The role of value co-creation in building a competitive esports cluster

Abstract

This dissertation explores how value co-creation can contribute to the development of a competitive esports cluster in Malta. With the growing significance of esports globally, small economies like Malta are increasingly looking at esports as a strategic opportunity for economic diversification and growth. This research investigates the dynamic of value co-creation among critical stakeholders, namely competitors, organisers, spectators, and sponsors, and how these collaborative efforts foster competitiveness within the Maltese esports ecosystem. Semi-structured interviews with industry stakeholders were conducted using a qualitative approach to examine the interactions that drive value co-creation. The study identified two themes: value cocreation through collaborative experiences and the role of competition in enhancing the overall esports ecosystem. These findings are discussed in relation to the existing literature on esports, clustering, competitiveness, and the broader service-dominant logic framework. The results suggest that value co-creation plays a crucial role in shaping the competitive landscape of the Maltese esports industry. By fostering stronger community ties and creating an environment conducive to innovation and growth, value co-creation emerges as a strategic tool for positioning Malta as a critical player in the global esports market. This dissertation concludes by offering recommendations for stakeholders aiming to further develop and sustain a competitive esports cluster in Malta.