Influncers contribution to marketing strategy of E-sport company: the case of Riot games, Inc

Filip Kolacia

Bachelor's thesis

Influencers contribution to marketing strategy of Esports company: the case of Riot Games, Inc

Abstract:

The purpose of this thesis is to investigate the contribution of influencers to the marketing strategy of Riot Games, Inc., specifically for the launch of their brand new video game, Valorant. Esports are becoming increasingly relevant to younger generations like Generation Z and Millennials. In this study, qualitative methods were used to examine the results of in-depth interviews with influential people between 18 and 33 years old in the gaming industry. These interviews were conducted online using three social media platforms, including Discord, Messenger, and Zoom. The results from the interviews were analyzed through four themes, which were gathered by the six stage thematic approach. Furthermore, a differentiation between traditional sports and Esports was implement to ensure a thorough understanding of the terms. Further studies were conducted in order to establish metrics that will aid in determining the contribution of influencer marketing to the stakeholders in Esports comprising companies, viewers and community. Finally, based on the results drawn from this study, several recommendations about the ways of building a successful influencer marketing strategy for gaming companies were given.

Abstract:

The purpose of this thesis is to investigate the contribution of influencers to the marketing strategy of Riot Games, Inc., specifically for the launch of their brand new video game, Valorant. Esports are becoming increasingly relevant to younger generations like Generation Z and Millennials. In this study, qualitative methods were used to examine the results of in-depth interviews with influential people between 18 and 33 years old in the gaming industry. These interviews were conducted online using three social media platforms, including Discord, Messenger, and Zoom. The results from the interviews were analyzed through four themes, which were gathered by the six stage thematic approach. Furthermore, a differentiation between traditional sports and Esports was implement to ensure a thorough understanding of the terms. Further studies were conducted in order to establish metrics that will aid in determining the contribution of influencer marketing to the stakeholders in Esports comprising companies, viewers and community. Finally, based on the results drawn from this study, several recommendations about the ways of building a successful influencer marketing strategy for gaming companies were given.

Keywords

Esports, influencers, Riot Games, Valorant

Keywords

Esports, influencers, Riot Games, Valorant

Language used: English

Date on which the thesis was submitted / produced: 14. 12. 2022

Thesis defence

• Date of defence: 31. 1. 2023
• Supervisor: Martin Machek
• Reader: Daniela Kolouchová

Vysoká škola ekonomická v Praze

Bachelor programme / field:
Ekonomika a management/Business Administration / Corporate Finance and Management