Abstract: A specific mechanism is the premise to understand and evaluate the communication effect of e-sports media. From the angles of embodied experience and digital labor, literature analysis and expert interview are used starting with frame theory to analyze the forming process and the relationship of e-sports' communication effect in network media, and some suggestions are provided in theory application, user experience and platform operation. It holds that the communication effect of e-sports in network media is derived from the game between the media commercialization and the youth subculture. The dimension of this game is the "identity" based on the embodied experience and "consumption" caused by the digital labor. The result is the emotional identification, behavioral identification and identity identification from embodied experience, which can shape the business mind in network.Also, the symbolic consumption, power consumption and space consumption can be formed in the digital labor, which can construct the relationship in network culture. Based on this mechanism, it is finally proposed to re-examine the communication effect of e-sports in network media from the perspective of "play theory", and the optimized path is designed from the dimensions of embodied experience and digital labor.