臺韓日中電子競技組織營運模式比較

Abstract

「電子競技」近年來已從小眾遊戲市場，逐漸成長為足以被討論是否可被視為競技運動的大眾顯學。「電競入奧」的議題甚至在體育界的最高殿堂上也備受關注，2020年東京奧運試辦「類電競」的奧運虛擬系列賽 (Olympic Virtual Series)、2022杭州亞運更是首度將「電競」納入正式項目、並在2023年6月在新加坡首度舉辦「奧運電競週 (Olympic esports week)」。傳統體育競技參與奧運聖堂需透過單項運動協會向奧林匹克委員會報名，但電競項目至今尚未出現被奧委會承認的單項運動協會。為了解現行電競組織的營運狀況，本研究使用「個案研究法」深入了解各電競組織，並透過Gary Hamel的營運模式評估電競組織由內至外部的各個面向，來理解組織內部如何營運、外部如何與其他組織。並透過與鄰近國家間的電競組織做比較、分析各組織間的差異，藉以尋找值得發展學習之處。研究後發現其實組織間並沒有明顯的優劣之分，更多的是當地的文化價值觀或法規限制所帶來的影響。但相同處可發現電競組織皆能成為產官學間的溝通管道，而相異處則是各組織皆可開創出符合自身文化與優勢的營運模式。建議未來實務上可互相參考各組織已存在、但自身卻尚未提供的服務，學術上則可深入研究單一組織，幫助更了解文化背景對該國電競生態系所帶來的影響。In recent years, “Electronic sports (Esports)” have evolved from a niche game market to a mainstream that can be seriously considered a competitive sport. The issue of Esports joining the Olympic Games has always attracted the attention of the sports world. At Tokyo 2020, an"esports-like" Olympic Virtual Series was hosted as a trial run. Moreover, Esports will make its debut at the Asian Games 2022 with medals being awarded in eight games, and the first “Olympic Esports Week” was held in Singapore in June 2023. While sports competitors must register with the National Olympic Committee through sports associations to participate in the Olympic Games, there is none single federation of Esports recognized by IOC. To gain insights into current operating conditions, thecase study method was adopted to gain in-depth insights into various esports organizations through Gary Hamel's business models to understand how the organizations operates internally and how they interact externally with other organizations. And by comparing Esports organizations with neighboring countries and analyzing the differences among them, valuable lessons can be learned to enhance the development of Esports. The study findings indicate that there are no obvious merits and demerits among these organizations; instead, there is more about the impact of local cultural values or regulatory restrictions. As for the similarities, we can see that esports organizations can become communication channels between industry, official and university; while the differences are that each organization can develop a business model that align with its unique culture and strengths. In practice, it is suggested that esports organizations can draw inspiration from others' existing services which they do not currently offer. And in academics, delving deeper into the research on a single organization can help better understand the impact of cultural background on a country's esports ecosystem.