SOCIAL COMMUNICATION APPROACHES TO “NEW GAMES JOURNALISM” IN THE CYBERSPORTS REALITY

The article explores the socio-communication aspects of the application of New Games Journalism (NGJ) in the e-sports reality, in particular in the Ukrainian media space. Particular attention is paid to the analysis of the audience’s information needs, based on the results of a survey of users of the Ukrainian esports platform Players. It was found that the key factors influencing the popularity of e-sports media are the efficiency of content presentation, the level of analytics, and the direct presence of journalists at tournaments. The study demonstrates the high interest of the audience in in-depth analytical materials and NGJstyle content, which goes beyond the traditional news coverage of e-sports. Analysis of information receiving channels confirms the dominance of social networks (Instagram, Twitter, TikTok) and streaming platforms (Twitch, YouTube), which emphasizes the need to adapt e-sports content to dynamic digital formats. At the same time, significant interest in Ukrainian-language content (75 % of respondents) indicates the relevance of further development of the national e-sports media segment and its integration into the international information space. Based on the results of the study, recommendations are substantiated for adapting global practices of e-sports journalism to the Ukrainian context. In particular, the importance of involving journalists in direct coverage of tournaments, the introduction of multimedia formats, and the expansion of local content with an emphasis on analytical and reporting style are emphasized. Further research may cover the economic aspects of the functioning of e-sports media, their role in shaping the image of Ukraine in the international arena, and the impact of NGJ on audience engagement