The Effectiveness of Event Marketing: Evidence from Game Publishers and eSports Tournaments

10 Pages Posted: 27 Mar 2020

See all articles by Petr Parshakov

Petr Parshakov

National Research University Higher School of Economics

Iuliia Naidenova

National Research University Higher School of Economics

Ángel Barajas

University of Vigo - Faculty of Business Administration and Tourism; National Research University Higher School of Economics, SPB; National Research University Higher School of Economics - International Laboratory of Intangible-driven Economy

Date Written: January 3, 2017

Abstract

Nowadays promotion through events become popular among companies. However, empirical evidence on whether such investments improves company financial performance is mixed. In our paper, we analyze the sales of video games publishers and for the period of 1997-2015. We consider eSports tournaments, organized by these video game producers, as promotion events. Our data include the games name, platform of the games release (i.e. PC, PS4, etc.), genre of the game, publisher, sales in North America, Europe, Japan and other regions. Our results show that the effect of tournaments is statistically significant and positive. Moreover, this result is robust to difference between regions. We find that the relationship between the number of events and revenue presents an inverted U-shaped. The optimal number of eSports tournaments varies from three to seventeen, so one might conclude that there are some important regional differences in terms of an optimal number of events. We can conclude that the use of event marketing has a clear positive impact on the sales of eSports producers. It can be expected that for industries closely linked with some events there will exist a similar effect.

Keywords: Event Marketing, eSports, Spillovers

Suggested Citation

Parshakov, Petr and Naidenova, Iuliia and Barajas Alonso, Ángel and Barajas Alonso, Ángel, The Effectiveness of Event Marketing: Evidence from Game Publishers and eSports Tournaments (January 3, 2017). Available at SSRN: https://ssrn.com/abstract=3547858 or http://dx.doi.org/10.2139/ssrn.3547858

Petr Parshakov

National Research University Higher School of Economics ( email )

Myasnitskaya street, 20
Moscow, Moscow 119017
Russia

Iuliia Naidenova

National Research University Higher School of Economics ( email )

Myasnitskaya street, 20
Moscow, Moscow 119017
Russia

Ángel Barajas Alonso (Contact Author)

University of Vigo - Faculty of Business Administration and Tourism ( email )

Campus as Lagoas
Ourense, Ourense 32004
Spain
0034 988368713 (Phone)
0034 988368923 (Fax)

National Research University Higher School of Economics, SPB ( email )

3A Kantemiroskaya
Saint Petersburg, 194100
Russia

HOME PAGE: http://www.hse.ru/en/staff/barajas

National Research University Higher School of Economics - International Laboratory of Intangible-driven Economy ( email )

Lebedeva,27
Perm, Perm 614070
Russia

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