The Antecedents of Consumer Satisfaction Toward OTT Platforms During COVID-19 Lockdown in India

The outbreak of COVID-19 has emerged as the biggest threat to human life. It has changed the entire lifestyle of human beings concerning their emotional stability and cognitive development. Enjoyment is one of the emotions and acts as a positive stimulus that a consumer used to feel and seeks for a balanced life. Since the nationwide lockdown was implemented on March 25, 2020, people have turned restless about how to enjoy themselves at home, as all of their options of going out were being shattered. It was the time when continuous innovations in the form of digital content through over-the-top (OTT) platforms flourished and provided an affordable and diversified entertainment source to consumers. These OTT services help consumers to view the contents via the Internet directly. Furthermore, it has drastically changed people's preferences toward diversified content based on their choices. This study aims to explore the various determinants affecting consumer satisfaction toward the OTT platforms amid COVID-19 crisis in India. The study's main findings revealed that among the demographic variables, age group of the consumer largely influences their satisfaction toward OTT platforms. Moreover, work from home, affordability, convenience, and content quality are the significant determinants affecting consumer satisfaction levels toward OTT platforms. The study is relevant to the current marketing scenario, as it provides useful insights for the content developers of the major OTT platforms such as Amazon Prime, Netflix, Disney+ Hotstar, Voot, and many others to enhance the consumer satisfaction in the terms of digital content consumption.

Stakeholders' attitudes towards tools for sustainable tourism in historical cities

Urban space is often the cause of disputes. The underlying causes of these disputes are conflicting interests, attitudes and needs regarding the way it is used. Among the various functions performed by cities, tourism activities have been distinguished as the foremost in the cities of historical value. Mass tourism has developed in the last decade and its excessive flow of tourists has in turn led to overtourism which as described in literature is a negative phenomenon. The causes of conflicts related to the development of tourism and their scale are very diverse. The freezing of the tourism economy during the COVID-19 pandemic created an opportunity to balance its development in the future. As described in the article, this research aims at identifying the attitudes and expectations of Krakow's residence towards the tools of balancing the tourism economy in the post pandemic period. The statistical analysis of the acquired data collected through questionnaires from 386 respondents during July 2020 revealed that most of the respondents support the preservation of cultural heritage and landscapes over business and profit making.

Digitized Entertainment - Factors influencing Consumer Adoption of OTT Platforms

People's way of consuming media changed tremendously with rapid technological improvements and increased internet penetration levels across India due to emergence of over-the-top media services (OTT) platforms. COVID-19 outbreak has tremendously increased the demand for OTT streaming channels like Netflix, Amazon prime, Zee 5, Alt Balaji and Disney Hotstar which transformed the world of entertainment and media by contributing mind blowing services during the lockdown period.This research paper is an attempt to study the shift in media consumption patterns from old ways of entertainment like cinema, television to new ways of entertainment like OTT platforms, study and analyze the consumer preference towards choice of OTT platforms, watching habits of online over the top (OTT) applications among Indian viewers. © 2023 IEEE.

Factors prompting augmented reality adoption in sacred places

There is evidence that sacred places across the world are launching augmented reality (AR) applications. This application of AR is somehow prompted by the most recent Covid-19 pandemic where in-person experiences are altered by the virtual. AR, as an innovative technology, augments the physical environment with digitally generated imagery that can generate privileges for tourists in sacred places and become the reason to trigger cultural conflicts and religious controversy. This in-depth interview-based research aims to explore the tourists' views and ideas of applying AR in the Mosque City of Bagerhat of Bangladesh, a UNESCO World Heritage Site in terms of possibilities, cultural conflicts, and religious controversy. Findings show that the application of AR in a sacred place can support tourists in many useful ways, can offer them positive experiences, and help in sustainability concerns of the site. However, the application of AR in a sacred place can be an element of conflicting interests between the religious and general tourists. Adequate attention is thus required from the parties involved in terms of applying AR in the Mosque City of Bagerhat of Bangladesh, a sacred religious site.

Conclusion

The current (and largely unforeseen) COVID-19 pandemic highlights the value of scenario analysis as a complementary exercise to standard, extrapolative prediction. In this chapter, we review our main findings for geopolitical scenario analysis in general, and for Antarctic geopolitical futures in particular. We conclude that the Antarctic Treaty promotes effective governance of a region described in the Madrid Protocol as ‘a natural reserve devoted to peace and science'. We hope to have shown that a classical geopolitical lens is important and relevant to the study of Antarctic futures. On the specific topic of militarisation, we identified some key driving forces for change and equilibrium. How well the ATS responds to these driving forces will turn on its resilience as a governance system. By this, we mean ‘a capacity to prepare for, to respond to, or bounce back from problems or perturbations and disturbances, which cannot necessarily be predicted or foreseen in advance' (Chandler and Coaffee 2017). As we have seen, scenarios are useful in this zone beyond standard prediction—provided they are plausible, rigorous, and robust. It is our hope that like-minded Parties and researchers might collaborate in scenario work, to contribute to the resilience of the ATS in the challenging years ahead. © 2022, The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd.

The digital economy enables high-quality cultural tourism integration:mechanisms, channels, and empirical evidence

Following the rapid scientific and technological development in this new era of global industrial transformation, the tourism industry has overcome the severe challenges of the COVID-19 pandemic by taking advantage of new development opportunities. Digital technologies, such as big data, cloud computing, artificial intelligence, and fifth-generation mobile communications have released the huge potential for promoting the development of the high-quality cultural tourism integration. Scholars have explored the benefits of developing and improving the quality of cultural tourism integration in addition to how the digital economy can promote the development of cultural tourism integration. Most existing research has regarded the digital economy as a means to promote the development of cultural tourism integration;however, there is relatively little systematic research on the logical mechanism, transmission channels, and practical paths that enable the high-quality development of cultural tourism integration. Therefore, this paper systematically explores the logical mechanism, direct effects, and transmission mechanisms in the digital economy that promote the development of high-quality cultural tourism integration. The study findings open up the "black box"of developing high-quality cultural tourism integration and help to establish its scientific basis in the digital economy. Based on a systematic explanation of how the digital economy enables the high-quality development and transmission of cultural tourism integration through organizational, technological, and product innovation channels, this paper conducts empirical testing using 2011-2020 panel data from 30 Chinese provinces (excluding Tibet, Hong Kong, Macao, and Taiwan of Chian) and obtains three main findings. First, the digital economy has a positive enabling effect on the development of high-quality cultural tourism integration, which has been verified in benchmark regression, instrumental variable regression, and robustness testing. Second, this enabling effect shows regional differences. For example, East China benefits from its relatively well-developed digital economy and can enjoy the dividends from its high-quality cultural tourism destinations. However, although West China has seen rapid growth in its digital economy, the region also shows a trend of increasing marginal effects from its enabling effect, while the digital economy's enabling trend in Central China still needs to be strengthened. Third, by constructing a transmission channel, that is, "digital economy-organization-technology-product innovation-developmental quality of cultural tourism integration", we find that the digital economy can positively promote the development of high-quality cultural tourism integration by regulating transmission channels for innovation, such as organizational, technological, and product innovation. According to the research conclusions, measures to promote the development of high-quality cultural tourism integration in the digital economy should be taken in the following four areas. First, local governments and cultural tourism departments should deepen their development strategies to integrate the digital economy with the real economy and systematically cultivate new drivers for the development of high-quality cultural tourism integration. Second, a digital cultural tourism platform should be built to optimize the value creation mechanism for the development of high-quality cultural tourism integration. Third, regional heterogeneity characteristics should be combined with the digital economy's enabling effect to implement a differentiated digital cultural tourism development strategy. Fourth, organizational, technological, and product innovation advantages should be cultivated to expand the transmission channels for the development of high-quality cultural tourism integration within the digital economy.

BIST Tourism and BIST Electricity Index Relationship

In this study, which is based on daily data, the relationship between BIST electricity index and BIST tourism index was measured between 2012:M9 – 2022:M9 periods. The aim of the study is to measure the relationship between BIST electricity index and BIST tourism index. VAR Granger causality test was applied to determine whether there is any causal relationship between the variables. It has been determined as a result of the analysis that the BIST electricity index has no effect on the BIST tourism index. Two-way ineffectiveness was determined among the variables. In addition, it was obtained as a result of the analysis that the applied correlation relationship was weak between these variables. The results obtained from the study are important in terms of measuring the effects among BIST indices.

Effect of lockdown on activities of daily living in the built environment and wellbeing.

In an effort to arrest the spread of coronavirus (COVID-19) infection, a nationwide lockdown was declared in India in March 2020. To assess how personal built environments affected the citizens in the first few weeks, an explorative online survey was conducted, eliciting responses about work habits before the lockdown, psychological wellbeing, time spent in various activities, characteristics of those who worked from home, and food and sleep patterns. We received 121 (76 male and 45 female) responses with an average age of 35.5 years [max: 70 years, min: 18 years, standard deviation (SD): 12.9 years]. The major difference caused by the lockdown was a reduction in the time taken and distance travelled of the commute to workplaces, which was an average of 30 minutes and 9.5 km, respectively. In terms of diet, subjects who were vegetarian did not experience any difference, unlike those who were non-vegetarians (p < 0.05). The results show an association of the dependent variable of 'feeling in general' with predictor variables of 'energy, pep, vitality' and 'feel healthy to work' during the pandemic, whereas the predictor variables of 'energy, pep, vitality', 'happy and satisfied personal life', 'feel healthy to work' show an association with the dependent variable of 'feeling in general' before the lockdown with a significance of p < 0.02 and R2 = 0.51 and R2 = 0.60, respectively. Among those who worked from home in constrained environments, people found spaces and seemed to adapt reasonably well to the built environment with employees showing a preference for working from bedrooms and students for working from 'sit-out' (outside) spaces (p < 0.05). There was no change in the quality or quantity of sleep during the lockdown. This study in the early weeks of the lockdown documents the way in which individuals lived through it in terms of the built environment at home.

An Entertainment-Education Video and Written Messages to Alleviate Loneliness in Germany: Pilot Randomized Controlled Study.

BACKGROUND: More than half of adults in Germany have felt lonely during the COVID-19 pandemic. Previous studies highlight the importance of boosting positive emotions and social connectedness to combat loneliness. However, interventions targeting these protective psychosocial resources remain largely untested. OBJECTIVE: In this study, we aim to test the feasibility of a short animated storytelling video, written messages boosting social connectedness, and a combination of both for alleviating loneliness. METHODS: We enrolled 252 participants who were 18 years or older and spoke fluent German. Participants were recruited from a previous study on loneliness in Germany. We measured the effects of a combination of an animated video and written messages (intervention A), an animated video (intervention B), and written messages (intervention C) on loneliness, self-esteem, self-efficacy, and hope. We compared these with a control arm, which did not receive any intervention. The animated video was developed by Stanford University School of Medicine to reflect experiences of social isolation during the COVID-19 pandemic and convey messages of hope and solidarity. The written messages communicate four findings from recent studies on loneliness in Germany: (1) over a period of 6 months, 66% of respondents in Germany reported feeling lonely (feelings of loneliness are surprisingly common); (2) physical activity can ease feelings of loneliness; (3) focusing on "what really matters" in one's life can help to ease feelings of loneliness; and (4) turning to friends for companionship and support can ease feelings of loneliness. Participants were randomized 1:1:1:1 to interventions A, B, C, and the control condition, using the randomization feature of the web-based platform "Unipark," on which our trial takes place. Both the study investigators and analysts were blinded to the trial assignments. The primary outcome, loneliness, was measured using the short-form UCLA Loneliness Scale (ULS-8). Our secondary outcomes included the scores of the Coping with Loneliness Questionnaire, the 10-item Rosenberg Self-Esteem Scale (RSE), the 10-item General Self-Efficacy Scale, and the 12-item Adult Hope Scale (AHS). RESULTS: We observed no statistically significant effect of the tested interventions on loneliness scores, controlling for the baseline loneliness score before an intervention (all P values >.11). However, we observed significantly greater intention to cope with loneliness after exposure to an animated video when compared with the control (ß=4.14; t248=1.74; 1-tailed P=.04). CONCLUSIONS: Our results provide meaningful evidence for the feasibility of a full-scale study. Our study sheds light on the intention to cope with loneliness and explores the potential for creative digital interventions to enhance this psychological precursor, which is integral to overcoming loneliness. TRIAL REGISTRATION: German Clinical Trials Register DRKS00027116; https://drks.de/search/en/trial/DRKS00027116.

Suicide risk and media consumption in the COVID-19 pandemic in Colombia

The media can play an important role in suicide prevention and mental health care, especially in a country like Colombia, affected by an internal armed conflict, and with worrying cases of suicide that increased during the COVID-19 pandemic. It is known that mental health conditions were accentuated during the first year of this pandemic, with the deaths of family and friends, mandatory isolation, and the economic crisis, among others. This study examines the relationship between media reception and suicidal ideation in Colombia during this period. Methodologically, this predictive, cross-sectional, and non-experimental correlational study presents the results of a survey of Colombians aged 18 to 59 (N=660) from the three most populated regions of the country, conducted from January 1 to November 30, 2020. It was found that both frequent reception of news about deaths coronavirus, as well as the intentional search for or access to information in the media about suicide cases, acted as risk predictors of suicidal ideation. Conversely, the reception of programs that promoted or strengthened spiritual life was a protective factor against suicidal ideation. Age and physical and mental health did not influence the relationship between suicidal ideation and the reception of information about these human losses. In conclusion, the way in which a pandemic and suicide cases are journalistically covered influences suicidal ideation. Exposure to audiovisual entertainment programs could help lower the levels of suicidal ideation in contexts of a health crisis, as long as they emphasize the support networks and the reasons for living that are present in the programs that promote spiritual life.

Racing with the industry: an interview on motorsports, esports, livestreaming and the COVID-19 pandemic

The following interview discusses two paradigmatic media sports cases during live sports lockdown in 2020. Producing online tournament responses to the COVID-19 cancellations of live events, the IndyCar First Responders 175 race and the W Series esports league both turned to esports livestreaming. Under this transition, themes of safety, gender equity, risk, and rules emerged as key topics surrounding the current and future state of esports within media sports ecosystems. As discussed by Garth Midgley (founder of GOATi Entertainment and lead developer of 22-Racing Series), Abe Stein (senior strategist with the Sports Innovation Lab), Gina Miller and Jo Diamond (Communications executives, W Series), and Emma Witkowski (senior lecturer and esports academic), these cases exemplify ascending issues in sports quick transition to online esports and networked livestreaming solutions, shoring up media sports under lockdown.

Museum unions and social change: reopening with solidarity

Over the past two years, an explosion of organised labour activity has emerged across the museum industry in the United States. As the museum world adjusts to the 'new normal' of pandemic life, it is essential that workers continue to join forces against the rampant precarity in the cultural sector, exacerbated by the COVID-19 pandemic and the often-disastrous managerial responses to government shut-downs. Central to the healing of the sector after the trauma of pandemic-related layoffs and furloughs - and critical to the success of museums in the 21st century - is the shift in the self-identification of art museum workers away from the conceptualization of creative labour as removed from 'other' kinds of labour. This psycho-social transition on a mass scale opens the possibility of a movement of 'liberatory unionism' that can work to heal not just the museum sector, but harness worker power in support of intersectional social justice.

Artist residencies as specialist accommodation: cultural entrepreneurship during the COVID-19 pandemic

Purpose: Artist residencies comprise a unique accommodation type and a form of cultural entrepreneurship which remains overlooked from a hospitality perspective. This exploratory study aims to examine the phenomenon of artist residencies as specialist accommodation, as well as their operators' motives as cultural entrepreneurs during the COVID-19 pandemic. Creation theory is used to explore how artist residency operators create entrepreneurial opportunities. Design/methodology/approach: Asynchronous email interviews were conducted with 20 artist residency operators from 18 countries. Purposive sampling was used to select interviewees and thematic analysis to analyze the primary data. Findings: The results showed that with few exceptions, artist residencies address all criteria of specialist accommodation, and that social interactions among artists and operators are fundamental in running an artist residency. From a cultural entrepreneurship perspective, most of the operators declared that their priorities were to promote artistic creativity and cultural knowledge exchange, confirming the main elements of creation theory. Practical implications: Managerial implications are discussed to enhance the resilience of artist residencies and strengthen their financial viability, as well as to support them to overcome the devastating impacts of the COVID-19 pandemic. Originality/value: This study extends the hospitality literature by adding the artist residencies to the existing types of specialist accommodation. It also examines creation theory and concludes that artistic creativity and cultural networks are prominent in artist residency entrepreneurial activities.

Stakeholders' perspectives on post-pandemic sustainable tourism development - the case of Vrsar, Croatia

This paper presents research focused on the post-pandemic opportunities of special interest tourism development, through the elaboration of the stakeholders' perspectives on the sustainable valorisation of local natural and cultural heritage in the changing global context. The main goal of the research was to analyse the impact of the coronavirus pandemic on key stakeholders' activities and their attitudes towards future sustainable tourism development. The empirical research has been realised in the Municipality of Vrsar, a typical Mediterranean tourist destination characterised by mass tourism and high seasonality. The research was based on a combination of qualitative and quantitative methods, including a literature review, semi-structured interviews with key stakeholders' representatives and a tourists' attitudes survey. The conducted research indicated that the current pandemic could be seen also as an opportunity for all key stakeholders to reflect on the sustainability of the existing tourism practices and develop products which will be more nature-friendly and respond to new needs and expectations of changing tourist demand. The new, more sustainable, post-pandemic model of participatory governance in cultural and tourism development should involve all interested stakeholders, by developing a distinctive offer for special interest tourist segments which could disperse demand in time and space and prolong the tourism season.

Dealing with uncertainty, from overtourism to overcapacity: a decision support model for art cities: the case of UNESCO WHCC of Florence

This study analyses tourist flows in the UNESCO World Heritage Historic Centre of Florence before the occurrence of the COVID-19 crisis and examines how the pandemic has impacted the city. We build a system of indicators to measure the carrying capacity of art cities, assessing the risk exposure of these historic settings to overtourism. The model provides a detailed picture of the evolving tourism phenomenon and the economic, social, and environmental implications thereof. The indicators system supports local decision-makers in monitoring tourism flows and evaluating critical policies to preserve the destination heritage. It further examines the sustainable strategy implemented by the Municipality of Florence towards tourism recovery, as cities of art need to protect their cultural heritage and balance the needs of residents and tourists.

Prospect and challenges with Penta helix model for UNESCO global geopark and local economic development: a lesson from Indonesia

Batur is the first area in Indonesia that is considered worthy of being a geopark by UNESCO. This determination is an acceleration of the progress of the nature and culture-based tourism industry that helps the welfare of the surrounding community with the principle of sustainability. This study aims to examine the role of several parties in enhancing UNESCO global geopark in Batur Bali of Indonesia as well as promoting local economic welfare. The study adopted a qualitative study with case study approach to gain a comprehensive result of the phenomenon. The qualitative content analysis and narrative analysis was used to process various information. This study focuses in UNESCO Global Geopark Batur Bali in Indonesia as the first and most successful in creating a better economic welfare primarily during and post the Covid-19 pandemic. The findings indicate that the Penta helix model can be used to develop Geopark Batur Bali and Indonesia in general in which each party plays their role in this development tourism and local economic development.

Quantitative visitors' analisys to the Farm Cultural Park Museum (FCP), in Favara, Sicily (Italy)

This study focuses on one line of cultural tourism. Specifically, in a contemporary art museum, located in Favara, (Agrigento), Sicily, called Farm Cultural Park (FCP) Museum. The study analyzes the profile of FCP visitors, from the perspective of cultural, sustainable and participatory tourism. A total of 302 surveys were conducted during June, July and August 2020. Therefore, it must be considered that they were the first months after the confinement decreed in the country due to Covid-19, with all the obvious difficulties. Data analysis was carried out with the SPSS statistical program in its version 26. The methodology was based on a structural equation model (SEM), with different causal relationships among the analyzed constructs. Tourists came with the precise interest of visiting an open museum, with a very high social and participatory component. The visitors were fully satisfied by the staff who welcomed them. A medium-low level of spending was observed, linked to consumption inside the museum. And, unfavorable opinions were expressed on a lack of signage to arrive in FCP. The final results support the influence of preferences upon satisfaction, which originates attitudinal loyalty. Therefore, it would be very important for Sicily to show that tourism on the island could not be seasonal, due to the magnificent climatic conditions that prevail throughout the year. It would also be crucial to expand research on the synergies of cultural tourism that could be generated between the Valley of the Temples, in Agrigento, and the FCP, in Favara. In this way, a greater range of sites would be offered that concern various interests and ideas, both for the department's business community, as well as for tourists. The corollary of these actions would be to increase the presence of Agrigento on the map of international cultural tourism. All this should be capable of transforming, enhancing and making known the richness of territorial diversity, traditions and historical and environmental contexts, first in the department of Agrigento, and later, throughout the island.

Phygital rural cultural heritage: a digitalisation approach for destination recovery and resilience. (Special Issue: How could rural tourism provide better support for wellbeing and socio-economic development?)

Purpose: This study examines a phygital approach to rural cultural heritage tourism, adopted by a rural community in Sapphaya, Chai Nat Province, Thailand, in response to the Covid-19 crisis. Specifically, it investigates a community's initiatives to amalgamate its physical and digital marketing communications in order to engage with consumers as a strategy for destination recovery and resilience. Design/methodology/approach: This is a qualitative exploratory study involving three stages of action, applying two research approaches: (1) participatory action research (PAR) with Sapphaya's tourism stakeholders, and (2) social media research utilising netnographic analysis of Sapphaya's tourism social enterprise social media pages. Findings: The findings indicate that a phygital rural cultural heritage strategy can facilitate the interconnectivity between a destination's physical and digital dimensions of its cultural heritage tourism product, thereby enhancing its intrinsic value, meaning and experiential perceptions. Specifically, it recommends that a successful community-based phygitalisation strategy requires grassroot engagement across all stages of planning, development, implementation and management of the rural cultural heritage tourism product. Practical Implications: The paper focusses on the cultural heritage tourism strategy adopted by a rural community across the physical-digital-phygital spectrum to augment its sustainable tourism development during a time of crisis. A framework for phygital rural cultural heritage as a strategy for destination resilience and recovery is also proposed. Originality/value: This study adopts a local engagement approach to develop a cooperative community heritage management strategy, based upon local rural capacity building towards digitalisation and empowering innovative partnerships amongst its stakeholders.

Applications and Services

The Institute of Electrical and Electronic Engineers (IEEE) Future Networks International Network Generations Roadmap (INGR) Applications and Services Working Group developed a Transdisciplinary Framework that is sustainable, structured, flexible, adaptable, and scalable framework that extends across end-to-end ecosystems, and caters to different stages of priorities, resources, and technologies. The framework may be used by academic stakeholders for new research topics of interest, industry stakeholders to develop solutions for roadmap identified opportunities while minimizing negative risks, and government stakeholders for governance and policy development. The 2022 edition provides additional details on the Applications and Services Transdisciplinary Framework from Smart Cities, developed in the 1st edition, and was extended towards Smart Communities that include both urban and non-urban areas in the 2021 edition. This edition of the IEEE INGR Application and Services roadmap chapter includes: •Applications and Services Framework: a dynamic sustainable framework for applications and services that extends across end-to-end ecosystems, and caters to the priorities, resources, and technologies for local urban and non-urban areas. ○ Ecosystem of Ecosystems: intra-ecosystem and inter-ecosystem alignments for agriculture, education, electrical power, health care, media and entertainment, public safety, transportation, and water distribution and wastewater treatment ecosystems. ○ Network of Networks: Future networks components (access, service delivery, operations and service management, and network extensions), use case categories and network operations enhancements. ○ Governance Function of Functions: strategic and governance related functions to support local area objectives that include economic development, quality of life, stakeholder attraction and retention, and policy development. •Transdisciplinary Framework Scenarios and Use Cases: smart cities, smart regions, and pandemic planning scenarios The Applications and Services working group will extend the reach and depth of this framework to add new ecosystems and enhance the existing ecosystems already addressed for future INGR editions. © 2022 IEEE.

Post Covid-19 Pandemic And The Rise Of eSports In Malaysia

This conceptual paper explored the COVID-19 pandemic began in early 2020 and rapidly spread to nations due to its strong transmissibility. The Covid-19 pandemic brought about the demise of several businesses, including the sports industry. Thus, the eSports industry has become a feasible alternative and requirement for sporting competitions. This study aims to analyse existing research on the history and growth of eSports in Malaysia to give better insights into its sustainable development, even post-pandemic. This study also covers a detailed assessment of gamers, marketers, and earnings. The study used a literature review strategy and conducted a thorough electronic search for relevant literature using Google Scholar, indexed databases and newspapers. Malaysian governments develop eSports training centres, fund allocations and academies to nurture the athletes and the eSports industry. Many gamers and audiences adapt to the new normal and technologies, particularly during the movement control order. Many Malaysians shift their behaviour and rely on the internet for home entertainment and activities. Covid-19 has enhanced eSports consumption, and the viewership will grow post-pandemic. Game developers invest more money to develop the eSports sector with innovative marketing strategies. This paper focuses on the rise of eSports and the chances for marketers to connect with customers. Many people believe eSports will continue growing, even post-pandemic, as many people have already adapted to it, and cutting-edge technologies also propel many people to accept this unique field.