DIGITAL GAMES AND ADVERTISING: A QUALITATIVE RESEARCH ON MONETIZING E-SPORTS ACTIVITIES

Year 2022, Issue: 89, 157 - 176, 03.03.2022

Murat Sağlam , Mehmet Karanfiloğlu

Abstract

According to simulation theory, individuals live and work in hyperreality. Digitalization
transforms the real into simulacra as the world morph into a virtual world. Individuals
are represented by their digital twins in the digital world where new possibilities endure.
Digital twins transport individuals to the digital world as virtual representatives of real
ones. Life in the digital world is almost indistinguishable from reality. It is additionally
conceivable to play games in this new environment. Playing games is a crucial determinant
in educational life and meeting various needs such as training and relish in adulthood.
With the acceleration of digitalization, playing games are transumed to an actor.
Digital gaming brings an opportunity for talented individuals to generate an income
through social network broadcasting. It is an environment that has emerged in which
individuals may meet digitally rather than physically. In this environment, individuals
may mentally organize all sports activities as playing chess, face their opponents in
the computer environment, and gather fans. In such digital platforms as Twitch and
YouTube, gamers may demonstrate e-sports skills to the related audience. Furthermore,
advertising in digital games is a win-to-win method to reach generation Z. Digital gamers
who broadcast through the social network may monetize their online gaming activities.
This research focuses on digital gaming and advertising. Results of the study in which is
conducted with a qualitative method with eight interviewers are provided. Participants
selected are among individuals who display and monetize their digital gaming skills on
the Twitch platform. The findings briefly indicate that individuals who play digital games
are achievement-oriented, have a sense of competing, and seize opportunities. According
to the results, it can be seen as the digital gamers and gaming industry are new to the
Turkish gaming business and face some disadvantages along with opportunities.

Keywords

Digital game, Advertisement, Simulation, E-sports, Competition.

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