Cybersports and Video Game Industry as a Tool of U.S. Digital Diplomacy

This article examines the role of the video game and esports industries in U.S. digital diplomacy. The authors conclude that the concept of “digital diplomacy” is currently transforming from a channel for promoting a positive image of the state to a more complex and multifaceted phenomenon. The tasks of disseminating American patriotic narratives and Western democratic values, as well as informing the public about issues related to international relations and security, are complemented by the need to prevent the spread of disinformation emanating from hostile actors and to promote global hegemony in the technology sector (for example, by pressuring Chinese video game developers). Video games are an effective channel for U.S. strategic communication, shaping the value orientations of young people, military recruitment, and political mobilization during electoral processes. Furthermore, gamification is actively used by the U.S. government to control public consciousness through the concept of “soft delegitimization” in order to undermine the authority of other centers of power in international relations (for example, Russia and China). The authors devote special attention to the development of esports as a new form of media, where users have the option of choosing between direct participation and spectating a sporting event. Online game streaming platforms, integrated chat systems, player-targeted social media, and mobile gaming are transforming esports into a unique form of communication and entertainment. These aspects offer a virtually unlimited resource for promoting political narratives, reaching vast target audiences. Esports is becoming a tool for geopolitical influence due to its officialization through international recognition by organizations and governments. Finally, the foundation for a full-fledged esports ecosystem in the United States is being laid. New forms of public-private partnerships are emerging, encompassing an increasing number of actors in technology, sponsorship, advertising, media rights, game developer fees, and merchandise sales. Technology companies play a key role in this system, offering innovations to shape the future of esports.