How can Myst1s Gaming develop its E-sports brand based on consumer preferences
Shahsawari, Asrin (2021)
Avaa tiedosto
Lataukset:
Shahsawari, Asrin
2021
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021052611296
https://urn.fi/URN:NBN:fi:amk-2021052611296
Tiivistelmä
The goal of this thesis was to develop Myst1s Gaming`s E-sports brand based on consumer preferences. The commissioned company is a relatively new start-up and therefore demand for researching the customer motivation is essential for the company. The objective of this thesis was to understand consumers in their selection process and give recommendations to the commissioned company. The aim was to aid the commissioned company by giving them tools for managing to grow their operation and evolve their brand in the future.
The theoretical framework consisted of subjects from the E-sport industry, sponsorship marketing, branding and consumer behavior. Branding and consumer behavior provided a guide for data collection tools utilized in the research. A mixed-method research design was used for this thesis. Data collection methods included a focus group discussion from 5 avid gamers and a survey that was distributed to 62 participants who shared a common interest in E-sports. Data analysis consisted of thematic analysis of the focus group and SPSS analysis of the survey.
One of the key findings of this research was that the most important selection criteria for the consumer are the games that organizations are participating in. In addition, results indicated that entertaining content from an organization is the most noteworthy element for consumers. Important platforms for organizational content were YouTube, Twitch, and Instagram and the preferred frequencies were more than once a week.
Based on the results, the commissioned company should analyze what games they are participating in currently and if these games are adequate in regards to current trends of the gaming industry.
The company should also compare different contents from organizations and determine if their content is adequate in terms of frequencies and different platforms. Recommendations provided for Myst1s Gaming will be managed by the commissioned company.
The theoretical framework consisted of subjects from the E-sport industry, sponsorship marketing, branding and consumer behavior. Branding and consumer behavior provided a guide for data collection tools utilized in the research. A mixed-method research design was used for this thesis. Data collection methods included a focus group discussion from 5 avid gamers and a survey that was distributed to 62 participants who shared a common interest in E-sports. Data analysis consisted of thematic analysis of the focus group and SPSS analysis of the survey.
One of the key findings of this research was that the most important selection criteria for the consumer are the games that organizations are participating in. In addition, results indicated that entertaining content from an organization is the most noteworthy element for consumers. Important platforms for organizational content were YouTube, Twitch, and Instagram and the preferred frequencies were more than once a week.
Based on the results, the commissioned company should analyze what games they are participating in currently and if these games are adequate in regards to current trends of the gaming industry.
The company should also compare different contents from organizations and determine if their content is adequate in terms of frequencies and different platforms. Recommendations provided for Myst1s Gaming will be managed by the commissioned company.