AnAlysis of visuAl strAtegy And Advertising effectiveness on streAming esports viewers

Abstract

Evaluating the effectiveness of esports sponsorship for a brand is a significant challenge. A first approach would be to quantify the visibility of ads during broadcasts, usually expressed in terms of exposure time. This study supports the existing literature on the importance of size in advertising, highlighting the positive influence of larger brands on viewers’ visual attention. In addition, it was found that placement within the players’ clothing resulted in longer viewing times. In contrast, no significant results were obtained in relation to the colour perception of the brands. The structural complexity of the brands also influenced visual behaviour, with less complex brands attracting more attention. In addition, the phenomenon of exposure was evident, where brands that occupied more time on stage attracted more visual fixations. In summary, these findings provide important information for marketing and advertising professionals seeking to maximise the visual impact of their brands in this thriving entertainment sector.