eSports Marketing Research

By: Edward Rouxinol

Marketing research is a key component of any business marketing plan and it helps to provide organizations with the information they need to determine what influences product consumption. The four P’s of the marketing plan can be used as a base for determining what to research when developing marketing plans for a company or a product. The four P’s are Product, Price, Place, and Promotion.   When putting these plans together to increase the awareness of a product or brand, the researchers are collecting data from consumers and other media sources to determine the factors that influence consumption.

The two main types of research are primary and secondary. Primary research is performed for a specific purpose typically done by the persons seeking the research of someone that they contracted to perform the research. Secondary research is data that has already been collected and published for public use. This typically is the method used when analyzing research such as the national census or other demographic information.

The purpose of market research is to reduce uncertainty in marketing decisions and provide marketers with basic information that will assist with planning and selling their product or brand. External factors will always have a significant impact on marketing trends and there may be other barriers such as finances or resources that could limit the ability to effectively market a product.

For my research article, I analyzed the marketing research data that was collected by the company SUPERDATA on the electronic sports and gaming industry, commonly referred to as eSports. SUPERDATA is a marketing research company that focuses on providing relevant market data and insight on digital games and playable media. The company uses monthly analysis and industry reports to provide data that is collected from point-of-sale data. Their purpose is to understand what people are playing and what they are spending their time and money on. After collecting this data they create a report that is available to marketers in the industry to use a resource for creating marketing campaigns in the electronic gaming industry.




18 thoughts on “eSports Marketing Research

  1. Abagail Stacey March 10, 2016 / 10:00 pm

    I agree with the fact that you need secondary research in order to compare and relate back to your own personal data to see if there has been any improvements or see if there needs to be changes made. Marketing research is a reliable resource that can be helpful in any type of industry, especially our health. Being able to keep track on different health issues going on in today’s world has given us that opportunity to know where and when exactly health problems are occurring and then be able to target that certain problem and try to resolve it. Same with video games, if we know exactly what most popular games are played and where most of the games are being bought we will know what target audience to choose when advertising new games coming out and what types of games to create. I think it’s a great way to build off of past data to make the future even more successful for any business that is trying to improve their brand.


  2. Ronald Zampanti March 11, 2016 / 7:49 pm

    Marketing research is needed in assisting the development of effective marketing campaigns. In order to make sound decisions, one must have valid data. For example, it is helpful to know what demographics are buying certain video games so a brand can look for an area in which the population of people are of those demographics and the brand can focus more on marketing and gaining sales from these areas. Understanding what types of video games are becoming trends or popular purchases is data that is necessary to collect as well. Both primary and secondary research should be conducted and compared with each other in the decision making process,


  3. guskiewiczv March 13, 2016 / 7:50 pm

    Marketing research is a very valuable tool to gain insight into what the consumers want, and to build off of that to create a product or a brand based on what the consumers need/want. Especially for gaming I can see this being very important, especially for keeping up with competitors and to stay fresh and innovative in the market, research is constantly needed. For example using primary research such as surveys or questionnaires can address specific individuals and may be of particular interest to the respondent. This can be useful to provide a wealth of information about prospective and existing customers, the competition, and the industry in general.


  4. Aishwarya Gunti March 22, 2016 / 2:56 am

    I do understand the importance of research in marketing but I am concerned about the secondary research data. As this data is published prior to the need there is ample of time to have changes in the market before the data is being utilized. Thus the marketers should be utmost careful while gathering and studying such data. If the product has a volatile market, such secondary research data could be misleading.


  5. Meghan Gulbrandsen April 4, 2016 / 3:16 pm

    Marketing research is definitely a key aspect for a company to develop and capitalize on. I think that primary and secondary research are both just as beneficial in their own unique ways. It is clear that primary research is important in that you can perform a search on exactly what you need. Secondary research is equally as effective for a company to me in its own way because even though it is data that has already been collected it was done so for public use and still holds this valuable information.


  6. Andie-Jane Phinney April 13, 2016 / 6:16 pm

    Marketing Research, as stated above, is a key component to any business. As learning about primary and secondary data throughout the marketing classes, both are very important. They both are important information that is needed to analyze a company and solving the problems at hand. “The purpose of market research is to reduce uncertainty in marketing decisions and provide marketers with basic information that will assist with planning and selling their product or brand.” I do completely agree with this statement. Market Research is a great way to reduce the uncertainty in the marketing decisions and helps provide other ideas and avenues to help make the company better. The SUPERDATA company sounds very interesting, as it looks into the electronic sports and gaming industry or the eSports. I think the idea of SUPERDATA focusing on the relevant market data and insight on digital games and playable media is very cool. I think this can help provide data that is collected from the point-of-sale data which is what this company does. The fact that they can see what people are playing and what they are spending time and money on is a great way to find their best target market, and new ways to market in the gaming or eSports industry.


  7. Meg April 14, 2016 / 2:10 pm

    I agree with the importance of marketing research stated above, as well as the comments that also stress that secondary AND primary data are critical. It is important to have more than one source in order to make decisions. I also believe that these sentences should be emphasized: “The purpose of market research is to reduce uncertainty in marketing decisions and provide marketers with basic information that will assist with planning and selling their product or brand. External factors will always have a significant impact on marketing trends and there may be other barriers such as finances or resources that could limit the ability to effectively market a product.” Many people nowadays seem to believe that if there is enough research, there should be no bad decisions. Hindsight is 20/20, and there is no way to guarantee that every decision is the best for the company. Uncertainty can only be reduced, not removed completely.


  8. Julie Wusenich April 17, 2016 / 1:28 am

    Marketing research is extremely important to any business as it provides insight into the marketplace, customers, and potentially the competition. It will will help facilitate business decisions long-term.


  9. latikakarnani April 17, 2016 / 10:30 pm

    In addition to the primary and secondary approach, I feel an important aspect of market research is quantitative as well as qualitative data. i.e The research needs to have qualitative perspective and get most required information and second, it must be done on a large quantity of people to understand variations.


    • Jane Walsh May 12, 2016 / 9:37 pm

      It’s a really good point to insist on having qualitative data. It’s the only way to know, word for word, what the consumers are looking for. I’m not sure if it needs to be done on as large of a population of the quantitative data. Just until the researcher begins to discover repeat answers.


  10. Justin Flory April 20, 2016 / 1:18 am

    For any company or brand, I think market research is important for selling any product or service. Whether it’s a new idea for a company or a company is just starting up, market research can only help by using information that is only going to help the company positively. Without market research, everything would just be a process of trying and then having the possibility of failing. Sometimes market research can stop a company from taking a big risk and failing and instead help them see what has worked before, what is working, or what is going to work for them as a brand.


  11. alexzahlaway April 22, 2016 / 1:02 am

    I think as time goes on we see every aspect of a business, including marketers, relying on research data because it is a lot more responsive and beneficial to them. A lot of companies use software or data service, like SuperData, because they can easily gather the results of a marketing campaign and analyze it to better serve the company which is crucial. One of the issues we realized early on in the course was that marketers face the challenge of presenting a quantifiable result to management to justify their work. I believe this is a major step in solving this problem, because now marketers can use primary research to support a plan and use the results to show it’s effectiveness while also providing useful information to improve it.


  12. reganka April 22, 2016 / 5:25 pm

    Marketing research is extremely important for any marketing campaign. In order for a campaign to be successful, and worth a company’s time and money, they want to ensure that they are doing it effectively. With the use of primary and secondary research, marketing efforts can surely be enhanced.


  13. Chansamone Voralath April 24, 2016 / 8:45 pm

    Marketing research is an essential part of the marketing plan for any businesses. It provides information and data on what consumers want and need, and a company can build a product or service based on it. By utilizing both primary and secondary research data, a company can make a sound and effective marketing decisions on planning to sell their product, service or brand.


  14. Colleen Flynn April 27, 2016 / 1:52 am

    Market research is a must in the business world today. Any source of information that is going to help in the planning and strategic analysis and development of a company is astronomically helpful in the long run. Secondary research is often less costly that primary research, and thus done more often, but either way of getting that additional information is going to help a company in countless ways. SUPERDATA is thus a company that is high demand because every gaming and eSports company wants to get their hands on market research reports and what the data is telling the trends and wants and needs of their customers. Market research is thus an intangible asset that SUPERDATA has created for themselves. There is a demand for the data for all the gaming companies and they will supply them with the information for their next steps for success into the future.


  15. Joseph Sanfilippo May 5, 2016 / 9:48 pm

    Market research is something that every business should do to remain successful. Society is changing each day, so marketing research is the only way to keep up with what is popular in the market today and how successful their product could be. I think primary research is the best way, since you can get the actual numbers of how the market responds to your product. Secondary research is also important, and businesses need to take advantage of their market research and adapt to their target audience.


  16. Tyler Finigan May 5, 2016 / 10:57 pm

    In any decision-making situation, not just for marketing, people should research and look at relevant data and information in order to be better capable of making the best possible decision. It is very rare that a person can make proper decisions without taking into account any relevant info. in regards to eSports, they would be wise to look at data concerning their consumer demographics and also what social media/TV channels they look at often in order to greater promote their product.


  17. Jessica May 12, 2016 / 7:55 pm

    Marketing research is key in this field in understanding rising trends and consumer demographics. This will help make vital decisions and ultimately effect how your marketing and whom your marketing to. Also, when convincing a company to move forward with a marketing strategy you will always need these numbers and figures to back up your plan and why it will be successful.


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