E-SPORTS AS A NEW ECONOMIC SECTOR: MONETIZATION, INVESTMENTS AND LABOR MARKET

E-sports represents a rapidly developing segment of the digital economy that combines elements of mass media consumption, platform-based business, and a highly competitive entertainment industry. Its transformation from subculture to an institutionalized industry involves the creation of unique monetization models, attraction of venture and institutional capital, and the emergence of new employment forms and professional identities. The article explores the key economic mechanisms of the e-sports industry, including revenue formats, investment practices, digital infrastructure, and the labor market. It also examines public policy, regulatory aspects, and social integration of e-sports across various national contexts. The study concludes that e-sports forms an independent economic sector with long-term growth potential, cross-sectoral multiplier effects, and influence on digital consumption structures.