Návrh marketingové komunikace společnosti v oblasti esportu

Abstract

The aim of this bachelor's thesis is to examine how Riot Games approaches marketing communication in the field of League of Legends esports and to propose specific measures for its improvement. The theoretical part defines the basic concepts of marketing communication, the communication mix and marketing research, and introduces the League of Legends esports ecosystem. The analytical part focuses on the analysis of Riot Games' communication channels and tools, as well as the marketing communication of key esports events — Worlds, MSI and regional leagues. The thesis includes an original questionnaire survey conducted among Czech and Slovak League of Legends esports fans, the results of which are processed through first and second degree sorting. Based on the findings, recommendations are formulated focusing on strengthening event marketing in regional leagues, developing storytelling, regulating co-streaming, enhancing MSI communication and expanding the in-game reward system for watching.