Sports Industry and Digitalization: A Research on Turkey's Esports Restructuring

Developments in technology led people to experience changes in sports industry just as in all areas. Sports equipment working conditions and sports facilities have become more professional with digitalization, and consequently this paved the way for the game itself to take help from technology. It is not possible to resist to development, and it is possible to make progress by making use of the innovations. Esport is the name given to the video games which emerged with digitalization, and it is played professionally in a competitive environment. The aim of this study arose in virtual environment. The purpose of this study is to give information about the players by investigating espor field which created its own audience, and to study the elevation of esport in Turkey. By analyzing the sector which reached to a different point in the context of marketing with the inclusion of sponsors, practicable events towards esport marketing are discussed in the present study. In-depth interview method was used. Questions directed to understand esport better were asked to influential people and their opinion about the future of esport and its equivalent in Turkey was taken. As a result of the study, it was seen that the way of playing games started to change. It is seen that generation, called generation z, has grown in an environment where technological opportunities are intense. In addition; It is also evident that sponsors provide much more convenient access to a difficult target audience through digital games. The fact that the younger generation, which uses virtual environments as a means of socialization, is more accessible on this occasion has enabled large companies to shift their investment to digital channels. Another aspect of the research is that digital games will be an important investment area for companies in this aspect