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Rodrigues, José Emídio Tinoco (2017)
Languages: English
Types: Master thesis
Subjects: Performance enhancing, Professional gaming, eSports marketing, eSports, :Ciências da Comunicação [Ciências Sociais], Dietary supplements
Dissertação de mestrado em Media Interativos eSports – the competitive form of video gaming – is a growing industry with millions of active players and viewers worldwide. Seen by many as a digital sport, rather than ordinary entertainment, this study explores the definition of eSports and its resemblances with traditional sports. It proposes the possibility of targeting, communicating, market, and selling dietary supplements to digital athletes. The study findings indicate that gamers have existing needs that can be fulfilled with the consumption of dietary supplements. The potential market size combined with the identified needs and the positive attitudes towards supplementation show evidence of a significant market gap and opportunity to be explored by nutrition brands. This research then concludes that organizations and brands in the supplementation industry should develop and market supplements aiming to address gamers’ needs by targeting the right gaming audience via appropriate eSports channels using specific marketing strategies and tactics. eSports – a forma competitiva de utilizar videojogos – é uma indústria em forte crescimento que conta com milhões de jogadores e espectadores ativos em todo o mundo. Vistos por muitos como um desporto digital, este trabalho explora a definição de eSports e as suas semelhanças com desportos tradicionais. Propõe a possibilidade de utilizar este canal para comunicar e vender suplementos alimentares a atletas digitais. Os resultados obtidos indicam que os atletas digitais têm carências que podem ser supridas pelo uso de suplementos alimentares. O potencial tamanho do mercado combinado com as necessidades identificadas e as atitudes positivas para com a suplementação indicam que deverá existir uma expressiva oportunidade para ser explorada por marcas de nutrição. Este estudo conclui que organizações e marcas na indústria da suplementação devem desenvolver e comunicar suplementos com o objetivo de suprir as necessidades dos jogadores através de uma correta segmentação e comunicar via canais apropriados dentro dos eSports, utilizando estratégias e táticas de marketing específicas.
  • The results below are discovered through our pilot algorithms. Let us know how we are doing!

    • Figure 1: CS:GO, an example of FPS. Source: www.airbornegamer.com
    • Figure 2: FIFA 2017, an example of sports game. Source: unrealitymag.com
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