Keele University

What you'll study

This degree blends core business disciplines with modules specific to esports and the wider games industry. Early modules introduce fundamental concepts in management, marketing, finance and digital media alongside an introduction to the structure and culture of esports. You will study topics such as esports industry dynamics, event and tournament operations, sponsorship and commercial partnerships, community and player management, rights and regulation, digital marketing and content creation, and data analytics for performance and audience insight.

As you progress, optional modules allow you to specialise in areas such as esports entrepreneurship, media production for live events, sports science and player welfare, or law and ethics in digital industries. The programme normally includes practical, project-based assessment — for example running live events, developing sponsorship proposals, producing branded content, or delivering commercial plans for teams or organisations — and culminates in a substantial final project or dissertation informed by industry practice.

Students benefit from interdisciplinary teaching drawing on Keele's business provision and links with computing, media and sport-related subjects. There is typically the opportunity to take a year-long placement in industry or to undertake study abroad, enabling you to gain direct experience with teams, event organisers, publishers or service providers in the esports ecosystem.

Entry requirements

Keele looks for applicants with a mix of academic and practical strengths. Typical applicants hold A-levels or equivalent qualifications, including academic or vocational subjects relevant to business, media, computing or sport. BTEC and other vocational qualifications are accepted where appropriate. Applicants should normally have a recognised level of English language competence suitable for undergraduate study and will need to meet any standard English language requirements for the university.

Selection may also consider personal statements, references and evidence of interest or experience in esports, gaming, media or related extracurricular activities. Mature applicants and those with industry experience are encouraged to apply; Keele considers a range of qualifications and professional backgrounds.

Career prospects

Graduates enter a broad range of roles across esports, games and the wider live-entertainment and digital-media sectors. Common career paths include event and tournament operations, team and player management, sponsorship and commercial partnerships, brand and community management, digital marketing and content production, broadcast and production support, and data and commercial analytics.

Other opportunities include roles with game publishers, tournament organisers, venues, agencies that specialise in influencer and sponsorship deals, sports and entertainment consultancies, and starting your own esports or games-related enterprise. The programme’s practical focus and placement options are designed to give students industry-relevant skills and contacts to support employability in these areas.

Why study at Keele University

Keele offers a campus-centred learning environment with interdisciplinary teaching drawn from its business, computing, media and sport-related expertise. The university emphasises applied learning and industry engagement, with project work, guest lectures and opportunities for work placements or industry collaborations that reflect current esports practice.

Students benefit from campus facilities, access to support services and student societies where you can develop practical experience running events and content projects. Keele’s approach is designed to combine sound business fundamentals with the practical skills, professional networks and adaptability needed to build a career in the dynamic esports and games industries.