On Thursday, May 26, on the second day of the prestigious IEEE conference ZINC 2022, scientific papers of researchers and teachers from the LINK edu Alliance were presented, and teacher of International School Marija Panić was also part of the team.

Together with her colleagues from other educational institutions within the LINK edu Alliance, Marija Panić participated in the development of the presentation titled Unity of Experience in Digital Marketing: The Example of the Gaming Company Fnatic, which covers the relationship between online games and digital marketing on the example of the Fnatic company.

Strong impact of online gaming and esports on digital marketing

The paper explains how quickly online games and esports (i.e. competitive video games) have brought changes into the field of digital marketing.

Given that the gaming industry is yet to develop in the years to come, the survival of brands in the field of digital marketing will depend on their investment in this market, which is constantly growing and evolving. Since professional sports competitions were delayed or paused during 2020, due to the global COVID-19 pandemic, esports offered an interesting and satisfying alternative to disappointed sports fans.

In this way, Fnatic and other similar companies have been given the opportunity to expand their offer in the field of e-services.

However, although esports have become very popular in previous years, online competitions and championships are yet to achieve the level of success and popularity enjoyed by traditional sports.

Scientific research that resulted in the promotion of the two papers mentioned above was conducted within the Center for Scientific Research and Publishing of the LINK edu Alliance’s Institute for Contemporary Education.