developer and it always promises game products that are more

revolutionary or more enjoyable to play to add a fresher gaming experience.

If it is successful, gaming will have the potential to give birth to an

entertainment industry of immense value. According to Madia. Although

now many games are contested, there are still many games that fail. There

are still many people who still don't understand how the eSports gaming

industry works. Usually, most games can choose the wrong target audience.

So that the capital to make the game disappear without success. It can even

happen that the marketing strategy that is carried out has a negative impact.

Conducting tournaments in competitive games can be a very reliable

marketing strategy. Listen to consumer opinions. Although it is not what all

consumers say is true, in order to maintain the positive value of consumers

as much as possible, we must at least be able to maintain the expectations

of consumers.

In addition, we also have to understand who the audience of the

57
 eSport game players is. Since if only at a glance, eSports connoisseurs and

players consist of young people whose hobby is playing games. In fact,

eSports players are wider and more diverse, they can also come from any

group.

Each genre has its own charm, so eSport game developers should

not be quick to judge that an eSport community has the same type of

audience as one game genre. We recommend that game developer pay more

attention to the composition of the community that they want to target,

whether game products will be suitable to be promoted to that community.

4.2.Analysis of Informant Profile Identity Descriptions

Since the Covid-19 virus is currently circulating, researchers do not want to

take the risk of conducting in-depth interviews with informants to minimize the risk

of spreading the virus. Therefore, researchers conducted telephone interviews

where researchers could freely ask questions and collect related information more

safely. Researchers have conducted telephone interviews with respondents who are

involved in the running of the eSport ecosystem, where researchers have

interviewed: Players (new and old), Pro Players, Tournament Organizers, Media

Partners, Tournament Sponsors, and also eSport game Streamers. As mentioned in

the previous chapter, namely Chapter III, the researcher will only examine one type

of eSport game device, namely the PC (Personal Computer) game. Therefore, the

respondents who will be interviewed also include people who are related and have

an interest in playing the game.

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 4.2.1. Respondent Profile

In this study, researchers will research each eSport stakeholder,

which includes players, tournament organizers, sponsors, and media

partners.

Authors can contact Bintang, Hansel, Daniel, Aldo, and Cliff who

will be respondents as well as informants from researchers for this paper.

Each respondent has his own interest in playing the eSport game as

mentioned in Chapter III.

4.3. Research Result

4.3.1. Interest in Playing Games

The focus of this research is how the eSport tournament can attract

players to play the eSport game, even so, the eSport tournament is not the

only reason they started playing eSport games. There are also additional

reasons such as the game is trending and awaited by many people to be

released, invited by friends to try to play the game, and so on. As said by a

source named Cliff,

"At first I didn't know about online games, I usually only played

light offline games for refreshing, but then my friends invited me to try

online games and continued to try other games too."

This quote is a bit of a comment from Cliff as a person who is new

to online games and eSports. True, tournaments are not the only means or

ways for people to become acquainted with or interested in learning about

online games. This is also corroborated by the argument from Aldo who

59
said this:

“I played DOTA 2, it was originally an arcade game from Warcraft

that I played as well. Therefore, because the DOTA2 finally launched his

own game, I played that game too.”

According to a source named Aldo, he initially played a game called

Warcraft and had a "mini-game" called DOTA. Since the launch of DOTA

has become popular, many people are looking forward to seeing DOTA

become a game in itself and not a “mini-game” from Warcraft. Due to its

popularity, DOTA has attracted a lot of players and the players have been

waiting for it. Since its first launch, DOTA immediately held its first

tournament and attracted a large number of enthusiasts from all over the

world because of the huge prize pool for the eSports tournament for that

time, which was USD 1,000,000. After the success of the tournament, a

DOTA tournament is held directly by the game developer, VALVE, every

year. Since then, the prizes have also continued to grow and made players

from all over the world want to take part in the tournament. Daniel stated

his opinion too

4.3.2. Background Factors

An eSport player’s background can come from anywhere, regardless

of age, gender, occupation, etc. ESport background is also not limited by

age from young to old, all can play this competitive game.

The results of interviews with informants about whether

tournaments in eSport can affect game growth from a marketing point of

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view in the form of quotations for answers, one of which was revealed by

Daniel, as follows:

"I think with the tournament being held it could increase the number

of players who come. The problem is just like any other sport, people like

to play because they usually see the team and also their favorite players or

athletes and these players motivate them to invite people to play like them.

To play even better."

This is also supported by statements from other respondents.

Bintang stated the following

"I agree that if you say it (the tournament) will raise the prestige or

name of the game in marketing. A lot of people are involved in a

tournament, not only the tournament organizer and the team or the players.

For example, we need people to promote our tournament, that can be

through game streamers, sponsors, media partners, and others. So many will

be involved in organizing the tournament. There is a lot of involvement from

certain parties, people must be curious about the tournament that will be

held and that can add players to a game."

Two respondents who answered positively that eSport tournaments

can increase the number of players and as a marketing tool for the game

itself. According to research conducted by Lamel (2018), factors that affect

motivation in playing competitive online games are factors such as the

hobby of playing games in general, which raises the desire to become a

competitive online game player. In addition, there are external factors such

61
as support from friends and getting inspiration from other people's

achievements. While Aldo said,

“It can be from anywhere and from every background, game players

can come from any background, there is even the youngest pro player at the

age of 16.”

4.3.3. The Genre and Gameplay of the Game

Not everyone likes one game or the same game genre. Some factors

can influence the choice of games on the market and how players choose to

play the game. As explained in Chapter III, there are various game genres

with different gameplay that you can choose to play. According to one of

the sources named Bintang, various factors make the player finally decide

to play the game.

“For example, from our own preferences, therefore, there is a game

genre that is made for example from people's hobbies, for example, soccer

games or car or motorcycle racing games."

Bintang argues that the types of games we will play are also related

to each person's hobbies or personal preferences. However, some

informants were not too close to Bintang. Cliff, one of the informants has

the following opinion.

“In my opinion, people can like or choose a game genre, not just a

hobby. It could also be because the game is already busy talking about by

people and there are also many people playing, so people are curious about

playing the game."

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 According to Cliff, someone can choose a game because the game

already has a big name and makes potential players curious about playing

the game. Aldo, one of the informants who was interviewed also has his

own opinion.

"For myself, the reason I choose to play a certain game genre is that

I want to be able to prove myself in a game that I am currently working on,

so I choose a competitive game."

According to Aldo, from his personal experience in choosing certain

game genres, he wants to become better / adept at playing games that require

special skills and prove that he can be better than others. While Daniel

responded to this question too.

“Off course gameplay has a big role in playing a decisive factor,

because in personal experience, I have played a lot of games that actually

don’t have a good gameplay so I left it and not play it again.”

4.3.4. Motivation to Play

The motivation to play for each person is different. Therefore, the

researcher also asked the respondents what their motivations were for

playing eSport games. One of the respondents, namely Bintang, said thus:

“I think everyone has their motivation to play. For example, like me,

my motivation to play was originally for fun. Then my friend introduced me

that the game I played had its own tournament, from there I was curious and

wanted to try to take part in the tournament so I continued playing."

Apart from Bintang, other respondents also had different answers.

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Cliff argues as follows:

“I was initially interested in playing because I just found out that

playing eSport games now is profitable, therefore I was interested in

playing.”

From Bintang's respondents, we can see that everyone's motivation

to play varies depending on what made them play for the first time. Hansel

stated his opinion too.

“I playing for the tournament so of course, I have to keep playing to

get better and better so that I can go move forward and become the best.”

According to research conducted by Lamel (2018), the factors that

influence motivation in playing competitive online games are internal

factors such as the hobby of playing games in general, which raises the

desire to become a competitive online game player. In addition, there are

external factors such as support from friends and getting inspiration from

other people's achievements. In addition, professional gamers also receive

salaries from gaming companies and items from sponsors.

4.3.5. Paid Games and Free Games

There are many paid games and free games circulating in the game

market such as Steam, Epic Games, Rockstar, EA, Riot games. Some of

these gaming platforms provide games from paid to free ones and are always

updated at any given time. The platform also often provides special

discounts at certain events such as Christmas, summer, New Year, and other

events. However, neither is it a paid game or free. According to research

64
conducted by the author, free and paid games can be just as interesting

depending on the players themselves. As Daniel put it,

"Sometimes it is true that a paid game feels more like the sensation

of playing the game because the game is made with more effort but there

are also lots of free games that are as exciting as most MOBA games."

From what Daniel said, it can be seen that paid games might be more

fun to play because they use a high budget to make the games themselves,

while free games are mostly not too concerned with graphics and are usually

mini-games. However, Daniel's opinion is not fully supported by Hansel,

who states that free games are not all low graphics and have fewer

gameplays when compared to paid games.

“Lots of free games are played by many people and no less exciting

than paid games, and lots of people play them. But usually, the game is in

the form of an arena so there is no story. For example DOTA, CS: GO,

Valorant, LoL, Fortnite.”

According to what Hansel said, free games also have a lot of interest.

Although the genres offered by free games are limited, because the

gameplay is mostly competitive, free games are interesting to play and are

widely used for eSport tournaments.

Free games are also more desirable for people who want to try

playing games because they don't use any capital to play them. Usually,

people will be more interested in trying free games first before finally

deciding to try other games and buy games.

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 However, to even try to play a video game certain things must be

fulfilled and require a fair amount of capital to play the game.

"if you want to try playing PC games, you must have a PC or at least

a laptop to play the games you want."

From what was said by one of the speakers named Aldo, if you want

to play video games there must be an initial capital that is met, namely a

tool or tool to play the game, namely a PC or laptop.

Cliff also added that if you want to play games, it is not just the

matter of having a PC or laptop.

“There are many types of PCs or laptops on the market with different

functions. There are those whose functions are for work, so just typing or

opening light applications, some for gaming and editing and it's quite

expensive. Apart from that, the current games are quite priced, ranging from

Rp. 300,000 to millions of rupiah”.

4.3.6. Role of Players in eSports

ESport players play an important role in competitive games because

every 1 round of play requires a lot of players, unlike video games that are

not competitive, for example, Adventure such as "God of War." In

competitive video game games or eSports, usually players will be placed in

an arena where they will finally compete for their skills in playing the video

game. Players in eSports are also divided. There are those who play because

of their hobbies, some play games to become a gaming designer, and there

are those who play competitively in teams for game tournaments. Therefore,

66
many players are needed in the eSport game. As Daniel put it:

"Players in competitive games are very important so if possible,

there should be lots of people playing in the game because the game can't

be played if there are no other players."

The statement from Daniel is also supported by Bintang who

expressed his opinion as follows.

"Yes, very important, because when we play this game, we need an

opponent who plays the game as well. If there isn't, then you can't play. "

Bintang's opinion is also in line with the opinion of another

informant, namely Ciff, with the answers quoted as follows.

"Players are very important, apart from players who play because of

their hobbies or new players, players who become streamers can become

very important role models because they indirectly promote the games they

play."

Hansel as the informant also expressed his opinion on the role of

professional players in eSport.

“I think having people who want to participate in a competitive game

tournament is also very important because the tournament itself can be a

marketing medium for the game.

According to what Hansel said, having professional players in the

game has become an advantage because, in addition to having players who

play seriously in the game, professional players can also promote the game

to the wider community.

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4.3.7. Tournament Organizing Involvement

In holding a tournament, of course, many are involved so that the

tournament can run. The people involved also have important roles to play

in apart from promoting the tournament, also participating in the

tournament. According to Aldo, one of the informants, he has the following

opinion.

"Many will be involved such as the players themselves, organizers,

sponsors, media partners, it could be game streamers who play the game

you want to tournament, caster (commentator) for the tournament."

4.3.8. Hobby

Hobbies are also an important factor in eSport marketing. Game

developers must know their target market and must not be wrong in

determining the target market. Therefore, the people who should be their

target market are first, people who have had a hobby of playing games for a

long time. Hansel stated his statement like this:

"Hobbies in my opinion are also an important factor in the success

of the game tournament promotion and the promotion of the game itself.

Since there are also people with who he doesn't really like to spend time

playing games with, so the game has to be specific to the game genre. Not

everyone also likes all game genres. Therefore, if possible, the target market

you want to reach must be very specific."

Tournaments do hold an important role in promoting eSport games.

Tournaments usually compete for prize money. If the prize money is large

68
enough as well, it can allow players to take part in the tournament, and

viewers of the tournament are attracted by the prize money provided to the

winners from the tournament organizers. Moreover, Daniel stated his

opinion:

“Hobby sure are an important factor too if you want to play games

because there are people that don’t like to play games too and considering

playing games such a waste of time”.

According to Daniel, it needs a hobby to start interest in playing

games. One of the respondents, Cliff, stated his answer too.

“I think you have tried it first to feel that you actually like it or not,

then you can decide you want to take that as your hobby or not.”

Bintang stated his thoughts about this to the researcher and said this:

“Playing games as a hobby can come from another hobby. If you

like to play soccer or maybe fighting, there are video games that include

those sports you can play so you can enjoy playing it because you already

understand it.”

Aldo as one of the researcher’s informants states his opinion about

this matter.

“To me, hobby is what makes us want to play games over and over

again because to us, gamer it is fun to do, so we just want to do it as often

as we can.”

4.3.9. Prize Money

The existence of prizes in a tournament is a must. The prize itself

69
can attract players who want to compete in the game. Cliff as a new eSport

player said:

"At first I played because I was curious about the game, then I just

found out that there was a tournament too and it could produce results, so I

was more interested in trying to explore it even more."

According to what Cliff said, the existence of prize money from the

tournament being held can be a trigger for players to be interested even

longer to play in the game.

Apart from Cliff, this argument is also supported by Hansel, who

have been playing eSports for a long time and said this:

“In my opinion, prize money is a very important component in

having a tournament, because people want to take part in tournaments not

only because they want to show their abilities but also naturally eyeing the

prize money. Therefore, besides their popularity they also get income.”

From the opinion of two respondents who have been interviewed,

the researcher can illustrate that prize money is very important in the

existence of an eSport tournament because with the prize money, the

motivation of players or people who want to try is bigger and it can increase

curiosity for people who don't know and want to. try to play and even enter

the competitive world in eSports.

4.3.10. Competition in Esports

In competitive games, games allow players to increase their level in

the game and also their skills in playing the game so they can be superior to

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other players. Players with high skill levels play with other high skill players

and are usually set in "rank". Rank regulates matchmaking in each game, so

players can meet players who have equal skills. Playing an eSport game

means that players compete with other players and pit their skills and

strategies to win the game. The following are the results of an interview with

Aldo about competing in eSport and what competing only applies to in

tournaments.

“Competing in eSport is not only in tournaments. We can also make

a "party" with our friends and trade."

According to Aldo, eSport competing on eSport is not just in

tournaments, but can also make parties and compete against your friends.

Aldo's response is also supported by the opinion of Daniel who has this

opinion.

"I think every game from eSport is a match because we are fighting

for points to increase our rank in the game.”

Daniel mentioned in his quote that in every round of eSport games,

players are competing to fight for additional points that can be used to

increase their rank in the game. Bintang also expressed his opinion in the

following quotation.

"If we play a competitive game we will compete, and that's not only

in tournaments because there is something players are fighting for, namely

the points that will be obtained if we win the game."

In the quote uttered by Bintang, it is stated that points in a

71
competitive game are very important because they can increase a higher

rank level and become a better player in the game. Cliff, one of the

informants also expressed his opinion as follows.

"Competing in eSport can also be in the form of sparring. In eSport,

we usually have many communities or groups that we can play with and

share with them. "

According to Cliff, we can also compete with our own gaming

community by creating our own 'room' in the game and competing with

people in that group or community.

4.3.11. Tournament Plans

Tournaments are very important events for people who are very

serious about playing the game and are very deep in it. eSport tournament

events have also been held a lot by various parties, from the game

developers themselves to third-party organizers. The prizes offered are no

less attractive, ranging from certificates to cash which is of considerable

value. In this case, the informants revealed how serious they are in exploring

eSports and plans to take part in existing eSport tournaments. The results of

interviews with informants regarding their plans to participate in the eSport

tournament are expressed in the following excerpt. The answer from Hansel

is as follows.

“I am very serious in exploring the game I am currently working on,

namely DOTA. I have participated in several DOTA tournaments with the

team I created. Besides that, I have also participated in a qualifying

72
tournament for The International."

Hansel is a player who is deeply into the game he is playing, namely

DOTA. He has played in tournaments with the team he has formed and has

also qualified for The International, the biggest prize-winning game

tournament in eSports history. Daniel also answered the questions raised by

the researcher by quoting the following answers.

“I can say I'm deep in the eSport game because I play the game every

day, I also watch eSport tournaments supporting my favorite team. I play

CS: GO and also DOTA almost every day and actually I want to try to

participate in tournaments but I don't feel confident that I don't have a team.”

Daniel admitted that he actually wanted to participate in tournaments

starting from small tournaments, but Daniel did not have the confidence to

take part in tournaments because he had a not-so-high rank, and Daniel also

still didn't have his own team so he couldn't participate in the tournament.

Cliff, as an informant who just entered eSport, also has an opinion on this

matter in the following quote.

“Looking at the professional players, I was also inspired to try to

play competitively in tournaments. I am currently trying to explore DOTA

and not very good at playing the game, but when my skills develop and I

have a high rank I want to try to take part in an eSport tournament.”

Based on what respondent Cliff said, he admits that he has plans to

take part in future tournaments when his skills and rank have improved and

he also has his own team. Aldo also answered questions about this in the

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following quotation.

"Yes, I would like to take part in the CS: GO tournament if the

opportunity arises. I think being able to participate in a tournament is a big

thing, especially if you can win it.”

Aldo really wants to be able to take part in the CS: GO tournament

because he thinks it is a big opportunity for him and he also really wants to

win the tournament.

4.3.12. The Effectiveness of Esports Tournaments in Promoting

Games

Promotion is a form of marketing communication that seeks to

spread information, influence / persuade and or remind the target market of

the company and its products to be willing to accept, buy, and be loyal to

the products offered by the company concerned (Tjiptono, 2015). About

eSports, tournaments have a very important role because they are related to

promotions that can spread the popularity of the game. This opinion is also

supported by informants who have been interviewed by researchers. Hansel

answered this matter in the following quote.

"Yes, it was very effective in my opinion, because holding

tournaments is one of the fastest ways to spread the name of the game to

people."

Hansel thinks that holding tournaments is very effective because

then people will naturally be curious about what games are being competed

in. Aldo also expressed his opinion regarding this matter in the following

74
quote.

"Yes, I totally agree with that. I think it can be effective because the

tournament offers very attractive prizes so a lot of people end up curious

and want to try their luck at the tournament.”

Aldo said that holding an eSport event such as a tournament will

greatly affect the promotion of the game itself because the tournament also

offers very attractive prize money to get if you can win the tournament.

Bintang, one of the informants also stated the same thing as Aldo, as quoted

from the interview as follows.

"Yes, I agree with that opinion, eSport tournaments exist to fight for

prize money. People will learn the game and play it until they get good at

playing in the tournament.”

According to Aldo, the game can increase its popularity in the game

by holding tournaments, because the spread of game news through

tournaments is felt so fast that it becomes very effective. Apart from that,

Cliff also answered related questions about this through the following

except.

"In promoting eSport as a whole, an event is needed that can attract

audiences and potential players as well. Tournaments in my opinion are one

of the best ways to spread the name of the game because tournament events

with attractive prizes will definitely attract a lot of people's interest.”

According to Cliff, eSport tournaments are one of the most effective

ways to promote and spread the name of the game. Tournaments are

75
considered to be a means for people to show their skill in playing games

besides that it can also be an income because the tournament has prizes.

Therefore, the tournament is considered very effective, Daniel, as one of the

respondents in this study, also expressed a relatively similar opinion to Cliff,

and this will be described in the excerpt from the following interview.

"Of course, I agree, because the tournament provides a very

tempting prize. In addition, the winner of the tournament can get

sponsorship of gaming products for his team.”

According to Daniel, the tournament promises not only prize money

but also sponsorship for players if anyone is interested in sponsoring the

team.

4.3.13. Pre-Tournament Training

Conducting training before competing in a tournament is very

important. Exercise is a planned process to modify attitudes, knowledge, or

skills behavior through learning experiences to achieve effective

performance in an activity or various activities (Ghosh, 2005). Training is

done repeatedly and the training load increases every day so that the player

becomes very proficient. In addition, pre-match training is very much

needed because players have to prepare their skills and mentally so that they

can be ready to face other players who are likely to have equal skills.

“I think training before the tournament is really needed because in

eSport we usually play in teams. It takes coordination within the team to

become a solid team so that the team can work together well.”

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 According to Cliff, because eSport is almost the same as other

sports, namely working in teams, training is needed to improve skills and

also teamwork. Daniel as the informant of this research also agrees by

stating that pre-match practice is important, as the following excerpt from

the interview reads.

"It is very important to practice before the tournament because in

competition, eSport is very different from playing normally against other

players. The pressure to want to win will definitely be more pronounced and

it must be prepared well.”

From what Daniel said, it can be seen that training for players is not

only about having high skills in the game but also having a strong mentality

in the game so that they don't get carried away by the opponent's game flow.

Hansel also agreed that training should be held before the eSport tournament

was held. The following is an excerpt from an interview conducted by

Hansel.

"Yes, it is very necessary, because every tournament must have an

atmosphere and a different level of difficulty, so we must always be ready

for what the terrain is and who the opponent is."

According to what Hansel said, every tournament he attended had a

different atmosphere and challenges, so the players had to be ready no

matter what the challenges. Aldo's opinion also says that he agrees that

players must train before participating in the tournament, in the following

excerpt.

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 "Training is very important because in eSport, a strategy that is

considered to be able to beat opponents is needed, and practice is needed if

you want that strategy to go according to plan."

Aldo thinks that if training is very important because in playing

eSports, the team must have a strategy, and to execute that strategy well,

training is very much needed. Daniel added with his opinion.

“Training is much so necessary, because, besides practice your skill,

you need to know how to play with your teammates. Usually bigger teams

even have their mental prepared so they have their own team psychologist

for the player.”

4.3.14. Role of Stakeholders in eSport Tournaments

Stakeholders in the event are anyone who holds an interest in the

event so that the event can run well. An event can involve more than 10

stakeholders, namely the media, certain communities, sponsors,

participants, venue providers, accommodation providers, government, and

also associations. The existence of stakeholders is needed in an event

because it can save a lot of things in terms of costs, time and energy, and

professionalism for organizing the event. This statement was considered

true by an informant named Daniel. He expresses his opinion in the

following quote.

"Yes, stakeholders play an important role in the running of

tournament events. Stakeholders hold decisions that will affect the

tournament. In addition, their roles vary depending on their function.”

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 According to Daniel, stakeholders play an important role in the

success of the tournament, and each stakeholder in the eSport tournament

also has their respective roles in the success of the tournament event. In

addition, Aldo as a respondent also supports Daniel's opinion in the

following quote.

"In this matter, I also strongly agree, because the event also requires

stakeholders to take care of their event, especially if the event is a large

tournament. One example is yes, as already mentioned, the event organizer

(EO). If a tournament is to be held professionally, EO is very necessary for

those who wish to organize tournaments. The EO can act as a consultant in

the event as well as the organizer of the event."

From what Aldo said, the role of stakeholders is very important for

tournament organizers, if the tournament is to be held professionally. Cliff

as an informant also said his opinion on the matter. This opinion is

expressed in the following quote.

"Yes, I strongly agree that stakeholders are important in a big event.

It takes several important roles in organizing tournament events. Each

stakeholder's role is to ensure that the plan for this tournament is widely

spread and that the event runs well.”

From what Cliff said, in addition to ensuring that the event was held

smoothly, stakeholders also played a role in promoting the existence of the

event so that many people would attend the event. Hansel as one of the

respondents who has played in the eSport tournament also gave a similar

79
opinion to the previous respondents which is stated in the following quote.

“Stakeholders are definitely needed in a tournament event. I give

examples such as sponsorship. Sponsors, if in the tournament event, are not

only responsible for providing money or goods and services. Sponsors can

also increase influence on event visitors because the event can be more

crowded with various appearances from the sponsors and also other

stakeholders.”

According to Hansel, the role of stakeholders is very important in

making the tournament run smoothly because stakeholders do not want the

name that they carry to be bad if the event is not well organized. The Bintang

also agrees with Hansel and expresses his opinion in the following quote.

“There are various stakeholders in tournament events. Even the

players and the game community and the audience play a big role in the

success of the tournament event. Therefore, it's not just how the tournament

can be held but also the participants in the event.”

Bintang said that even participants consisting of players (athletes),

spectators, and even the community also played an important role in the

continuity and promotion of the tournament event.

4.3.15. Average Age of eSports Players

eSport is arguably a sport that anyone can play, regardless of age.

However, unlike sports in general, in comparison, other sports can be

trained from an early age. The reason for that was because when compared

to music or sports, games could not possibly last that long. Therefore, the

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age of eSports players usually ranges from adolescence to adulthood. In this

case, the respondents have their own answers from their own point of view.

Aldo, one of the respondents who was asked about this problem had the

following opinion.

"When talking about the average age of the players, it might be a

little difficult because eSports players can come from any age group. That's

because there is nothing that regulates how old we are to how much we can

play games as well as playing music or starting competitive sports from an

early age.”

According to what Aldo said, eSport players cannot average in age

because anyone can and is free to play the game. Cliff as one of the

informants expressed a different opinion, namely that eSport players have a

range of ages in serious games in tournaments.

"In my opinion, eSports players, especially for tournaments, are in

the age range of 18-30 years old and above because they definitely want to

complete their formal education at least to high school, therefore in my

opinion the average person who plays eSports is serious about playing in

tournaments in that age range."

Cliff said that eSport players also have an age range for those who

want to play seriously in the tournament, which is 18-30 years and over.

Cliff thinks so because the requirement for each player to complete his

formal studies is first until at least high school and only then continue what

they want. The responses expressed by Cliff were not supported by other

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respondents. Hansel as one of the respondents has a different response from

Cliff. His response is expressed in the following quotation.

“There is no age limit on who can play competitive games or who

can play. Anyone can play but if you want to compete in a professional

league, some things need to be sacrificed, such as education. Therefore, pro

players are usually in their teens over 20 years. But if it's just playing the

game there is no problem at age.”

Hansel said that anyone can play competitive eSports games without

any age restrictions, but if the player wants to be serious about playing in

the professional league, some things must be considered such as education

which will later be sacrificed to playing games professionally. Daniel as one

of the respondents also agrees with Hansel about the age range in eSports

games and has the following opinion.

"In my opinion, this question is a bit difficult to answer. It's a bit

confusing to limit the age of people playing the game. So, the game does

not have an age limit, anyone can play even small children. Now there are

also many problems with young children playing competitive games.”

Hansel believes that eSport players can come from any age and

group. Age does not affect anyone who wants to play so there is no age limit

for playing competitive eSports games.

4.3.16. Cost of Each Game

In eSport games, some games are paid and there are also games that

are free. Free games for example CS: GO, DOTA 2, League of Legends

82
(LoL), Fortnite. Whereas paid games are like Overwatch, Rainbow Six, etc.

Most eSport games don't cost money to play, it's only possible for certain

events that players buy events in the game and that's optional. Therefore,

players are free to choose whether they want to buy it or not. Researchers

ask this question to each respondent and each respondent has his own

answer. The following is the opinion of one respondent, Aldo.

“In my opinion, eSport games don't cost a lot of money. That's

because the majority of eSport games are free, so they don't cost money to

play them.”

From what Aldo said, it can be concluded that to play eSport, does

not cost much for the game or even for free without fees. Aldo's opinion is

also supported by other respondents. Cliff as one of the respondents stated

his opinion in the following quote.

“I didn't even pay for it at all, at least the cost was for the PC. Or for

people who don't have a PC or a laptop but want to try playing, they can

rent a PC at an internet cafe (internet cafe). If you play at an internet cafe,

you will definitely need a fee every time you play.

Cliff said that playing an eSport game does not cost anything other

than the cost of the playing tool. The majority of eSport games are free

games and can be directly downloaded and played without having to buy

the game. One respondent, Hansel has a slightly different answer from the

other respondents. Hansel's opinion is expressed in the following quote.

"Actually, most of the games for eSport are free, but there are also

83
games that require players to make in-game payments, such as LoL. The

playing system in this game is that players have to buy heroes if they want

to try other or new characters so that players inevitably have to buy these

characters to play the game.”

According to Hansel, several games are free to download and play,

but in the game, there are several things that players must buy so that players

can experience the entirety of the game. What was mentioned by Hansel

was also supported by Bintang, one of the respondents. Bintang's opinion is

stated in the following quote.

"Indeed, there are some games that require a fee to be played, but

not every time we played we have to pay. Some games that we really have

to buy to play like Rainbow Siege do have to pay, but after that, we are free

to play them without any additional fees.”

According to Bintang, even though there are paid games, we only

pay for the game once and there will only be optional fees, such as character

skins. Buying or not will not affect the game.

4.3.17. Hope for Future eSports

Games today are not something that can be underestimated anymore

because working in the game industry now is not inferior to other industries.

Not only being an athlete, but also a lot of jobs offered in this industry. Such

as casters, streamers, tournament organizers, etc. The hopes of various

parties also emerged not only from players but even from the government

as well. Aldo as one of the respondents also gave an opinion on this matter.

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 "My hope regarding eSport in the future is that eSport will be more

advanced and not inferior to conventional sports and there are more games."

Aldo hopes that in the future eSport will be more advanced and also

have many game choices. Apart from Aldo, other respondents also

expressed their hopes for the eSports industry in the future. Hansel argues

as follows.

"I hope that eSport will become a big industry and a sport that many

young people and parents can trust."

Hansel's hope for eSports is that eSport will become an industry that

can be trusted by many people and parents can also believe in the potential

of games and eliminate bad views of games. Daniel also expressed his

opinion regarding his hopes for eSports in the future in the following quote.

"I really hope that eSport in the future can be more real, in terms of

graphics, so you can use Virtual Reality (VR) to be played. I think it's a very

interesting innovation if in the future it can be made.”

Daniel hopes that in the future eSport will be even more advanced

in terms of technology so that players can also experience the new sensation

of competing in VR. In addition, Daniel also hopes that he will be given the

opportunity. What Daniel hopes is also supported by Cliff as a form of hope

for technological progress and games are no exception.

“I hope that games can be more advanced in any way, from the

gameplay to technology and graphics. Apart from that, I also hope that

eSport will be taken more seriously by the wider community and not see

85
playing games as a waste of time.”

Cliff also hopes that eSport will be more advanced, in terms of

gameplay to technology, and graphics. In addition, Cliff also hopes that in

the future eSports will be considered a more serious industry and attract

many people. Finally, Aldo also shared his hopes for eSports in the future

in the following quote.

"I really hope for eSport in the future there will be more prestigious

tournaments such as the ESL, Presidential Cup, The International, etc."

4.3.18. Outlook on eSports

Previously, games had a slightly tilted view in the eyes of the wider

community. Many negative views on society that come from society such

as games will only waste time, besides that games can cause prolonged

addiction due to pleasure. Researchers interviewed respondents who had

been selected to ask their respective views on eSport. Aldo was the first to

express his opinion about eSports. Aldo expresses his opinion in the

following quotation.

"In my opinion, the game has changed a lot, from what many said

before playing games was useless, now it has become a large industry and

is very popular, especially among teenagers."

Aldo thinks that the game and eSports industry has undergone many

changes and has become better known and in demand by the public. Daniel

also gives his views on eSports lately in the following excerpt.

"Now the eSport industry is very advanced, it can even help build

86
the country's economy. The eSport industry can be said to be quite new in

Indonesia, so it provides a lot of jobs.”

Daniel argues that the eSport industry has grown rapidly to the point

where it can support the country's economy by providing new jobs for the

community. Hansel also shows his views on eSport through the following

quote.

"In my opinion, the recent eSport can open up wider opportunities

for people to be in this industry. I am sure that this industry will continue to

grow and there will be many new games that will open up the eSports

industry even further.”

Hansel said that this industry will continue to develop in the future

and will open more new jobs which will help the country's economy and

society. Besides Hansel, Bintang also expressed his views on the eSport

industry recently through the following interview excerpt.

"I think eSport has been very developed lately, especially in

Indonesia itself. Even though Indonesia is still a new industry, its

development can be said to be very fast and its spread throughout the

country is also quite evenly distributed.”

Bintang argues that in Indonesia itself, the eSports industry is

growing rapidly, even though it is a new industry. Although previously held

tournaments in Indonesia, these tournaments are still regional and not

widely heard by many people so that they are only small tournaments that

cannot be taken too seriously. Cliff too, sharing his outlook about eSport

87
 “Well, games indeed have a bad view in the older generation, but for

the young generation, that kind of view must be changed because games are

now have developed into large industry that can even help the country

economy and also opening job opportunities in many ways for society. I

mean it’s like you don’t have to apply to that game development company

to get a job but you can create your own job from the game itself like the

content creator or be a professional gamer.

4.3.19. Role of Players in Esports Tournaments

In eSport, players are very influential for the success of the

tournament because players are not only tasked with participating in and

competing in the tournament but also promoting and enlivening the

tournament. In addition to players who play in tournaments, some players

really play because they like the game and have become subscribers to the

game. These players also have an important role in making the tournament

a success. They have a role to support and promote the tournament until it

is crowded with people.

Hansel, as one of the respondents interviewed by the researcher, has

an insight into the role of players in the success of the eSport tournament in

the following quote.

“Players do have an important role in the game because competitive

games require other players to be able to play the game. Therefore, the game

requires a lot of players. In addition, players are also needed to promote the

tournament by word of mouth so that the tournament can spread from one

88
community to another as well.”

Hansel in the quote said that players have a role to play in the game

to fill the role in eSport. In addition, players also have a role to promote the

games and tournaments themselves to the communities they have. Aldo, as

one of the respondents, also gave the answer that is stated in the following

quote.

“In the game, players are really needed because they make the game

run. Moreover, athletic players can make players who play certain eSports

games last longer.”

According to what Aldo said, players are needed for the continuity

of the game. In addition, Aldo also said that professional eSport players or

eSport athletes can make eSport game players stay long in the game because

they idolize these athletes and want to see these athletes continue to play

and also want to be able to play like the athletes they idolize. Cliff also

supports Aldo's statement and has the same answer which is conveyed in

the following quote.

"Yes, it's important, players are not just ordinary players but also

professional players (eSports athletes). The eSport athlete will tie other

players to continue playing. Like me for example, I love Matumbaman

(DOTA 2 athlete), I love seeing him play in tournaments and that's what

made me play DOTA.”

Cliff said that a professional player can bind a player if the player is

already a fan. If the game player is already a fan, then the player will support

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the athlete and continue to play the game that his idol plays.

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 CHAPTER V

CONCLUSION

5.1 Conclusion

Based on the results of qualitative research with interview techniques

conducted via telephone, considering the government's appeal for social distancing,

the influence of eSport tournaments for promotion and game branding can be drawn

from several conclusions. The conclusion is presented as follows:

5.1.1 According to the data obtained by researchers from conducting

interviews from various sources, according to respondents, when viewed

from the respondent's experience, eSport tournament prizes money/reward

can attract people to play the game. In video games, with money involved,

it can make people curious about it, and finally, they want to try to play it.

Moreover, eSport tournaments bring video games to the next level.

It is not just ordinarily playing games, but eSport means competing at the

game's highest level. The preparation to make a player good at the game

need a lot of work and practice. So, time must be committed over the player

to play at the tournament.

5.1.2 Many things motivate players to play games, but when it comes to

competitive online games where the player can play against another player,

and the game is already considered an eSport, the motivation becomes not

just playing for fun anymore. The motivation changes to become better and

better so the player can win against another player and eventually win the

game. Players want to be better at eSport because they are interested in

91
 joining the tournament at some point.

5.1.3 Players got curious about the game because of the esports

tournament and finally hooked up to the game. However, some respondents

considered joining the tournament when they had the chance. According to

the respondents, the eSports tournament attracts their interest to be intensely

more involved in the game, but not all the players' goals are to join the

tournament.

5.2 Implications

From the research results, it can be seen that the implementation of esports

tournaments in games has a very big impact on promoting the game. In the games

that are contested, there must be many influencers involved so that indirectly the

influencer promotes the game to viewers and makes the marketing even more

effective.

5.3 Suggestion

Based on the results of the research and the conclusions that have been

presented, the researchers then conveyed suggestions that would benefit the parties

related to the results of this study. The suggestions that can be conveyed are:

5.3.1 To obtain better study results, it is necessary to conduct more

tests on the factors that can market the game other than

tournaments by adding more variables.

5.3.2 An eSports tournament can be huge and successful if the target

market is right. Get to know more about the target market and

segmentation of gamers so that the chosen target is accurate and

92
 so that player motivation doesn't decrease.

5.3.3 The results of this study are expected to be a reference for

further research in the same field.

93
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 ATTACHMENT

Interview Transcript

Hasil Wawancara dengan Informan

Informan : Cliff Natanael

1. Bagaimana awalnya anda tertarik untuk bermain game?

Awalnya saya tidak tahu tentang game online, biasanya saya hanya bermain

game offline ringan untuk refreshing, tetapi kemudian teman-teman saya

mengajak saya untuk mencoba game online dan terus mencoba game

lainnya juga.

2. Menurut anda, orang dengan latar belakang yang seperti apa yang akhirnya

menyukai bermain game?

Menurut saya, orang bisa menyukai atau memilih genre game, bukan

sekedar hobi. Bisa juga karena game tersebut sudah ramai dibicarakan orang

dan juga banyak yang bermain, sehingga orang penasaran untuk memainkan

game tersebut.

3. Apa motivasi anda untuk terus bermain game?

Saya awalnya tertarik untuk bermain karena saya baru tahu kalau bermain

game eSport sekarang sudah menguntungkan, makanya saya tertarik untuk

bermain.

4. Apakah dengan menggratiskan game bisa menarik pemain-pemain baru?

97
 Sebenarnya bisa, cuma untuk bermain game kan tidak hanya gamenya aja,

harus punya devce untuk memainkannya juga kaya PC atau laptop. Ada

banyak sekali jenis PC atau laptop di pasaran dengan fungsi yang berbeda-

beda. Ada yang fungsinya untuk kerja, jadi tinggal mengetik atau membuka

aplikasi ringan, ada yang untuk gaming dan editing dan itu cukup mahal.

Selain itu, game-game saat ini juga sudah bisa dibeli mulai dari Rp. 300.000

hingga jutaan rupiah.

5. Apakah Peran Pemain dalam E-sport

Peran pemain ya sangat penting, selain pemain yang bermain karena hobi

atau pemain baru, pemain yang menjadi streamer bisa menjadi panutan yang

sangat penting karena secara tidak langsung mempromosikan game yang

dimainkannya.

6. Apakah bermain game bisa juga datang dari hobi?

Saya pikir Anda telah mencobanya terlebih dahulu untuk merasa bahwa

Anda benar-benar menyukainya atau tidak, kemudian Anda dapat

memutuskan apakah Anda ingin menjadikan itu sebagai hobi Anda atau

tidak.

7. Apakah turnamen game dengan mengahdiahkan uang cukup efektif untuk

membuat orang meamainkan game tersebut?

Awalnya saya main karena penasaran sama gamenya, lalu baru tahu ada

turnamen juga dan bisa membuahkan hasil, jadi saya lebih tertarik untuk

mencoba lebih mendalami lagi.

8. Apakah bertanding itu hanya di turnamen saja?

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 Bertanding di eSport juga bisa dalam bentuk sparring. Di eSport, kami

biasanya memiliki banyak komunitas atau grup yang dapat kami ajak

bermain dan berbagi dengan mereka

9. Apakah anda memiliki rencana untuk mengikuti turnamen kedepannya?

Melihat para pemain profesional, saya juga terinspirasi untuk mencoba

bermain secara kompetitif di turnamen. Saat ini saya sedang mencoba

explore DOTA dan tidak terlalu mahir dalam bermain game, tetapi ketika

skill saya berkembang dan saya memiliki rank yang tinggi saya ingin

mencoba mengikuti turnamen eSport

10. Seberapa efektif turnamen eSport untuk mempromosikan sebuah game?

Dalam mempromosikan eSport secara keseluruhan, diperlukan sebuah

event yang dapat menarik penonton dan juga pemain potensial. Turnamen

menurut saya adalah salah satu cara terbaik untuk menyebarkan nama

permainan, karena acara turnamen dengan hadiah yang menarik pasti akan

menarik minat banyak orang.

11. Sebelum bertanding apakah perlu berlatih terlebih dahulu?

Menurut saya latihan sebelum turnamen sangat dibutuhkan karena di eSport

biasanya kita bermain secara tim. Dibutuhkan koordinasi dalam tim untuk

menjadi tim yang solid agar tim dapat bekerja sama dengan baik.

12. Apa peran pemangku kepentingan dalam turnamen eSports

Ya, saya sangat setuju bahwa pemangku kepentingan itu penting dalam

sebuah acara besar. Dibutuhkan beberapa peran penting dalam

penyelenggaraan event turnamen. Peran masing-masing pemangku

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 kepentingan adalah untuk memastikan bahwa rencana turnamen ini tersebar

luas dan acara berjalan dengan baik

13. Berapa usia rata-rata pemain eSport

Menurut saya, para pemain eSports khususnya untuk turnamen-turnamen

berada pada rentang usia 18-30 tahun ke atas karena mereka pasti ingin

menyelesaikan pendidikan formal minimal sampai SMA, oleh karena itu

menurut saya rata-rata orang yang bermain eSports adalah serius bermain di

turnamen dalam rentang usia itu.

14. Apakah setiap kali kita bermain akan mengeluarkan biaya?

Saya bahkan tidak membayar sama sekali, setidaknya biaya untuk PC. Atau

bagi orang yang tidak memiliki PC atau laptop tetapi ingin mencoba

bermain, bisa menyewa PC di warnet (warnet). Jika Anda bermain di

warnet, Anda pasti akan membutuhkan biaya setiap kali Anda bermain.

15. Apa harapan anda untuk masa depan eSport?

Saya berharap game bisa lebih maju dalam hal apapun, dari gameplay

hingga teknologi dan grafis. Selain itu, saya juga berharap agar eSport lebih

ditanggapi dengan lebih serius oleh masyarakat luas dan tidak menganggap

bermain game sebagai buang-buang waktu.

16. Bagaimana pandangan anda tentang eSport?

Memang benar bahwa game memiliki pandangan yang buruk pada generasi

tua, tetapi bagi generasi muda pandangan seperti itu harus diubah karena

game sekarang telah berkembang menjadi industri besar yang bahkan dapat

membantu perekonomian negara dan juga membuka lapangan kerja dalam

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 banyak hal. untuk masyarakat. Maksud saya seperti Anda tidak harus

melamar ke perusahaan pengembang game itu untuk mendapatkan

pekerjaan, tetapi Anda dapat membuat pekerjaan sendiri dari game itu

sendiri seperti pembuat konten atau menjadi gamer profesional.

17. Bagaimana peran pemain profesional dalam turnamen eSports

Ya, penting, pemain bukan hanya pemain biasa tetapi juga pemain

profesional (atlet eSports). Atlet eSport akan mengikat pemain lain untuk

terus bermain. Seperti saya misalnya, saya suka Matumbaman (atlet DOTA

2), saya suka melihatnya bermain di turnamen dan itulah yang membuat

saya bermain DOTA

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Hasil Wawancara dengan Informan

Informan : Aldo Andika Djanwar

1. Bagaimana awalnya anda tertarik untuk bermain game?

Saya bermain DOTA 2, awalnya adalah game arcade dari Warcraft yang

saya mainkan juga. Karena dia (DOTA2) akhirnya meluncurkan gamenya

sendiri, saya juga memainkan game itu.

2. Menurut anda, orang dengan latar belakang yang seperti apa yang akhirnya

menyukai bermain game?

Bisa dari mana saja, kalua pemain game bisa datang dari latar belakang

apapun, bahkan ada pro player termuda di usia 16 tahun.

3. Apakah gameplay berpengaruh untuk menarik minat pemain?

Bagi saya sendiri, alasan saya memilih untuk memainkan genre game

tertentu adalah karena saya ingin dapat membuktikan diri saya dalam

sebuah game yang sedang saya kerjakan, maka saya memilih game yang

kompetitif.

4. Apakah dengan memebuat game gratis bisa menarik minat pemain baru?

Tentu saja bisa, karena pemain baru biasanya gamau bayar kalua untuk

mencoba permainan, tapi biaya tidak tentang har gamenya saja. Jika anda

ingin mencoba bermain game pc, anda harus memiliki pc atau minimal

laptop untuk memainkan game yang anda inginkan

5. Bagaimana keterlibatan penyelenggaraan turnamen

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 Banyak yang akan terlibat seperti pemain itu sendiri, penyelenggara,

sponsor, media partner, bisa jadi streamer game yang memainkan game

yang diinginkan untuk turnamen, caster (komentator) untuk turnamen.

6. Apakah bermain game bisa juga datang dari hobi?

Bagi saya, hobi itulah yang membuat kita ingin bermain game berulang-

ulang, karena bagi kita sebagai gamer itu menyenangkan, jadi kita hanya

ingin melakukannya sesering mungkin.

7. Apakah bertanding hanya terjadi di turnamen

Saya pikir setiap game dari eSport adalah pertandingan, karena kami

berjuang untuk poin untuk meningkatkan peringkat kami di game.

8. Apakah anda memiliki rencana untuk megikuti turnamen kedepannya?

Ya, saya ingin mengikuti turnamen CS: GO jika ada kesempatan. Saya pikir

bisa berpartisipasi dalam sebuah turnamen adalah hal yang besar, terutama

jika Anda bisa memenangkannya.

9. Bagaimana Efektivitas Turnamen Esports dalam Mempromosikan Game

Ya, saya sangat setuju dengan itu. Menurut saya bisa efektif karena

turnamen ini menawarkan hadiah yang sangat menarik sehingga banyak

orang yang penasaran dan ingin mencoba peruntungan di turnamen tersebut.

10. Apakah latihan sebelum pertandingan dibutuhkan?

Latihan sangat penting karena dalam eSport dibutuhkan strategi yang

dianggap bisa mengalahkan lawan, dan latihan diperlukan jika ingin strategi

itu berjalan sesuai rencana.

11. Bagaimana Peran Pemangku Kepentingan dalam Turnamen eSports

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 Dalam hal ini saya juga sangat setuju, karena event tersebut juga menuntut

stakeholders untuk menjaga eventnya, apalagi jika event tersebut

merupakan turnamen besar. Salah satu contohnya ya, seperti yang sudah

disebutkan, event organizer (EO). Jika sebuah turnamen ingin diadakan

secara profesional, EO sangat diperlukan bagi mereka yang ingin

menyelenggarakan turnamen. EO dapat bertindak sebagai konsultan dalam

acara tersebut sekaligus sebagai penyelenggara acara.

12. Berapakah Usia rata-rata Pemain eSport

Berbicara mengenai rata-rata usia pemain, mungkin akan sedikit sulit

karena pemain eSports bisa berasal dari berbagai usia. Itu karena tidak ada

yang mengatur berapa usia kita hingga seberapa banyak kita bisa bermain

game serta bermain musik atau memulai olahraga kompetitif sejak usia dini.

13. Berapa biaya yang dikeluarkan setiap kali bermain?

menurut saya, game eSport tidak menghabiskan banyak uang. Itu karena

sebagian besar game eSport gratis, jadi tidak perlu mengeluarkan biaya

untuk memainkannya.

14. Apa Harapan anda Untuk Masa Depan eSport

Harapan saya mengenai eSport ke depan adalah eSport lebih maju dan tidak

kalah dengan olahraga konvensional dan lebih banyak permainannya

15. Bagaimana Pandangan anda tentang eSport

Game menurut saya sudah banyak berubah, dari yang dulu banyak yang

bilang game itu percuma, sekarang sudah menjadi industri besar dan sangat

digemari terutama di kalangan remaja.

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 16. Apakah Peran Pemain Profesional dalam Turnamen eSports

Dalam permainan, pemain sangat dibutuhkan karena membuat permainan

berjalan. Selain itu, pemain atletik dapat membuat pemain yang memainkan

game eSports tertentu bertahan lebih lama

Hasil Wawancara dengan Informan

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Informan : Daniel Irvine

1. Menurut anda, orang dengan latar belakang yang seperti apa yang akhirnya

menyukai bermain game?

Saya rasa dengan diadakannya turnamen ini bisa menambah jumlah pemain

yang datang. Masalahnya sama seperti olahraga lainnya, orang suka

bermain karena mereka biasanya melihat tim dan juga pemain atau atlet

favorit mereka dan para pemain ini memotivasi mereka untuk mengajak

orang bermain seperti mereka. Jadi mereka bsia datang dari latar belakang

apa saja

2. Apakah gameplay berpengaruh untuk menarik minat pemain?

Tentu saja gameplay memiliki peran besar dalam memainkan faktor

penentu, karena dalam pengalaman pribadi, saya telah memainkan banyak

game yang sebenarnya tidak memiliki gameplay yang bagus jadi saya

meninggalkannya dan tidak memainkannya lagi.

3. Apakah dengan membuat game gratis dapat menarik minat permain baru?

Kalau menurut saya benar. Terkadang memang benar bahwa game berbayar

lebih terasa seperti sensasi bermain game karena game dibuat dengan lebih

banyak usaha tetapi ada juga banyak game gratis yang tidak kalah serunya

dengan kebanyakan game MOBA.

4. Apakah Peran Pemain dalam E-sport

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 Pemain dalam permainan kompetitif sangat penting sehingga jika

memungkinkan, harus ada banyak orang yang bermain dalam permainan

karena permainan tidak dapat dimainkan jika tidak ada pemain lain.

5. Apakah bermain game juga bisa datang dari hobi?

Ya tentu bisa aja. Hobi juga merupakan faktor penting jika Anda ingin

bermain game, karena ada orang yang tidak suka bermain game juga dan

menganggap bermain game hanya membuang-buang waktu.

6. Apakah bertanding hanya dalam turnamen saja?

Saya pikir setiap game dari eSport adalah pertandingan, karena kami

berjuang untuk poin untuk meningkatkan peringkat kami di game.

7. Apakah anda memiliki rencana untuk mengikuti turnamen untuk

kedepannya?

Saya mendalami game eSport karena saya bermain game setiap hari, saya

juga menonton turnamen eSport yang mendukung tim favorit saya. Saya

bermain CS:GO dan juga DOTA hampir setiap hari dan sebenarnya saya

ingin mencoba untuk mengikuti turnamen tetapi saya tidak merasa yakin

dan juga saya tidak memiliki tim.

8. Bagaimana Efektivitas Turnamen Esports dalam Mempromosikan Game

Tentu saya setuju, karena turnamen memberikan hadiah yang sangat

menggiurkan. Selain itu, pemenang turnamen bisa mendapatkan

sponsorship produk game untuk timnya.

9. Apakah sebelum bertanding perlu dilakukan latihan terlebih dulu?

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 Sangat penting untuk berlatih sebelum turnamen, karena dalam kompetisi,

eSport sangat berbeda dari bermain normal melawan pemain lain. Tekanan

ingin menang pasti akan lebih terasa dan harus dipersiapkan dengan baik

10. Apa Peran Pemangku Kepentingan dalam Turnamen eSports

Ya, pemangku kepentingan memainkan peran penting dalam berjalannya

acara turnamen. Stakeholder memegang keputusan yang akan

mempengaruhi turnamen. Selain itu, peran mereka bervariasi tergantung

pada fungsinya,

11. Berapa Usia rata-rata Pemain eSport

Menurut saya, pertanyaan ini agak sulit untuk dijawab. Agak

membingungkan untuk membatasi usia orang yang bermain game. Jadi,

permainan tidak memiliki batasan usia, siapa pun dapat memainkannya

bahkan anak kecil. Sekarang ada juga banyak masalah dengan anak kecil

yang bermain game kompetitif

12. Apa Harapan anda Untuk Masa Depan eSport

Saya sangat berharap eSport kedepannya bisa lebih real dari segi grafis,

sehingga bisa menggunakan Virtual Reality (VR) untuk dimainkan.

Menurut saya inovasi yang sangat menarik jika kedepannya bisa dibuat.

13. Bagaimana Pandangan tentang eSport

Sekarang industri eSport sudah sangat maju, bahkan bisa membantu

membangun perekonomian negara. Industri eSport bisa dikatakan cukup

baru di Indonesia, sehingga menyediakan banyak lapangan pekerjaan

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Hasil Wawancara dengan Informan Pertama

Informan : Bintang Arif Sadila

1. Menurut anda, orang dengan latar belakang yang seperti apa yang akhirnya

menyukai bermain game?

Saya setuju bahwa jika Anda mengatakannya (turnamen) akan menaikkan

gengsi atau nama permainan dalam pemasaran. Karena banyak orang yang

terlibat dalam sebuah turnamen, tidak hanya penyelenggara turnamen dan

tim atau pemainnya saja. Misalnya kita membutuhkan orang untuk

mempromosikan turnamen kita, bisa melalui streamer game, sponsor, media

partner dan lain-lain. Begitu banyak yang akan terlibat dalam

penyelenggaraan turnamen. Karena banyaknya keterlibatan dari pihak-

pihak tertentu, orang pasti penasaran dengan turnamen yang akan diadakan

dan yang bisa menambah pemain dalam sebuah permainan.

2. Apakah gameplay berpengaruh untuk menarik minat pemain?

Misalnya dari kesukaan kita sendiri maka ada genre game yang dibuat

misalnya dari hobi orang misalnya game sepak bola atau game balap mobil

atau motor

3. Apakah Motivasi anda untuk bermain?

Saya pikir setiap orang memiliki motivasi mereka sendiri untuk bermain.

Misalnya, seperti saya, motivasi saya bermain awalnya untuk bersenang-

senang. Kemudian teman saya memperkenalkan saya bahwa permainan

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 yang saya mainkan memiliki turnamen sendiri, dari situ saya penasaran dan

ingin mencoba mengikuti turnamen tersebut sehingga saya terus bermain.

4. Apakah Peran Pemain dalam E-sport?

Ya, sangat penting, karena saat kita memainkan game ini, kita

membutuhkan lawan yang juga memainkan game tersebut. Jika tidak ada,

maka Anda tidak bisa bermain.

5. Apakah bermain game juga bisa datang dari hobi?

Bermain game sebagai hobi sebenarnya bisa berasal dari hobi lain. Jika

Anda suka bermain sepak bola atau mungkin berkelahi, ada video game

yang mencakup olahraga yang dapat Anda mainkan sehingga Anda dapat

menikmatinya karena Anda sudah memahaminya.

6. Apakah bertanding hanya dilakukan di turnamen saja?

Jika kita memainkan game yang kompetitif pasti kita akan bertanding, dan

itu tidak hanya di turnamen karena ada sesuatu yang diperjuangkan pemain

yaitu poin yang akan didapat jika kita memenangkan permainan,

7. APa Peran Pemangku Kepentingan dalam Turnamen eSports

Ada berbagai pemangku kepentingan dalam acara turnamen. Bahkan para

pemain dan komunitas game serta penonton berperan besar dalam

menyukseskan acara turnamen. Oleh karena itu, bukan hanya bagaimana

turnamen tersebut dapat diselenggarakan tetapi juga para peserta dalam

acara tersebut.

8. Berapa biaya yang dibutuhkan setiap kali bermain?

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 Memang ada beberapa permainan yang membutuhkan biaya untuk

dimainkan, namun tidak setiap kali kita bermain kita harus membayar.

Beberapa game yang memang harus kita beli untuk bermain seperti

Rainbow Siege memang harus membayar, namun setelah itu kita bebas

memainkannya tanpa ada biaya tambahan.

9. Apa Harapan anda Untuk Masa Depan eSport?

Saya sangat berharap untuk eSport kedepannya akan ada turnamen-

turnamen yang lebih bergengsi seperti ESL, Presidential Cup, The

International, dll.

10. Bagaimana Pandangan tentang eSport?

Saya rasa eSport sudah sangat berkembang belakangan ini, terutama di

Indonesia sendiri. Walaupun Indonesia masih merupakan industri baru,

namun perkembangannya bisa dikatakan sangat pesat dan penyebarannya di

seluruh tanah air juga cukup merata

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Hasil Wawancara dengan Informan Pertama

Informan : Hansel Chandra

1. Apakah Motivasi anda untuk Bermain

Saya bermain untuk turnamen, jadi ya motivasi saya untuk menjadi lebih

baik kalau bisa yang terbaik suapaya saya dan tim saya bisa terus maju

2. Apakah dengan menggratiskan game dapat menarik minat pemain?

Menurut saya, banyak sekali game gratis yang dimainkan oleh banyak orang

dan tidak kalah serunya dengan game berbayar, dan banyak juga yang

memainkannya. Tapi biasanya permainannya berbentuk arena jadi tidak ada

cerita. Contohnya DOTA, CS: GO, Valorant, LoL, Fortnite.

3. Apa Peran Pemain dalam E-sport

Saya rasa memiliki orang-orang yang ingin mengikuti turnamen game

kompetitif juga sangat penting, karena turnamen itu sendiri bisa menjadi

media pemasaran game.

4. Apakah bermain game juga bisa datang dari hobi?

Hobi menurut saya juga menjadi faktor penting dalam keberhasilan promosi

turnamen game dan promosi game itu sendiri. Karena ada juga orang yang

dia tidak suka menghabiskan waktu bermain game, jadi gamenya harus

spesifik untuk genre gamenya. Tidak semua orang juga menyukai semua

genre game. Karena itu, jika memungkinkan, target pasar yang ingin Anda

capai harus sangat spesifik.

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5. Apakah dengan mengadakan turnamen yang berhadiah uang dapat menarik

minat pemain?

Menurut saya, hadiah uang adalah komponen yang sangat penting dalam

sebuah turnamen, karena orang ingin mengikuti turnamen bukan hanya

karena ingin menunjukkan kemampuannya tetapi juga secara alami

mengincar hadiah uang. Oleh karena itu, selain popularitas mereka juga

mendapatkan penghasilan.

6. Apakah anda punya rencana untuk mengikuti turnamen kedepannya?

Saya sendiri sangat serius dalam mengeksplor game yang sedang saya

kerjakan yaitu DOTA. Saya telah berpartisipasi dalam beberapa turnamen

DOTA dengan tim yang saya buat. Selain itu, saya juga pernah mengikuti

turnamen kualifikasi The International.

7. Bagaimanakah Efektivitas Turnamen Esports dalam Mempromosikan

Game

Ya, sangat efektif menurut saya, karena mengadakan turnamen adalah salah

satu cara tercepat untuk menyebarkan nama permainan kepada orang-orang.

8. Apakah perlu dilakukan latihan sebelum bertanding?

Ya sangat perlu, karena setiap turnamen pasti memiliki suasana dan tingkat

kesulitan yang berbeda-beda, jadi kita harus selalu siap untuk medan apa

dan siapa lawannya.

9. APakah Peran Pemangku Kepentingan dalam Turnamen eSports

Stakeholder sangat dibutuhkan dalam sebuah event turnamen. Saya

memberikan contoh seperti sponsorship. Sponsor, jika dalam acara

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 turnamen, tidak hanya bertanggung jawab untuk menyediakan uang atau

barang dan jasa. Sponsor juga dapat meningkatkan pengaruh terhadap

pengunjung acara karena acara bisa lebih ramai dengan berbagai

penampilan dari sponsor dan juga pemangku kepentingan lainnya.

10. Berapa Usia rata-rata Pemain eSport

Sebenarnya, tidak ada batasan usia siapa yang bisa bermain game kompetitif

atau siapa yang bisa bermain. Siapapun bisa bermain tapi jika ingin berlaga

di liga profesional, ada beberapa hal yang perlu dikorbankan, seperti

pendidikan. Oleh karena itu, pemain pro biasanya berusia remaja di atas 20

tahun. Tapi kalau hanya main game tidak masalah di usia

11. Berapa biaya yang harus dikeluarkan setiap kali bermain?

Sebenarnya kebanyakan game untuk eSport ini gratis, tapi ada juga game

yang mengharuskan pemainnya melakukan pembayaran in-game, seperti

LoL. Sistem bermain dalam game ini adalah pemain harus membeli hero

jika ingin mencoba karakter lain atau baru, sehingga pemain mau tidak mau

harus membeli karakter tersebut untuk bermain game.

12. Apa Harapan anda Untuk Masa Depan eSport

Saya berharap eSport akan menjadi industri besar dan olahraga yang dapat

dipercaya oleh banyak anak muda dan orang tua.

13. Bagaimana Pandangan anda tentang eSport

Menurut saya, eSport belakangan ini bisa membuka peluang lebih luas bagi

orang-orang untuk terjun di industri ini. Saya yakin industri ini akan terus

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 berkembang dan akan banyak game baru yang akan membuka industri

eSports lebih jauh lagi.

14. Apa Peran Pemain profesional dalam Turnamen eSports

Pemain memang memiliki peran penting dalam permainan karena

permainan kompetitif membutuhkan pemain lain untuk dapat memainkan

permainan tersebut. Oleh karena itu, permainan ini membutuhkan banyak

pemain. Selain itu, pemain juga dibutuhkan untuk mempromosikan

turnamen dari mulut ke mulut agar turnamen dapat menyebar dari satu

komunitas ke komunitas lainnya.

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 CURRICULUM VITAE

DATA PRIBADI
Nama Lengkap : Ferry Firmanna

Tempat, tanggal lahir : Jakarta, 12 Agustus 1998

Jenis Kelamin : Laki-laki

Agama : Kristen

Alamat : Harapan Inda blok HE no 19A, Bekasi Barat

Nomor HP : 081933195086

E-mail : ferryfrirmanna@gmail.com

DATA PENDIDIKAN

2004 – 2010 SD CAHAYA HARAPAN

2010 – 2013 SMPN 5 BEKASI

2013 – 2016 JOHN PAUL’S SENIOR HIGH SCHOOL

PENGALAMAN MAGANG

 PT. Gading Semesta Utama

SERTIFIKASI

Bahasa Inggris ( TOEFL ITP )

Microsoft Office Grade Good ( TRUST Training Partners)

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