Researchers have begun to focus on the esports player community and suggest that governments and industries take external means to address the difficulties of players. In contrast, this study investigated the subjectivity of professional players and technologies of the self in neoliberal esports. Based on 30 in-depth interviews with active and retired Chinese esports players, we found that esports players typically employ three self-technologies when facing challenges, namely practices of (fluctuating) confidence, (cruel) optimism and (limited) effort. These technologies construct players’ autonomy and legitimacy but can result in self-deception. We suggest that the self-technologies of esports players and the remote governance of China’s sports sector are two different perspectives on the same situation. Finally, we argue that exploring China’s esports industry can also promote understanding of the nature of Chinese neoliberalism.