Abstract
<jats:p>The chapter positions esports as a hybrid communication arena within contemporary digital culture, reflecting Generation Z's participatory and interactive engagement patterns. It presents esports as an evolving ecosystem where diverse stakeholders co-create value across competitive, community, and communicative dimensions, generating new forms of engagement, content creation, and brand interaction. Engagement, driven by motivation, immersion, and parasocial connection, turns audiences into active participants who generate eWOM and experiential consumption. Esports games function as experiential products that foster identity, belonging, and emotional investment. Ethical, cultural, and gender-related dynamics further frame the inclusivity, sustainability, and practices of marketing communication within this participatory environment.</jats:p>