ABSTRACT
The extended reach of esports is no coincidence – in fact, it denotes marketing strategies that have permeated widely in the community; among them social media involvement and merchandising, which have been key pieces for the incorporation of esports in society, stand out. Therefore, identifying such marketing techniques carried out by the top-ranking esports teams allows us to illustrate the success in increasing audiences and to suggest a list of best practices that can be extrapolated in different settings and platforms.
Methodology: Website content analysis study. The research will be conducted over the websites and social media of the top-five ranking esports teams in the world, organizing the data according to a categorization of marketing strategies applied from the groups and changes in the number of followers over a five-month period.
Key findings: This chapter highlights the main marketing strategies used by the top-five esports teams around the globe in terms of transmission of content, brand exposure, merchandise, and subscriptions.
