Publicidade de alimentos e bebidas em um dos maiores campeonatos de esporte eletrônico do Brasil

Abstract

This study aims to understand the dynamics of food and beverage advertising in one of the largest eSports championships in Brazil. This is a cross-sectional exploratory study analyzing the live streams of the first stage (split) (January-April) of the 2024 Brazilian League of Legends® Championship (CBLOL®). The championship matches were recorded from the CBLOL®'s official page on the Twitch® live streaming platform, using Movavi® Screen Recorder software. Through the visual audit of the ads, marketing tools were identified: (a) visual identity; (b) digital marketing elements and (c) persuasive marketing strategies. A form adapted from the previous study by Evans et al (2024) on Twitch® was used, as well as the digital report Stream Hatchet Brands in Gaming and Esports Report and the INFORMAS network protocol. The identified items were classified into: (a) product, logo, product and logo, and brand name; (b) in-stream banners, product placement, audiovisual advertising, and chatbots; (c) advertising power, prize offering, and brand benefits. The food items were classified according to Brazilian standards for food labeling and by the type of brand/product sponsorship: non-sponsor; championship; competing teams; both. The occurrence of advertisements was collected manually and the data tabulated in Epi Info and Microsoft® Excel software. A descriptive analysis was conducted using Stata 17 SE software, with data expressed in simple and relative frequencies, and by measures of central tendency (median) and dispersion (interquartile range and range of variation). Fourteen days of live broadcasts of CBLOL® (58:50:48 hours) were analyzed. Among the 347 advertisements identified, 36.0% (n = 125) were for food items, with a predominance of dealcoholized beverages (47.2%) and sweets and treats (44.0%); mainly from brands sponsoring the championship (85.6%). The marketing elements occurred in four varieties, with “in-stream banner” being the most common for food items (68.8%) and non-food items (83.8%); and “product placement” and “chatbots” observed only in food and beverage advertisements. The most commonly used visual identity was “logo”, for food items (69.6%) and non-food items (91.0%). The proportion of “products”, “logo and product” and “brand name” was higher for food and beverages. Of the 125 food item advertisements, 28% presented at least one persuasive marketing strategy, mainly in audiovisual advertisements (85.7%). Of the 14 types observed during the championship, the most common strategies were “emotional appeal” (80.0%), “suggested use for gamers” (80.0%), “elements for children and young people” (77.1%) and convenience/practicality” (68.6%); with a predominance of 5 or 6 strategies in the same advertising piece (80.0%). During the broadcasts of one of the largest eSports championships in Brazil, extensive advertising of food and beverages was observed, with the use of multiple persuasive strategies and a greater diversity of marketing elements, with a predominance of ultra-processed products, mainly sponsors. The results of this study highlight a potentially harmful scenario in the digital food environment, which should be further investigated in future research and incorporated into public policies to regulate the advertising of unhealthy foods and beverages.