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APRU Games and Esports Webinar Series - May 2023

The APRU Games and Esports webinar series provides an opportunity for members of the APRU Games and Esports Research Working Group and invited guests to share information about their recent, current, or upcoming research related to games and esports. The series is intended to promote interaction among Working Group members in the hopes of building up international research collaborations and outcomes.

Date & Time:

May 19th, 2023, 8:00pm-9:00pm (Pacific Time UTC -8 hours)
May, 20th, 2023, 12:00nn-1:00pm (Hong Kong/Singapore UTC+8 hours)

Check your local time

Speaker: Professor Yue Meng-Lewis, Senior Lecturer (Associate Professor) in Digital Marketing at the Open University, UK

Topic: Exploring the Esports Live Streaming Experience

In this research talk, we investigate the esports live streaming landscape, focusing on the factors that contribute to fans’ satisfaction and continued intention to use specific platforms. Drawing from a study conducted on King Pro League fans in China, we analyse an extended model based on the expectation confirmation theory to understand the factors drive fans’ expectations, satisfaction, and continued usage regarding live streaming services. This talk offers new insights into the viewing practices of esports fans and the engaging experiences they seek through live streaming platforms. By exploring these factors, we aim to shed light on the critical elements that contribute to the success and growth of live streaming platforms in the ever-evolving esports landscape.

Moderator: Professor Yupei Zhao, Media and International Culture, Zhejiang University.



Yue Meng-Lewis
Senior Lecturer (Associate Professor) in Digital Marketing, Open University, UK

Yue Meng-Lewis is Senior Lecturer (Associate Professor) in Digital Marketing at the Open University, UK. Her research interests focus on the sustainable development of esports and gaming, international communication strategy, and digital marketing. Her publications have appeared in the Journal of Business Research, the European Journal of Marketing, the International Journal of Human Resource Management, Information Technology & People and other journals. Her paper Complexity and dynamics of the career development in esports professionals won the best paper award at the 27th European Association for Sport Management annual conference. 

More information can be found at https://www.open.ac.uk/people/yml25

Professor Yupei ZHAO (Moderator)
Professor, Media and International Culture, Zhejiang University.

Dr Yupei Zhao (PhD in University of Leicester, UK) is an “Hundred Talent Program Young Professor” and doctorial tutor in college of Media and International Culture in Zhejiang University. She is currently vice chair-elected of International Communication Association Popular Media and Culture Division, vice dean of Chinese Society for Science and Technology Jounalism in Game and eSports Communication Research Professionals. Co-founder of UK-China Media and Communication Association. Before joining ZJU, she was working as a senior research associate in school of Communciation and Design in Sun Yat-sen University. Meanwhile, Yupei Zhao has been invited as senior researcher in Institute of Asia and Pacific Studies, China Policy institute at University of Nottingham (UK), and the Eurasian Sport Industry at Emlyon’s Shanghai Campus, visiting professor in Xi’an-Liverpool University and Beijing Institute of Technology.

Her research interests widely includes mixed-methods use to examine digital culture and platformalization, global communication, media culture and industry. Particurly, she pays more attentions on eSports culture and industry, digital music and culture, fandom culture, media and platformalization. She has a PhD and MA focusing on Political Communication and New Media in University of Leicester (UK) since 2010 to 2016. Thus far, she is PI for twelve research funding projects, and her research has appeared in International Journal of Cultural Studies, Journal of Cultural Economy, International Journal of Communication, Social Science Quarterly, Sage Open, Social media + Society, Media International Australia, popular music and society etc. She got “The Best Paper” Paper Award in both 2020 and 2019 International Communication Association Popular Media and Culture Division, and 2019 European Association for Sport Management.



Ms. Adriana Rojas

Senior Director, Networks and Students Programs

[email protected]