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STEPPING INTO THE ESPORTS ERA
"GAMING IS WHAT EVERY TRADITIONAL
SPORTS LEAGUE IS DESPERATE TO BECOME:
YOUNG, GLOBAL, DIGITAL, AND INCREASINGLY DIVERSE."
“FOR THE FIRST TIME IN GENERATIONS
WE’RE WITNESSING THE BIRTH OF A NEW SPORT…”
I DON’T GET IT
ESPORTS IS TRACK AND FIELD NOT FOOTBALL
Multiplayer Online Battle Arena (MOBA)
75MM monthly active players
A wildly popular spectator esport
Multiplayer Online Battle Arena (MOBA)
$18.5MM prize pool last season
One of the most popular esports titles
Multiplayer Online Battle Arena (MOBA)
75MM monthly active players
Most anticipated game title of 2015
Real Time Strategy (RTS)
20MM+ copies sold globally
The original sports title with new expansion
Digital Card Game
10MM+ accounts
Very inclusive and is growing as a sports title
First Person Shooter
60MM copies sold
The most iconic game franchise
Street Fighter V
Top title among Major FGC community
A fast growing esport
TO NAME A FEW, ESL WORKS WITH 50+ OTHER ESPORTS TITLES
First Person Shooter
The world’s most popular FPS
Avg. over 500K concurrent players, daily
esports opens doors to millennials that are usually hard to reach via traditional media
81% are 18-34 y/o
$76,000 (US Population: 53,4k avg.)
ESL audience:
Average income per household (US):
26% has a subscription vs11% of online population
United States figures with sources: Newzoo 2016, Superdata, US Census Sep. 2014, and own Esports Data
76% state that their esports viewing is taking away from hours they spend on viewing sports
38% buy goods from a brand used or showcased after attending live event
Male (75%)Gender of esports viewers in USA:
ESL CONTENT IS ON THE RISELive Video Plays
2013 2016
563,564,806
120,386,910
x4,68
100
500
400
300
600
200
0
All values in millions
Live Unique Viewers
2013 2016
100,714,795
32,000,000
Hours watched
2013 2016
166,800,545
44,612,496
20
40
60
80
100
120
0
20
40
60
80
100
120
140
160
180
0
x3,15x3,74
Enthusiasts = Esports Enthusiasts defined by viewing professional esports at least once a month
165 153
139 125
111 117
97
76 180 164 148 131 115 89 74 58
R I V A L I N G T R A D I T I O N A L S P O R T S
B y 2 0 1 8 e s p o r t s i s f o r e c a s t e d t o h a v e m o r e e n t h u s i a s t s t h a n N F L
2019F
345
2018F2017F
317
287
134171
2012 20152014
256
2013
226206
2016
Occasional Viewers =Occasional Viewers defined by viewing professional esports less than once a month
AmericanFootball
147151
Source: Repucom Newzoo 2015/16
esportsenthusiasts
148164
esports2018F2017F
I STILL DON’T GET IT
OK, LET’S BRING IT CLOSER TO HOME…
CELEBRITIESinvesting into teams and events
TRADITIONAL SPORTSestablishing their own teams
MAJOR BRANDSInvesting into esports
In July 2016, ESL and MTN DEW® launched the Mountain Dew League (MDL) for Counter-Strike:Global Offensive (CS:GO), the first amateur esports league providing amateur players a direct path to be a professional gamer.After a rigorous global open qualification period, MDL teams battled for eight weeks to earn a spot in the Mountain Dew League Global Championship. Teams from Europe, North America, Brazil, Australia and Asian Pacific were all invited to the event to compete for a $50,000 prize pool. Simultaneously, the top two teams from North America and Europe competed for a spot in the biggest CSGO league in the world, ESL CSGO Pro League.
60 MillionImpressions
Spotlight Video Views
578,812+
Pro Tip Video Views
660,534+
Mountain Dew League
Finals Stream 1,768,940
Views
Finals hours watched 403,743
Finals Social Impressions 16,158,238
CASE STUDY: INTEL
• LONGEST RUNNING ESPORTS CIRCUIT: 12 SEASONS
• 4-5 GLOBAL EVENTS PER YEAR IN KEY MARKETS
• SIGNIFICANT OEM INTEGRATION
• 55M UNIQUE VIEWERS
• +2B IMPRESSIONS
• 150,000 + LIVE VISITORS
• $1M PRIZE POOL
AUTHENTICITY AND SCALEIEM KATOWICE NUMBERS
March 2016
League of Legends, Counter Strike and StarCraft
Katowice, Poland
IEM Katowice Broadcast &
Event Figures
Video Plays 86,745,781
Unique Viewers 34,084,629
Peak Concurrents 3,353,393
Hours Watched 24,282,813
Visitors on Site 113,000
Totino’s teamed up with ESL to create new custom content to activate around IEM Oakland. Utilizing their bucking couch campaign, IEM Oakland allowed Totino’s to reach the millions of fans watching as well as allow thousands of esports fans on site to try the bucking couch and their newest line of Pizza Rolls. ESL, in real time, integrated custom content filmed on site directly into the broadcast that utilized ESL’s influencer network.
14,000 Attendees
on Site
Pizza Rolls Distributed
30,000
20+ MillionImpressions
Hours Watched6+ Million
Totino’s at IEM Oakland
NOW
I GET IT!!
THANK YOU