Ações de publicidade e product placement em eventos de esporte eletrônico

Abstract

With the growth of the gaming industry and, more specifically, electronic sports, it is natural to arouse increasing interest from the advertising sector. This work aims to contribute primarily to the field of electronic sports by seeking to understand how advertising and product placement actions are developed in electronic sports events. A case study of the PGL Major Antwerp 2022 event of Counter-Strike: Global Offensive was conducted, using observation and descriptive research, with two approaches: first, a quantitative approach and then a qualitative approach to the results. Data analysis was performed by categorizing the types of appearances, the number of repetitions, and characteristics, aiming to separate advertising and product placement actions, and highlighting each in figures and tables. The main results show that brands target the gaming audience, seeking to create bonds, reinforce their presence within this event's audience, and build credibility through their actions. It concludes that the use of these events is a tool for the brands involved to create constant actions and bonds throughout the broadcast, as well as special interactions directly with their target audience, and even to present new products directly to the desired audience.