Discovering Knowledge Assets to Foster Esports’s Sustainable Expansion

Jiaqi Li, Baicheng Chen (), Siyuan Zhao and Yuqi Zhang
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Jiaqi Li: Macau University of Science and Technology
Baicheng Chen: Macau University of Science and Technology
Siyuan Zhao: Macau University of Science and Technology
Yuqi Zhang: Macau University of Science and Technology

Journal of the Knowledge Economy, 2025, vol. 16, issue 1, No 3, 65-99

Abstract: Abstract This study delves into brand communication within the eSports industry, specifically focusing on the mobile MOBA game “Honor of Kings” and its association with the King Pro League (KPL). The rapid growth and global appeal of eSports have necessitated a nuanced approach to brand communication, moving beyond traditional advertising strategies to more integrated, authentic engagements with the eSports community. This paper aims to uncover the principles behind the successful brand communication strategies employed by “Honor of Kings” in eSports’s dynamic and competitive environment. Our research objectives are to identify the core elements of the “Honor of Kings” brand communication strategy within the KPL, analyze their effectiveness in engaging the eSports community, and develop a comprehensive framework for effective brand communication in this rapidly evolving industry. We employ a multi-disciplinary approach, combining theories from branding, communication, and audience engagement studies. The paper begins with a comprehensive literature review, highlighting the unique characteristics of eSports communication and the need for brands to adapt to this evolving landscape. Our case study on “Honor of Kings” and the KPL provides an in-depth analysis of their multifaceted communication approach, which includes in-game activations, social media engagement, influencer partnerships, and community-driven initiatives. We critically evaluate the effectiveness of these strategies in fostering brand loyalty and actively engaging the eSports audience. Our findings suggest that successful brand communication in eSports hinges on understanding the culture and preferences of its audience, creating authentic narratives, and participating actively in community dialogues. The study concludes by proposing a framework for brands aiming to establish a resonant presence in eSports, emphasizing agility, authenticity, and a commitment to genuine relationships. This research contributes to the burgeoning field of eSports marketing, offering insights and practical implications for brands seeking to navigate and thrive in the fast-paced, technology-driven world of competitive gaming. By exploring the “Honor of Kings” approach, we provide a blueprint for effective brand communication in eSports, highlighting the importance of adaptability, cultural insight, and community engagement in building lasting connections with a diverse, tech-savvy audience.

Keywords: eSports Brand Communication; Audience Engagement in eSports; eSports Marketing Strategies; Brand Storytelling in eSports; Digital Sports and Audience Satisfaction; Integrated Brand Communication in eSports (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1007/s13132-024-02016-6

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