Фінансово-економічні аспекти функціонування ринку кіберспорту

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dc.contributor.authorЧайка, Євгеній Вікторович
dc.contributor.authorЗозульов, Олександр Вікторович
dc.date.accessioned2020-05-17T13:48:55Z
dc.date.available2020-05-17T13:48:55Z
dc.date.issued2019
dc.description.abstractenThe aim of the article. The aim of the article is to study the financial and economic aspects of the esports market functioning, particularly the revenue-generating sources for esports organizations, and to pinpoint the trends and patterns of financial processes, as well as to establish their prospects. The results of the analyses. Among the available methods of financial analysis, the evaluation of sporting events is identified as the closest to the esports market. Based on the analysis of the funding of football competitions, the study determines the structure and revenue sources in the esports market. It is revealed that 67% of the revenue is currently generated by smartphone and console games. However, the practice of free digital distribution entails the indirect nature of the revenue that is generated through the sale of additional virtual services or related processes - media coverage, competitions, advertising, etc. Accordingly, the main source of profit generation - sponsorship and private investments - cover 42%. It is noted that a large proportion of the stated source of profit generation indicates a high level of market attractiveness, but also unbalances its financial position. Therefore, the market operates for the long run, but in the short term is not able to provide itself with sufficient resources. The analysis of the market structure made it possible to identify the key sources of financial and material resources and divide them into three groups: core commercial revenues, non-core commercial revenues, non-commercial revenues. The article determines the importance of the "Core commercial revenues" group and its influence on the processes of profit generation, and discerns the key mechanisms for the implementation of media rights and sponsorship in esports competitions. Participation in tournaments is proved to be fundamental for the implementation of the competitive component of esports. However, the possibility of obtaining significant profit from participating in competitions is only available to a small number of players. Statistics indicate that the main drivers of the market are private investors, who maintain the high attractiveness of the market, but at the same time, the market is too much dependent on their investments. A separate area of market financing in this group are mergers/acquisitions. They provide an inflow of capital from other sectors of the economy and affect the reallocation of market shares. It is established that lending has a traditional influence on the market. It provides the opportunity to accumulate resources for the implementation of large-scale projects. However, the lack of official recognition of esports and the imperfection of the credit market in Ukraine limit its influence on the processes occurring in the market. The "Non-core commercial revenues" group includes the sale of merchandise, streaming subscriptions, educational content and rights to use esports-related media content, and describes a variety of forms of production and features of its implementation. The non-commercial revenues come from benefactors. It is determined that this group implements altruistic and social interests as market funding sources. It is important to correctly identify them and use the potential of the market to increase the tech-savviness of the population. Crowdfunding as a tool to raise funds from a large audience is separately analysed. The work indicates the financial potential of the esports market, available for related products and services related to the conduct of competitions (accommodation, food, construction, communications, etc.) As part of the analysis of each of the groups, basic proposals for maximizing their potential are presented. Conclusions and perspectives for further research. The obtained results make it possible to comprehensively assess the global and national esports market and clearly structure key financial processes related to revenue generation and resource mobilization. They form a holistic understanding of financial and economic processes in the market. This knowledge can serve as the basis for developing strategies or programs for market development, establishing a mechanism for optimizing the interaction of participants or regulating financial flows.en
dc.description.abstractukВ статті охарактеризовано фінансово-економічні особливості функціонування ринку кіберспорту в Україні і світі. Встановлено, що відмінності ринку від інших секторів економіки обумовлюють потребу у вдосконаленні методики аналізу їх фінансових показників. Охарактеризовано товарну структуру ринку та структуру доходів кіберспорту за джерелами. Виділено і проаналізовано основні джерела фінансування ринку, об’єднані в 5 груп: приватні інвестиції, запозичення, підтримка, комерційна діяльність, участь у змаганнях. Виявлено, що в структурі доходів суттєво переважають приватні інвестиції і спонсорство. Це забезпечує швидкий ріст ринку, але формує ризики щодо непропорційності фінансування. Наголошено на проблемі відсутності офіційного статусу кіберспорту в Україні. Обгрунтовано важливість забезпечення збалансованого фінансування розвитку ринку з різних джерел.uk
dc.format.pagerangeС. 56-67uk
dc.identifier.citationЧайка, Є. В. Фінансово-економічні аспекти функціонування ринку кіберспорту / Чайка Євгеній Вікторович, Зозульов Олександр Вікторович // Маркетинг і цифрові технології. – 2019. – Т. 3, № 3. – С. 56-67. – Бібліогр.: 13 назв.uk
dc.identifier.doihttps://doi.org/10.15276/mdt.3.3.2019.6
dc.identifier.urihttps://ela.kpi.ua/handle/123456789/33534
dc.language.isoukuk
dc.publisher.placeОдесаuk
dc.subjectмаркетингuk
dc.subjectкіберспортuk
dc.subjectфінансові аспектиuk
dc.subjectекономічні аспектиuk
dc.subjectвідеограuk
dc.subjectринок кіберспортуuk
dc.subjectmarketing
dc.subjectvideo game
dc.subjectesports market
dc.subjecteconomic aspects
dc.subjectfinancial aspects
dc.subjectesports
dc.subject.udc339.138uk
dc.titleФінансово-економічні аспекти функціонування ринку кіберспортуuk
dc.title.alternativeFinancial and economic aspects of the esports market functioninguk
dc.typeArticleuk

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