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Accessing the tastes and knowing the non-conscious attitudes of the spectators of this type of sporting events that has more than 300 million followers worldwide, is the objective of this research that is framed in the doctoral thesis of the doctoral student of the UCAM, Frano Giakoni.
The research will soon have results on the emotional and psychological record of the spectators of the eSports, with the intention of measuring the impact of advertising at the subconscious level, to increase the profitability of the advertiser and take maximum care of the viewer's experience, avoiding invasive and annoying format.
The UCAM, the first Spanish University with an International Research Chair dedicated exclusively to eSports, has analyzed the broadcast of the SuperLiga Orange final of "League of Legends", in which 2 teams face each other and more than 20 sponsors are present .
While viewing the event, viewers were recorded brain activity, heart rate variation, galvanic response of the skin and eye movement technology developed by Bitbrain.
From this physiological activity we have obtained data per millisecond of the visual attention, the emotional impact, degree of attention or probability of memorization of each moment, among others.
This information, inaccessible until now with traditional marketing techniques, is making it possible to understand very basic aspects that operate at the non-conscious level of viewers, such as the areas in which to place advertising and with what format, or how to display a brand in a moment of maximum emotional intensity increases the chances of memorization and recall of the brand.
All this in a context where advertising investment is expected with a growth of 13.71% in the period 2016-2020, which has among its objectives to increase its impact.
New sports discipline
The eSports are videogame competitions that fill football stadiums reaching the 'trending topic' in social networks, and whose broadcasts are followed live by thousands of spectators around the world.
Only in Spain we have an industry that moves 24 million Gamers and 3.7 million viewers.
In this new discipline an exponential growth in the number of spectators is foreseen in the coming years, even surpassing the great traditional sports competitions.
In this context, it is still unknown how to guide advertising to increase its impact.
This pioneering study uses the latest techniques of brain activity measurement and eye tracking to understand the emotional impact of advertising at the subconscious level to increase the advertiser's profitability and take maximum care of the viewer's experience, avoiding an invasive and annoying format.
Source: UCAM
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