Abstract
E-sports have grown in popularity on a worldwide scale. Recent assessments place the industry's value at more than $612 million, with operations spanning Europe, North America, and Asia's emerging economies. Nowadays, e-Sports are being hailed as a highly effective marketing channel for businesses. The current study attempted to analyze the personal profiles of e-sports players in order to offer them with marketing privileges that would enable them to promote their companies more effectively. Three self-report questionnaires were used to collect data: the Profile of Mood States, the Eysenck Personality Questionnaire, the Emotional Intelligence Questionnaire, and the Brand Personality Appeal Questionnaire. The collected data were analyzed using appropriate transformations to provide a suitable format for implementing the corresponding machine learning algorithms available in the R software package. The findings of this study demonstrate, among other things, that mood state, emotional intelligence, and brand personality can all serve as critical variables and are prevalent in marketing literature covering a broad range of topics, including evidence that the mood state, emotional intelligence, and brand personality profiles of e-sports players can all serve as significant variables.
Highlights
E-Sports is not a novel technology nor a recent craze
E-Sports are a collection of competitive video games that are broadcast live to the public over the Internet
The data set for study included respondents' gender, birthplace, current location, educational background, parents' employment, and subscales of the Profile of Mood States (POMS), Brand Personality Appeal (BPA), Eysenck Personality Questionnaire (EPQ), and TEIQue tests
Summary
E-Sports is not a novel technology nor a recent craze. It is a sea change in entertainment and culture in the area of digital information systems, with young people receiving a geometrically rising amount of time and attention first, and the rest of the population second. The TEIQue has been utilized in several research assessing emotional components of personality These include studies in neuroscience, relationship satisfaction, psychopathology, addictions, response time, general health, and behavioral genetics, to name a few. For the online gaming business to support and recover in a strategic manner the brand interaction points with the e-sport consumer, knowledge of e-sport users' behaviors, demographics, psychological profile and how it is coupled with personality is important. Personality characteristics including sensation seeking, self-control, aggressiveness, neuroticism, state anxiety, and trait anxiety were linked to online gaming addiction. To investigate the connection between online e-sports gaming, psychological mood, Eysenck Personality Inventory, and Trait Emotional Intelligence. Each of these variables is anticipated to influence or be influenced by gaming
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