Lucy Zhu

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Dr Lucy Zhu completed her BA Accounting and Finance and MSc International Management with a specialism in Marketing from University of Exeter with Distinction. She worked at Glasgow for three years in esports project management, where she applied the knowledge gained in her studies to this emerging and fast growing industry. In her work, she built further connections within the sports industry in both the UK and China, and realised that this industry was in need of more research, guidance, understanding and talents. In order to increase the understanding of the industry and support future esports generations better, she completed her PhD in Sport Management at Loughborough University, with the topic on esports events.

Lucy is active in esports regarding both research activities and industry networks internationally, especially in the UK and China.

Research Interests

- Esports event service quality

- Esports spectators motivation and behaviours

- Esports players motivation and behaviours, e.g., burnout

- Esports wellbeing

- Social impact of Esports

- Esports marketing and sponsorship

Expertise related to UN Sustainable Development Goals

In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This person’s work contributes towards the following SDG(s):

  • SDG 3 - Good Health and Well-being
  • SDG 5 - Gender Equality
  • SDG 9 - Industry, Innovation, and Infrastructure

Education/Academic qualification

PhD, Motivation and Decision Making in esports Spectatorship, Loughborough University


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Collaborations and top research areas from the last five years

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