Leveraging Fan Labor in Collegiate Esports: Challenges and Opportunities for Growth

In collegiate esports, the role of fans is often undervalued despite their immense contribution to the growth and legitimacy of programs. This article was inspired by "Esports buffs: the perceived role of fans and fandoms in U.S. collegiate programs ". Having worked closely with several educational institutions in the esports space, I’ve seen firsthand how essential fan engagement is not just for creating a supportive community but for securing the long-term viability of collegiate esports programs.

In fact, fan labor plays a critical role in helping programs secure funding, recruit new students, and legitimize their presence in the eyes of university administrators. Yet, as Amanda C. Cote and her colleagues (2024) discuss in their recent study, many institutions are still underutilizing this powerful resource, leaving significant potential untapped.

Over the years, I’ve helped many universities recruit and talking to them, not many develop strategies to increase fan engagement, and through that experience, I’ve learned that the problem isn’t just a lack of fans—it’s a lack of structured, intentional efforts to cultivate and integrate fandom into the heart of collegiate esports.

The traditional approach to fandom in sports cannot be directly applied to esports, where the relationships between players and fans are more accessible but also more complex. In the next sections, I’ll outline the major issues that collegiate esports programs face regarding fan engagement, drawing on real-world examples, and provide actionable solutions to fully harness the power of fan labor.

The Challenges: Overlooked and Underutilized Fans

Cote et al. (2024) highlight three key challenges that collegiate esports programs face with fans: fans are perceived as underutilized, there is a lack of structure to onboard non-endemic audiences, and toxicity within the esports community can alienate potential supporters. These problems create a significant gap between the growing popularity of esports and the actual level of fan engagement at the collegiate level.

First, the problem of underutilized fans is one I encounter frequently. Many collegiate programs see fans as passive spectators rather than active contributors to their growth. In contrast to traditional sports, where fans are expected to cheer from the sidelines, esports fans often want more involvement. They want to contribute, whether that’s through social media interactions, creating content, or even assisting with broadcasting events. Esports fans are content creators, and programs that don’t recognize and tap into this will struggle to grow their fanbase effectively.

The second issue is onboarding new fans, particularly those who may not be familiar with the specific games being played. Esports titles like League of Legends or Overwatch can be daunting to those who haven’t played them, creating a barrier to entry for new fans. Programs need to actively work to make their esports events more accessible to wider audiences, particularly those with no direct gaming experience.

Finally, the issue of toxicity cannot be ignored. As the study mentions, the esports community has long been plagued by issues of toxic behavior, including sexism, racism, and homophobia, all of which can deter new fans from getting involved. This problem, while not unique to esports, is particularly challenging in a space that prides itself on inclusivity but often falls short in practice.

Collegiate programs could turn around its fan engagement by addressing these exact challenges. Many programs struggle to attract more than a handful of viewers to their streams, and their in-person events are barely attended. They rely heavily on student-athletes to promote events on social media, but the results are not great. The esports players themselves can become frustrated with the lack of support, and the programs most of the time and limited funding.

Here are three key areas for improvement that could work: giving fans more active roles, simplifying the viewing experience for non-gamers, and addressing toxicity head-on. To start, they could introduce a “Fan Ambassador” program where students who are recurring followers (esports fans) can help run social media accounts, create event content, and even moderate streams. By empowering the community to contribute, there's an immediately increase in engagement, as these fans are now invested in the program’s success.

Solutions to Unlock the Full Potential of Fan Labor

Based on my experience and the findings in the study, here are a few actionable steps collegiate esports programs can take to fully leverage fan labor:

1. Develop a Structured Fan Engagement Strategy: Fans want to contribute. Programs should create roles for fans, such as social media managers, content creators, or event organizers, to give them an active stake in the program’s success. This will not only deepen fan investment but also relieve the burden on student-athletes, who often take on too much promotional work.
2. Simplify and Educate New Fans: Creating educational content, like beginner’s guides to the games being played or simplifying in-game commentary, can make a significant difference in onboarding new fans. Engaging shoutcasters who can explain the action in layman’s terms is crucial to attracting and retaining a broader audience.
3. Address Toxicity Proactively: Collegiate programs must take a stand against toxic behavior, both in their teams and among their fans. This can be done through moderation, clear codes of conduct, and creating spaces where inclusivity is actively promoted. Programs that successfully build inclusive communities will not only attract more fans but also create loyalty and long-term support.

By addressing these issues, collegiate esports programs will not only grow their fanbase but also ensure the long-term sustainability of their programs. More engaged fans mean more social media buzz, more event attendance, and more opportunities for sponsorship and funding. As seen in the example above, programs that actively engage with and empower their fans create a virtuous cycle of growth, where fans contribute more, and the program becomes more successful as a result.

Moreover, building a welcoming, inclusive fan culture will make collegiate esports programs more attractive to a broader range of students, helping to recruit both players and fans alike. Inclusivity, accessibility, and active engagement are the cornerstones of any successful collegiate esports program, and those that embrace these principles will be the ones that thrive.

Collegiate esports is at a critical point where the success of programs hinges on fan engagement. The research by Cote et al. (2024) covers the importance of leveraging fan labor, but programs must go beyond passive spectatorship and actively involve their fans in meaningful ways. By creating opportunities for fans to contribute, simplifying the experience for newcomers, and addressing toxicity, collegiate esports programs can unlock the full potential of their fanbase, ensuring their long-term growth and success.

If your program is ready to recruit off campus students, feel free to reach out , and let’s discuss how we can fit your institution’s unique needs.