Disentangling the Motivational Pathways of Recreational Esports Gamblers: A Laddering Study

Whereas past CHI-related work has paid attention to various elements of the esports industry, there exists a scarcity of such research on the increasing convergence between esports and gambling. This study, therefore, aimed to shed light on the emerging phenomenon of esports betting in two ways. First, we theorized about its characteristics according to the 5W1H framework. Second, using semi-structured laddering interviews and Means-End Chain Theory, we assessed the esports betting motivations of young, male and recreational gamblers who interact with monetary and skin betting websites. Our results show that gamblers follow various motivational pathways when using an esports betting platform and construct their motives in relation to platform-specific properties and personal values. As such, we demonstrate that a holistic understanding of esports betting is of utmost importance if we want to explain and investigate its appeal to a worldwide audience.