How do esports actors perceive the Metaverse as a servicescape for esports: An interpretative phenomenological analysis : An exploratory study about the business opportunities and challenges in the Metaverse

The Metaverse is an immersive, interactive, and collaborative shared virtual 3D environment where people are represented by avatars and interact in real-time. The Metaverse is still an unexplored phenomenon that has recently become interesting to researchers. In general, there is scarce literature regarding the Metaverse, and when it comes to the servicescapes and esports industry, it is much scarcer. Knowing that the video game industry and esports (competitive video gaming), a business that attracts millions of people, are significant parts of the Metaverse, this qualitative research aims to analyze and explain how the Metaverse as a servicescape for esports is understood from the perspective of esports actors. The Interpretive Phenomenological Analysis (IPA) was used to analyze eight semi-structured interviews with experienced professionals within the esports industry. It was found that the Metaverse platform could serve as a servicescape for not only the esports industry but potentially for other industries as well. Even though the Metaverse phenomenon is considered to be surrounded by uncertainty and is still developing, it has a great potential for businesses to expand their marketing and business practices online in an immersive, engaging, and innovative way. The findings of this research will contribute to the literature by opening a window to understanding the complexity of the Metaverse platform as a servicescape and esports industry. In addition, these findings can be used to further research the Metaverse platform as a servicescape for marketing and business practices online