Identifying the pros, cons and tactics of eSports sponsorships: an integrative literature review

Freitas, Bruno Duarte Abreu; Contreras-Espinosa, Ruth Sofia; Correia, Pedro Álvaro Pereira

Publication

Identifying the pros, cons and tactics of eSports sponsorships: an integrative literature review

2020Journal article

dc.contributor.author	Freitas, Bruno Duarte Abreu
dc.contributor.author	Contreras-Espinosa, Ruth Sofia
dc.contributor.author	Correia, Pedro Álvaro Pereira
dc.date.accessioned	2022-11-10T16:32:09Z
dc.date.available	2022-11-10T16:32:09Z
dc.date.issued	2020
dc.description.abstract	This research aimed to identify the pros and cons of sponsoring eSports, as well as the tactics to maximize them and mitigate them, respectively. An exploratory method focused on an integrative literature review was used. The most attractive elements are the enhancement of brand awareness, image and sales, the high sponsorship acceptance and a positive cost-benefit ratio. Hence, brands should start sponsoring pro-players and tournaments, perform in-game branding, and create relevant-added value as soon as possible. The most threatening elements are disreputable behaviour, negative media influence, the industry’s infancy, the videogames’ short lifespan, long-term investments, poor performance, and the low visibility outside Twitch and YouTube. As such, brands must be in sync with the audience, punish disreputable behaviour, promote gaming’s acceptance, study the market, and commit to long-term investments.	pt_PT
dc.description.abstract	Este estudo procurou identificar os prós e os contras do patrocínio de eSports e as táticas para os maximizar e os mitigar, respetivamente. Foi usado um método exploratório focado numa revisão integrativa da literatura. Os elementos mais atrativos são o aumento do reconhecimento, da imagem e das vendas e a alta aceitação de patrocínios e boa relação custo-benefício. Assim, as marcas devem patrocinar jogadores e torneios profissionais, realizar in-game branding e criar valor adicional relevante o mais rápido possível. Os elementos de maior risco são o comportamento desonroso, a influência negativa dos media, a infância do setor, a vida curta dos videojogos, os investimentos a longo prazo, o baixo desempenho e a baixa visibilidade. Portanto, as marcas devem sincronizar-se com o público, punir comportamentos desonrosos, promover a aceitação dos videojogos, estudar o mercado e comprometer-se a longo prazo.	pt_PT
dc.description.version	info:eu-repo/semantics/publishedVersion	pt_PT
dc.identifier.citation	Freitas, B. D. A., Contreras-Espinosa, R. S., & Correia, P. Á. P. (2021). Identifying the pros, cons and tactics of eSports sponsorships: an integrative literature review. Comunicação Pública, 15(28). https://doi.org/10.4000/cp.7243	pt_PT
dc.identifier.doi	10.4000/cp.7243	pt_PT
dc.identifier.uri	http://hdl.handle.net/10400.13/4763
dc.language.iso	eng	pt_PT
dc.peerreviewed	yes	pt_PT
dc.publisher	Escola Superior de Comunicacão Social	pt_PT
dc.relation.publisherversion	http://journals.openedition.org/cp/7243	pt_PT
dc.rights.uri	http://creativecommons.org/licenses/by-nc/4.0/	pt_PT
dc.subject	eSportseSports	pt_PT
dc.subject	sponsorships	pt_PT
dc.subject	Benefits	pt_PT
dc.subject	Threats	pt_PT
dc.subject	Strategies	pt_PT
dc.subject	.	pt_PT
dc.subject	Faculdade de Ciências Sociais	pt_PT
dc.title	Identifying the pros, cons and tactics of eSports sponsorships: an integrative literature review	pt_PT
dc.title.alternative	Identificando os prós, contras e táticas do patrocínio de eSports: uma revisão integrativa da literatura	pt_PT
dc.type	journal article
dspace.entity.type	Publication
oaire.citation.conferencePlace	Lisboa (Portugal)	pt_PT
oaire.citation.issue	28	pt_PT
oaire.citation.title	Comunicação pública	pt_PT
oaire.citation.volume	15	pt_PT
person.familyName	Abreu Freitas
person.familyName	Contreras-Espinosa
person.familyName	Correia
person.givenName	Bruno Duarte
person.givenName	Ruth Sofia
person.givenName	Pedro
person.identifier.ciencia-id	DC19-0813-F31F
person.identifier.ciencia-id	811A-FB6C-6BE1
person.identifier.orcid	0000-0002-1480-0338
person.identifier.orcid	0000-0002-9699-9087
person.identifier.orcid	0000-0003-3886-2530
person.identifier.rid	P-1788-2017
person.identifier.rid	F-5858-2012
person.identifier.scopus-author-id	49862856300
person.identifier.scopus-author-id	56432467900
rcaap.rights	openAccess	pt_PT
rcaap.type	article	pt_PT
relation.isAuthorOfPublication	0666c71b-777d-4ed5-867b-82002121aa01
relation.isAuthorOfPublication	34a5c710-17a3-4fe5-9303-c4a741252cd8
relation.isAuthorOfPublication	930138d5-660f-4471-9841-f9219f624ddc
relation.isAuthorOfPublication.latestForDiscovery	930138d5-660f-4471-9841-f9219f624ddc