USING DIGITAL ANALYSIS IN ESPORTS

Introduction. In recent years, esports has become not only a popular sport, but also a part of the gaming industry, which in turn has an impact on the global economy by attracting millions of viewers and players around the world. In the context of this development, digital analytics is becoming an integral part of the esports industry, providing opportunities to understand the audience, players, investors, improve game performance, optimise marketing strategies, and generate financial benefits. Digital analytics in esports covers a wide range of tools and techniques, including big data analysis, artificial intelligence (AI), machine learning (ML) and other technologies that allow for a deeper understanding of user behaviour, preferences and interaction with content. These technologies not only help personalise the viewer experience, but also help businesses better tailor their products and services to the needs of their audience.