Marketing potential of the e-sports market in Serbia

Abstract

The fast-growing e-sports market opens up numerous marketing opportunities that are primarily reflected in its promotional capacities. The main prerequisite for appropriate positioning through promotion is knowing the characteristics of the target groups of the e-sports market. Easily measurable results of investment in the e-sports market, the possibility of precise targeting, as well as an ever-expanding choice of age structures, make this market attractive for investors, sponsors and advertisers. Promotional potentials are present in the form of the effect of spreading the perception of the brand that sponsors or advertises, then the effect of partnership with influencers coming from this market to the traditional environment, but also the effect of promoting brands that are used in the realization of e-sports itself. Apart from the review of previous publications on the basic aspects of the esports market, for this paper we have used information about the "'Gaming Village" project in the Republic of Serbia. The aim of the paper is to point out the importance of the marketing and promotional potential of the e-sports market. The basic research question is what are the marketing and promotional effects of the e-sports market.