The article identifies the features of the development of marketing in e-sports as an integral part of modern virtual reality. As e-sports is an activity that attracts millions of viewers around the world, its development involves the involvement of sponsors and donors for its development. That is why marketing is a special tool that can promote endemic and non-endemic goods and services in this sport. The study aims to determine the special importance of e-sports for the promotion and sale of goods and services advertised on virtual sports grounds. The article uses methods of analysis and synthesis, scientific observation and generalization, forecasting, and systematization. The study found that e-sports is a unique platform for the presentation of new products and services, which attracts a loyal audience and directs the latest interactive development of modern marketing.
Based on the analyzed data, the functioning of the e-sports system can be considered a positive economic component of the organizational and legal structure of the state.
Cybersport is not only a new sport, popular among modern youth but also a large media market. Its volume, according to various estimates, is 1-1.5 billion USD. At the same time, experts note that the e-sports market is growing by 20-30% annually, and will fully manifest itself in 5-10 years.
Advertising and marketing in the industry have great prospects because e-sports is a great area for promoting various products. Today's experts single out several countries that occupy leading positions in the world in terms of dissemination and promotion of e-sports.
Leaders in the industry include South Korea, China, the United States, and Western Europe. Relevant ratings are also compiled according to the amount of financial income to this industry in each country separately.
According to statistics on the growth of revenues received by states and all countries involved in the competition, including players, the revenue of the gaming industry is now USD 180.1 billion. At the same time, the main consequence of the development of e-sports as a source of income for the state budget is the level of commercialization of this industry.
Thus, according to independent think tanks, the gaming industry, namely the eSports segment, will continue to grow rapidly and steadily in both the short and long term. And this applies to both the growth of revenues of companies participating in the market, and increasing the audience of users. In terms of investment and development of new marketing strategies, it is now one of the most promising markets in the world.
Спонсорство в кіберспорті: відмінності між світовим та українським ринком (2021). (online) Available at: https://games.24tv.ua/sponsorstvo-kibersporti-vidminnosti-svitovogo-ukrayinskogo-rinkiv_n1493560 (Accessed 30 Mar. 2022).
Bloom, D. (2020). Ninja Jumps From Twitch to Microsoft’s Mixer In Exclusive Deal. (online) Forbes. Available at: https://www.forbes.com/sites/dbloom/2019/08/01/twitchs-biggest-star-ninja-joins-microsofts-mixer-in-exclusive-programming-deal/.
Day, W. (2019). Today is the 40th Anniversary of the World’s First Known Video Gaming Tournament.
Gough, C. (2012b). Global eSports viewership by viewer type 2022 | Statista. (online) Statista. Available at: https://www.statista.com/statistics/490480/global-esports-audience-size-viewer-type/ (Accessed 31 Mar. 2022).
Joins MLG (2017). Major League Gaming. (online) web.archive.org. Available at: https://web.archive.org/web/20170713090243/http://www.majorleaguegaming.com/news/nadeshot-joins-mlg-tv-streaming-platform-apps-for-android-and-ios-released/ (Accessed 31 Mar. 2022).
Kennedy, V. (2022). Esports coming to 2022 Commonwealth Games. (online) Eurogamer. Available at: https://www.eurogamer.net/articles/2022-02-09-esports-coming-to-the-2022-commonwealth-games (Accessed 31 Mar. 2022).
Kumaş, T. (2014). Sizler de lisanslı E-Sporcu olabilirsiniz. (online) Oyun Haberleri - merlininkazani.com. Available at: https://www.merlininkazani.com/sizler-de-lisansli-e-sporcu-olabilirsiniz-espor-70805 (Accessed 31 Mar. 2022).
library.olympics.com. (2021). ZOOM IN - ESPORTS AND GAMING. (online) Available at: https://library.olympics.com/default/esports-and-gaming.aspx?_lg=en-GB (Accessed 30 Mar. 2022).
Ninja makes Mixer debut after a ‘shock’ moves from Twitch. (2019). BBC News. (online) 3 Aug. Available at: https://www.bbc.com/news/newsbeat-49219061 (Accessed 30 Mar. 2022).
Nordmark, S. and Heath, J. (2019). The 10 Largest Prize Pools in Esports. (online) Dot Esports. Available at: https://dotesports.com/general/news/biggest-prize-pools-esports-14605.
.O. PYSCHULINA (2020). DIGITAL ECONOMY: TRENDS, RISKS, AND SOCIAL DETERMINANTS. (online) Available at: https://razumkov.org.ua/uploads/article/2020_digitalization.pdf.
Reuters (2017). E-sports just got closer to being part of the Olympics - Business Insider. (online) Business Insider. Available at: https://www.businessinsider.com/e-sports-gets-closer-to-being-part-of-the-olympics-games-2017-10 (Accessed 31 Mar. 2022).
Statista (2017). Adidas, Nike & Puma revenue comparison 2006-2017 | Statista. (online) Statista. Available at: https://www.statista.com/statistics/269599/net-sales-of-adidas-and-puma-worldwide/.
Statista. (2021). Global eSports market size 2025. (online) Available at: https://www.statista.com/statistics/1256162/global-esports-market-size/.
Tassi, P. (2012). 2012: The Year of eSports. (online) Forbes. Available at: https://www.forbes.com/sites/insertcoin/2012/12/20/2012-the-year-of-esports/.
Коваленко, С.В. (2016). Основні етапи інформатизації суспільства та освіти. Вісник Чернігівського національного педагогічного університету. Серія : Педагогічні науки, (online) (135), pp.181–184. Available at: http://nbuv.gov.ua/UJRN/VchdpuP_2016_135_47 (Accessed 30 Mar. 2022).
О, Г.К., А, Г.Д. and В, К.О. (2016). Основні тенденції розвитку ринку кіберспорту. Проблеми і перспективи розвитку підприємництва, (online) 1(4(2)), pp.51–55. Available at: http://nbuv.gov.ua/UJRN/piprp_2016_4%282%29__12.
The papers published in the ASEJ Journal (alternate title: Zeszyty Naukowe Wyższej Szkoły Finansów i Prawa w Bielsku-Białej) are free and online open access distributed (Creative Commons Attribution CC-BY-NC 4.0 license). The Publisher cannot be held liable for the graphic material supplied. The printed version is the original version of the issued Journal. Responsibility for the content rests with the authors and not upon the Scientific Journal or Bielsko-Biala School of Finance and Law.