• Reflecting whether eSports can be considered as a sport. • eSports lack core physical activity elements and organisational structures. • Some acknowledged sports also lack physical activity elements. • There is a lot of potential for marketers within the eSports business. • Staging experiences might be in particular useful for marketers. eSports is growing around the globe, with more and more individuals are engaged as players or spectators. In this paper, the authors reflect on whether eSports can be considered as sport based on evaluating five characteristics of sport and assessing them for eSports. Currently, eSports are not a sport but there is the potential that eSports will become a sport. Different opportunities how marketers and managers can attend to eSports are outlined.
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