Estratégias de comunicação no E-sports para empresas fora do universo gamer

Abstract

This study aims primarily at analyzing and understanding the communication strategies employed by brands seeking to enter the world of e-sports. E-sports (electronic sports) are increasingly gaining prominence as a phenomenon of great relevance, with competitions offering ever more substantial prizes. One of the major contributors to this growth is the emergence of new brands entering the scene, aiming to capture this loyal audience. One of the objectives of this study is to examine more closely the profile of the e-sports consumer, seeking to understand them as a target audience. This is because the audience involved in these events possesses characteristics, behaviors, and preferences unique to this segment. The research employs documentary and bibliographic study methods, classified as qualitative research, with the aim of investigating the communication strategy of the analyzed brands in the e-sports scenario, as well as their ability to adapt to the specific environment of electronic gaming. Additionally, a semi-structured group interview was conducted with participants selected based on the criterion of attending e-sports tournaments, aiming to get a more personal view of this market. Thus, by understanding how the consumer behaves, perceives, and reacts to the e-sports landscape and the communication strategies employed by the studied brands, this research will enable communicative analyses in this context. The gathered information will serve as study material and support for brands to direct their actions more precisely and personally, adapting in authentic and relevant ways to this audience. For companies to achieve their goals, information such as consumer profiles, adapted communication strategies, and an understanding of the context are essential. By effectively approaching the target audience, brands can establish a strong and competitive presence in the e-sports market, facilitating the achievement of their objectives