PROSPECTS OF ESPORTS IN MARKETING COMMUNICATIONS

This article examines current trends in the development of esports as a marketing communication tool. The main mechanisms of integrating esports elements into the marketing strategy of companies are analyzed, and the effectiveness of various formats of interaction with the target audience through esports events is evaluated. Special attention is paid to the analysis of the prospects for the development of this area in the context of modern marketing trends. The paper examines the theoretical foundations of esports as a marketing tool, including the classification of esports formats and the characteristics of the target audience. The mechanisms for integrating esports into marketing communications, including sponsorship, content marketing, and affiliate programs, are discussed in detail.