Mediating social phygital experiences in the context of esports tournaments
研究电子竞技赛事中虚拟与物理融合的“物理数字”体验，分析生产者如何通过放大、桥接、限制和转置等策略协调表演者与观众的期望冲突。
Purpose This study explores consumer experiences shaped by digital technologies, focusing on the evolving concept of “phygital” or hybrid experiences arising from the integration of virtual and physical elements. It specifically investigates the challenges of reconciling performers’ virtual immersion with the physical experiences of crowds at esports tournaments. Design/methodology/approach Using a triadic lens involving producers, performers and audiences, the study employs a comprehensive methodological approach. It combines ethnographic and netnographic data, in-depth interviews and archival data to provide a holistic understanding of the phygital experience. Findings The findings uncover the complexities of value creation and destruction in social phygital experiences. It identifies key strategies employed by producers to mediate these experiences, such as amplifying, bridging, restricting and transposing. These strategies are essential in managing the divergent expectations of performers and audiences, ensuring a cohesive and engaging experience. The findings offer a framework for understanding and managing conflicting expectations in phygital settings. Research limitations/implications Data collection focused primarily on Western esports tournaments. Future research could explore how cultural factors influence the dynamics of social phygital experiences. Practical implications The study provides actionable insights for live performance producers and marketers in esports and other industries, emphasising the need for strategic planning to balance virtual immersion with physical engagement. It highlights opportunities to leverage sensory technologies and atmospheric management to enhance phygital experiences. Originality/value This research advances the conceptualisation of phygital experiences by introducing the notion of social phygitality and demonstrating the importance of triadic management in co-located hybrid events.