Specificity of Communication in the Cybersports Industry: Current State and Prospects

This study is dedicated to exploring the characteristics of communications in the esports industry, analyzing the current state, and identifying future development prospects. The primary aim of the research was to determine the motivations of esports content consumers and compare these motivations with those of traditional sports audiences. The study involved a literature review as well as empirical research, including surveys and data analysis. The results confirmed the hypothesis that various categories of consumption motives (social, entertainment, competitive, and others) positively influence the audience's attitude towards communications in esports. It was found that there are no significant differences in the motivations and preferences of esports and traditional sports audiences. Thus, the study's findings align with existing theoretical approaches and expand them within the context of esports. The novelty of the research lies in the comprehensive analysis of the impact of consumer motivations on communication strategies in the esports industry. The study's limitations include a narrow sample of respondents and potential data biases. Future research should expand the sample and use additional analytical methods. This study significantly contributes to understanding communications in esports and opens new perspectives for developing effective marketing strategies aimed at meeting the needs of the esports audience.