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The Role of Digital Marketing in the Esports Industry

100%
Baltezarević R., Baltezarević V., Baltezarević I.
Acta Ludologica
|
2023
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vol. 6
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issue 1
28-45
EN
The eSports industry, supported by the accelerated development of digital technologies, is becoming more and more interesting to companies, as a potential place where products and services can be advertised. Given that consumers, who follow or actively engage in playing digital games and eSports, are mostly younger men, digital marketing strategies seem like a logical choice. This paper provides several theoretical viewpoints on the function of digital marketing in the industry of eSports. The authors attempted to make this topic more accessible to professionals with expertise in this field by assessing the views of 113 respondents and highlighting the possible advantages of adopting digital marketing in the eSports industry. The aim of this study is to show that companies should focus on promoting brands on digital platforms dedicated to eSports, because such activities, which are intended for players and audiences, are generally acceptable activities of business entities. Also, when carrying out brand promotion on these platforms, it is advisable to hire credible eSports influencers on social media to recommend their brands, and ultimately, to support the spread of eWOM about the company’s brand.
2
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Political Marketing in Digital Games: ‘Game Over’ for Traditional Political Marketing Methods

88%
Baltezarević R., Baltezarević B., Baltezarević V., Kwiatek P., Baltezarević I.
Acta Ludologica
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2019
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vol. 2
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issue 2
28-46
EN
This study focuses on digital games that have become powerful persuasion tools which can be utilized for political marketing purposes. The authors believe that these media have to be thoroughly explored, because of the great potential of these platforms to become very useful tools for setting up political messages and the outreach capacity to the voting segment being difficult to achieve if only traditional media are used. The paper provides a set of theoretical views on political marketing in digital games. There are many examples analyzed in the paper, proving that the techniques of political marketing can create big benefits and that they can help politicians achieve their goals. So, we hypothesized a new phase of political marketing, underpinned by the utilization of digital games. As a methodology, we used content analysis of various digital games. The aim of this paper is to offer a better understanding of the benefits of political marketing campaigns in the digital gaming industry and to explore the role and impact of these techniques, as well as to provide potential future directions of this form of marketing.
3
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Stereotypical Negative Female Gender Roles in Digital Games

88%
Baltezarević B., Baltezarević R., Baltezarević V., Kwiatek P., Baltezarević I.
Acta Ludologica
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2021
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vol. 4
|
issue 2
42-61
EN
Digital games represent a new media form dominated by men, either as characters or as players. The perception of digital games as ‘Boys’ Fun’ has been denied by the latest research that points to the fact that women are increasingly accessing this medium. But the analysis of digital games shows that gender roles appear in this media as real-world stereotypes. It means that there is discrimination against women who often have a passive role, whether they appear as victims or as sexual objects. When they are not damsels in distress helplessly awaiting their saviour or playing heroines, then, they are most often portrayed as rebellious beauties with oversized dimensions. The subject of this paper is female representation in digital games. Authors used content analysis of 30 digital games with female protagonists, published at J Station, to examine the female gender roles in such digital games. The aim of the empirical study is to demonstrate that the elements of gender discrimination are present in digital games and that they can lead to the creation of harmful stereotypes against women.
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