중국 e스포츠 산업 활성화 방안 연구

Abstract

오늘날 e스포츠는 산업으로 성장하면서 세계적인 현상이 되고 있다. 특히 e스포츠는 새로운 엔터테인먼트 산업으로 세계의 여러 국가에서 많은 주목을 끌고 있는데 중국도 이러한 현상에서 예외가 아니다. 제18회 자카르타-팔렘방 아시안게임에서 금메달 2개와 은메달 1개를 따고 2018 LOL S8 월드 챔피언쉽에서 우승을 차지한 덕분으로 중국 e스포츠가 세계에 강한 매력을 보여주었고, 국내 주류 시장의 주목을 더 많이 받았다. 그렇지만 중국에서 e스포츠는 자기 문화적 특색을 가지고 발전 방향을 모색하고 있는 과정에서 심층적이고 세분적인 연구가 진행되지 않은 상황이다. 이는 중국에서 e스포츠를 활성화시키는 데에 장애가 된다. 본 연구에서 가장 중요한 관점은 e스포츠를 단순히 게임 대회로 보는 관점을 벗어나 대중문화 또는 엔터테인먼트 산업으로 보고자 하는 시각의 전환이다. 이제 프로리그의 선수들을 단순히 프로 게이머로 보지 않고 대중문화의 스타로, 관람객을 관람객으로 보지 않고 팬덤으로 보는 시각의 전환이 이루어져야 중국의 e스포츠는 단순한 대회가 아닌 하나의 산업, 비즈니스로 발돋움하게 될 것이다. 본 연구는 이러한 실정을 감안하여 중국 e스포츠의 문화적 발전 방향을 탐구한 논문으로, <왕자영요> e스포츠를 사례로 중국 e스포츠 문화적 요소를 분석하고 한국 아이돌 생태계를 비교를 통해 중국 e스포츠의 적용가능성을 탐색하고 활성화 방안을 제시하고자 하였다. 문화적 요소 분석에서는 <왕자영요> e스포츠 체계 중 세 개의 주요 리그를 분석하고 문화적 요소의 활용과 보완할 문제점을 제시한다. 이에 따라 <왕자영요> e스포츠는 기술과 예술을 용합해서 지역 문화, 게임 문화 등 많이 활용하고 홍보하지만 상업화와 비즈니스 전략은 아직 미숙하다. 특히 문화실천 행위로서 e스포츠 수용자의 심층 니즈는 아직 개발되지 못하였다. 또한, 한국 아이돌 산업과 비교 분석을 통하여 중국 e스포츠 생태계와 한국 아이돌 생태계의 유사점을 많이 발견하고 이러한 문제점을 다시 검증하였다. 마지막으로, 문화적 요소 분석과 비교 분석을 토대로 중국 e스포츠의 문화적 발전 방향을 탐구했고 다음과 같이 활성화 방안을 제시하였다. 첫째, 무대 디자인과 선수 이미지 그리고 팬이 참여하는 각도를 통해 더욱 생생하고 다양한 관람 경험을 선사한다. 둘째, 현역 선수와 은퇴 선수 그리고 연습생의 경우를 종합적으로 고려해 오락 활동과 예능 프로그램을 더 많이 개발해 팬들의 욕구를 충족시킨다. 셋째, 팬과 팬 그리고 팬과 선수 간의 정서적 유대를 더하고 더 많은 소통과 콘텐츠 개발을 통해 팬 형성과 양상을 최적화한다. 본 연구에서 얻어진 연구의 결과는 향후 중국에서 다양한 e스포츠에 대한 연구의 밑바탕이 되고 중국 e스포츠를 활성화하는데 도움이 되기를 기대한다. | Nowadays, E-sports are becoming a global phenomenon as they grow into an industry. E-sports, in particular, is attracting much attention in many countries around the world as new entertainment industry, and China is no exception to this phenomenon. Winning two gold and one silver at the 18th Jakarta-Palembang Asian Games and winning the 2018 LOL S8 World Championship has shown the strong appeal of Chinese E-sports to the world and it has also brought E-sports to the attention of Chinese mainstream market. However, in China, E-sports has not conducted in-depth and detailed research while seeking a direction for development with its own cultural characteristics. This is an obstacle to activating E-sports in China. The most important point of view in this study is a shift in view of E-sports as just a game competition, but as a pop culture or entertainment industry. Now, there must be a shift in the perspective of viewing professional league players as stars of pop culture and viewing spectators not as spectators but as fandoms, so that Chinese Esports will become a industry and business, not just a competition. Considering this situation, this Study is to explore the cultural development direction of E-sports in China based on analysis of <Honor of Kings> E-sports cultural factors and focused on <Honor of Kings> E-sports and Korean idol ecosystem comparision. In the analysis of cultural factors, three major leagues in the <Honor of Kings> E-sports system are analyzed and the utilization of cultural factors and improvement of shortcomings will be presented. Accordingly, <Honor of Kings> E-sports combine technology and art to utilize and promote local culture and game culture, but commercialization and business strategy are still immature. Especially, the in-depth needs of E-sports audiences have yet to be developed as an act of cultural practice. In addition, through comparative analysis with the Korean idol industry, we discovered many similarities between the E-sports ecosystem in China and the Korean idol ecosystem and verified these problems again. Finally, based on cultural factors analysis and comparative analysis, we explored the cultural development direction of Chinese E-sports and presented the activation Plans as follows. First, Provide a vivid and more diverse viewing experience from the perspectives of stage design, player image and fan participation. Second, considering the cases of active players, retirees and trainees, develop more entertainment activities and entertainment programs to satisfy fans’ needs. Third, add emotional ties between fans and fans, fans and players, and optimizes fandom formation and development through more communication and contents development. The results of this study are expected to be fundamental to the study of E-sports in China which will contribute to the development of E-sports in China in the future.; Nowadays, E-sports are becoming a global phenomenon as they grow into an industry. E-sports, in particular, is attracting much attention in many countries around the world as new entertainment industry, and China is no exception to this phenomenon. Winning two gold and one silver at the 18th Jakarta-Palembang Asian Games and winning the 2018 LOL S8 World Championship has shown the strong appeal of Chinese E-sports to the world and it has also brought E-sports to the attention of Chinese mainstream market. However, in China, E-sports has not conducted in-depth and detailed research while seeking a direction for development with its own cultural characteristics. This is an obstacle to activating E-sports in China. The most important point of view in this study is a shift in view of E-sports as just a game competition, but as a pop culture or entertainment industry. Now, there must be a shift in the perspective of viewing professional league players as stars of pop culture and viewing spectators not as spectators but as fandoms, so that Chinese Esports will become a industry and business, not just a competition. Considering this situation, this Study is to explore the cultural development direction of E-sports in China based on analysis of <Honor of Kings> E-sports cultural factors and focused on <Honor of Kings> E-sports and Korean idol ecosystem comparision. In the analysis of cultural factors, three major leagues in the <Honor of Kings> E-sports system are analyzed and the utilization of cultural factors and improvement of shortcomings will be presented. Accordingly, <Honor of Kings> E-sports combine technology and art to utilize and promote local culture and game culture, but commercialization and business strategy are still immature. Especially, the in-depth needs of E-sports audiences have yet to be developed as an act of cultural practice. In addition, through comparative analysis with the Korean idol industry, we discovered many similarities between the E-sports ecosystem in China and the Korean idol ecosystem and verified these problems again. Finally, based on cultural factors analysis and comparative analysis, we explored the cultural development direction of Chinese E-sports and presented the activation Plans as follows. First, Provide a vivid and more diverse viewing experience from the perspectives of stage design, player image and fan participation. Second, considering the cases of active players, retirees and trainees, develop more entertainment activities and entertainment programs to satisfy fans’ needs. Third, add emotional ties between fans and fans, fans and players, and optimizes fandom formation and development through more communication and contents development. The results of this study are expected to be fundamental to the study of E-sports in China which will contribute to the development of E-sports in China in the future.