Communication Strategy of Education Institute in Thailand’s Esports Industry for Promoting the Creative Economy

Abstract

                   This research examined the communication strategies employed by educational institutions in Thailand’s esports industry. The study employs qualitative research methodology through in-depth interviews with 12 experts from the education sector, comprising both academics and professionals from higher education institutions.

                   The findings indicate that educational institutions offering esports-related programs adopt three primary approaches: classroom-based assignments, the application of case studies, and lectures that emphasize the development of practical skills aligned with industry requirements. In addition, special events are organized, and social media platforms are utilized to facilitate interaction with students. These strategies emphasize the integration of theoretical and practical learning in collaboration with private sector stakeholders, enabling students to gain real-world experience in esports operations, including tournament organization, community management, and digital media production. Furthermore, esports activities serve as an effective promotional tool for academic programs, allowing prospective students to experience the learning environment firsthand. This approach fosters partnerships between educational institutions and industry players, contributing to the development of a skilled and creative workforce that meets the evolving demands of the esports industry.