Thesis DISEÑO DE LA PROPUESTA DE VALOR DE UN CLUB DE DEPORTES ELECTRÓNICOS Y RECOMENDACIONES PARA MEJORAR SU POSICIONAMIENTO
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Date
2019
Authors
Journal Title
Journal ISSN
Volume Title
Program
INGENIERÍA COMERCIAL
Campus
Casa Central Valparaíso
Abstract
Los deportes electrónicos son una industria que merece bastante atención, y por lo mismo, cada vez más las empresas están vigilando muy de cerca cómo evoluciona el sector y cómo pueden ser parte de la masiva cantidad de usuarios que rondan dicho mundo esports. Sólo la última final del campeonato mundial (2018) de League of Legends consiguió más de 200 millones de espectadores vía streaming alrededor del mundo. Números que llevaron al gigante de las tarjetas de crédito mundial Mastercard a tomar lugar como principal patrocinador de la última final de LoL. Empresas como Samsung, Movistar, Asus, Acer, Mc Donald’s, Toyota, Red Bull, Monster Energy, entre otras, ya han apostado parte de sus inversiones en financiar la industria de deportes electrónicos tanto en clubes como en organizaciones de torneos y competencias.
Todo lo anterior, y más, hablan de una industria bastante atractiva para el ingreso de marcas y con un crecimiento proyectado bastante potente. Es una industria que alberga, en la gran mayoría, a la Generación Z y Generación Y (Millennials), segmentos de personas que las empresas aun no terminan de entender por completo, y que además genera una oportunidad relevante de posicionarse en sus mentes usando los escenarios y entorno de los deportes electrónicos. En consecuencia, tienen una edad media de 20 años y, un 68,92% son estudiantes (escolares, universitarios o técnicos). Por lo demás, un 62,86% juega más de una hora al día sus videojuegos favoritos. Prefieren plataformas como Twitter, Discord, YouTube y Twitch en la interacción con los deportes electrónicos, y además, muy importante, un 92,51% declara tener intención de compra en productos y servicios asociados a los deportes electrónicos. Características que son las más relevantes dentro de una gama más amplia de información respecto a los usuarios de deportes electrónicos en América Latina presente en esta memoria.
De todos aquellos usuarios, 61,83% son espectadores casuales y 38,17% son espectadores fanáticos. Porcentajes que suman la totalidad de tipos de espectadores como usuario de deportes electrónicos en Latam estudiados en esta memoria. Donde, de la misma manera, se describen sus características como tipo de espectador, y formas para alcanzarlos. En cuanto a esto último, se presentan distintas recomendaciones de cómo ampliar una base de fanáticos y aumentar el grado de engagement, de donde destaca la necesidad de hacer de primera prioridad el uso de la herramienta de creación de contenidos digitales por parte del club de deportes electrónicos, centrándose en contenidos que prefieran los seguidores o fanáticos, como los partidos y competencias del mismo club, y Gameplays de los videojuego que siguen y juegan. Mostrando estos contenidos preferidos entre todo tipo de espectador de esports y además, haciéndolo constantemente, generaría un grado mayor de interacciones con el club por parte de los usuarios, y en consecuencia, paulatinamente, debería también subir su cantidad de seguidores. Por consiguiente, se agranda la base de fanáticos, y las marcas notan la presencia del club dentro de la industria de esports, y eventualmente, pueden pensar en financiar el funcionamiento del club y a cambio posicionar su nombre como marca en la base de fanáticos del equipo.
La propuesta de valor sugerida finalmente, usa todos estos datos con el fin de proponer contenidos digitales acorde al gusto y preferencias de los seguidores del club, donde destacan contenidos como “Partidos y competencias del mismo club” y, “Gameplays de los videojuegos que sigues y juegas”, donde asociado a la alta frecuencia de juego de los mismos usuarios, se arma un escenario idóneo para crear contenidos sobre Gameplays y acompañarlos en sus momentos de ocio. Por lo demás, la misma propuesta de valor está compuesta por la interacción en redes sociales con los seguidores, generar un alto grado de interacción con los usuarios (engagement) y mayor cantidad de seguidores. En consecuencia, el club mejora su servicio
(vitrina publicitaria) y atrae a las marcas como potenciales patrocinadores, donde aumenta su demanda y a la misma vez el precio de su servicio.
Se deben conocer muy bien los agentes de esta industria, y cómo interactúan entre ellos. En efecto, se conocería la composición del mercado y cómo sacar provecho de los recursos y capacidades propias para lograr una ventaja competitiva. Por otra parte, sirve también para detectar la manera idónea de comunicarse con su base de seguidores y fanáticos, según el plan de marketing y comunicaciones planificado e implementado.
Electronic sports are an industry that deserves a lot of attention, and for this reason, more and more companies are watching closely how the industry evolves and how they can be part of the number of users that go around that world esports. Only the last final of the world championship (2018) of League of Legends got more than 200 million viewers via streaming around the world. Numbers that led the global credit card giant Mastercard to take over as the main sponsor of the last LoL final. Companies such as Samsung, Movistar, Asus, Acer, Mc Donald's, Toyota, Red Bull, Monster Energy, among others, have already bet part of their investments in the electronic sports industry in the clubs and in tournaments and competitions organizations. All the above, and more, speak of a very attractive industry for the entry of brands and with a projected growth quite powerful. It is an industry that houses, in the great majority, the Generation Z and Generation Y (Millennials), segments of people that companies still do not fully understand, and that also generates a relevant opportunity to position themselves in their minds using the scenario and environment of electronic sports. As a result, they have an average age of 20 years and 68.92% are students (schools, university or technicians). For the rest, 62.86% play more than an hour a day in their favorite video games. Prefer platforms such as Twitter, Discord, YouTube and Twitch in the interaction with electronic sports, and also, very important, 92.51% declare to have the intention of buying products and services associated with electronic sports. Characteristics that are more relevant within a wider range of information about the users of electronic sports in Latin America in this report. Of all those users, 61.83% are casual spectators and 38.17% are fanatical spectators. Percentages that add the totality of types of spectators as a user of electronic sports in Latam studied in this report. Where, in the same way, describe their characteristics as a type of spectator, and ways to achieve them. Regarding the latter, there are different recommendations on how to expand a fan base and increase the level of engagement, which highlights the need to make the use of the digital content creation tool by the sports club a top priority. electronic, focusing on content preferred by fans, such as matches and competitions of the same club, and Gameplays of the video games that follow and play. Showing these preferred contents among all types of esports spectators and also, doing it constantly, would generate a greater degree of interactions with the club on the part of the users, and consequently, gradually, it should also increase its number of followers. Therefore, the fan base is enlarged, and the brands notice the presence of the club within the esports industry, and eventually, they can think about financing the club's operation and in exchange to position their name as a brand in the fan base of the team. The suggested value proposition finally, uses all these data in order to propose the contents of the followers of the club, where "Matches and competitions of the same club" and "Gameplay of the video games that you follow and play", where it is associated with the high frequency of the game of the same users, it is an ideal scenario to create content about the games and the companions during their leisure time, for the rest, the same value proposal is composed by the interaction in social networks with the followers , generate a high degree of interaction with users and a greater number of followers, consequently, the club has improved its service and has the opportunity to be funded by a sponsor You should know very well the agents of this industry, and how to interact among them. In effect, one can appreciate the composition of the market and the way to obtain the resources and the own capacities to obtain a competitive advantage. For example, the marketing plan and communications planned and implemented.
Electronic sports are an industry that deserves a lot of attention, and for this reason, more and more companies are watching closely how the industry evolves and how they can be part of the number of users that go around that world esports. Only the last final of the world championship (2018) of League of Legends got more than 200 million viewers via streaming around the world. Numbers that led the global credit card giant Mastercard to take over as the main sponsor of the last LoL final. Companies such as Samsung, Movistar, Asus, Acer, Mc Donald's, Toyota, Red Bull, Monster Energy, among others, have already bet part of their investments in the electronic sports industry in the clubs and in tournaments and competitions organizations. All the above, and more, speak of a very attractive industry for the entry of brands and with a projected growth quite powerful. It is an industry that houses, in the great majority, the Generation Z and Generation Y (Millennials), segments of people that companies still do not fully understand, and that also generates a relevant opportunity to position themselves in their minds using the scenario and environment of electronic sports. As a result, they have an average age of 20 years and 68.92% are students (schools, university or technicians). For the rest, 62.86% play more than an hour a day in their favorite video games. Prefer platforms such as Twitter, Discord, YouTube and Twitch in the interaction with electronic sports, and also, very important, 92.51% declare to have the intention of buying products and services associated with electronic sports. Characteristics that are more relevant within a wider range of information about the users of electronic sports in Latin America in this report. Of all those users, 61.83% are casual spectators and 38.17% are fanatical spectators. Percentages that add the totality of types of spectators as a user of electronic sports in Latam studied in this report. Where, in the same way, describe their characteristics as a type of spectator, and ways to achieve them. Regarding the latter, there are different recommendations on how to expand a fan base and increase the level of engagement, which highlights the need to make the use of the digital content creation tool by the sports club a top priority. electronic, focusing on content preferred by fans, such as matches and competitions of the same club, and Gameplays of the video games that follow and play. Showing these preferred contents among all types of esports spectators and also, doing it constantly, would generate a greater degree of interactions with the club on the part of the users, and consequently, gradually, it should also increase its number of followers. Therefore, the fan base is enlarged, and the brands notice the presence of the club within the esports industry, and eventually, they can think about financing the club's operation and in exchange to position their name as a brand in the fan base of the team. The suggested value proposition finally, uses all these data in order to propose the contents of the followers of the club, where "Matches and competitions of the same club" and "Gameplay of the video games that you follow and play", where it is associated with the high frequency of the game of the same users, it is an ideal scenario to create content about the games and the companions during their leisure time, for the rest, the same value proposal is composed by the interaction in social networks with the followers , generate a high degree of interaction with users and a greater number of followers, consequently, the club has improved its service and has the opportunity to be funded by a sponsor You should know very well the agents of this industry, and how to interact among them. In effect, one can appreciate the composition of the market and the way to obtain the resources and the own capacities to obtain a competitive advantage. For example, the marketing plan and communications planned and implemented.
Description
Keywords
DEPORTES ELECTRONICOS, PROPUESTA DE VALOR, PLAN DE MARKETING
