TY  - JOUR
U1  - Wissenschaftlicher Artikel
A1  - Nufer, Gerd
A1  - Mariot, David
T1  - Branding in eSports: an empirical analysis of the specifics of Public Relations compared to traditional sports
JF  - The IUP journal of brand management
N2  - For some time now, eSports has complemented the portfolio of many sponsors in sports. Though partnerships with important organizations, brands are gaining a foothold in the eSports landscape. While the communication work with media and fans in the framework of conventional sports has been tried and tested for many years, Public Relations (PR) in eSports is new for companies. The paper examines the requirements of PR in eSports. These are identified by analyzing a quantitative survey among eSports fans. The results prove the existance of significant differences in the requirements of successful PR in eSports. The differences are mainly based on the different target groups and their media usage behavoir. Classic formats such as TV or print are ignored by eSport fans. This influences the choice of media partners for sponsors. Successful PR in eSports requires patience and long-term planning. It is important to maintain a close exchange with partners in order to jointly design attractive formats for media and their consumers.
Y1  - 2022
SN  - 0972-9097
SS  - 0972-9097
VL  - 19
IS  - 2
SP  - 7
EP  - 23
S1  - 17
PB  - IUP Publications
CY  - Hydarabad
ER  -