The Rise of Superfans in Esports: A Case Study of League of Legends

This thesis explores the behaviours, identities, and cultural significance of League of Legends (LoL) superfans, focusing on their potential influence within the esports ecosystem and the implications of idol culture integration. Employing a mixed-methods approach, this study analyses quantitative data from 385 valid bilingual questionnaires and qualitative insights from in-depth interviews with 13 LoL superfans. Findings reveal that LoL superfans are characteristics by extensive emotional, time, and monetary input, as well as unwavering loyalty towards their idols. Superfans engage in various activities such as consistent match-watching, merchandise purchasing, online community involvement, and proactive social media interactions. The data indicates clear differences between superfans and general esports audiences, with superfans demonstrating more intensive, sustained, and organised behavioural patterns. The research highlights superfans' considerable impact on broader audience groups and key industry stakeholders, particularly through collective actions organised by fan clubs. These fan clubs facilitate structured support, significantly influencing the esports industry's commercial strategies, content creation, and brand communities. Cross-cultural comparisons further suggest that idol culture influence is more pronounced among Chinese superfans, where collective rituals and structured support are more visible. Western superfans also display such influences, but typically to a lesser extent, expressed through more individualised and loosely organised practices. Additionally, the study reveals substantial evidence of pop idol culture's influence on LoL fandom, manifested through activities such as fan art creation, organised events, and intense emotional displays. Ultimately, this thesis proposes a conceptual framework for understanding and engaging esports superfans effectively. It highlights how recognising and leveraging superfans’ structured enthusiasm and emotional investment could offer sustainable benefits to the esports industry, enhancing audience engagement and commercial viability.