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eSports live broadcast: An appealing media for business-to-consumer communication

  • Organized, competitive computer gaming, also referred to as eSports, are emerging sports within the sports entertainment industry. The industry generated almost 700 million U.S. Dollar in revenue and leading eSport titles attract millions of viewers to their events. This study aims to explore eSport live broadcasts of four leading titles and their appeal to be used as a communication media for marketers. It adopted secondary data from academic and scientific studies, journals and books from the fields of eSports, business and sports management to examine commercials, product placements, sponsorships and celebrity endorsements in regards of their applicability and effectiveness within eSports. Quantitative research in form of a survey among eSports viewership was carried out to gather data on viewership consumption patterns and perceptions towards said communication instruments and their effectiveness. Findings suggest that the effectiveness of commercials rely on the timing shown during broadcasts. Product placements can be applied in many ways and show high effectiveness in terms of brand recognition in any form. Celebrity endorsements are highly ambiguous in terms of their applicability and effectiveness.

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Author:Daniel Fritz
Advisor:Christoph Mergard
Document Type:Bachelor Thesis
Year of Completion:2018
Granting Institution:Hochschule Furtwangen
Date of final exam:2018/06/20
Release Date:2018/06/25
Advertising; Communication; Marketing; Product placement; Viewership; eSports
Page Number:59
Degree Program:IBW - Internationale Betriebswirtschaft
Functional area:Marketing
Open-Access-Status: Open Access 
Licence (German):License LogoUrheberrechtlich geschützt