Perspectives and Attitudes Toward Strategic Management of E-sports in Thailand

Abstract

E-sports is a rapidly growing phenomenon in Thai society, emerging amidst technological advancements and the expanding influence of digital media. These changes have significantly impacted people's behaviors and lifestyles. The gaming industry has evolved into a promising market that has attracted interest from both the public and private sectors, aiming to develop and promote competitions at national and international levels. This study aims to analyze strategic management in Thailand’s E-sports industry using a mixed-methods approach, focusing on the relationship between organizational leaders’ attitudes and strategic management practices. It also proposes a strategic management model based on leaders’ perspectives and the McKinsey 7S framework, emphasizing internal factors that support effective E-sports development. The qualitative research component involved in-depth interviews with ten executives and relevant stakeholders, while the quantitative research collected data from 400 respondents through an online survey. The study was framed using McKinsey’s 7S Model, which included strategy, structure, style, systems, staff, skills, and shared values. The qualitative data were analyzed through verbatim transcription of in-depth interviews, followed by thematic analysis based on predetermined categories. For the quantitative data, descriptive statistics were employed, including frequency, percentage, mean, and standard deviation. Including, Pearson product moment correlation coefficient. Findings from the qualitative analysis indicated that both the government and private sectors lack preparedness in policies and measures to address the impacts of E-sports. However, young people are playing an increasingly significant role in driving the industry forward, necessitating collaboration across all sectors. Additionally, legal frameworks and policies should be further developed to support international-level competition. Quantitative results revealed a statistically significant negative correlation between age, E-sports experience, and strategic foresight. The key recommendation is to enhance legal and policy strategies to strengthen the gaming industry’s potential and elevate Thailand’s competitiveness in the global E-sports arena.