Taking fan engagement to a new level – assessing sports consumer interest in virtual environments and Web3 activations

Purpose – This paper explores sports consumer interest in virtual environments (VE) and Web3 activations,
specifically how the level of psychological involvement, consumers’ generational cohorts and previous
experience with VE and Web3 activations influence consumer interest in VE and Web3 products and services
related to their favorite sports team.
Design/methodology/approach – A survey instrument was developed and distributed online resulting in a
sample size of n5526. The survey was designed to measure consumers’ psychological involvement with their
favorite sports team based on the Psychological Continuum Model, and to determine respondents’ interest in
potential VE and Web3 activations. Finally, the survey collected demographical information and data
regarding respondents’ previous experience with VE and Web3 applications. Multiple regression analysis was
subsequently conducted to predict the impact of (1) psychological involvement, (2) consumers’ generational
cohorts and (3) previous experience with VE and Web3 activations on the dependent variable consumer
interest in VE and Web3 activations.
Findings – The regression model showed a significant impact of the independent variables on consumer
interest in VE and Web3 activations with consumer involvement exerting the highest influence. Consumers’
previous experience with VE and Web3 applications also seems to trigger interest, in line with the consumption
capital theory. This study also suggests that younger generational cohorts are not intrinsically more attracted
to VE and Web3 activations but their interest seems to depend on the type of activation.
Research limitations/implications – This study is intended as a first assessment of independent
variables that may have an impact on sports consumer interest in VE and Web3 activations. Further
research is needed to assess the impact these variables combined with other indicators may have on
consumer interest, for instance by employing a Structural Equation Modelling (SEM) approach. This
research included selected VE and Web3 applications comprising online games, NFTs and
cryptocurrencies, to calculate a VE and Web3 Literacy Score for the purpose of this paper. However, the
“umbrella term Web3” (Wang et al., 2022) could indicate a number of additional applications not considered
in this research. Future studies could examine sports consumer experience with additional Web3
activations when assessing VE and Web3 Literacy.
Practical implications – The results of this research imply the need for a diversification of the VE and
Web3 portfolio offered by sports teams to cater to different consumer segments. Upcoming challenges for
sports teams include motivating younger consumers to take an interest in Web3 activations beyond
gaming. Additionally, sports teams should encourage loyal supporters in the advanced stages of the PCM
who possess limited VE and Web3 experience, to engage in VE and Web3 activations through simplified
offers complementing their overall fan experience.
Originality/value – VE and Web3 activations currently offered by sports teams are still in their early stages
and data underpinning their success is scarce. This is the first study examining variables that may influence
consumer interest in a sports context.
Keywords Consumer behavior, Consumer involvement, Sport team fans, Consumption capital,
Virtual environments, Web3, NFTs, Sports industry, Sports teams
Paper type Research paper