masterThesis
Esports : un horizonte de beneficios de mercadeo para las marcas en Colombia
Fecha
2021Registro en:
658.834 C292
Autor
Caro Vallejo, Juan Manuel Caro
Institución
Resumen
The Esports are becoming much more of a digital trend with a defined fan profile around the world. These new digital sports are divided into specialized leagues; each one with their teams and players, which are transmitted through streaming platforms, and therefore, creating great opportunities for brands, generating additional profits to those generated by traditional channels, also allowing them to launch new products and additional brand positioning. All this opens the doors for Colombian brands to enter a market that offers great opportunities in terms of advertising, and so approaching a target audience that is increasingly demanding more content. This study, developed in the city of Medellín, considered as the gamer capital of Colombia, is a qualitative exploratory study that proposes to calculate the scope and opportunities that brands have in this new medium. Once this target audience and their consumer needs have been understood and studied, it is proposed to adapt to new strategies within the marketing plan of a brand and, in this way, take advantage of the rise of a new trend that is taking place throughout the world.