Identificando os prós, contras e táticas do patrocínio de eSports

uma revisão integrativa da literatura

Autores

  • Bruno Duarte Abreu Freitas Communication department, Doctoral College, University of Vic – Central University of Catalonia
  • Ruth Sofia Contreras-Espinosa Communication department, Doctoral College, University of Vic – Central University of Catalonia
  • Pedro Álvaro Pereira Correia Economy and Management department, University of MadeiraFaculty of Social Sciences,

DOI:

https://doi.org/10.4000/cp.7243

Palavras-chave:

patrocínios, benefícios, riscos, estratégias

Resumo

Este estudo procurou identificar os prós e os contras do patrocínio de eSports e as táticas para os maximizar e os mitigar, respetivamente. Foi usado um método exploratório focado numa revisão integrativa da literatura. Os elementos mais atrativos são o aumento do reconhecimento, da imagem e das vendas e a alta aceitação de patrocínios e boa relação custo-benefício. Assim, as marcas devem patrocinar jogadores e torneios profissionais, realizar in-game branding e criar valor adicional relevante o mais rápido possível. Os elementos de maior risco são o comportamento desonroso, a influência negativa dos media, a infância do setor, a vida curta dos videojogos, os investimentos a longo prazo, o baixo desempenho e a baixa visibilidade. Portanto, as marcas devem sincronizar-se com o público, punir comportamentos desonrosos, promover a aceitação dos videojogos, estudar o mercado e comprometer-se a longo prazo.

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Biografias do Autor

  • Bruno Duarte Abreu Freitas, Communication department, Doctoral College, University of Vic – Central University of Catalonia

    Bruno D. A. Freitas completed his Bachelor Degree in Languages and Business Relations and his Master Degree in Cultural Management (where he was the best of his class) at the University of Madeira. Having gained a large interest for the fields of marketing, management and entrepreneurship, Bruno decided to research the new and emerging market of eSports and is now doing his PhD thesis on eSports sponsorships at the University of Vic – Central University of Catalonia (UVic-UCC). Bruno has also presented and published several papers on the eSports market.

  • Ruth Sofia Contreras-Espinosa, Communication department, Doctoral College, University of Vic – Central University of Catalonia

    Ruth S. Contreras-Espinosa is a full-time PhD professor at the University of Vic – Central University of Catalonia (UVic-UCC). She’s the co-founder and coordinator of the Observatory of Communication, Video Games and Entertainment INCOM, at the Autonomous University of Barcelona and UVic-UCC, a multi-disciplinary research group established on April 2014. She has been collaborating with international organizations in a huge variety of projects such as external evaluator at the Portuguese Agency of Evaluation and Accreditation (A3ES) and is a Member of the scientific advisory board on Brazilian Symposium on Computer Games and Digital Entertainment (SBGames).

  • Pedro Álvaro Pereira Correia, Economy and Management department, University of MadeiraFaculty of Social Sciences,

    Pedro A. Pereira Correia has a PhD in Interactive Digital Communication and Marketing (University of Vic) and he is a Lecturer at the University of Madeira and ISAL, Funchal, Portugal. He’s a member of Research Center CiTUR – Center for Research, Development and Innovation in Tourism. He’s an external Senior Expert to support the implementation of the European Structural and Investment Funds (2018). He’s a major player in numerous operations and projects with proven multi-disciplinary and management skills. He has extensive marketing and social media knowledge.

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Publicado

2021-09-16

Edição

Vol. 15 N.º 28 (2020): Número com dossiês temáticos

Secção

Artigos

Licença

Creative Commons License

Este trabalho encontra-se publicado com a Licença Internacional Creative Commons Atribuição-NãoComercial 4.0.

Os conteudos da Comunicação Publica estão licenciados com uma licença Creative Commons - Atribuição-NãoComercial 4.0 Internacional.

Como Citar

Identificando os prós, contras e táticas do patrocínio de eSports: uma revisão integrativa da literatura. (2021). Comunicação Pública, 15(28). https://doi.org/10.4000/cp.7243