Public Relations and Advertising in the Context of E-Sports

Research Anthology on Business Strategies, Health Factors, and Ethical Implications in Sports and eSports Pub Date : 1900-01-01 DOI:10.4018/978-1-5225-4047-2.CH005

T. Tomažič, Luka Druks, Noémia Bessa-Vilela

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引用次数: 1

Abstract

E-sports within the gaming industry characterize an economic sector that is engaged in the developing, marketing, and sale of video games. They represent many opportunities for advertising and public relations, which are very important to increase the visibility of e-sports. The use of both has proved far more effective, because it allowed a rapid increase in their popularity. The aim of this chapter is to compare the use of public relations and advertising in e-sports and to determine their appropriateness. So, the relationship between public relations, advertising, and e-sports is developed and researched for the first time here. The authors used qualitative comparative analysis between public relations and advertising in the context of e-sports based on Natus Vincere, one of the most important Ukrainian organizations in the gaming industry. The rise of the gaming industry and recent success of e-sports demonstrate the profitable economic potentials of gaming spectatorship.

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电子竞技背景下的公共关系与广告

游戏产业中的电子竞技是一种从事电子游戏开发、营销和销售的经济部门。它们代表了许多广告和公共关系的机会，这对提高电子竞技的知名度非常重要。事实证明，这两种方法的使用都要有效得多，因为它使它们的受欢迎程度迅速提高。本章的目的是比较公共关系和广告在电子竞技中的使用，并确定它们的适当性。因此，公共关系、广告和电子竞技之间的关系在这里第一次得到了发展和研究。作者基于Natus Vincere(游戏邦注:乌克兰游戏产业中最重要的组织之一)对电子竞技背景下的公共关系和广告进行了定性比较分析。游戏产业的崛起和最近电子竞技的成功证明了游戏观众有利可图的经济潜力。

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Research Anthology on Business Strategies, Health Factors, and Ethical Implications in Sports and eSports

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