Designing an eSports intervention for middle-aged and older adults in Hong Kong: Social marketing approach

Abstract

This study examined the perceptions and experiences of middle-aged and older adult participants in electronic sports (eSports) in Hong Kong (HK), China, by using the social marketing (SM) approach. This qualitative study applied SM approach to the design of a center-based eSports intervention for middle-aged and older adults in HK. Interviews were conducted with 39 adults stratified in terms of age (i.e., 45–64 vs. ≥65 years) and experience with eSports. Ten administrators working in community elderly centers were invited for semistructured interviews. Thematic analysis was performed on the data by incorporating SM. Main findings are presented in terms of five P’s. The product component of an eSports intervention includes the foundation of eSports (e.g., safety, eSports training), suitable games for older adults, and professional equipment (e.g., large-screen devices and motion-controlled Nintendo Switches). The price component comprises affordability and the frequency and duration of each eSport session, and the place component includes accessibility and spaces to play eSports. The promotion component should be educational in nature and can incorporate free trials and gaming days, short films about older adults playing eSports, promotional channels, physical evidence and annual eSports competitions. The people component consists of support from administrators and the center in charge, the availability of skilled program instructors and staff, and appropriate partnering, team sizes and instructor-to-participant ratios. The 5P’s enhance the design of future center-based eSports interventions and can help researchers and practitioners determine which aspects encourage middle-aged and older adults to participate in eSports.