Study on Measures to Enhance Sustainability of Esports Professional Leagues Using Analytic Hierarchy Process Analysis

This study aimed to identify factors influencing the sustainability of professional esports leagues and analyze their relative importance using the Analytic Hierarchy Process (AHP). Through expert interviews and literature reviews, three main factors, industrial structure and business factors, league operations and competitive factors, and fandom and social factors, along with their respective subfactors were derived. AHP analysis identified industrial structure and business factors as most critical, emphasizing diversification of league revenue models and strategic utilization of esports intellectual property for sustained growth. Within league operation factors, optimization of game management was most significant, while securing social legitimacy through integration with mega sports events such as the Asian Games and Olympics ranked highest among fandom and social factors. In conclusion, comprehensive strategies encompassing structural improvements, innovative business models, and enhanced social perceptions and fandom are essential for ensuring esports league sustainability.