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July 1, 2026Journal of Services MarketingOpen Access

Managing phygital experiences in grassroots esports: human-centered orchestration in the Swedish LAN-scape

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Authors

BMBrian McCauleyABAdele BerndtMHMiralem Helmefalk

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Overview

Qualitative study examines phygital experiences in grassroots esports, suggesting community-focused management strategies.

Key Points

  • This research aims to explore how grassroots esports organizers manage LAN events as sustainable phygital experiences under resource constraints.
  • Conducted qualitative interviews with 28 Swedish LAN organizers.
  • Analyzed data using deductive thematic analysis guided by the PH-CX framework and phygital strategies.
  • Identified management dimensions crucial for seamless physical-digital integration.
  • Identified five key management dimensions for phygital orchestration.
  • Proposed 'human-centered phygital orchestration' as a new process for community-driven interactions.
  • Highlighted the importance of community engagement and environmental design for grassroots esports.

Cite This Study

McCauley et al. (2026) studied this question.

synapsesocial.com/papers/6a44aeba5cd2549c8bc43e5fhttps://doi.org/10.1108/jsm-09-2025-0700
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Also Consider

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