Advances in Consumer Research
Issue 5 : 376-385
Original Article
E-Doping in E-sports in the Age of Artificial Intelligence.
 ,
1
Research Scholar, GD Goenka University, Sohna, Gurgaon
2
Associate Professor, GD Goenka University, Sohna, Gurgaon
Abstract

The rapid growth of esports has transformed competitive gaming into a global digital sports industry involving professional players, tournament organizers, and millions of spectators. However, this expansion has also introduced new challenges related to competitive integrity, particularly through the emergence of e-doping. E-doping refers to the use of technological or pharmacological interventions, including artificial intelligence-assisted software tools, automated scripts, and cognitive performance-enhancing substances, to gain unfair advantages in esports competitions. This study examines the legal and governance implications of AI-enabled cheating in esports and evaluates the adequacy of existing regulatory mechanisms designed to protect fair competition. Employing a mixed-method research design, the study combines doctrinal legal analysis with an empirical stakeholder questionnaire survey to assess perceptions regarding the prevalence and regulation of e-doping. The findings highlight significant regulatory gaps in esports governance and emphasize the need for stronger international cooperation, improved anti-cheat technologies, and clearer legal frameworks to safeguard integrity in digital sports.This paper argues that existing esports governance frameworks are structurally inadequate to address AI-enabled e-doping, and that the absence of binding contractual player protections, independent dispute resolution mechanisms, and a supranational regulatory authority constitutes a critical legal deficit requiring urgent reform. A central contribution of this paper is a principled legal distinction between permissible AI-assisted training and prohibited AI-enabled competitive cheating, which provides a normative foundation for future regulatory design..

Keywords
Recommended Articles
Original Article
Exploring Emotional Intelligence in Healthcare Service Quality: A Bibliometric Analysis and Visualization of Trends, Themes, and Emerging Hot-spots.
Original Article
Neuromarketing in Consumer Behaviour: Insights into B2C Purchasing Decisions.
Original Article
Harnessing Ai For Sustainable Agriculture.
Original Article
Examining the Role of Omnichannel Strategies in Shaping Shopping Intention and Customer Experience: Evidence from Indian Apparel Retail.
...
Loading Image...
Volume 3, Issue 5
Citations
26 Views
19 Downloads
Share this article
© Copyright Advances in Consumer Research