What is it about?
With esports audiences rapidly growing, companies are focusing on monetising this audience through sponsorship-linked activation. We show that exposure to this form of marketing is extensive and affects awareness, preferences and behaviour among young, vulnerable audiences, particularly among heavier gamers, suggesting the unique benefits of online gaming as a marketing platform, and evidence policy intervention is needed.
Featured Image
Read the Original
This page is a summary of: A new frontier: alcohol sponsorship activation through esports, Marketing Intelligence & Planning, December 2020, Emerald,
DOI: 10.1108/mip-03-2020-0101.
You can read the full text:
Contributors
The following have contributed to this page