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Comparison of e-sports and selected sports from the marketing perspective
Žežulka, Martin ; Halada, Jan (advisor) ; Vranka, Marek (referee)
The goal of this bachelor's thesis is to introduce the topic of electronic sports and the use of its marketing potential to the reader. It also focuses on its parallels with traditional sports and tries to show on examples of sponsoring, product placement, corporate social responsibilities, and pitfalls the differences and similarities of both fields. In the first part, the work deals with the phenomenology of sport, thanks to which it is possible to answer the question of whether esport can be considered a sport. Furthermore, the work deals with the history of esport in order to put the reader into the context of today's situation. The following chapters then explain the researched marketing tools and media on which we can watch sports and traditional sports. In the practical part, their specific implementations in both sectors are shown on specific examples.
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In-game marketing
Neuheisl, Lukáš ; Klimeš, David (advisor) ; Zezulková, Markéta (referee)
The bachelor's thesis is dedicated to the in-game marketing: marketing in digital games. Apart from usual mechanics, such as microtransactions, monthly membership payments, paid downloadable content or in-game advertising this thesis describes the game as a marketing tool and problems related to cybersecurity and persuasive microtransactions. The theoretical part contains recent and distinctive examples of described mechanics. The thesis also contains the evaluation of the questionnaire research in which 409 gamers from the whole world took part and which aimed on gamers' view on in-game marketing and their buying behaviour. Even though the demography of respondents is inaccurate in comparison to the global spectrum of gamers (mostly in case of gender and age ratio), the research suggests that gamers have their opinions on controversial topics related to the in-game marketing, yet they are affected by it as it is a successful and profitable way to satisfy their needs right from the game.
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