Personal Brands of ESports Athletes : An Exploration of Evaluation Mechanisms

Esports organisations and athletes, being participants of an attention-driven market, are constantly discussed, compared and evaluated by spectators in a cross-media-based process on such platforms as Twitch, Reddit and others. In this work, we discuss an approach to analyse valuation practices related to esports spectatorship based on the concepts of a brand as an organising device, using computational text analysis tools and reconstruction of personal networks