An Analysis of League of Legends: eSports as a Marketing Strategy

Abstract

Professional eSports, especially League of Legends, have rapidly risen in popularity in recent years. Unlike other professional sports and competitions, there are other motivations behind League of Legends eSports. If you watch a Major League Baseball game, the teams are only interested in your viewership. League of Legends wants to see their viewers turn into players. Riot Games, the company behind League of Legends, has successfully used eSports as an effective marketing tool. This work will discuss the effective marketing power of eSports, and model this use of marketing using actual surveyed playership data.