The eSports Market and eSports Sponsoring

Julian Heinz Anton Ströh

doi:10.5771/9783828866485

Summary

In the last decades, the market for digital games has grown to nearly $100 billion. During this growth, a special gaming segment and community formed surrounding the direct competitive aspect of games: eSports. The core of eSports is similar to traditional types of sport. Players train to become better, clubs are established, tournaments are organized and fans enjoy watching their game being played on the highest level of performance. With viewers and prize money in the millions, eSports have grown into an economically significant media sport ecosystem and a marketing landscape that started to attract non-endemic companies as advertisers and sponsors. This book analyzes the components of the eSports ecosystem as well as their interactions with each other. Furthermore, the attitude of eSports fans towards engagements of non-endemic companies is researched by using a real case study including the Electronic Sports League and German home loan bank Wüstenrot.

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Bibliographic data

Publication year: 2017
Publication date: 11.09.2017
ISBN-Print: 978-3-8288-3891-8
ISBN-Online: 978-3-8288-6648-5
Publisher: Tectum, Baden-Baden
Language: German
Pages: 184
Product type: Book Titles

Titelei/Inhaltsverzeichnis Partial access Pages 1 - 12 Download chapter (PDF)
1. 1.1 Problem Statement No access
2. 1.2 Disambiguation No access
1. 2.1 Historical Development No access
2. 1. 2.2.1 Hardware Systems No access
  2. 2.2.2 Genres and Games No access
3. 1. 2.3.1 Consumers: The eSports Fans No access
  2. 2.3.2 Players No access
  3. 2.3.3 Teams: eSports Clubs No access
  4. 2.3.4 Leagues and Tournaments No access
  5. 2.3.5 Events No access
  6. 2.3.6 Media Channels No access
  7. 2.3.7 Publishers No access
  8. 2.3.8 Brands No access
  9. 2.3.9 Associations No access
4. 1. 2.4.1 Corruption No access
  2. 2.4.2 Virtual Violence No access
5. 1. 2.5.1 Sponsoring Properties and Activities No access
  2. 2.5.2 Sponsor Composition No access
  3. 2.5.3 The Attractiveness of the Target Group No access
6. 1. 2.6.1 Overall Market Size and Growth No access
  2. 2.6.2 Magic Triangle of Sports and the Flow of Money No access
  3. 2.6.3 New Technologies No access
  4. 2.6.4 Legal and Political Aspects and the Relation to Traditional Sports No access
1. 3.1 Previous Research on eSports No access
2. 3.2 Research Problem Definition and Objectives No access
3. 3.3 The Case Study No access
4. 3.4 Theoretical Model, Research Design and Methods No access
5. 1. 3.5.1 Field Study No access
  2. 3.5.2 Online Survey No access
6. 1. 3.6.1 Socio-Demographics No access
  2. 3.6.2 Verification of the Required Conditions No access
  3. 3.6.3 Attitude towards Sports Sponsoring No access
  4. 3.6.4 Awareness at Event No access
  5. 3.6.5 Attitude and Perception No access
  6. 3.6.6 Image Transfer Potential No access
  7. 3.6.7 Created Brand Connection with eSports No access
  8. 3.6.8 International Results No access
7. 3.7 Summarization and Implications No access
8. 3.8 Limitations and Future Research No access
4 Conclusion No access Pages 90 - 93
Bibliography No access Pages 94 - 123
Appendixes No access Pages 124 - 184