esportsbiz-2020年电子竞技行业报告（英文）-2020.8-40页_9mb

The State of the Esports Industry Study Summary

Core Content

This report provides a comprehensive analysis of the esports industry's response to the challenges posed by the COVID-19 crisis, with a focus on strategic shifts, operational changes, sponsor and brand reactions, and future outlook. It is based on survey responses from over 250 esports companies across all industry segments and regions.

Main Points

1. Industry Growth Outlook

• 80% of esports executives believe the industry will benefit from the crisis, especially in terms of audience growth and engagement.
• Only 3% do not see any benefit, while 17% feel it is too early to tell.
• The industry is expected to see long-term positive growth, though there is divergence in opinions about the specific direction of this growth.

2. Strategic Shifts

• 56% of companies have changed their business strategy due to the outbreak.
• Key strategic shifts include:
  • Adjusting for loss of live event revenue
  • Pivoting to online and streaming platforms
  • Responding to increased online audience sizes
  • Enhancing platform and technology upgrades
  • Investing in research and development
  • Developing new content and leveraging influencers

3. Impact of Live Event Cancellations and Postponements

• 67% of executives see a significant impact from live event cancellations and postponements, mainly as a challenge.
• 38% have already developed reactivation plans for live events.
• 40% are still evaluating their options and waiting for more clarity.

4. Sponsor and Brand Reactions

• 47% of respondents have visibility on how sponsors and brands are reacting during the crisis.
• Brands are reviewing strategies, pivoting to esports, and increasing engagement through streaming and online activations.
• Some brands are holding back on marketing spend, while others are increasing their investments in esports.

5. Key Trends and Issues

• The top five trends and issues impacting the esports industry are:
  • Total audience growth and engagement (64%)
  • Impact of the outbreak on live tournaments and events (58%)
  • Audience metrics and measurement (54%)
  • Educating non-endemic brands (49%)
  • Brand activation on streaming platforms (47%)
• Other important trends include:
  • Media rights ownership rules
  • Increasing non-endemic sponsorships and advertising
  • Diversifying audiences
  • Setting global industry standards
  • Revenue sharing models
  • Growth in colleges and universities

6. Revenue Expectations

• 42% of respondents expect their own company’s revenue to increase in 2020.
• 56% expect the total esports industry revenue to increase.
• Many companies are anticipating flat revenue due to the cancellation of live events and uncertainty in sponsorship budgets.

7. New Market and Business Opportunities

• 68% of esports executives see new opportunities arising from the crisis.
• These opportunities include:
  • Larger and more diverse audiences
  • Expansion into new brand advertising segments
  • Betting and gambling expansion
  • Traditional sports leagues embracing esports
  • Emergence of smaller, more local events
  • Integration into mainstream sectors like retail and hospitality
  • More jurisdictions opening up to online gaming to compensate for lost tax revenue

Key Insights

• The digital nature of esports allowed for a rapid pivot to online and streaming platforms.
• Streaming and online activations are seen as critical to the future of the industry.
• Non-endemic brands are showing increased interest in esports, especially as traditional sports are paused.
• Audience engagement and content creation are central to the industry’s growth.
• The future of esports is expected to be hybrid, with a greater emphasis on digital.

Conclusion

The esports industry is resilient and adaptable, with a positive outlook for the future. The crisis has accelerated digital transformation, increased brand interest, and highlighted the importance of streaming and online engagement. While there are challenges, the opportunity for innovation and growth is significant, and the industry is evolving rapidly to meet them.