You are here

Features of the use of social networks by esports organizations

Научные исследования: 


© Ilya A. Bodakin

PhD student at the Chair of Media Theory and Economics, Faculty of Journalism, Lomonosov Moscow State University (Moscow, Russia),



The article explores the role of social networks in the esports industry. Using the methods of content analysis and expert interviews, quantitative indicators of materials and qualitative features of the work of SMM teams in esports are revealed. Comparison with similar data of social networks of clubs from traditional sports helps to conclude about a more diverse use of platforms and their greater commercial importance in esports.

Key words: esports media, esports, social networks, esports organizations, sports media



Achkasova K.(2022) Mediapotreblenie v 2022 godu [Media consumption in 2022]. 18 May. Available at: (accessed: 19.06.2023). (In Russian)

Auditorija kibersporta v Rossii – issledovanie Mediascope [The audience of esports in Russia – Mediascope research] 2022. 17 August. Available at: (accessed: 19.06.2023). (In Russian)

Federatsiya komp'yuternogo sporta Rossii: ofitsial'nyy sayt [Russian Computer Sports Federation: official website]. Available at: (accessed: 19.06.2023). (In Russian)

Ledenev A.(2019) Mekka kibersporta. Obzor samoy «uyutnoy» sotsial'noy seti dlya kibersportsmenov – Twitter [The mecca of esports. Review of the most "cozy" social network for esports players – Twitter]. 17 July. Available at: (accessed: 19.06.2023). (In Russian)

Newzoo: Global Esports & Live Streaming Market Report 2022. Available at: (accessed: 19.06.2023).

Pobeditel' rejtinga «30 do 30» v nominacii «Novye media» Aleksandr «Nix» Levin [The winner of the rating “30 to 30” in the nomination “New Media” Alexander “Nix” Levin]. Available at: (In Russian)

Ultimate GG: Kak jefiry kibersportivnyh infljuenserov operezhajut oficial'nye transljacii? [Ultimate GG: How are the airs of esports influencers ahead of official broadcasts?] 2023. 28 June. Available at: (accessed: 02.07.2023). (In Russian)

Zherebilo T.V. (2010)Slovar' lingvisticheskikh terminov [Dictionary of Linguistic Terms]. Nazran': Izd-vo “Piligrim” Publ. (In Russian)



Evgan T.N. (2016) Kibersportivnaya zhurnalistika: osobennosti, problemy, perspektivy razvitiya. Vypusknaya kvalifikatsionnaya rabota [Esports journalism: features, problems, prospects of development. Graduation thesis]. Moscow: NIU VShE Publ. Available at: (accessed: 15.06.2023). (In Russian)

Karpov A.V. (2020) Osobennosti kommunikatsiy brendov v kibersportivnom segmente. Vypusknaya kvalifikatsionnaya rabota [Features of communication of brands in the esports segment. Graduation thesis]. Available at: (accessed: 15.06.2023). (In Russian)

Mal'tseva I.A. (2022) Problemy i perspektivy razvitiya kibersportivnoy zhurnalistiki [Issues and prospectives of development of esports journalism]. MNIZh №4–4 (118). (In Russian)

Medvedeva Ya.V. (2014) Cherty rossiyskoy kibersportivnoy zhurnalistiki [Features of Russian esports journalism]. Informatsionnoe prostranstvo v aspekte gumanitarnykh i tekhnicheskikh nauk – 2014. Materialy mezhdistsiplinarnoy mezhvuzovskoy konferentsii studentov, magistrantov i aspirantov [Information space in the aspect of humanities and technical sciences –Materials of the interdisciplinary interuniversity conference for students, undergraduates and PhD students]. Barnaul. (In Russian)

Sharakhina, L.V.; Boguslavskaya, V.V.; Azizulova, A.O.; Budnik, E.A. (2018) Mediaplatformy kibersportivnogo soobshchestva [Media platforms of the esports community]. Diskurs 5: 85–96. (In Russian)

Solntsev I.V. (2018) Ekonomika kibersporta [Esports economics]. Innovatsii 5 (235). Available at: (accessed: 15.06.2023). (In Russian)

Solodnikov V.V., Timofeeva V.I. (2020) Kibersport v Rossii kak ob"ekt marketinga i sotsial'nyy fenomen [Esports in Russia as a subject of merketing and a social phenomenon]. Sotsiologicheskaya nauka i sotsial'naya praktika. SMI (media) i massovye kommunikatsii. Available at: (accessed: 15.06.2023). (In Russian)

Tsupko L.A. (2018) Kibersportivnyy blog kak novyy format v zhurnalistike. Vypusknaya kvalifikatsionnaya rabota [Esports blog as a new format in journalism. Graduate thesis]. Available at: (accessed: 15.06.2023). (In Russian)

Vartanov S.A., V'yugina D.M., Gureeva A.N. i dr. (2021) Mediapotreblenie «tsifrovoy molodezhi» v Rossii [Media consumption of the ‘digital youth’ in Russia]. In D.V. Dunas (ed.) Moscow: MSU Publ. (In Russian)