Using Esports Efficiently to Enhance and Extend Brand Perceptions – A Literature Review

Abstract

<jats:title>Abstract</jats:title><jats:p>While discussion and media coverage of esports (i.e., organized competitive video gaming) has dramatically increased since 2016, the use of esports by established consumer brands has not been emphasized in the sport marketing and sponsorship literature. Though appearing in limited sport management research, esports is a non-traditional sport form that generated just under $1.2 billion in revenue as an industry in 2019. However, many non-endemic traditional consumer brands have resisted capitalizing on esports brand-building opportunities. This paper provides a literature review of the past and current esports and sport marketing literature, resulting in the creation of a figure depicting the esports endemic and non-endemic company evolution of esports brand utilization. The evolution of the competitive video game market details how endemic companies are more apt to establish themselves in the esports space before non-endemic companies because of the way that the industry moves and has acceptance by gamers and non-gamers. Marketers and brand managers that have historically employed traditional sports may glean ideas on how to best enhance and extend their brand through the burgeoning esports industry. Moreover, ideas regarding when companies should enter the esports ecosystem is provided.</jats:p>

Influencia de las variables de rendimiento del servicio y variables de marca en la lealtad de los usuarios de eventos de esports (Influence of service performance variables and brand variables on the loyalty of esports event users)

“…Haciendo una revisión de la literatura, se encuentran muy pocos estudios que traten sobre variables de gestión o marca en los esports, siendo un ecosistema en el que la marca cobra un valor muy importante (Gawrysiak et al, 2020), sobre todo para la atracción de patrocinadores por las ventajas que proporcionan estos (Freitas et al, 2020;Giakoni-Ramírez et al, 2021).…”

Esports matrix: Structuring the esports research agenda

“…Growth of esports has been largely driven by rapid advancements of in-home gaming technologies, platforms, video gaming software and console technologies (Gawrysiak et al, 2020). esports games, based on traditional sports have also gained popularity in recent years, as more and more video game publishers collaborate with traditional sports franchises to develop seasonal tournaments and esports representation of the franchises (Raraport, 2017).…”

“…For example, the 2017 esports League of Legends World Championship received 60 million viewers, whereas the National Basketball Association (NBA) attracted 20.4 million viewers (Steinkuehler, 2019). The esports industry generated USD1.2 billion in 2019 (Gawrysiak et al, 2020), in fact surpassing predictions of USD 1 billion by 2020 (NewZoo, 2020). By 2021, esports finals are predicted to attract 84 million viewers in the U.S, surpassing every other professional sports league (e.g.…”

Pengaruh E-Sports Marketing Dan Kepuasan Pelanggan Terhadap Brand Loyalty Razer Inc.

“…Menurut (Gawrysiak, Burton, Jenny, & Williams, 2020) e-sports dapat secara efisien meningkatkan persepsi konsumen terhadap suatu merek yang berpengaruh terhadap loyalitas konsumen terhadap merek tersebut.…”