Promocija i marketing na e-sportskim natjecanjima: Primjer video igre League of Legends

master's thesis

• Title (english): Promotion and Marketing in E-Sports Competitions: The Case of the League of Legends Video Game
• Author: Izabela Pepelko Farszky
• Mentor: Domagoj Bebić (mentor)
• Committee member: Domagoj Bebić (predsjednik povjerenstva)
• Committee member: Hrvoje Jakopović (član povjerenstva)
• Committee member: Božo Skoko (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; Zagreb
• Defense date and country: 2022-09-13, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Political Science

Abstract

Unatoč slaboj popularnosti izvan gaming zajednice Esport se jako brzo razvija i svojoj publici nudi bolji doživljaj virtualnog iskustva i digitalnog svijeta. Prethodna istraživanja pokazala su da postoji veliki interes u svijetu za tom vrstom natjecanja i igranjem video igara. Već sada zarada prelazi milijarde na godišnjoj razini, ali i čini se da to nije dovoljno da bi se privuklo širu publiku koja bi pratila te utakmice i podržala igrače. Marketing u Esportu se većinu svodi na online oglašavanje, što nije ni toliko loše s obzirom na to da publika tako i prati sve važne događaje i novosti vezane za video igre. Unatoč tome, nedostaje novih ideja za promociju proizvoda nego i dalje postoje ustaljene prakse kao što su ili pojavljivanje na vidljivom mjestu tijekom turnira, ili ono novije kao što su suradnje s influencerima koji spominju taj proizvod ili brend tijekom kreiranja sadržaja na društvenim mrežama. Cilj istraživanja ovog rada je uočiti kakva je percepcija publike i igrača u Hrvatskoj o promocijama brendova tijekom Esport natjecanja na primjeru video igre League of Legends. Za to smo koristili metodu ankete kako bi pridobili sve potrebne podatke i stavove hrvatskih igrača te općenito publike koja je zainteresirana za Esport. Zanimalo nas je koliko je naše društvo podvrgnuto zapadnjačkom komercijalizmu ili se ipak radi o osobama koje, kako općenito navode, igraju igrice isključivo zbog zabave i jer u tome vide korist za razvijanje svojih vještina i otkrivanje novih strategija.

Abstract (english)

Despite its low popularity outside the gaming community, Esport is developing very quickly and offers its audience a better experience of the virtual experience and the digital world. Previous research has shown that there is a great interest in the world for this type of competition and playing video games. Earnings already exceed billions on an annual basis, but it seems that this is not enough to attract a wider audience to follow these matches and support the players. Marketing in Esports is mostly reduced to online advertising, which is not so bad considering that the audience follows all the important events and news related to video games. Despite this, there is a lack of new ideas for product promotion, but there are still established practices such as appearing in a visible place during tournaments, or the newer ones such as collaborations with influencers who mention that product or brand during the creation of content on social networks. The aim of the research of this paper is to observe the perception of the audience and players in Croatia about brand promotions during Esport competitions using the example of the video game League of Legends. For this, we used the survey method in order to obtain all the necessary data and attitudes of Croatian players and, in general, the public interested in Esports. We were interested in how much our society is subjected to Western commercialism, or are there people who, as they generally state, play games purely for fun and because they see a benefit in developing their skills and discovering new strategies.

• Keywords: Esport; gaming industrija; League of Legends; online marketing; društvene mreže
• Keywords (english): Esport; gaming industry; League of Legends; online marketing; social networks
• Language: croatian
• URN:NBN: urn:nbn:hr:114:431327
• Study programme: Title: Journalism; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra novinarstva (magistar/magistra novinarstva)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Closed access
• Created on: 2023-01-12 09:11:14