Features of Brand Communications in the Esports Segment

Student: Karpov Anton

Educational Programme: Advertising and Public Relations (Bachelor)

Final Grade: 8

Year of Graduation: 2020

The cybersports segment is a promising segment from the communication point of view. Statistics on placement suggest that more and more world-renowned brands are turning their attention to cybersports. The purpose of this research was to reveal the features of integration of brands into the cybersports segment. Rolan Bart's semiotics theory became the theoretical framework of the research. A mixed methodology was chosen to achieve the objectives and goals: expert interviews and a survey. As a result of the interview the peculiarities of brand communications in eSports were revealed, as well as a map of formats of integration into direct transactions. The result of the survey was the proof of statistical significance between the formats on the indicator of attention caused by integration, brand memorability after viewing the format, as well as motivation to buy after touching with the brand within the format.

Full text (added May 21, 2020)

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