Elektroninio sporto vystymas komercijos kontekste / ; Developing esports in the context of commercialization.

This paper examines the impact of e-sports commercial strategies on consumer engagement and market development. The research problem is how different commercial solutions affect consumer attitudes and satisfaction. The aim is to find out how different commercial tools influence audience engagement and satisfaction with the content provided by eSports. Objectives: Identify the target market audience, analyse the use of platforms and consumer behaviour, assess attitudes towards commercial strategies and evaluate their effectiveness. The study was carried out using a quantitative approach, with a survey on the Google Forms platform. IBM SPSS Statistics was used for data processing and analysis, and Microsoft Excel was used to configure the tables. Kruskal-Wallis; ANOVA; Bivariate Correlations; pairwise comparisons were used for data analysis. The results showed that consumers value large-scale commercial projects and market growth solutions more than commercial strategies that affect their personal satisfaction. The results show that the target audience is made up of Generation Z males. E-sports consumers value a sustainable market expansion.