AI-driven digital marketing for enhancing user experience personalization in the esports industry

Baltezarević, Ivana and Milojević, Stefan and Baltezarević, Radoslav and Krsmanović, Stefan (2026) AI-driven digital marketing for enhancing user experience personalization in the esports industry. Management in Sport, 17 (2). pp. 119-157. ISSN 2217-2343

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Abstract

This study examines the role of artificial intelligence (AI)-enabled digital marketing in personalizing the user experience and its impact on user engagement and loyalty in the esports industry. The rapid growth of this market has been driven by accelerated technological advancements and the increasing availability of digital platforms. Previous research indicates that AI technologies facilitate content hyper-personalization, thereby enhancing user engagement and fostering user loyalty. The study employed a quantitative research approach, with data collected through a closed-ended questionnaire administered to a sample of 253 respondents from Belgrade. The collected data were analyzed using IBM SPSS Statistics to examine the relationship between the degree of user experience personalization, user engagement, user loyalty, and the application of artificial intelligence in digital marketing. The findings indicate that AI-enabled digital marketing provides a high level of user experience personalization, which positively influences user engagement, strengthens user loyalty, and encourages repeated use of esports platforms. Given the limited body of research on the application of artificial intelligence in digital marketing within the esports industry, this study contributes to the existing literature by expanding current knowledge and offering practical recommendations for improving marketing strategies. The findings also have practical implications for managers, marketing professionals, and designers of esports platforms.

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