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Brand Promotion in E-sports: Impact on Digital Marketing

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Part 1: Scholarly Blog Post

Esports can help you boost your digital marketing game since they combine excitement and engagement with technology.

Figure 1: Esports can help you boost your digital marketing game since they combine excitement and engagement with technology.

In this blog post, I went through how eSports has developed into a potential digital marketing platform and how it can assist companies in reaching their target audience in fresh and creative ways. Additionally, I have examined the possibilities of eSports as a platform for brand promotion and the effects of digital marketing tactics in the world of competitive video gaming. I'll be talking about the possibilities of eSports as a promising digital marketing platform in this academic blog article. (Mishra and Malhotra, 2021). I will look at how companies may use the growing popularity of competitive video gaming to reach out to their target market in fresh and creative ways. In addition, I'll examine the effects of digital marketing tactics in relation to eSports and how they might be beneficial. In addition, I will examine the effects of digital marketing tactics in the context of eSports and how they might benefit businesses by raising their exposure, participation, and earnings. (Guo, et. al. 2021). Digital marketing professionals will have a better knowledge of the potential advantages and difficulties of leveraging eSports as a platform for brand promotion by the end of this article.

The origins of eSports

Due to the increased interest in using eSports as a platform for brand promotion, the term "eSports as an Effective Medium of Digital Marketing: Exploring the Potential and Impact of Brand Promotion in Competitive Video Gaming" probably came about. The title underlines eSports' potential as a viable digital marketing tool, especially for companies looking to connect with younger audiences that are die-hard gamers and aficionados. (Abbasi, et. al 2021). Additionally, it highlights the necessity to investigate how digital marketing tactics affect eSports and how companies may use this platform to raise their brand's awareness, engagement, and profitability.

E-Sports current state as a platform for digital marketing

The gaming industry has grown in recent years, and esports have taken centre stage in popular culture. As a result, companies have begun to investigate the possibilities of esports as a digital marketing platform. (Huettermann, et. al 2020). In the blog that follows, I'll go over the research on esports as a digital marketing tool that works well, and I'll also provide a critical analysis of the possibilities and effects of brand promotion in competitive video gaming.

Literature-based critical thinking

The Possibility of eSports as a Digital Marketing Platform

With millions of followers and viewers around the world, esports is a rapidly expanding industry. Esports attracts a young, tech-savvy audience, making it a desirable platform for companies to market their goods and services. (Lenin and Manivannan, 2022). Esports also presents a singular chance for companies to interact personally with their target market. Brands have the potential to sponsor teams and players in esports events and contests, increasing their exposure. Businesses can use this exposure to their advantage to build a devoted fan following, which can subsequently result in more sales and revenue.

Brand Promotion's Effects in Competitive Video Gaming

Despite the fact that esports have a huge potential for brand promotion, organisations must proceed with caution. The fact that the audience is more engaged in the gaming experience than the things being advertised is one of the biggest hurdles in esports marketing. (Kramer, et. al. 2021). Therefore, brands must come up with innovative strategies for promoting their goods without detracting from the viewing experience. In-game advertising is one efficient way to accomplish this. With in-game advertising, businesses may advertise their goods while the player is still playing the game, giving the spectator a seamless experience. As fans frequently support their preferred players and teams, sponsoring athletes or teams can also generate opportunities for brand visibility.

Understanding the audience is another important component of esports marketing. Esports fans are frequently dubious of conventional advertising strategies and are more receptive to marketing that is consistent with their beliefs and interests (Le, 2022). Businesses must therefore make sure that their marketing campaigns reflect the principles of the esports community.

As far as I'm aware, eSports' current operating stage as a powerful tool for digital marketing is increasing and evolving quickly (Kabát, 2022). More individuals are turning to online gaming and esports competitions as a form of entertainment during lockdowns and social isolation as a result of the COVID-19 epidemic, which has further accelerated the expansion of the industry.

We have seen a surge in sponsorships and brand collaborations in the industry as a result of many companies seeing the potential of esports as a platform for digital marketing (Rokon, 2019). Esports competitions and events are currently drawing sizable crowds, both online and in person, and offering businesses a special chance to connect with a younger, tech-savvy market.

The sector is still in its early phases, therefore there is still a lot of possibility for expansion and improvement. Businesses must keep coming up with creative methods to interact with the audience and market their products as esports expand without interfering with the gaming experience. (Neus and Neus, 2020). Success in the esports sector also depends on a grasp of the community's values and interests. Currently being worked on businesses must continue to adapt if they want to stay on top of the quickly developing esports industry as a powerful digital marketing channel. Esports can be a potent tool for companies trying to boost revenue and brand recognition with the correct strategy.

Opinion is important as a catalyst for change

Opinions are a major force behind change in every sector, and esports as a powerful digital marketing tool is no exception. In fact, the esports community's suggestions and views are crucial to determining the direction of the sector and influencing changes to digital marketing tactics. (Denisov, 2020). The esports community is very active and outspoken, and players and fans frequently express their thoughts and ideas on social media and other online venues. Businesses involved in the esports industry need to pay attention to this input and consider it when creating their marketing plans.

Influencer marketing is one way that opinions might influence esports marketing change. Influencers in the esports scene, like well-known broadcasters and athletes, have a big impact on the beliefs and purchasing patterns of their fans. (Ji and Hanna, 2020). Businesses can collaborate with these influencers to market their goods and services, but they must make sure the influencers they choose to deal with share both their own and the esports community's values. Community involvement in esports marketing is another method that opinions can influence change. (Jerschl and Ellert, 2019). Businesses may better grasp the beliefs and interests of their audience and adjust their marketing strategy by actively participating with the esports community and listening to their comments.


I chose the theory of "target audience segmentation" as a major subject for my blog post on "eSports as an Effective Medium of Digital Marketing: Exploring the Potential and Impact of Brand Promotion in Competitive Video Gaming."

Target audience segmentation is a marketing tactic that includes breaking up a large audience into smaller, more focused groups based on shared traits like requirements, interests, or demographics. Businesses can increase the efficacy of their campaigns by segmenting their audiences and then customising their marketing messages and methods to suit the distinct tastes of each group. Target audience segmentation is crucial in the context of esports as a successful digital marketing medium. (Aque, et. al. 2021). The esports community is broad, with people from all different origins, ages, and hobbies. Businesses must segment their target market and create marketing tactics that appeal to each category in order to effectively reach this audience.

For instance, a company that offers gaming computers might divide their target market depending on interests and age. They might create a marketing campaign aimed at younger players that emphasizes how swiftly and smoothly the laptops can run the newest games. On the other hand, they might also aim for elder players who value productivity and effectiveness in their work and gaming environments. In esports marketing, target audience segmentation involves more than just demographics. It may also be determined by a person's actions and interests (Novak and Hoffman, 2023). For instance, a company that offers energy drinks might divide its target market into those who favour competitive or casual gaming. Then, by emphasizing the advantages of their product for each group, they may personalize their marketing campaigns to each group.

Target audience segmentation is a key idea in esports as a successful digital marketing medium. Businesses can create marketing plans that appeal to each group by segmenting their target market, enhancing the impact of their advertising efforts and boosting sales.

The application of that particular theory or concept to digital marketing

In the context of esports as an effective digital marketing medium, target audience segmentation is a crucial principle or concept for digital marketing practice. Some of the explanations are as follows:

  1. Marketing campaigns: Marketing campaigns will be more effective since they will be more customized to the distinct preferences of each sector of the target market thanks to segmenting the target audience. This is especially important in the marketing of esports because the audience is diverse and has a wide range of interests and preferences.
  2. Increased return on investment (ROI): Businesses can use their marketing resources more skillfully and profitably by focusing on particular audience segments. This may result in increased ROI and enhanced business results.
  3. Greater consumer involvement: Businesses can increase customer engagement and forge closer ties with their patrons by customizing their marketing messaging to each target category. This is crucial in esports marketing since the audience is very loud and engaged.
  4. Enhanced brand loyalty: By comprehending the particular tastes and requirements of each audience category, organizations may create marketing tactics that connect with their target market, boosting brand loyalty and client retention. (CHAN, et. al. 2021).

Target audience segmentation in esports marketing does have some potential drawbacks and difficulties, though. For instance:

  1. Difficulty of segmentation: The esports community is diverse and continually changing, making it difficult to segment. To find the most pertinent market groups for their marketing initiatives, businesses must make significant investments in data analytics and research.
  2. Stereotyping: Audience segmentation can result in stereotyping and overgeneralization, which can be detrimental and potentially provoke criticism within the esports community.
  3. Cost: Creating marketing campaigns aimed at particular esports audience segments can be expensive, especially if the company needs to spend money on specialised content or influencer collaborations.

Idea for a "Market" for Esports

A manufacturer of gaming laptops can incorporate a chatbot into their esports website to offer clients real-time support and assistance. (Wearing, 2022). The chatbot can ease purchases, respond to frequently asked queries, and provide product recommendations depending on the needs of the user. The laptop company may boost sales and raise customer happiness by doing this.

Similar to this, a company that sells gaming accessories can use a virtual assistant to interact with their audience and advertise their goods on social media. The virtual assistant can respond to queries, offer hints and recommendations for playing games, and even organise competitions and events. The peripherals company may increase brand loyalty and forge better ties with its customers by doing this. Chatbots and virtual assistants powered by AI can be a very powerful marketing tool for esports as a successful digital marketing channel. (Daffern, et. al. 2019). They can increase marketing and promotional activities, consumer engagement, and revenue development, which will ultimately lead to corporate success.


In conclusion, eSports have become a successful kind of digital marketing, giving companies a unique chance to connect with a wide range of loyal customers. Businesses may create innovative and compelling marketing strategies that successfully reach their target audience by capitalising on competitive video gaming's distinctive qualities, such as its immersive and interactive nature. (Hayday, et. al. 2022). I have examined the potential and effects of brand promotion in competitive video gaming through this blog and have talked about many theories and concepts that are pertinent to the practise of digital marketing in esports. The necessity for focused audience segmentation, the value of authenticity and trust-building, and the possibilities of AI-powered chatbots and virtual assistants have also been covered in my analysis of the opportunities and problems of esports marketing.

In conclusion, esports, as a powerful platform for digital marketing, gives companies a way to engage with their target demographic and accomplish their marketing goals. However, businesses must be creative, data-driven, and flexible in their approach if they want to compete in this quickly changing and competitive industry. They also need to consistently adapt their tactics to the shifting requirements and preferences of the esports community. Esports are an effective form of digital marketing, and opinions are a key factor in change. Businesses that actively seek out the ideas and suggestions of the esports community will be in a better position to create marketing plans that will connect with their target audience and increase sales.

Part 2 - A Board Briefing Paper

A Board Briefing Paper

Figure 2: A Board Briefing Paper

Agenda Item: Request for funding of Flyingshield



Proposed board resolution

"Resolved, that the Board approves the development of a new eSports platform to facilitate competitive video gaming and engage fans, with a budget of up to $10 million. The platform will offer a unique gaming experience and generate new revenue streams for the company."

Executive summary

This paper proposes the development of a new eSports platform for competitive video gaming, targeting the rapidly growing eSports industry. The platform will allow players to compete in various games, while offering fans the ability to watch live matches, follow favorite players, and engage in discussions. With a projected market size of $1.62 billion by 2026, this platform presents a significant revenue opportunity. We seek the Board's approval for a budget of up to $10 million to develop and launch this new platform.


eSports, or electronic sports, refers to competitive video gaming. It is a rapidly growing industry that attracts millions of fans and players worldwide. In 2021, the global eSports market size was valued at $1.08 billion, and it is projected to reach $1.62 billion by 2026. With its increasing popularity, the eSports industry offers a great opportunity for our company to expand its services and generate new revenue streams. The idea is to develop a new eSports platform that will allow players to compete against each other in various games, including popular games such as League of Legends, Dota 2, and Fortnite. The platform will also allow fans to watch live matches, follow their favorite players, and engage in discussions with other fans. This will provide a unique gaming experience that is not currently offered by other platforms.


To successfully launch and market our new eSports platform, we require funding for the following digital marketing initiatives:

  1. Social Media Marketing (SMM): We will use social media platforms such as Facebook, Twitter, and Instagram to promote our platform and engage with our target audience. We will also leverage influencer marketing by partnering with popular eSports players and personalities to promote our platform to their followers.
  2. Search Engine Marketing (SEO): We will invest in pay-per-click (PPC) advertising on search engines such as Google and Bing to drive traffic to our platform (De La Hera, 2019). We will also optimize our website for search engines to ensure that our platform appears at the top of search results for relevant keywords.
  3. Content Marketing: We will produce high-quality content such as blog posts, videos, and info graphics that will be shared on our website and social media platforms. This content will educate our target audience on the benefits of our platform and engage them with our brand.
  4. Email Marketing: We will use email marketing to communicate with our target audience and promote our platform. We will send newsletters, promotional emails, and personalized emails to our subscribers to keep them engaged and informed.

Implications of Non-Action

Failure to develop the proposed eSports platform may result in missing out on the growing eSports industry and potential revenue opportunities. The company may also lag behind competitors that have already invested in eSports platforms. Moreover, non-action may impact the company's reputation and image as a forward-thinking and innovative brand.

Implications of Recommendation: The proposed eSports platform presents significant revenue opportunities for the company, but it also carries certain risks. Mitigating measures include conducting thorough risk assessments and implementing appropriate security measures to ensure the safety and privacy of users. Financially, the company must monitor the budget closely and ensure that the platform's development and launch remain within the approved budget. Timings are critical in this rapidly evolving industry, and a delay in the platform's launch may impact the company's ability to compete with other players in the market.


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Aque, A.J.A., Madronero, I.M., Nabasca, R.B., Edig, M.M.N. and Buladaco, M.V.M., 2021. Relationship between Digital Marketing and Economic Stability of Online Sellers in Panabo City.International Journal of Scientific Research and Engineering Development,4(1), pp.805-815.

CHAN, G.K.Y. and YIP, M., 2021. AI, data and private law: The theory-practice interface.

Daffern, H., Camlin, D.A., Egermann, H., Gully, A.J., Kearney, G., Neale, C. and Rees-Jones, J., 2019. Exploring the potential of virtual reality technology to investigate the health and well being benefits of group singing.International journal of performance arts and digital media,15(1), pp.1-22.

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