The Functions of Phygital Environment in E-sport Context

Articles in Press

Document Type : Original Article

Authors

1 Shahid Bahonar University of Kerman, Kerman, Iran.

2 Associate professor, Urmia University, Urmia, Iran

Abstract

This study aimed to identify the functions of phygital environment in e-sport context. This study was a qualitative and exploratory research conducted using a thematic analysis. The participants included specialists and experts in sports and emerging technologies. Semi-structured interviews were used as the research instrument, and fifteen experts were interviewed as research participants through purposive sampling to reach the theoretical saturation. The validity and reliability of the study were evaluated and confirmed by using Guba and Lincoln (1989) method. The thematic analysis of the data by Braun and Clarke’s (2006) led to the extraction of 76 codes, eleven sub-themes, and four main themes. The findings indicated that "Intelligence development", "Engagement", "Competition progress", and "Learning opportunities" were the main themes of the research. Some sub-themes were extracted for each main theme according to their semantic and conceptual similarity. The findings can serve as a valuable foundation for users, companies, and administrators involved in esports. A clear understanding of the various aspects of phygital environments in esports and related fields can help stakeholders capitalize on the opportunities this approach offers.

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Main Subjects

Journal of New Studies in Sport Management

Articles in Press, Accepted Manuscript
Available Online from 25 June 2026

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