Barrett, The Honors College Thesis/Creative Project Collection
Barrett, The Honors College at Arizona State University proudly showcases the work of undergraduate honors students by sharing this collection exclusively with the ASU community.
Barrett accepts high performing, academically engaged undergraduate students and works with them in collaboration with all of the other academic units at Arizona State University. All Barrett students complete a thesis or creative project which is an opportunity to explore an intellectual interest and produce an original piece of scholarly research. The thesis or creative project is supervised and defended in front of a faculty committee. Students are able to engage with professors who are nationally recognized in their fields and committed to working with honors students. Completing a Barrett thesis or creative project is an opportunity for undergraduate honors students to contribute to the ASU academic community in a meaningful way.
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Description
This thesis project is designed to provide brands and prospective sponsors with information about the habits and tendencies of different segments of eSports fans in order to better assist them in making decisions regarding sponsorship deals and sponsorship activation. This thesis has been based off of “The World of Games: eSports” and “the eSports Playbook” studies conducted in 2017 by Goldman Sachs and Nielsen respectively. The goals of these studies were to:
1) provide a clear and coherent picture of different eSports demographics
2) understand the consumption habits and psychological tendencies of these groups
3) use data to create marketing strategies tailor made to each cluster group.
These studies were used as a basis to create personas encompassing the traditional sports affiliations eSports users have, as well as their attitudes towards different types of advertisements.
The goal of this project is to create marketing strategies for different types of brands tailormade to specific groups of eSports fans based on their traditional sports fandom. By testing the fandom overlap of the most popular traditional sports with the most popular eSports games, useful connections that tie both fandoms together can be made for brands. Certain endemic and non-endemic brands can use this data to help decide which industry is a better fit financially and demographically. Other brands will be able to use this data to create strong marketing campaigns that span both eSports and traditional sports leagues, delivering a clear and succinct message across multiple platforms.
1) provide a clear and coherent picture of different eSports demographics
2) understand the consumption habits and psychological tendencies of these groups
3) use data to create marketing strategies tailor made to each cluster group.
These studies were used as a basis to create personas encompassing the traditional sports affiliations eSports users have, as well as their attitudes towards different types of advertisements.
The goal of this project is to create marketing strategies for different types of brands tailormade to specific groups of eSports fans based on their traditional sports fandom. By testing the fandom overlap of the most popular traditional sports with the most popular eSports games, useful connections that tie both fandoms together can be made for brands. Certain endemic and non-endemic brands can use this data to help decide which industry is a better fit financially and demographically. Other brands will be able to use this data to create strong marketing campaigns that span both eSports and traditional sports leagues, delivering a clear and succinct message across multiple platforms.
ContributorsStrauss, Logan James (Author) / McIntosh, Daniel (Thesis director) / Eaton, John (Committee member) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
ContributorsMurphy, Flynn (Author) / Spies, Lindsey (Co-author) / McIntosh, Daniel (Thesis director) / Eaton, John (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor)
Created2023-05
Description
This thesis aims to properly prepare athletes for the significant life changes that will impact them as they transition from college or amateur athletics to professional sports careers. This thesis also identifies the benefits that reap from early education on expectations of learning what to expect at an earlier point in their amateur career. Certain areas are struck as having increasing importance in the transition: financial preparation, mental health and mental strengthening, public relations practice, nutritional needs, and other lifestyle choices that can help athletes reach their potential. Improving education in these areas, preparing athletes for these changes, and showing examples of what to expect as they transition into professional sports can benefit the athletes, the universities and colleges in which they are educated, the franchises in which they are drafted, and the communities where they reside. This information can be delivered through a handbook while having in-person training that can build upon each session to dive deeper into each given topic while building relationships with the athletes.
ContributorsMurphy, Flynn (Author) / Spies, Lindsey (Co-author) / McIntosh, Daniel (Thesis director) / Eaton, John (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor)
Created2023-05
ContributorsMurphy, Flynn (Author) / Spies, Lindsey (Co-author) / McIntosh, Daniel (Thesis director) / Eaton, John (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor)
Created2023-05
ContributorsMurphy, Flynn (Author) / Spies, Lindsey (Co-author) / McIntosh, Daniel (Thesis director) / Eaton, John (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor)
Created2023-05