8 research outputs found
How society’s negative view of videogames can discourage brands from sponsoring eSports
The purpose of this research was to identify the main motives that contribute to society’s
negative view of videogames and that present a risk to the eSports sponsors’ image. To achieve
this, an exploratory, qualitative, and integrative literature review was conducted. According to
the theoretical data, there are four main reasons why society has a negative perception of
videogames. It is commonly believed that: (1) gaming is an unproductive activity, (2) violent
videogames incite aggressive behaviors, (3) videogames lead to gaming-addiction, and (4)
eSports lead to eSports-related gambling addiction. However, while the literature presents
convincing evidence that gaming can create addiction and that eSports can promote gambling
addiction, there is no conclusive evidence to assume that violent videogames lead to
aggressiveness and there is evidence showing that playing videogames can be a productive
activity. Nevertheless, these four beliefs are a threat to the eSports sponsors’ image and may
lead them to cancel their existing sponsorships or lead other brands to not want to sponsor
eSports to prevent being associated with these negative notions. This research will help expand
the minor literature on eSports sponsorships and advance the knowledge of why some eSports
sponsorships are terminated and why some brands may be reluctant to sponsor eSports.info:eu-repo/semantics/publishedVersio