Exploring the eSports environment : A marketing-oriented analysis of the biggest unnoticed sponsoring channel
Hanz, Alex (2020)
Hanz, Alex
2020
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020052012506
https://urn.fi/URN:NBN:fi:amk-2020052012506
Tiivistelmä
Professional video gaming, or “eSports”, has evolved from a leisure activity for nerds to a billion-dollar sport with global reach. This change was unnoticed for years. Now brands are increasingly utilizing professional gaming as a marketing channel and encounter the different rules of gaming culture.
The aim of this thesis is to provide a comprehensive overview of the current eSports market and its marketing operations for readers without previous knowledge of gaming. To do this, the thesis begins with an introduction to video games and eSports. The results of theoretical research work are presented in a stakeholder analysis to explain the eSports landscape.
Afterwards, a discussion of the current revenue streams and composition of the marketing environment follows. The subsequent guidelines for successful promotion in this industry are supplemented by current examples of excellent campaigns.
Supporting data was provided by empirical research in the form of an interview with an expert from the industry and an exemplary market analysis of the world´s biggest eSports title, based on Michael Porter´s Five Forces. Finally, the results of the theoretical and empirical research are brought together in a discussion about the attractiveness and future of the eSports market.
The aim of this thesis is to provide a comprehensive overview of the current eSports market and its marketing operations for readers without previous knowledge of gaming. To do this, the thesis begins with an introduction to video games and eSports. The results of theoretical research work are presented in a stakeholder analysis to explain the eSports landscape.
Afterwards, a discussion of the current revenue streams and composition of the marketing environment follows. The subsequent guidelines for successful promotion in this industry are supplemented by current examples of excellent campaigns.
Supporting data was provided by empirical research in the form of an interview with an expert from the industry and an exemplary market analysis of the world´s biggest eSports title, based on Michael Porter´s Five Forces. Finally, the results of the theoretical and empirical research are brought together in a discussion about the attractiveness and future of the eSports market.