2019年趋势_改变电子竞技市场的五大发展动态（英文版）_18页_2mb

2019 Esports Market Trends Summary

Core Content

The 2019 esports market whitepaper outlines five key developments that are shaping the future of the industry. These trends highlight the growing maturity of the esports sector, the convergence of esports and traditional sports, the role of influencers, the transformation of competition into entertainment, and the increasing focus on brand engagement and loyalty.

Main Trends

1. From Online to Offline: Local Esports Locations and Communities on the Rise

• Local Initiatives: The esports market is shifting from digital to physical spaces, with the resurgence of PC cafes and the emergence of esports bars.
• China's Leadership: China is at the forefront of this movement, with the government actively supporting the transition from online to offline.
• Examples:
  • Xi'an: Hosts major esports events like the Demacia Cup and has partnered with Versus Programming Network (VSPN), Team WE, and Banana Culture.
  • Sanya: Combines esports with tourism, leveraging its student population and hosting international events like the World University Cyber Games.
  • Haikou: Hosted the WESG Grand Final and is a hub for esports events on Hainan Island.
  • Hangzhou: Aims to invest over $2 billion in esports by 2022, including building an esports venue and hosting the 2022 Asian Games.
  • Chongqing: Hosts an international esports street and collaborates with Alisports for large-scale events and networking.

2. Esports and Traditional Sports Adopting Each Other's Monetization Strategies

• Revenue Streams: Both industries are moving toward a balance between direct consumer monetization and indirect revenue through media rights, sponsorships, and advertising.
• New Models:
  • Micro Payments: Fans can spend on in-game items such as cosmetics and characters.
  • Subscriptions: Battle passes and premium content subscriptions offer enhanced experiences.
  • Voluntary Donations: Content creators are monetizing through fan support.
  • Premium Content Passes: Offer personalized and immersive viewing experiences with exclusive content and features.

Key Influencers and Broadcasters

• Influencers as Broadcasters: Influencers are becoming key players in broadcasting and commentating esports events, attracting their own fanbases and opening new revenue opportunities.
• Examples:
  • Ninja: Generated half the live Twitch viewership of the official Fortnite Summer Skirmish event.
  • AdmiralBulldog: A notable Dota 2 streamer who commentates on events.
• Impact: This trend is expected to continue, with more influencers involved in both esports and traditional sports.

3. Changing Competition into Entertainment: New Esports Formats

• Format Innovation: Esports is adapting traditional TV formats and leveraging new technologies like AR to enhance the viewing experience.
• Storytelling: Emphasis on storytelling and character development is growing, especially in battle royale games.
• Examples:
  • PUBG Global Invitational: Showcases new formats and entertainment possibilities.
  • K/DA Virtual Group: Performed as in-game characters at the League of Legends World Championship, blending entertainment with esports.

4. The Brand Battle for Fan Engagement and Loyalty

• Brand Value: Esports organizations are prioritizing brand value and fan engagement.
• Fan Loyalty Shift: There is a growing shift from loyalty to game publishers to loyalty to team brands.
• Strategies:
  • Unique Branding: Teams are focusing on developing unique stories and identities.
  • RFRSH Entertainment: Successfully runs multiple team brands, such as Origen for League of Legends and Astralis for CS:GO, creating distinct fan bases for each.

5. In-Depth Consumer Profiling

• Newzoo Insights: Offers detailed consumer profiling across 30 key markets.
• Key Variables: Includes media habits, viewing preferences, brand attitudes, income, and more.
• Profiles:
  • Viewers vs. Gamers: Differentiates between casual viewers and active gamers.
  • Overlap with Sports: Examines how esports intersects with traditional sports audiences.
  • Segmentation: Helps identify and target specific demographics.

Key Information

• Global Audience: The esports market is expected to reach 453.8 million viewers in 2019.
• Revenue Growth: The combined esports and games market will generate $149 billion in global revenues, surpassing the traditional sports market.
• Technological Integration: Asia is leading in the use of augmented reality (AR) and other technologies to enhance live viewing experiences.
• Strategic Partnerships: Cities like Xi'an, Sanya, and Hangzhou are forming strategic partnerships with esports organizations to boost local and national profiles.

Conclusion

The 2019 esports market is undergoing significant transformation, with a focus on physical locations, innovative monetization models, influencer integration, entertainment-driven formats, and strong brand engagement. These trends indicate a maturing industry that is increasingly aligning with traditional sports in terms of business strategies while maintaining its unique digital identity.