Researchers at the UJI analyse the impact of the evolution of advertising on e-sports during confinement by the COVID-19 pandemic



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## Researchers at the UJI analyse the impact of the evolution of advertising on e-sports during confinement by the COVID-19 pandemic

02/11/2020 |
SCP

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Knowing the impact of the evolution of the advertising that e-sports have had during the confinement by the COVID-19 pandemic is the object of study of a research led by Guillermo Sanahuja and Magdalena Mut, lecturers of the Department of Communication Sciences of the Universitat Jaume I.

E-sports is the acronym for electronic sports. It refers to the set of multiplayer video game competitions where different participants compete in an online or offline event. In this first exploration, researchers have focused on the audience of e-sports. To do this, they have considered the universe of undergraduate and graduate students at the Universitat Jaume I. The methodology of the study combines quantitative research techniques, such as surveys, with qualitative techniques such as in-depth interviews with experts in the field of e-sports, sports, the digital world and sponsorship.

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