FIU Business has launched an online non-degree Certificate in Esports Marketing program to boost students’ marketing skills in one of the fastest-growing segments within sports and entertainment.
The program, which began in spring 2024, is open to FIU students from any major or academic background as well as non-degree seeking students.
“When the university presented this opportunity, our faculty were excited about the opportunity to create some cutting-edge, hands-on courses that we know will appeal to many students,” said Kimberly Taylor, chair of the FIU Business Department of Marketing & Logistics.
Leading the academic side of esports at the university, FIU Business’s esports-centric courses include Digital Marketing and Esports Viewership, Marketing Strategic Boldness, Consumer Behavior Insights, and Sales.
“This program is absolutely vital for our students even if they take it as part of their electives class,” said Jennifer Houston, program director of the Esports Marketing Certificate program. “The technology is exploding, and esports has a large, interconnected fan base that provides a connection to a lot of generations.”
Looking to address a skills gap within the industry, students will participate in experiential activities, engage with industry professionals, create teams, and develop and host esports tournaments. One challenge for the current cohort will be to put together a live online tournament for next spring.
In one role-playing assignment, students pitch Kevin Wasielewski and Victoria Perez, two of the program’s PROfessors, for investment and sponsorship in their team. Wasielewski and Perez provide feedback on the presentations and make a decision on the investment requests.
“It’s simulating real-world on the job training, adding tremendous value on top of the traditional coursework that we cover,” said Wasielewski, co-founder of computer manufacturer Origin PC and a veteran gamer. “Gaming is a growing industry, and a lot of people want to know how they can work in the gaming industry; we are giving them the knowledge to be better poised to work at an esports organization or gaming company.”
In 2023 the esports market was valued at $2.1 billion and its forecast to reach $5.7 billion worldwide by 2028.
One of the key elements of esports is its variety of revenue streams, which include sponsorships, advertising, ticket sales, merchandise, streaming and media rights. Students in the Esports Marketing Certificate program also learn about playing competitively or designing games, career management and event logistics.
“Once they graduate, the best area for work is directly in marketing - event planning, logistics, sponsorship or getting companies to buy into the teams,” said Houston. “They learn how to strategize the business side of the game for the company, finding players, deciding the details of tournament.”
The Esports Marketing Certificate program is part of a broad FIU-based initiative to support university and community enthusiasts socially, academically and professionally. Last week the university unveiled the Alienware FIU Esports Lounge, supported by a gift from Alienware and its parent company, Dell Technologies.
Additionally, FIU is constructing an interactive learning arena in the SIPA-II building, which will support the curriculum and also serve as a site for future tournaments. FIU Esports will include both an intramural club and a varsity league. The student-run Panther Esports Club has 640 registered members this year.