Featured case: FC Schalke 04 eSports:
Decision Making in a Changing Ecosystem

Sascha Schmidt and Florian Holzmayer

Sascha and Florian discuss the growing eSports market and how the subject works well in cases.

Growing market

Sascha explained: “When we started our research for the case, the eSports market was growing strongly; market growth predictions were already exceeded. As such, several new games, teams, or sponsors came into play. A number of eSports initiatives in football could be observed, with Schalke 04 being one of the most prominent ones.

“In addition, the market was experiencing professionalisation activities on many levels. This dynamic environment made writing this case continuously interesting.”

The power of field research

He said: “Tim and Alexander’s insights were irreplaceable. Their first-hand insights on Schalke 04 eSports and the subsequent digital transformation throughout the entire football club provided the backbone for the case. Their thoughts on the eSports market and their future planning for Schalke 04’s eSports engagement enabled further depth and width in content that you can find in the case.”

Ever-changing market

Florian added: “Almost every day or week you can observe a new development within the eSports market that potentially further fosters its growth and development. Looking back, this was also challenging when writing the case, as we sometimes had to rework parts of the case that we had written just a couple of days or weeks before, so that the case mirrored these latest developments.

“Since the entire eSports market keeps evolving day-by-day, this is what makes the case and the subject unique, interesting and exciting.”

Learning objectives

Sascha commented: “We think that present day, topical issues provide many grounds for students to learn from. With our Schalke 04 eSports case specifically, we have three learning objectives in mind: First, students learn to examine an upcoming industry with double-digit growth numbers that is increasingly relevant for many established companies.

“Second, they study and evaluate the benefits and synergies, as well as the challenges and inefficiencies, of a diversification strategy, particularly the implications for progressing in digital transformation and internationalisation.

“Third, students learn to apply a problem-solving process through evaluating the benefits and drawbacks of potential solutions to key strategic challenges.”

About the authors

Sascha Schimdt is Professor, Chair and Head of The Center for Sports and Management at WHU – Otto Beisheim School of Management.
e Sascha.Schmidt@whu.edu
tw @ProfSLS

Florian Holzmayer is a PhD Candidate at WHU – Otto Beisheim School of Management.
e Florian.Holzmayer@whu.edu