InhaltVorwort....................................................................................................................... 8Einleitung.................................................................................................................101 Spielumgebung................................................................................................ 121.1 Spielfeld............................................................................................................... 121.2 Der E-Sport-Markt und das ökonomische System.................................211.3 Akteure................................................................................................................232 Spielkonzept.....................................................................................................252.1 4C Framework im E-Sport-Marketing......................................................262.1.1 Connection..........................................................................................282.1.2 Concept................................................................................................342.1.3 Community.........................................................................................442.1.4 Content................................................................................................552.2 Interview-Battle: Make or buy?................................................................612.3 Fazit unserer Experten.................................................................................633 Spieloptionen...................................................................................................653.1 Sponsoring..........................................................................................................653.1.1 Sponsoring eines Athleten.............................................................693.1.2 Sponsoring von Clans ....................................................................713.1.3 Bewertung des Sponsorings..........................................................733.2 Event Marketing............................................................................................773.2.1 Turniere................................................................................................803.2.2 Messen.................................................................................................843.2.3 Bewertung des Event Marketings...............................................873.3 Merchandising..................................................................................................933.3.1 Physische und virtuelle Artikel....................................................943.3.2 Bewertung des Merchandisings..................................................983.4 Influencer Marketing................................................................................. 1003.4.1 Product Placement........................................................................ 1033.4.2 Content Marketing....................................................................... 1053.4.3 Affiliate Marketing........................................................................ 1063.4.4 Bewertung des Influencer Marketings................................... 1083.5 Social Media................................................................................................. 1113.5.1 Instagram.......................................................................................... 1113.5.2 Facebook...........................................................................................1173.5.3 Twitch.................................................................................................1203.5.4 Twitter................................................................................................1253.5.5 YouTube ............................................................................................1313.6 Chancen und Risiken................................................................................ 1384 Ausblick...........................................................................................................1414.1 Marktpotenzial.............................................................................................1424.2 Es wird es mehr professionelle E-Sportlerinnen auf Topniveau geben.............................1434.3 Mobiler E-Sport........................................................................................... 1444.4 E-Sport ist lokal und global..................................................................... 146Anhang....................................................................................................................148Abkürzungen.......................................................................................................... 148Literaturverzeichnis..............................................................................................151Abbildungen...........................................................................................................161Tabellen....................................................................................................................163Bildnachweis.......................................................................................................... 164