POVZETEK

V prispevku opisujemo izzive podjetij pri ogla�evanju na live stream platformah, kjer generacija mladih med 14 in 24 leti mno�i?no (lahko ve? milijonov) spremlja organizirana tekmovanja e-�porta in igranje profesionalnih igralcev videoiger v realnem ?asu. Razvoj in popularnost e-�porta je izredno hitra, s tem pa tudi spremljanje in gledanost. Prihodki na ra?un ogla�evanja so v porastu in ?e predpostavimo, da bo e-�port po spremljanju na svetovnem nivoju dohitel klasi?ni �port, bodo temi sledili tudi prihodki. Ob upo�tevanju rezultatov na�e raziskave, da kar 43 % vseh anketiranih oseb (v povpre?ju starih 17 let) spremlja igranje profesionalnih igralcev preko live stream platform v realnem ?asu ter da jih kar 80 % opazi reklamna sporo?ila, lahko zagotovo predpostavimo, da se odpira novo podro?je za podjetja, ki svoje izdelke in storitve tr�ijo na globalnem trgu.

KLJU?NE BESEDE:
e-�port, videoigre, live stream, ogla�evanje, Twitch

ABSTRACT

The article describes the challenges of companies when advertising on live streaming platforms, where the generation of younger people, aged between 14 and 24, massively (possibly millions) monitor organized e-sport competitions and playing of professional video games in real time. The development and popularity of e-sport is extremely fast and therefore also monitoring and ratings. The revenue from advertising is on the rise, and assuming that following e-sport world-wide will catch up with classic sports, the increase of revenue will follow. Taking into consideration the results of our survey that as many as 43% of all respondents (on average 17 years old) monitor the playing of professional players via live stream platforms in real time, and that 80% of them notice advertisements, we can definitely assume that a new area is opened for those companies, that trade their products and services on the global market.

KEYWORDS:
e-sport, video games, live streaming, advertising, Twitch