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This article considers the societal discussion revolving around e-sports to be a reflection of the incommensurability of different means of value justification. The article seeks an answer to the question of how e-sports operators can demonstrate that their work entails aspects, i.e. propose value to aspects that are generally valued. The article presents a theory-guided analysis of the means of value justification in the world of e-sports. The theoretical basis builds upon modern economic sociology. The esteem of e-sports is not generated spontaneously but requires active measures by operators within the e-sports field. This calls for an ability to recognise various means of value justification and the related value categories and conflicts in one’s own work. The attractiveness of e-sports in the eyes of the corporate world as well as the general public is proportional to how credibly the e-sports operators are able to demonstrate aspects of their work that are in line with things that are generally valued. The present article contributes to the collaboration between e-sports operators and stakeholders by verbalising the tensions and possibilities related to such collaboration. The article aids in recognising the value-creating interfaces and in fortifying the collaboration and finding synergy benefits.

The Value of E-Sports Is in the Eye of the Beholder, But Can E-Sports Operators Influence What the Spectators See?