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This chapter aims to understand how Esports organizations can improve digital marketing strategies, considering the unique characteristics of this sector and the importance of maintaining solid relationships with the target audience. The research was carried out using a mixed methodology, which included the application of quantitative research to evaluate the behaviors of Esports fans and a qualitative literature review to explore the trends and challenges of digital marketing in this context. The results show that the esports audience consists predominantly of young males, with a strong interest in video games, technology and pop culture. The personalization of digital strategies, focusing on platforms such as YouTube and Twitch, as well as the use of promotions and sweepstakes, proved essential for audience engagement. Although the use of influencers has a neutral perception, campaigns that offer direct benefits, such as promotions, are more attractive.

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Human-Computer Interaction (HCI) research has illuminated how technology can influence users’ awareness of their environmental impact and the potential for mitigating these impacts. From hot water saving to food waste reduction, researchers have systematically and widely tried to find pathways to speed up achieving sustainable development goals through persuasive technology interventions. However, motivating users to adopt sustainable behaviors through interactive technologies presents significant psychological, cultural, and technical challenges in creating engaging and long-lasting experiences. Aligned with this perspective, there is a dearth of research and design solutions addressing the use of persuasive technology to promote sustainable recycling behavior. Guided by a participatory design approach, this investigation focuses on the design opportunities for leveraging persuasive and human-centered Internet of Things (IoT) applications to enhance user engagement in recycling activities. The assumption is that one pathway to achieve this goal is to adopt persuasive strategies that may be incorporated into the design of sustainable applications. The insights gained from this process can then be applied to various sustainable HCI scenarios and therefore contribute to HCI’s limited understanding in this area by providing a series of design-oriented research recommendations for informing the development of persuasive and socially engaged recycling platforms. In particular, we advocate for the inclusion of educational content, real-time interactive feedback, and intuitive interfaces to actively engage users in recycling activities. Moreover, recognizing the cultural context in which the technology is socially situated becomes imperative for the effective implementation of smart devices to foster sustainable recycling practices. To this end, we present a case study that seeks to involve children and adolescents in pro-recycling activities within the school environment.

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