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Video games have become a lucrative and relevant cultural industry in the leisure of society. Brands, aware of this, want to participate and have evolved in their way of being present in this medium, creating interesting communication strategies. The objective of the brands is to connect with the young public by establishing a new narrative of the brand that seeks notoriety and engagement. In this article we analyze the progression of brands in video games and study an example of the communicative action of the Samsung brand in the streaming game Tortillaland. [ABSTRACT FROM AUTHOR]

E-sports, an entertainment activity based on eGames competitions, have their core consumer niche in Generation Z. Previous studies (Ströh, 2017; Elasri- Ejjaberi et al., 2020) already pointed out a strong growth, but the outbreak of the pandemic has notably triggered the interest in this ecosystem. This research analyzes the consumption preferences of a sample of young university students, and to explore perceptions of the audiences towards sponsoring brands as well as the dynamics of the brands themselves in the e-sports ecosystem. The methodology combines quantitative and qualitative techniques. A carried out survey has made possible to quantify the consumption and evaluation of the users. Eight in-depth interviews to e-sports managers, sponsors, professionals from different types of advertising agencies and sports experts were held to confirm the data. This study reveals, firstly, that many brands are using e-sports as a test laboratory in their interaction with the generation Z, generally considered to be a native digital community with unique codes and premises. It also unveils the most important advertising challenges for the sector when trying to consolidate itself as a space for dialogue between brands and audiences. Largely, the strategies in this area could be exported to other territories in future studies. [ABSTRACT FROM AUTHOR]

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The business commitment to sport, although not in a new way, is increasingly present in managerial decisions due to the great importance and relevance of this discipline in today's society, where we find ourselves leading, in many cases, the information and interests of citizens. On the other hand, public relations techniques must be increasingly sophisticated and precise, in a media environment in which it is increasingly difficult to impact the consumer in the search for their response and action. A consumer wanting to get involved in their environment and participate in companies, through their brands, which also echoes the responsibility of brands in their day to day and in the actions closest to them. Therefore, the present work examines how the company decides the investment in sponsorship and how it carries out the evaluation of sports sponsorship in its struggle to take responsibility actions that provide intangible values difficult to achieve with the only use of advertising campaigns to the use. In order to meet the objective set out in this paper, a theoretical review has been carried out from the company's perspective and what the application of different disciplines means to achieve its objectives, reviewing concepts such as the activation of sponsorship and the evaluation of sponsorship. lay the foundations for a practical investigation that offers an image of what is happening nowadays with companies and sports. The theoretical revision has served to carry out a fieldwork by applying two techniques in two different and consecutive phases; On the one hand, in the first phase a quantitative technique has been used, such as the completion of a survey with a structured questionnaire, sent to more than 100 companies selected according to objective criteria, obtaining a response from 40 Spanish companies that develop sponsorship actions Within their communication strategies, both large organizations and SMEs have been included in the selection of the sample, in view of the need to review whether they act in the same way although with different investments or their behavior changes to different needs. The second phase has had a more qualitative technique such as the realization of a focus group to a group of specialists in sponsorship and advertising techniques, as well as public relations, with the aim of assessing and validating or not, the quantitative results and to be able to draw general conclusions, this has been a convenience sample in which the experience and knowledge have been sought in order to deepen in the treated topic. The data obtained shows how the company maximizes its sponsorship actions and its evaluation actions. The results are presented broken down, considering the two types of companies with which they have worked; for large companies and SMEs, so that the information is relevant for understanding the communicative challenge of sponsorship, taking into account the type of company and its objectives. Among the main conclusions is the need to evaluate sponsorship through strategic measures such as notoriety, image and, of course, sales. [ABSTRACT FROM AUTHOR]