Session 1

The Business of Esports

Make a living out of gaming

Offered through the Eberhardt School of Business, this two-week program invites students into the rapidly expanding world of competitive gaming — not just as players, but as future industry leaders. Students examine how esports organizations make money through sponsorships, tournaments, media rights, and digital marketing, while also seeing how core business functions — finance, HR, information systems, data analytics, and AI — keep teams and events running smoothly behind the scenes.
Through a mix of interactive lectures, case studies, and hands-on labs, students learn how real business decisions are made in esports and how AI is changing everything from player performance analysis to audience engagement. The experience culminates in a student-designed mini tournament, where participants apply what they’ve learned about branding, budgeting, operations, and technology to bring an event to life.

Curriculum

Students will:

  • Map the modern esports ecosystem and its major stakeholders
  • Work through business-focused labs in marketing, finance, HR, and information systems
  • Explore how AI tools and data analytics are being used in esports for talent scouting, fan interaction, and competitive advantage
  • Analyze real-world examples of successful esports organizations and events

The curriculum emphasizes how business strategy and emerging technologies work together to shape the future of competitive gaming.

By the end of the program, students will be able to:

  • Explain how an esports organization or event generates revenue
  • Identify how AI and data are reshaping operations, competition, and marketing
  • Design basic monetization strategies for teams, tournaments, or content
  • Demonstrate teamwork, leadership, and problem-solving through the capstone tournament project
     
eSports program students
Planned Topics
  • Revenue models in esports: sponsorships, partnerships, media, and merchandising
  • Branding and audience building for teams, tournaments, and streamers
  • Budgeting and basic financial planning for esports events
  • Team operations: recruiting, player support, and HR considerations
  • Information systems and the role of data in decision-making
  • Ethics and legal issues in competitive gaming (contracts, IP, fair play)
  • The impact of AI on player analytics, fan engagement, and event production

Throughout the program, students connect business theory to a real, fast-moving industry — seeing firsthand how esports is becoming one of the most innovative arenas in modern business.

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FACULTY LEAD
Amit Lal

Visiting Professor of Information Systems, Eberhardt School of Business

Ed.D., Benerd School of Education, University of the Pacific, 2022

Dr. Amit Lal is a Professor of Information Systems with expertise in AI-driven analytics and virtual learning environments. His research centers on integrating advanced technologies into education, empowering students to build critical thinking skills through practical, real-world applications.

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Dr. Amit Lal and two dogs
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