Esports Integration in Traditional Sports Federations: A Multi-Genre Approach to Esports Integration

Abstract This article analyses the integration of esports into traditional sports federations, highlighting the importance of diversity in video game genres in digital communication and audience engagement. Based on academic literature and semi-structured interviews with representatives of Lithuanian sports federations, the study reveals that some organisations are already actively implementing esports strategies, particularly through sports simulation games, while others are only beginning the process or encountering institutional barriers. The analysis shows that sports federations are increasingly exploring non-simulation game genres, such as League of Legends, Fortnite, and Roblox, to reach a wider audience and adapt their communication to the media habits of digital natives. Genre diversity enables organisations not only to tell their stories in more interactive formats but also to unlock new sponsorship opportunities, strengthen engagement, and gradually develop a sustainable digital strategy. The article demonstrates that the integration of esports requires not only technological solutions but also shifts in organisational culture and educational efforts. Such changes are becoming essential for federations seeking to remain relevant in the evolving landscape of sport, media, and entertainment.