SUMMARY
At a time when more and more players are campaigning for e-sports to be recognized as an Olympic discipline, being the first to build a major stadium dedicated to e -sports reflects a positive, avant-garde image, and raises the profile of the People's Republic of China. More than a remarkable architectural gesture (" Flagship "), the Zhongxian project includes an entire strategy to perpetuate activities, encourage the development of tourism and an ecosystem around thevideo game industry, in a hitherto isolated and impoverished region of mainland China.
Keywords: attractivité, brandflag, e-sport, événementiel, flagship, gouvernance, grand équipement, Place Marketing Forum Award, PMF19, sport, Zhongxian, Chine
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