A relevância dos esports para a publicidade : uma compreensão a partir das finais dos Campeonatos Mundiais de League of Legends de 2018 e 2019.

Abstract

The present study aimed to understand the relevance of the League Of Legends World Championship Finals of the years 2018 and 2019 for the advertising scope. More specifically, we sought to recognize the opportunities of promotion that this modality can provide to advertising area, to understand the already used approaches, to discover how they are seen by fans and to know the advantages of inserting advertising in this medium. To achieve these goals, in the methodological process was used the document analysis and the applied questionnaire. Through the results and observations, it was considered, in general, that these events can provide numerous advantages and possibilities of promotion for advertising, having than, a lot of relevance for the área. Furthermore, it was possible to identify that the most appreciated approach by the public who admires esports in these Championships was the experiences, which reveals that these individuals give much value on emotional bonds and are looking for intense activations and shared with their community, their idols, and that involve their main passion: the game.