The rise of E-sports live-streaming and the resultant sponsorship opportunities presented to marketers

Abstract

This study investigates the impact that current e-Sports based sponsorships have on South African Twitch viewers. e-Sports can be defined as competitive sports that take place in the digital space. e-Sports have enjoyed immense growth in recent times and this trend of growth shows no signs of slowing down. While some marketers have started to realise the scope that this up and coming sport form offers from a marketing and sponsorship perspective, brands in general have been reluctant to enter the space due to a lack of research into the effectiveness of this form of marketing communication. This qualitative study measures the impact of eSports based sponsorships in terms of the impact that current sponsorships have on the brand perceptions, purchase intentions and brand recall of South African Twitch viewers. Findings from the study suggest that while sponsorships within eSports do offer brands potential marketing value, only certain industries are currently receiving substantial benefit. It would seem that Twitch viewers want to see sponsored products in action, and will only then consider purchasing the sponsoring brand’s products or perceiving the brand as being of high quality. Ultimately, sponsoring athletes currently seems to be the most effective form of marketing within eSports. Gamers and Twitch viewers identify with these individuals, trust their product choices and are largely influenced by their behaviour. Further research may consider the effects of changes in athletes’ performance on sponsoring brands’ image in the eyes of eSports viewers and investigate reasons for the minor impact that eSports events sponsorships currently have on the brand perceptions, purchase intentions and brand recall of Twitch viewers.