A look at the growth and status of esports, a form of entertainment increasing in prominence and popularity

1. Morehuman.Morelikeyou.
00
©Hellocomputerallrightsreserved.
01 August 2018
The $1,5 Billion Niche

2. https://www.statista.com/statistics/209334/total-number-of-international-tourist-arrivals/

3. Morehuman.Morelikeyou.
00
©Hellocomputerallrightsreserved.
01 August 2018
esports.

5. Morehuman.Morelikeyou.
00
©Hellocomputerallrightsreserved.
The size of
competitive gaming

6. Context

7. Context
In 2018, brands will invest $694 million in the esports industry.
This will grow to $1.4 billion by 2021, representing 84% of total esports
revenues.

8. Context
Global esports revenues will reach
$906 million in 2018,
a year-on-year growth of +38.2%

10. The high projected growth of E-Sports streaming and sponsorship revenue in South Africa present an
opportunity for brands to invest in these avenues early before the market is saturated with other brands.

11. Context
The total prize money of all
esports events held in 2017
reached $112 million

12. Tour de France
Cricket IPL
Golf The Open
Wimbledon
$23 million prize pool
£2,05m
£6,14m
£7,86m
£31,6m

13. Morehuman.Morelikeyou.
00
©Hellocomputerallrightsreserved.
The Audience

14. Context
The total Esports Audience
will reach 380 million this
year, a year-on-year growth of
+13.5%.

15. 2017 most popular esports titles
In 2017, League of Legends was the most watched
game on Twitch, by both esports and non-esports
hours.
This is unsurprising, as it is the biggest esports title
in the world with many popular streamers.
274,7 million
hours watched
232,9 million
hours watched
217,9 million
hours watched
76,9 million
hours watched

17. Context
• Young: In the U.S., 75% are between the ages of 18
to 34 – with an average age of 25 (Source: Nielsen
Esports Fan Insights)
• (Kind of) Diverse: 16% are female, 15% are Hispanic,
and 9% are African American (Source: Interpret’s New
Media Measure Survey, Q2 2015 to Q2 2017)
• Affluent: 43% of esports enthusiasts have an annual
household income of $75,000 per year or higher
(Source: Mindshare, Esports Fans: What Marketers
Should Know, June 2016)
• Passionate: 49% of esports enthusiasts spend most of
their free time around esports (Source: Mindshare,
Esports Fans: What Marketers Should Know, June
2016)
The audience is

18. Morehuman.Morelikeyou.
00
©Hellocomputerallrightsreserved.
Brand involvement

20. Section title
As esports has developed and increasingly
moved to the fringes of mainstream culture,
a prevailing fear is that the participants and
viewers of competitive video gaming might
be wary or cynical about
the increasing involvement of corporate
brands.
The data from the four major Western
markets, however, suggests otherwise. 50-
60% of respondents have favorable
responses towards brand involvement in
tournaments, streams or sports events.
Less than 10% gave a negative response
to brand activity.

21. IAB: A Marketer’s Guide to Investing in eSports

22. Section title

23. IAB: A Marketer’s Guide to Investing in eSports

24. Context
• Give up the (false) belief that gamers are
antisocial
• Think beyond the title
• Don’t call yourself an “esports expert” because
you used to play Mario Kart
• Celebrate women in gaming
• Look at collegiate organizations
• Take a team under your wing
• Document the journey
Guidelines to Getting Involved

25. Morehuman.Morelikeyou.
Thank you
©Hellocomputerallrightsreserved.