DEVELOPMENT OF A COMPETITIVE STRATEGY AND JUSTIFICATION OF ITS IMPLEMENTATION PROJECT
Electronic sports, being a modern phenomenon, is an already formed economic industry. Accordingly, each company that is engaged in any activity in the mobile esports market needs a strong competitive strategy that will allow it to resist competitors and expand its share due to the growing share of the mobile market. The author of the article attempts to analyze the company Mobile Gaming League, the key activity of which is to conduct and cover esports tournaments on mobile games; analyze the strategy currently being implemented, identify shortcomings, and develop ways to improve the implementation of the strategy. This strategy may become standard in the development of further perspectives of development. The purpose of the article is to analyze MGL, highlight the positive and negative aspects of the current competitive strategy, identify growth points on which it is necessary to focus the updated competitive strategy. A leading method underlying the article - the method of analysis, synthesis of material, allowing on the basis of the systematization of theoretical material to the sum of knowledge in evaluation approaches to develop a strategy and study plan for its implementation. It is revealed that one of the key roles in the successful activities of companies in the esports industry is played by a well-developed strategy. The results of the study can be used in theoretical studies devoted to the development of a strategy in the field of electronic sports and justification of the further direction of its implementation. The practical significance of the work performed is that the results of the study can be used by companies operating in the esports market. The novelty of the results obtained is that the threats to the competitive strategy of the company's activities are systematized and classified. The data can be used by companies that carry out similar activities in the mobile industry. In addition, we found that all companies in this area need to attract sponsorship funds. Companies need to integrate advertising into the game; it is possible to create thematic portals, and brands can be anchored on gaming portals. It is necessary to show the so-called entrepreneurial ingenuity, regularly come up with catchy online promotions, come up with special phrases - in order to show the players that the company is talking to them in the same language. The growth points of companies in the field of mobile sports can be a simple interface, since potential customers of companies are citizens of younger age groups, it is difficult for them to understand specific terms. In addition, the points of growth may be the removal of technological restrictions associated with the reproduction, broadcast, and download of digital content.