Branding in eSports: An Empirical Analysis of the Specifics of Public Relations Compared to Traditional Sports

Abstract

 In recent years, the world of eSports has witnessed unprecedented growth and recognition, transforming from niche gaming competitions into a global phenomenon with millions of dedicated fans and substantial financial investments. As this industry continues to gain momentum, understanding the intricacies of branding becomes paramount for eSports organizations, teams, and players. While branding in traditional sports has been extensively studied and understood, the unique characteristics of public relations in eSports warrant specific investigation.The growing popularity of eSports has made it an attractive avenue for companies to promote their brands through various means, including public relations efforts. However, the intricacies of public relations in the eSports industry remain relatively unexplored. Through a comprehensive analysis of the literature and industry practices, this research aims to shed light on the specificities of public relations in eSports and draw comparisons with traditional sports. The study considers factors such as event marketing, sponsorship, community engagement, and media relations to understand how these elements contribute to brand building and audience engagement.  As the eSports landscape continues to evolve, understanding the nuances of branding in this context becomes crucial for organizations seeking to establish and enhance their brand identities in a highly competitive and rapidly growing market. Sample of 191 respondents were surveyed to know the role of Branding in eSports specifics to Public Relations compared to Traditional Sports. with checklist question where respondents choose “Yes” or “No” for all the questions. It is found that eSports is an attractive avenue to promote brands through various means and public relations and Branding in eSports is a powerful means of connecting with consumers worldwide.