Using esports as a marketing tool : how a brand may use esports as a means of communication to interact with its target audience

Abstract

Over the past decade, esports has grown into a very prominent sector, slowly evolving from its shy roots. It has become a global player sports and a multimillion-dollar industry in the world of entertainment. In this study, the author reflects on how brands can use esports as a marketing tool in order to communicate with its target audience. Through this literature review it was evidently shown that there is a lack of both academic and scientific literature on this particular subject. This being said, the main purpose of this study is to gather some rich insight about the local esports scene, specifically the thoughts behind sponsoring local esports events. Other aims are, how brands can get involved in the esports scene and also the benefits that brands can endure if they wish to sponsor such events. A qualitative approach was chosen to gather the primary data. A sample of six local brands that sponsored local esports events were interviewed, as well as two organizers of such events. Four of these interviews were held on online virtual meeting platforms and the other four were given the questionnaire and answered at their own leisure. The results which are shown in this study were then closely analysed and discussed. Brand exposure and awareness were the highlight of the findings, while other results relate to how many sponsored events the participants were involved in, what their target audience was and if the events were a success. The research concludes that the local esports scene, still has yet to evolve but is moving in the right direction with how the government has allocated funds to nourish the esports scene as well as local businesses recognizing the vast potential of this market.