HOW BRANDS USE POTENTIAL IN E-SPORTS AS A MARKETING TOOL
HOW BRANDS USE POTENTIAL IN E-SPORTS AS A MARKETING TOOL
Author(s): Ivan RokošnýSubject(s): Media studies, Communication studies, Sports Studies
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: Branding; E-sports; Marketing;
Summary/Abstract: In this article, we focus on one of the rapidest growing industry at all. Digital games became the spectator sport, with millions in terms of viewership and revenue. In this contribution, we try to deconstruct e-sport as a modern phenomenon, and explain the complexity of the e-sports ecosystem. With specifically defined components, article also offers the view on the marketing potential of the e-sports for different brands.
Journal: Marketing Identity
- Issue Year: 7/2019
- Issue No: 1
- Page Range: 954-973
- Page Count: 20
- Language: English