Event Marketing Efficiency: Evidence from eSports Tournaments

My article presents a study about the impact of E-sports events on publishing games companies’ revenue. Cybersport discipline is growing rapidly in the past decade, attracting more audience and investors. Nevertheless, the majority of foreign authors still considers such marketing instrument for companies as promotion games through E-sports events rather young and underdeveloped. This work shows whether developers of computer and console games are rational in investment enlargements in this area. Is there any reason to continue to invest in such projects? All calculations are carried out on the data of videogames of 26 worldwide game publishers for the period from 1998 to 2017. Regression analysis shows that the quantity of cybersport tournaments has a positive effect on the financial performance of corporations, as well as the increasing in total prize fund of such competitions. In further studies of the topic, it is necessary to identify is there any positive effect of providing E-sports events for companies that assume to be sponsors of cybersport tournaments. Key words: investments, effectiveness of promotion goods and services through events, E-sport