Public Relations and Advertising in the Context of E-Sports

Public Relations and Advertising in the Context of E-Sports

Tina Tomazic (University of Maribor, Slovenia), Luka Druks (University of Maribor, Slovenia) and Noemia Bessa Vilela (Universidade Portucalense (UPT), Portugal)
DOI: 10.4018/978-1-5225-4047-2.ch005

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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Development Of E-Sports

Taylor (2012) argued, that e-sports represent an increasingly popular and profitable array of organizations, communities, and sets of practices, all of which place tremendous value on audiences; for example, playing games competitively, in front of a crowd, represents the legitimization of gaming as a spectator sport. E-sports involve the enactment of videogames as a spectator-driven sport, carried out through promotional activities.

Hutchins (2008) and Taylor (2015) showed, that electronic sport (e-sport), or sport as media, signifies the seamless interpenetration of media content, sport and networked information and communications technologies, and represents an increasingly popular and profitable range of communities, organizations, and sets of practices, all of which place tremendous value on audiences; for example, playing games competitively, in front of a crowd, represents the legitimization of gaming as a spectator sport. However, organized competitive gaming is treated as much more than a passing fad; instead representing the emergence of a new phenomenon, e-sport.

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