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- How the Negative Public View of Videogames Threatens Esports SponsorsPublication . Freitas, Bruno Duarte Abreu; Contreras-Espinosa, Ruth S.
- The benefits and risks of sponsoring eSports: brief literature reviewPublication . Freitas, Bruno Duarte Abreu; Contreras-Espinosa, Ruth S.; Correia, Pedro Álvaro Pereira
- Esports Sponsorships: The Double-Edged Sword Effect of Having a Very Vocal AudiencePublication . Freitas, Bruno Duarte Abreu; Contreras-Espinosa, Ruth S.; Correia, Pedro Álvaro PereiraEsports fans have been known for being heavy consumers of compet itive gaming content and for being digital natives who love to comment about esports on numerous social platforms. This has attracted various sponsors inter ested in capitalizing in this social buzz. However, there have been signs that this high vocality can in fact heavily damage several sponsors. Hence, this research aimed to determine if esports fans’ high vocality is a benefit and/or a risk to these sponsors. To achieve this, we adopted a qualitative exploratory design to interview, via digital platforms, 10 esports sponsorship experts. In total, we in terviewed two endemic and three non-endemic esports sponsors and five mar keting agencies with experience in esports sponsorships. They were sampled via a nonprobability purposive heterogeneous method and were reached via the companies’ website contact sections. Data were analyzed with the assistance of NVivo 10. The overall results showed that all experts agreed that this high vo cality can both benefit and damage esports sponsors. The uniformity in the an swers showed that this element is not a greater benefit or risk to a particular type of esports sponsor. Ergo we considered that the high vocality of esports fans is a double-edged sword. This study is necessary because, despite esports’ massive growth, this field has received scant scientific attention, with the spe cific areas of esports marketing and esports sponsorships being even more se verely overlooked. Besides, from a business standpoint, the findings are highly significant for every sponsor looking to better comprehend esports and its fan base
- Os benefícios, riscos e estratégias do patrocínio de eSportsPublication . Freitas, Bruno Abreu; Contreras-Espinosa, Ruth S.; Correia, Pedro PereiraThis research aims to identify the strategies and effects of eSports sponsorships. A mixed method exploratory methodology will be adopted, focusing on cross sectional studies and a non-artificial scenario. The three samples, audience and sponsors of eSports and general gaming community, will be enquired through questionnaires, with a voluntary and non-probabilistic sampling method. The literature has shown that brands have created sponsorships tailored to fans’ interests in order to benefit from improved brand image and awareness and high ROI. To avoid the threats of a young industry, sponsors have been studying the market and seeking to establish a legal framework and anti-corruption measures. This research looks to expand the small literature on eSports sponsoring and present relevant new data for sponsors.