电子竞技产业中的“玩星”及其商品化路径  

Esports and the“Game Celebrity”Economy in the Digital Age

作　　者：张文杰 Zhang Wenjie

机构地区：[1]清华大学经管学院 [2]广西中烟工业有限责任公司互联网研究中心

出　　处：《理论月刊》2024年第7期122-132,159,共12页Theory Monthly

基　　金：2023年广西博士后创新人才资助计划“融媒体环境下消费者行为和心理研究”。

摘　　要：职业电竞产业化发展不仅带来了玩家的正面形象,也催生了“玩星”经济。“玩星”经济指的是围绕明星效应的职业电竞玩家打造的商业模式。基于对X俱乐部“玩星”经济组织过程的参与观察和对从业者的访谈,可揭示“玩星”的商品化逻辑及影响因素。职业电竞玩家在赛场、社交、直播平台的媒介形象是商品化的主要形式。“玩星”形象的商业模式包括赞助商代言及虚拟游戏商品、礼物交易两种。数字技术将粉丝对特定的职业电竞玩家的网络行为转化成为可量化的数据,吸引广告商、赞助商的投资。流量是“玩星”形象的数据基础,网络口碑和正面评价则是流量变现的前提。不论是流量抑或是正面评价,都是由职业电竞玩家竞技实力和成绩驱动的。“竞技—粉丝—商品化(代言、虚拟商品)”是“玩星”经济的主要路径。The industrial development of professional esports not only brings about a positive image of game players but also gives rise to the“game celebrity”economy.The“game celebrity”economy refers to the business model built around professional esports players based on the celebrity effect.Based on participant observation and interviews with industry practitioners of the“game celebrity”economy organization process of X Club,this study explores the commercialization logic and influencing factors of“game celebrity”.The research finds that the media image of professional esports players in competitions and on social media and live streaming platforms is the main form of commercialization.The business model of the“game celebrity”image includes sponsor endorsements and virtual game items/gift trading.Digital technology transforms fans’online behavior towards specific professional esports players into quantifiable data to attract investment from advertisers and sponsors.Traffic is the data foundation of the“game celebrity”image.Online reputation and positive evaluations are the prerequisites for traffic monetization.Both traffic and positive evaluations are driven by the competitive strength and achievements of professional esports players.The main path of the“game celebrity”economy is“competitionfans-commercialization(endorsements or virtual products)”.

关 键 词：“玩星” 职业电竞玩家 网络口碑 流量 粉丝经济 

分 类 号：G899[文化科学—体育学]