Integrated Marketing Communication And The E-sports Marketing

As one of the products of Information Age, the E-sports has been approbated by the government and become the 99th formal sport program in the country. In these years, E-sports in China developed on a large scale. Its participants reached almost a hundred million, which construct the foundation of E-sports industry.From the year 2004, many domestic companies began to pay attention to the E-sports industry, some of which even made investment on it, in order to obtain benefits of both the brand and products through E-sports. But, the result is that most of those involved companies did not get the prospective effects, though they spend lot of money and manpower on it. So, such companies quit provisionally, while other companies which have intest on E-sports are also suspicious of the commercial values of this sport.As a kind of brand-new thing, E-sports is still on the initial stage, whose development is not mature, the industry is very weak. So, it needs the support from many aspects of the society, the most important part among which is the fund. On the other side, E-sports growed rapidly and have a vast audience, most of whom are young adults aged from 15 to 30. They are such a group that most companies could not ignore them. Therefore, the companies could make both themselves and the...