From Control to Commerce: The Journey of a Gamer Entrepreneur

Kauan Molina Paulino; Renê Oliveira Joaquim dos Santos

DOI: 10.22167/2675-6528-202603106

Article derived from a Final Course Work (TCC), with content based on the student’s original work and adapted to the editorial format of the E&S Magazine with the support of the ResumeAI tool, an artificial intelligence solution developed by Instituto Pecege for textual synthesis and organization.

Abstract

The exponential growth of the e-sports market, especially in Brazil, has driven professional players to become influential references on social media, strengthening the relationship with fans and generating digital business opportunities. The study aimed to analyze how a national brand in the gamer and e-sports segment used indirect data and spontaneous consumer manifestations, collected on social media and industry events, with the support of digital tools such as Google Trends and Gemini, to support the definition of its product portfolio and marketing strategies. The methodology was based on a case study of a Brazilian store founded by a former professional Counter-Strike player, employing exclusively secondary sources, such as online engagement data, product reviews, and media coverage of events. The application of the concept of hybrid production, characterized by informal collaboration between brands and fan communities, was investigated as a mechanism for portfolio adjustment and brand identity strengthening. The results indicated the viability of strategies based on non-institutionalized active listening, evidencing benefits such as increased sales, greater audience loyalty, and brand consolidation in the gamer market. It was concluded that active consumer participation represents a relevant strategic element for companies operating in the attention economy, contributing directly to competitiveness and innovation in the sector.

Keywords: Consumer behavior; Gamer culture; E-sports; Digital engagement; Hybrid production.

1. Introduction

The accelerated growth of the digital entertainment market in recent decades has profoundly transformed cultural consumption patterns and the relationship between brands and audiences. In this context, gamer culture emerges as one of the most influential and economically relevant segments, driven by the popularization of e-sports and the engagement of highly connected communities. Unlike traditional markets, consumers in this universe not only acquire products but actively participate in creating meaning around them, directly influencing commercial practices, product launches, and marketing strategies.

This behavior is described as part of the participatory culture, in which fans act as cultural co-producers, contributing opinions, criticisms, and suggestions that shape market decisions (Jenkins, 2006). This dynamic highlights the importance of understanding how the interaction between consumers and brands manifests in digital environments, especially in sectors where community identification is a preponderant factor.

The relevance of this approach can be observed in the case of a Brazilian store specializing in e-sports, founded by an influential streamer and former professional Counter-Strike player. The company has consolidated itself in the sector by offering licensed, collectible, and limited edition products, in addition to having a presence at important events, such as Brasil Game Show. Direct interaction with the public in these spaces, as well as the analysis of consumers’ digital behavior, has enabled the development of a portfolio aligned with the preferences of its niche. This process is characterized as a form of “hybrid production”, a term coined by Hills (2015), in which brands and consumers share, albeit informally, creative control over the products offered.

Although many companies use formal surveys to guide their strategic decisions, the Brazilian gaming scene demonstrates that it is possible, especially in niche markets, to adopt alternative practices based on active consumer listening. Social networks, specialized forums, product reviews on e-commerce sites, and participation in events thus become rich sources of data and insights that can guide marketing and product development actions. According to Lindstrom (2008), purchasing behavior is strongly influenced by emotional and symbolic elements, factors that are amplified when the consumer perceives that their voice is taken into consideration by the brand.

Given this panorama, the present research is justified by the need to deepen the understanding of the effectiveness of marketing strategies that value the active and spontaneous participation of consumers. The objective of this work is to analyze how a national brand focused on gamer culture and e-sports uses indirect data and spontaneous consumer feedback, especially through social networks and industry events, to shape its product portfolio and marketing strategies.

2. Material and Methods

This research adopted a methodological approach of an applied and descriptive nature, focusing on the analysis of contemporary phenomena in their real context. A qualitative case study was used, based on the methodological principles proposed by Robert K. Yin (2018), which guide in-depth investigation of a specific object. The objective was to analyze how a national brand in the gamer and e-sports segment uses indirect data and spontaneous consumer feedback to shape its product portfolio and marketing strategies.

The object of analysis consisted of a Brazilian company specialized in e-sports and gamer culture, founded by an influential streamer and former professional Counter-Strike player. Since its origin, the company’s operations have predominantly occurred in a digital environment, with strong use of social media for promotion, audience interaction, informal feedback collection, and sales, in addition to participation in industry events.

Data collection was carried out exclusively through secondary sources, employing documentary analysis and indirect observation of publicly available digital content. Sources included coverage from specialized press in gamer culture and e-sports, such as the portal Critical Hits (2023), publications and interactions on the brand’s social networks, and consumer reviews on e-commerce platforms.

Additionally, news and reports were consulted regarding the company’s participation in industry events, such as the Brasil Game Show, as well as sales estimates and repercussions of launches disclosed on specialized portals. For the survey, monitoring, and systematization of information, artificial intelligence tools and digital trend analysis, such as ChatGPT, Perplexity, Google Gemini, and Google Trends, were used.

These tools were employed as auxiliary resources in the identification, comparison, and contextualization of the collected content. The use of these resources contributed to the expansion of consulted sources and to the identification of patterns of interest and repercussion related to the brand and the analyzed products, without, however, generating primary data or altering the nature of the collection.

The data analysis was conducted through a qualitative approach of an interpretive nature, using content analysis techniques. Initially, the collected materials were organized and categorized according to themes relevant to the research, such as brand perception, audience engagement, and market positioning. Subsequently, a systematic reading and coding of the information was carried out, seeking to identify patterns, recurrences, and relationships between the data.

To ensure the robustness of the analysis, triangulation of different sources of evidence was applied, as recommended by Yin (2018). This involved crossing e-commerce data, blog information, promotional strategies, documentary collection, and interactions on external platforms, such as forums and online communities. This process aimed to strengthen the internal validity of the study and broaden the reliability of the interpretations.

An additional element of the analysis was the comparison with similar initiatives, or cross-case analysis, confronting the object of study with cases such as those of Gaules and Neymar Jr. in the context of streaming and brand extension. This comparison allowed for the identification of patterns and critical variables for the success of strategies involving prior authority, community engagement, and consistent content production.

The findings were interpreted in light of marketing theoretical frameworks, including the concepts developed by Philip Kotler and Kevin Lane Keller (n.d.) and the relationship marketing perspective of Kotler and Armstrong (n.d.). This theoretical basis provided the framework for understanding brand strategies and performance in the analyzed context, focusing on value creation and positioning in the niche of e-sports players and fans.

3. Results and Discussion

The results obtained from the case study analysis show that the use of strategies based on active consumer listening and the integration between personal branding and e-commerce have significant impacts on commercial performance and the company’s positioning in the gamer market. In line with the adopted methodology, the findings are presented in the same analytical logic proposed, encompassing aspects related to consumer behavior, digital performance, marketing strategies, and observed limitations. This approach reinforces the importance of hybrid and adaptive models for companies operating in highly dynamic and socially interactive environments.

The analyzed company operates in the e-commerce segment targeting the gamer and e-sports audience, exploring the relationship between consumption, entertainment, and identification with electronic games culture. Its operational model is associated with the commercialization of products that go beyond purely utilitarian functions, incorporating elements of identity and belonging to the gamer community. Generally, its portfolio includes apparel, such as t-shirts and hoodies, as well as accessories and other products related to the gamer universe, predominantly marketed through digital channels. The company’s strategy also relies on the association between the marketed products and the public image of its founder, using his trajectory in the competitive Counter-Strike scene as an element of approach and identification with the consumer audience.

The behavior of Brazilian gamer consumers, according to PGB 2025 data, is characterized by a high level of engagement with the digital universe, strong identification with gamer culture, and a predisposition to consume products associated with influencers and public figures in the e-sports scene. This context reinforces the theory of participatory culture (Jenkins, 2006), in which the consumer acts as a co-producer of value, contributing with spontaneous feedback on social media, reviews, and in-person events, which demonstrates the dynamic of constant interaction between the brand and its community.

Regarding the performance of digital marketing strategies, the data indicate a relevant dichotomy. While the brand’s institutional profile shows a relatively low engagement rate, approximately 0.08%, the former player’s personal profile demonstrates significantly superior performance, around 1.86%. This difference highlights the central role of personal branding as a strategic asset, corroborating the proposition that the founder’s authority and credibility directly influence consumer purchasing behavior, aligned with Kotler and Keller’s concepts of symbolic value in public perception.

Despite the low continuous organic engagement, sales data reveal a high conversion potential in specific campaigns. The sale of approximately 20,000 units of t-shirts and the generation of revenues exceeding R$ 5 million in one-off actions indicate that the brand can efficiently mobilize its fan base at strategic moments. This phenomenon can be interpreted in light of the attention economy concept, where peaks of visibility and well-structured storytelling generate significant short-term results.

The analysis also demonstrates that the adoption of hybrid production practices (Hills, 2015) contributes positively to brand strengthening. The indirect participation of consumers in product development through comments and suggestions allows for greater alignment of the portfolio with public expectations, increasing perceived value and loyalty. This model reinforces the logic of co-creation (Prahalad & Ramaswamy, 2004), in which the consumer acts as an active agent in the innovation process.

It was found that the company consistently executes steps such as production, promotion, and propagation, especially through audiovisual content, influencer campaigns, and event participation. However, there are weaknesses in the dimensions of personalization and continuous relationship, particularly in the Instagram environment, where low engagement suggests a need for interaction strategies and humanization of communication. The excessive dependence on the founder’s image also represents a long-term strategic risk, especially in scenarios of reduced relevance or changes in public perception.

Indirect evidence of monetization reinforces the brand’s potential. During the former player’s tenure with the Imperial team in the Counter-Strike: Global Offensive scene, the sale of approximately 20,000 t-shirts demonstrated the strength of his image and direct impact on sales. The “Last Dance” campaign, which brought together a multi-champion team, raised about 116,000 dollars, with approximately 105,000 coming from t-shirt sales, generating over half a million reais in a short period and demonstrating the fan base’s mobilization capacity.

Revenue estimates, considering the sale of 20,000 t-shirts at an average price of approximately R$ 260, indicate a generated volume between R$ 5.2 million and R$ 5.6 million solely from this type of merchandising. This scenario reinforces that monetization based on the influencer’s image, especially when associated with symbolic moments or strong narratives, holds significant weight in the business’s financial performance. This phenomenon becomes even more interesting when compared to organic performance on social media, especially on Instagram.

The store’s profile, created around 2017 and strengthened from 2020 onwards, has accumulated approximately 165.6 thousand followers, but shows low average engagement, around 0.08%, with about 123 likes and 10 comments per post. This rate is significantly below the e-commerce sector benchmarks, which are around 0.5% or more for accounts of this size. In contrast, the former player’s personal profile, which exceeds 1 million followers, shows an engagement rate close to 1.86%, considered high within the platform’s standards.

This difference highlights that profiles centered on public figures tend to generate greater emotional connection, perceived authenticity, and, consequently, higher interaction and conversion potential. A strategic paradox is observed: although e-commerce shows low organic engagement, its conversion capacity in specific campaigns is extremely high. This suggests that the determining factor is not just reach or daily interaction, but rather the correct activation of the community at strategic moments, generally associated with the figure of the former player and narratives relevant to the audience.

In this sense, brand performance is understood as the result of a strategy centered on the influencer’s authority and symbolic capital, combined with a business model that favors targeted campaigns and storytelling. The brand positions itself as a multi-brand hub in the gamer universe, offering everything from apparel to peripherals, while building an identity close to the community, reinforced by institutional messages and emotional appeals. The low engagement rate indicates a need to adapt to current platform dynamics, such as greater investment in video content, encouragement of direct interaction with followers, and partnerships with other creators or influencers in the e-sports scene.

Demographic profile and platforms

The profile of the gamer audience in Brazil has undergone significant changes, reflecting broader social, technological, and cultural transformations. One of the most striking data points is the growth in female participation, which already represents 53.2% of players, an increase of 2.3% compared to the previous year. This advancement indicates not only greater inclusion but also a gradual breaking of historical stereotypes that predominantly associated digital games with a male audience.

In generational terms, a strong concentration is observed among Millennials, who correspond to 49.4% of players, followed by Generation Z, with 32.7%. This reveals that the habit of gaming is not restricted to the youngest, but is also quite present among adults who grew up following the evolution of video games and continue to be engaged with this type of entertainment. The distribution by social classes shows that the gamer universe is quite diverse, with the largest share concentrated in the middle class (B2, C1, and C2), representing 44.4% of players, although there is a significant presence in the higher classes (17.1% in class A and 19.3% in B1).

Furthermore, the growth of classes D and E is noteworthy, already accounting for 20.3% of the sample, demonstrating a democratization of access to games, mainly driven by the popularization of mobile devices. In this sense, the smartphone consolidates itself as the most used platform, with 40.8% preference, followed by consoles (24.7%) and computers (20.3%). This predominance of mobile phones is directly linked to their accessibility and practicality, allowing a wider audience to engage with digital games without the need for higher investments.

There are also relevant differences in behavior between men and women. Women predominate in the use of mobile devices, representing 48.4% of this segment, while men stand out in the use of computers, with 36.1%, in addition to being the majority among those who declare themselves gamers. This data reinforces that, although the audience is becoming more diverse, there are still distinctions in habits and in the way different groups identify with the gaming universe.

First included in the PGB, games of chance/luck are already part of the gamers’ journey: 38.2% claim to play them, 39% play at least once a week, and 89.9% spend real money. Of this group, 34.6% spend between BRL 51 and BRL 200/month, and 8.6% spend more than BRL 50. Together, this information demonstrates that the gamer market in Brazil is expanding and becoming increasingly inclusive and heterogeneous, following societal transformations and broadening its reach among different audience profiles.

Digital Marketing

In 2025, the social media landscape in Brazil highlights not only the massive reach of these platforms but also their growing relevance in consumer behavior. Apps like WhatsApp, Instagram, and Facebook lead in user numbers, with approximately 169 million, 134.6 million, and 111 million, respectively, according to RD Station data. This significant volume reinforces the central role of these networks in the digital routine of Brazilians.

However, when the focus shifts to commerce within these platforms, Instagram stands out significantly. The network is responsible for about 65% of purchases made via social media, consolidating itself as the main conversion channel. Although Facebook still maintains relevance, with about 52% of user preference and approximately 8% of sales in social commerce, its commercial performance is considerably inferior when compared to Instagram, especially in segments such as fashion and lifestyle.

This advance is part of a broader context of accelerated growth in social commerce in Brazil. According to E-Commerce Brasil, the sector generated around R$100 billion in 2023 and reached approximately R$120 billion in 2024, maintaining a robust pace of expansion. This growth reflects the change in consumer behavior, which increasingly integrates entertainment, social interaction, and consumption into a single digital environment. Data from Nuvemshop reinforce this trend by showing that Brazilian small and medium-sized enterprises registered about 2 million orders in the first half of 2024 alone.

Of this total number of orders, an impressive 89% were placed via Instagram, while Facebook accounted for only 8.4%. These figures highlight not only consumer preference but also the effectiveness of Instagram as a sales tool. Given this scenario, it is clear that Instagram has consolidated itself as the main channel for fashion and e-commerce in Brazil. Its engagement capacity, combined with visual resources and shopping-oriented functionalities, ensures a significantly higher conversion potential compared to Facebook, positioning the platform as a key element in brands’ digital strategies.

With the projected growth of social commerce, stores that invest in Instagram with good engagement and integrated with e-commerce are ideally positioned to expand sales. Benchmarks from similar stores indicate sales growth of +35% to +70% with well-executed strategies of reels, micro-influencers, and brand humanization. This scenario demonstrates the importance of adapting digital strategies to leverage the potential of platforms that combine entertainment and commerce.

Marketing strategy of the evaluated company

The pro-player’s competitive success trajectory and his authority as a leader are pillars for his consolidated reputation. His credibility facilitated brand extensions into premium products and positioned his name as a guarantee of quality among the e-sports audience. According to the company’s public institutional report, in the last 12 months the platform received approximately 8 million accesses, consolidating itself as a national reference in e-commerce for e-sports and gamer lifestyle products.

The store offers themed apparel, exclusive collections and collaborations with streamers in the field, personalized peripherals, and licensed products from franchises such as FURIA, CS:GO, and Star Wars. Prices range approximately from R$40 to R$280, with promotions reaching over 60% discount. This pricing strategy aims to cater to both fans and beginners seeking brand identification, expanding the reach of the consumer audience.

The performance relies heavily on social networks, livestreams, editorial content on the store’s blog, connecting e-sports, education, and lifestyle, and marketing actions with influencers and events, such as tournament sponsorships, like the Copa Latino-americana de Warships. This relationship marketing maintains constant connection with its fan base. Identification with the protagonists is a crucial factor, as fans see the products as an extension of their own gamer lifestyle.

Collections help build a shared identity with the community that wants not just to consume, but to belong. The founder’s sports trajectory includes collaborative initiatives with fans, such as crowdfunding for travel to Majors in Katowice (2015), evidencing a more organic relationship with the community from the start. The brand’s digital presence shows a visual showcase proposal structured mainly around a feed that combines gamer lifestyle elements, product-focused content, promotional actions, and partnerships with peripheral lines.

This construction contributes to reinforcing the brand’s positioning within the gamer universe, while also seeking to dialogue with the lifestyle of its target audience. Regarding engagement, it is observed that the rate remains at a median level, falling below the benchmarks of the fashion sector, which range from 1% to 3%. This scenario indicates that, although there is consistency in content production, there is still room for improvement in organic interaction with users, whether through more dynamic formats or through more strategic use of calls to action.

The posting frequency is a positive point, as the robust history, with over 2,700 publications, demonstrates consistency and continuity in digital communication. However, the relatively reduced reach suggests the need for adjustments in strategy, especially regarding the diversification of formats and the strengthening of elements that encourage greater audience participation.

Finally, the institutional website and the e-commerce platform exhibit a visual integration aligned with the brand’s branding, evidenced in initiatives such as limited editions and thematic lines, for example, collections inspired by franchises like Star Wars. This coherence between channels reinforces the brand’s identity and contributes to a more immersive and consistent consumer experience.

Methodological Limitations

The present research adopted an exclusively documentary approach, based on secondary sources, which imposes certain inherent limitations on the depth and scope of the analyses performed. The absence of access to primary data such as interviews with internal stakeholders, confidential corporate documents, or internal operational indicators restricted the ability to explore more specific and contextual aspects of the organizational reality studied.

However, the judicious use of reliable public sources, such as annual reports, financial statements, academic publications, and specialized news reports, allowed for the construction of a solid and consistent analytical framework. Despite the limitations, the findings obtained proved to be relevant and sufficient to support the proposed reflections, respecting the research objectives and scope. The triangulation of this information was an essential step, as it allowed for the cross-referencing of different sources, such as e-commerce data, documentary archives, and interactions on external platforms, such as forums and online communities.

This process strengthened the internal validity of the study by reducing biases and increasing the reliability of the conclusions. However, the reliance on public information may be limited and not encompass all relevant aspects for the investigation. The exclusive use of secondary data imposes restrictions on the precise measurement of indicators such as conversion rate, average ticket, and return on investment. Despite this, the triangulation of sources allowed for the construction of a consistent interpretation aligned with the proposed objectives.

In summary, the results demonstrate that the integration between digital influence, participatory culture, and consumer-oriented marketing strategies constitutes a relevant competitive advantage in the e-sports market. The analyzed brand shows strong trends in community building, conversion into specific campaigns, and the use of symbolic capital. These findings reinforce the importance of hybrid and adaptive models for companies operating in highly dynamic and socially interactive environments.

However, the research also points to challenges related to maintaining continuous engagement and diversifying digital strategies. The results highlight how active listening and co-creation, even if informal, are crucial for success and innovation in the sector, directly responding to the objective of analyzing the use of indirect data and spontaneous feedback to shape the portfolio and marketing strategies. The active participation of consumers, driven by the figure of the influencer, emerges as a fundamental strategic element for competitiveness in the attention economy.

4. Conclusion

This study sought to analyze how a national brand in the gamer and e-sports segment used indirect data and spontaneous consumer manifestations, collected on social networks and industry events, to support the definition of its product portfolio and marketing strategies. It was found that the brand, founded by a former professional player, significantly capitalizes on the authority and symbolic capital of its creator, which drives sales conversion, even with relatively low organic engagement on its institutional channels. It was identified that the gamer consumer behavior is characterized by high identification with the culture and predisposition to consume products associated with influencers. The application of the hybrid production concept, through active and informal listening to communities, proved crucial for aligning the product portfolio with public expectations, strengthening brand identity and loyalty. This approach demonstrates that the active participation of consumers, especially in niche markets and the attention economy, constitutes a fundamental strategic element for competitiveness and innovation in the sector.

Despite the relevant findings, the research presented limitations inherent to its exclusively documentary nature, based on secondary sources. The absence of primary data, such as interviews or access to confidential corporate information, restricted the depth of the analysis and the precise measurement of operational indicators. Furthermore, excessive reliance on the founder’s image was identified as a long-term strategic risk, and low organic engagement on institutional social media suggests the need for format diversification and greater stimulation of continuous interaction. For future studies, it is suggested to expand the analysis through the collection of primary data, such as questionnaires and consumer interviews, in order to deepen the understanding of public perceptions and the role of co-creation in consumption behavior, especially in the dynamic and growing e-sports market.

Bibliographic References

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Article originating from the Final Course Work of Specialization in Digital Business from the MBA USP/Esalq

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