Abstract
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.

Abstract
Non-adherence to medication is a pervasive issue worldwide, affecting 50% of prescription users, resulting in suboptimal therapy outcomes and premature death. One of the key factors contributing to non-adherence is the complexity associated with managing medication regimens. To address this challenge, an automated pill dispenser “SelfMed, your medication partner” has been proposed. This study focuses on studying determinants of medication non-adherence, its ramifications and alternatives available in the market in order to increase medication adherence among adults aged 60 and over. The overarching goal of this research is to evaluate whether digital solutions like SelfMed are required for addressing non-compliance issues in Portugal while assessing their effectiveness over time for our target audience within the marketplace. The research was conducted using primary data collected through a questionnaire distributed to users and care institutions/companies in Portugal (Northern area). According to the analysis, 40% of users and 40% of care companies are interested in obtaining SelfMed to simplify the complex medication management and prescription regimen for the end user. © The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd. 2025.

Abstract
The aim of this study was to conduct a qualitative analysis research that will support the internal and external analysis, as well as the strategic options to be developed for a Marketing Plan for the Polytechnic Institute of Viana do Castelo. The methodology used was through exploratory interviews using a script based on nine key dimensions for creating a marketing plan. The script was applied through face-to-face interviews with the president of the Polytechnic Institute of Viana do Castelo. We obtained six interviews that could be analyzed in the nine dimensions. It was possible to understand that the elements suggest some changes in the different dimensions of the script. One of the points with the most observations for improvement was communication, mostly internal. However, all the improvements and growth that the institute has achieved over the years were acknowledged. It was also possible to realize that the six people interviewed have the same perspective and make similar observations on the different questions asked. With the interviews, it will be possible to outline the best structure and path for the strategic marketing plan. © The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd. 2025.

Abstract
This study explores the context of blood donation in Portugal, specifically aiming to understand how communication strategies can effectively recruit young blood donors aged 18 to 24. The research addresses the following question: What is the impact of communication efforts on the recruitment of young blood donors in Portugal? To answer this question, four specific objectives were set: (1) To evaluate the level of awareness among young individuals in this age group regarding blood donation; (2) to analyze and assess the communication strategies employed by the Portuguese Institute of Blood and Transplantation (IPST) to promote blood donation; (3) to investigate the motivations and barriers related to blood donation; and (4) to identify effective communication strategies for encouraging blood donation. To achieve the first objective, which is the primary focus of this article, a content analysis of 14 blood donation campaigns was conducted. For the second objective, an exploratory interview was held with a specialist from the IPST. The third objective is being addressed through a survey involving 390 young individuals, which has already been administered and revealed that over half of the respondents are not blood donors. The findings suggest that future campaigns should adopt more targeted segmentation strategies based on behavioral criteria and make greater use of integrated marketing communication to enhance effectiveness. © The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd. 2025.

Abstract
In an increasingly competitive tourism landscape, digital marketing strategies must adapt to engage modern travelers effectively. This paper investigates the role of gamification in enhancing the competitiveness of tourist destinations, focusing specifically on Braga, Portugal. The study aims to evaluate how gamification can influence destination attractiveness, enhance tourist experiences, and inform decision-making processes. The study used a mixed-methods approach, combining qualitative and quantitative analyses. The qualitative component consisted of semi-structured interviews with key tourism stakeholders in Braga, revealing insights into the benefits and challenges of implementing gamification strategies. The quantitative analysis involved surveys conducted with tourists, assessing their perceptions of gamified elements and their influence on travel decisions. Findings indicate that tourists perceive gamification positively, particularly regarding features such as achievements, storytelling, and point systems, which significantly affect their travel choices. Stakeholders recognize the potential of gamification to boost tourist engagement and satisfaction, while also emphasizing the need to address implementation challenges. The study concludes that gamification can enhance the attractiveness and competitiveness of tourist destinations, though its success depends on strategic planning, resource allocation, and collaboration among stakeholders. © The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd. 2025.

Abstract
Motivation The validity of epidemiologic findings can be increased using triangulation, i.e. comparison of findings across contexts, and by having sufficiently large amounts of relevant data to analyse. However, access to data is often constrained by practical considerations and by ethico-legal and data governance restrictions. Gaining access to such data can be time-consuming due to the governance requirements associated with data access requests to institutions in different jurisdictions.Results DataSHIELD is a software solution that enables remote analysis without the need for data transfer (federated analysis). DataSHIELD is a scientifically mature, open-source data access and analysis platform aligned with the 'Five Safes' framework, the international framework governing safe research access to data. It allows real-time analysis while mitigating disclosure risk through an active multi-layer system of disclosure-preventing mechanisms. This combination of real-time remote statistical analysis, disclosure prevention mechanisms, and federation capabilities makes DataSHIELD a solution for addressing many of the technical and regulatory challenges in performing the large-scale statistical analysis of health and biomedical data. This paper describes the key components that comprise the disclosure protection system of DataSHIELD. These broadly fall into three classes: (i) system protection elements, (ii) analysis protection elements, and (iii) governance protection elements.Availability and implementation Information about the DataSHIELD software is available in https://datashield.org/ and https://github.com/datashield.