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This thesis examines the success factors of digital branding within the framework of electronic sports. In order to achieve comprehensive results four experts within the field of marketing and/or esports were interviewed on the topic. Examining the interviews by using the Mayring method of evaluating text-based data yielded the result that the success of digital branding lies within a wholesome digital marketing strategy. The study pinpoints direct measures that can be identified as key success factors and explains these further in the context of the digital-only industry of esports.