E-Sports Market Overview: Revenue, Teams, Events & Future Growth
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Презентація з лекції Андрія Чередніченко з оглядом ринку E-sports.
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E-Sports Market Overview: Revenue, Teams, Events & Future Growth
- 9. GAMINGMARKETOVERVIEW GAMINGHASBECOMETHEBIGGESTENTERTAINMENT INDUSTRY,COVERINGATHIRDOFTHEWORLDPOPULATION REVENUE BYINDUSTRY GAMING AUDIENCE,BN GAMINGREVENUEBREAKDOWN BYREGION,2017 2014 2014 2019 2019 2015 2015 2020 2020 2018 2016 2016 2021 2021 2025 2013 2013 2018 2018 2012 2012 2017 2017 REVENUE,$BN MOBILEGAMES PCGAMES CONSOLEGAMES 18% 23% 29% 34% 40% 46% 51% 54% 57% 59% 45% 39% 35% 32% 30% 27% 24% 22% 23% 22% 37% 38% 36% 34% 30% 27% 24% 22% 21% 19% 180 2.92.72.62.52.32.221.91.71.5 166 152 138 122 106 93857771 GAMING SPORTS MUSIC TVANDVIDEO $137BN $38BN $140BN $300BN $220BN $50BN $180BN $340BN NAM $27BN LATAM $4.4BN APAC $51.2BN CIS $2.1BN EU $20.2BN
- 10. E-SPORTS AUDIENCE, M 0 200 300 400 500 100 2015 115 E-SPORTS ENTHUSIASTS OCCASIONAL VIEWERS 120 161 163 195 195 224 220 264 251 2016 2017 2018 2019 E-SPORTS REVENUE, $ 2015 2016 2017 2018 2019 0 400M 800M 1,2BN 325M 490M 700M 940M 1,2BN +51% YoY +43% YoY +34% YoY +28% YoY CAGR 40% TOTAL REVENUES TOTAL REVENUES 2016 $490M 2019 $1,2BN ARPU GROWTH 235 324 +36% YoY 390 +20% YoY 444 +14% YoY 515 +16% YoY $3,3REVENUES PER FAN $4,8 REVENUES PER FAN E-SPORTS MARKET STRONG CONSUMER MARKET WITH UNTAPPED POTENTIAL * DATA SOURCES - NEWZOO RESEARCHES AND DASHBOARD
- 11. SPLIT BY REGION AND CATEGORY NORTH AMERICA $257M SOUTH KOREA $47M LATIN AMERICA $20M WESTERN EUROPE $151M EASTERN EUROPE $77M SOUTHEAST ASIA $20M CHINA $105M * DATA SOURCES - NEWZOO RESEARCHES AND DASHBOARD SPONSORSHIP ADVERTISING GAME PUBLISHER FEES MEDIA RIGHTS MERCHANDISE & TICKETS 155M 117M 95M 268M 65M 700M REVENUE PER CATEGORY, $, 2017 GLOBAL MARKET $700M
- 12. WHY E-SPORTS? SPORTS CLUBS AND OWNERS BUYOUT E-SPORTS TEAMS BRANDS OR CREATE E-SPORTS DIVISIONS SPORTS CLUBS GAME DEVELOPERS ARE MAKING E-SPORTS #1 MARKETING TOOL GAME DEVELOPERS MAJOR TV CHANNELS START TO BROADCASTING E-SPORTS LEAGUES AND TOURNAMENTS TV CHANNELS ARPU IN E-SPORTS WILL GROW 8 TIMES BIGGER IN UPCOMING 10 YEARS ARPU 10 YEARS2$ 16$
- 13. E-SPORTS ECO-SYSTEM GAME DEVELOPERS & PUBLISHERS TEAMS AND PLAYERS CHANNELS EVENTS & LEAGUES VISPA COMPANIES WHICH DEVELOP, PUBLISH AND SUPPORT E-SPORTS GAMES GROUP OF PROFESSIONAL GAMERS UNITED UNDER ONE BRAND. EACH BRAND CAN HAVE SEVERAL TEAMS IN MULTIPLE GAME TITLES BROADCASTING PLATFORMS THAT ALLOW FANS TO WATCH LIVE E-SPORTS ACTIONS ORGANIZATIONS WHICH CREATE AND HOLD ONLINE/OFFLINE TOURNAMENTS
- 14. E-SPORTS AUDIENCE owns an iPhone vs 38% of online population 42% streams via Twitch vs 3% of gamers 20% has subscription vs 13% of online population 35% watches vs 13% of online population 22% has very positive brand attitude vs 42% of gamers 58% uses Google Play vs 44% of online population 46% owns a Samsung phone vs 31% of online population 35% has subscription vs 29% of online population 52% has very positive brand attitude vs 19% of gamers 30% * DATA SOURCES - NEWZOO RESEARCHES AND ESFORCE ESTIMATION 16-36 YRS 85% OF ENTHUSIASTS 195M OCCASIONAL VIEWERS 390M TOTAL AUDIENCE 195M ENTHUSIASTS 85% MALES AUDIENCE PROFILE (US)
- 15. E-SPORTS TALENTS AS OPINION LEADERS WANT TO EXPLORE TEAMS PARTNERS PRODUCTS AND SERVICES MAKE PURCHASING DECISIONS BASED DIRECTLY ON SPONSORSHIP BRAND EXPOSURE WHEN IT COMES TO BUYING PRODUCTS OR SERVICES E-SPORTS PLAYERS ARE ROLE MODELS FOR MILLIONS OF ADMIRERS * DATA SOURCES - STEELSERIES RESEARCHES
- 16. GENERAL OVERVIEW
- 17. NOTEABLE PRIZE MONEY IN 2015 Kentucky Derby The Master Wimbledon DoTA 2 The International 0 $5M $10M $15M $20M MILLION VIEWERS IN 2015 0 LOL World Finals 10 20 30 40 DoTA 2 International CS:GO ESL Cologne NBA Finals The Masters MLB World Series NHL Stanley Cup E-SPORTSTRADITIONALSSPORTS SPORTS INDUSTRY ~$160BLN VIDEO GAMES INDUSTRY ~$120BLN E-SPORTS INDUSTRY ~$8BLN SPORTS INDUSTRY ~$152BLN VIDEO GAMES INDUSTRY ~$100BLN E-SPORTS INDUSTRY ~$1BLN MARKET GROWTH 20202015 60% 50% 40% 30% 20% 10% 0% 10-20 21-35 36-50 51-65 POPULARITY OF (E) SPORTS BY AGES** AMERICAN FOOTBALL BASKETBALL BASEBALL ICE HOCKEY E-SPORTS 5,5 17 18 20 27 31 36 9M 2M 11M 20M SPORTS VS E-SPORTS * DATA SOURCES - NEWZOO RESEARCHES; ESFORCE ESTIMATION; OPEN SOURCES DATA (TOURNAMENTS, LEAGUES) ** US
- 18. SPONSORSHIP, MERCHANDIZE AND OTHER 65% PRIZE MONEY 6% MEDIA RIGHTS 14% LEAGUE BONUSES 15% SPONSORSHIP, MERCHANDIZE AND OTHER 47% PRIZE MONEY 14% OFFLINE ACTIVITIES 8% MEDIA (TV) 31% WEBSITE VISITS* 2M YOUTUBE VIEWS*** 385M SOCIAL MEDIA FANS** 5,4M PLAYERS’ SOCIAL MEDIA FANS** 1,7M WEBSITE VISITS* 3M YOUTUBE VIEWS*** 255M SOCIAL MEDIA FANS** 250M PLAYERS’ SOCIAL MEDIA FANS** 345M REVENUE BREAKDOWN IN %, $ NATUS VINCERE E-SPORTS ARPU 2016 – 3,3 $ BARCELONA BIGGEST SPONSORSHIP DEAL 2017, $ FOOTBALL ARPU 2016 – 8 $ 4,4M 679M 220M430k *AVERAGE BASED ON LAST 3 MONTHS **TOTAL ***ALL CHANNELS, ALL TIME TOTAL E-SPORTS TEAM VS SPORT TEAM
- 19. BRANDS WORLD TOP BRANDS ARE ALREADY IN E-SPORTS MORE AND MORE NON-ENDEMIC BRANDS ARE COMING INTO E-SPORTS EVERY YEAR ENDEMIC NON-ENDEMIC NON-ENDEMIC CASES
- 20. TOP E-SPORTS GAMES GAME MONTHLY PLAYERS TOTAL PLAYERS TOTAL HOURS WATCHED SHARE E-SPORTS 100M 9,5M 11M N/A N/A N/A N/A N/A 28M 102M 70M N/A 30M 20M 100M 50M 37M 36M 5M 22M 5M 28% 46% 37% 12% 43% 7% 25%
- 22. OVERVIEW 100+ PROFESSIONAL TEAMS ON E-SPORTS MARKET
- 23. 16,4M 575M 2M 4,5M 3,8M 3,1M 1,7M 1,3M 1,2M 1,1M 1M 880k 700k 640k 490k 360k 350k 337M 220M 178M 153M 91M 78M 75M 3,8M 2,8M 2,5M 2M 1,9M 1,9M 1,8M 1,7M TOP E-SPORTS TEAMS WEBSITE VISITS* SOCIAL MEDIA FANS** LIVE BROADCAST & YOUTUBE VIEWS*** PLAYERS’ SOCIAL MEDIA FANS** *AVERAGE BASED ON LAST 3 MONTHS **TOTAL ***ALL CHANNELS, ALL TIME TOTAL $6,3M$7,3MPRIZE MONEY WON ** $15,5M $5,1M$5,2M
- 24. TOP E-SPORTS PLAYERS 0 3M scumper (OpTic Gaming) brTT (RED Canids) Faker (SK Telecom T1) xPeke (Origen) Dendi (Natus Vincere) kami (paiN Gaming) GeT_RiGhT (Ninjas in Pyjamas) Rekkles (Fnatic) FalleN (SK Gaming) s1mple (Natus Vincere) 1M 2M Bjergsen (Team SoloMid) pashaBiceps (Virtus Pro) ~2,7M ~2,1M ~1,8M ~1,5M ~1,4M ~1,4M ~1,3M ~1,2M ~1,2M ~1,2M ~1M ~0,7M TOP PLAYERS FANBASE E-SPORTS PLAYERS ARE TRENDSETTERS FOR MILLIONS OF FANS
- 25. SPONSORSHIP PACKAGE PRICE RANGE $150K - $1M SPONSORSHIP PROMOTION DIGITAL & IN-GAME BRANDING PLAYERS PROMOTION CO-BRANDED PRODUCTS UNIFORM BRANDING GAMING HOUSE BRANDING PROMO CAMPAIGNS LIVE BROADCAST PROMOTION CELEBRITY VIDEOS TEAMS SPONSORSHIP PROMOTION KIT
- 26. TEAMS SPONSORSHIP PROMOTION KIT
- 27. GENERAL OVERVIEW
- 28. TEAMS EVALUATION 21 TOP TEAMS REACH VALUE ~$50M+ SOCIAL MEDIA FANS** LIVE BROADCAST & YOUTUBE VIEWS*** PLAYERS’ SOCIAL MEDIA FANS** WEBSITE VISITS* 1,6B 26M 23M23M *AVERAGE BASED ON LAST 3 MONTHS **TOTAL ***ALL CHANNELS, ALL TIME TOTAL TOP E-SPORTS PLAYERS & TALENTS SPONSORSHIP INVENTORY AND MEDIA RIGHTS
- 30. OVERVIEW MAJOR TOURNAMENTS COVER 95% OF E-SPORTS AUDIENCE NORTH AMERICA WESTERN EUROPE EASTERN EUROPE ASIA 3-5M UNIQUE VIEWS 15-30M VIEWS PER TOP EVENT
- 32. EVENTS SPONSORSHIP PROMOTION KIT SPONSORSHIP PACKAGE PRICE RANGE $100K - $5M / PER EVENT SPONSORSHIP PROMOTION OFFLINE BRANDING (PRESS-WALLS, TICKETS, MERCHANDISE) PRODUCT PLACEMENT SPECIAL PROMO SPONSOR SHOWS VIDEOS ON VENUE LIVE BROADCAST PROMOTION DURING STREAMS (BANNERS, PRE-ROLLS, CHAT-ADS) STUDIO BRANDING CASTERS PROMOTION IN-GAME BRANDING & ADS DIGITAL DIGITAL MEDIA BRANDING & BANNERS (WEB-SITE, SOCIAL MEDIA, YOUTUBE) PROMO POSTS IN SOCIAL MEDIA PROMO STANDS (BOOTH’S) STAGE BRANDING PROMO VIDEOS PRODUCTION
- 33. EVENTS SPONSORSHIP PROMOTION KIT
- 34. LEAGUES AND TOURNAMENTS EVALUATION ~370M 95% OF E-SPORTS FANS & ENTHUSIASTS MAIN EVENTS REACH VALUE ~$200M+ SPONSORSHIP INVENTORY AND MEDIA RIGHTS
- 35. OTHER PROMOTIONAL POSSIBILITIES IN E-SPORTS
- 36. OTHER PROMOTION POSSIBILITIES IN E-SPORTS PRO AMATEUR EVENTS AND MILLIONS OF OTHERS BROADCASTING STUDIOS PROFESSIONAL PLAYERS, E-SPORTS TALENTS AND CELEBRITIES