Publicação
eSports: the new age of dietary supplements
| Resumo: | eSports – the competitive form of video gaming – is a growing industry with millions of active players and viewers worldwide. Seen by many as a digital sport, rather than ordinary entertainment, this study explores the definition of eSports and its resemblances with traditional sports. It proposes the possibility of targeting, communicating, market, and selling dietary supplements to digital athletes. The study findings indicate that gamers have existing needs that can be fulfilled with the consumption of dietary supplements. The potential market size combined with the identified needs and the positive attitudes towards supplementation show evidence of a significant market gap and opportunity to be explored by nutrition brands. This research then concludes that organizations and brands in the supplementation industry should develop and market supplements aiming to address gamers’ needs by targeting the right gaming audience via appropriate eSports channels using specific marketing strategies and tactics. |
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| Autores principais: | Rodrigues, José Emídio Tinoco |
| Assunto: | eSports Professional gaming eSports marketing Dietary supplements Performance enhancing |
| Ano: | 2017 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Universidade do Minho |
| Idioma: | inglês |
| Origem: | RepositóriUM - Universidade do Minho |
| Resumo: | eSports – the competitive form of video gaming – is a growing industry with millions of active players and viewers worldwide. Seen by many as a digital sport, rather than ordinary entertainment, this study explores the definition of eSports and its resemblances with traditional sports. It proposes the possibility of targeting, communicating, market, and selling dietary supplements to digital athletes. The study findings indicate that gamers have existing needs that can be fulfilled with the consumption of dietary supplements. The potential market size combined with the identified needs and the positive attitudes towards supplementation show evidence of a significant market gap and opportunity to be explored by nutrition brands. This research then concludes that organizations and brands in the supplementation industry should develop and market supplements aiming to address gamers’ needs by targeting the right gaming audience via appropriate eSports channels using specific marketing strategies and tactics. |
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