Návrh marketingové komunikace pořadatele esportových turnajů

Abstract

The topic of the thesis was to design the marketing communication of the esport tournament organizer PLAYzone. The phenomenon called esport is gaining popularity. On a global scale, esport is experiencing a huge growth not only in viewership but also in interest from various investors and companies. However, the Czechoslovakian esport industry is not doing as well as esport in the world after the pandemic (Covid-19). Despite the fact that PLAYzone has a dominant position on the market, the interest in the company's activities among fans is stagnating or even slightly decreasing. The research involved 466 respondents answering questions about esports and PLAYzone. The research revealed possible gaps in marketing communication. Subsequent suggestions and recommendations were made based on the results of the research part and the insights from the theoretical background. The aim of these suggestions was to increase awareness of the company, increase traffic to communication channels including the website and increase overall interest in PLAYzone's activities.