Opportunities and benefits that video game streaming brings to brands : case Study: Company X
Marinica, Daniel (2021)
Marinica, Daniel
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021121626363
https://urn.fi/URN:NBN:fi:amk-2021121626363
Tiivistelmä
Over the last few decades, the digital gaming industry has grown significantly becoming one of the most profitable industries in the world. The evolution of competitive gaming gave birth to a new community known as esports. Simultaneously, the growing popularity of certain games and online streaming established video game streaming as a new form of entertainment. The markets formed around these popular trends provide new opportunities for brands and advertisers to conduct business.
Company X is an organization that operates in the esports industry and video game streaming is one of their business operations. The thesis focuses on understanding how video game streaming is used as a marketing tool and the benefits it brings to brands and advertisers. The purpose of this research is to help Company X recognize its strengths within the streaming sector. Additionally, the research aims to help Company X better understand how certain brands perceive esports.
The theoretical background consists of two parts, including theories about esports and video game streaming. The goal was to highlight the significance and the connection between these two theories. To collect primary data, GAP and SWOT analysis methods were used to identify the company’s competitive position. The analysis results indicate that Company X is not using its resources efficiently and that is space for improvement. Interviews were also conducted to give the company an overview of how certain brands perceive esports. The interviews were targeted towards Company X's existing partners and potential partners, providing two different points of view. The first two interviewees showed a great interest in esports and confirmed that collaborating with Company X is beneficial for their brand in the long term. On the other hand, the observations made during the other two interviews suggest that both respondents had a lack of understanding of esports and what it represents. Considering the theoretical framework together with GAP and SWOT analysis, suggestions and recommendations were made to help Company X improve the use of two of its resources, namely streaming and the online store.
Company X is an organization that operates in the esports industry and video game streaming is one of their business operations. The thesis focuses on understanding how video game streaming is used as a marketing tool and the benefits it brings to brands and advertisers. The purpose of this research is to help Company X recognize its strengths within the streaming sector. Additionally, the research aims to help Company X better understand how certain brands perceive esports.
The theoretical background consists of two parts, including theories about esports and video game streaming. The goal was to highlight the significance and the connection between these two theories. To collect primary data, GAP and SWOT analysis methods were used to identify the company’s competitive position. The analysis results indicate that Company X is not using its resources efficiently and that is space for improvement. Interviews were also conducted to give the company an overview of how certain brands perceive esports. The interviews were targeted towards Company X's existing partners and potential partners, providing two different points of view. The first two interviewees showed a great interest in esports and confirmed that collaborating with Company X is beneficial for their brand in the long term. On the other hand, the observations made during the other two interviews suggest that both respondents had a lack of understanding of esports and what it represents. Considering the theoretical framework together with GAP and SWOT analysis, suggestions and recommendations were made to help Company X improve the use of two of its resources, namely streaming and the online store.