The integration of the Hook Model into E-sports marketing: A promotional perspective

This paper explores the integration of the Hook Model—comprised of the stages Trigger, Action, Variable Reward, and Investment—into e-sports marketing, with a particular focus on the promotional component of the marketing mix. As e-sports emerges as a dominant force within the digital entertainment industry, traditional marketing approaches are being replaced by behaviorally driven frameworks designed to cultivate user habits and enhance engagement. Through a detailed examination of the e-sports ecosystem—including developers, players, teams, and spectators—this study analyzes how promotional strategies can be optimized using the Hook Model. Real-world examples, such as time-sensitive rewards and engagement triggers in games like Valorant, demonstrate the practical alignment of this model with audience retention strategies. While the framework proves effective in sustaining user attention and fostering brand loyalty, ethical concerns regarding behavioral manipulation and digital addiction are critically discussed. The study concludes that, when applied responsibly, the Hook Model can serve as a powerful tool for marketers seeking to build enduring connections with e-sports audiences. Future research directions are proposed to further examine the long-term effects and ethical dimensions of habit-forming marketing strategies in digital environments.