• COMPREHend esports gaming subculture
• Analyzing demographics and psychographics of esports consumers
  
• Examining motivations, lifestyle habits, consumption and media usage habits
• primary and secondary research
  
• Conducting research with databases and in depth interviews with esports gamers
  
• Primary research: Zoom, in person, or email interviews to uncover insights and biases/preconceptions that may exist
  
• Secondary research: Using sources such as industry reports and scholarly articles
• BRAND CHOICE FOR SUBCULTURE
  
• At the end, we will choose a lifestyle brand that we think may resonate with esports gamers and develop marketing communications strategies for the brand
  

• PHysical
• poor hygiene
  
• dismal exercise habits
• basic fashion sense (grahpic ​tees from sponsors/sweatpants)
• put little effort into ​physical appearance

• social
• introverted to the point of ​being a recluse
  
• problematic behavior under ​infleunce of online forums ​like reddit and 4chan
• occasionally harbor ​extremeist opinions ​promoting misogyny, ​violence, and other forms of ​discrimination
  
• estranged from IRL peers, ​friends, and family outside of ​subculture
  
• big into comradery, teamwork, ​collaboration

• esports market adapting to new technology - adoption of VR only leagues and tournaments
  
• VR/AR market size is growing
  

• Gaming tournaments introduced in late 90s-early 2000s by large tech companies
  
• Rise of the internet came with the introduction of video game streaming and gambling
  
• Skins based gambling and wagering
  

• Popularity of online platforms allows for gamers to connect with each other globally
• High community engagement on and offline through social media and esports events
  

• stress/insomnia, declining ​vision, musculoskeletal pain ​+overuse injuries, metabolism ​deficiency, weight gain
  

• value effiency + user-friendly platforms that allow easy communication ​and community engagement
• in-game purchases that improve user-interface experience (e.g. unlocking ​ne​w worlds/levels/weapons, comms channels, or enhanced UI)
  

• how to appeal to a broad audience of esports gamers?
  
• Fighting based games/first person shooters are most common within the market
  
• Relationship between streamers and watchers - helps build emotional connection with players
• Digital marketing - online ads and partnerships appeal to gamers who are already very involved in the digital realm
  

• PHysical
• can sometimes get carried ​away w/ practice + forget ​hygiene
  
• --> however, many gamers ​take excellent care of ​their bodies to ensure ​their physical condition ​prepares them to deliver ​the best performance
• e.g. ergonomic chairs, ​blue light glasses
  

• social
• not necessarily recluses!
  
• vibrant online communities ​connecting gamers worldwide
  
• love to engage with people who ​have similar interests and who ​they’ve bonded with over ​friendly competition or ​intense teamwork
  
• toxicity is not always ​absorbed externally, rather it ​can be learned internally ​through observation
• friendly trash-talking can ​quickly escalate
  

This map expresses the appealing aspects of the brand Golde and what products represent those aspects. These aspects will contribute to brand growth and potential marketing strategies!

Who? Professional level + collegiate level

What? Video ads played during commercial breaks in matches, ​product placement in esports gamers’ streams, strategic ​inclusion on social media

Why? Boosts awareness and reach, gaining a fanbase’s trust, ​making purchase decision easier

Who? Female-identifying gaming content creators/streamers

What? Inclusion in day-in-the-life videos, sponsored portions of ​videos or short TIkToks/Reels with a designated shoutout ​(including Golde’s use case, its benefits, what the influencer ​loves about the product, and affiliate coupon for audience)

Why? Gives Golde a platform that supports its values while also ​educating consumers about the value of its products

• eSports Market Overview:
  
• Emerging as a promising creative enterprise
  
• Comparison to Entertainment Giants:
  
• eSports seen as the potential next player in this lucrative field
  
• Preconceptions about eSports Gamers:
  
• Perceived as introverted and tightly knit within online communities
  
• Secondary Research Insights:
  
• Explosive market growth and influence of social and technological factors identified
  
• Marketing Implications:
  
• Various channels for reaching eSports consumers: digital and social media, influencer marketing, sponsorships, and partnerships
  
• Demographics and Psychographics:
  
• Main motivations include escape, self-esteem, and group affiliation
  
• Values of eSports Gamers:
  
• Efficiency and game experience identified as key values for many eSports gamers