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THE BRANDS, TRIBES, and TRENDS DEFINING a NEW OPPORTUNITY Contents A LINKFLUENCE SOCIAL INTELLIGENCE REPORT | 2021 THE NEW AGE OF ESPORTS THE BRANDS, TRIBES, AND TRENDS DEFINING A NEW OPPORTUNITY Contents 03 What do we want to answer with this research? 05 Where is esports today? A break-out industry with room to grow. 07 Why social media intelligence? 09 How big is the conversation and where is it happening? 14 What are the trends driving growth? 20 What are gamers playing and what drives them? 24 Who are the Tribes defining the future of esports? 31 How can brands win? 9 tactics and 9 examples. 43 Sexism in gaming: what can brands do to help? 47 How has Covid-19 impacted gaming? 51 How to influence esports? 55 Tips for marketers. THE NEW AGE OF ESPORTS – THE BRANDS, TRIBES, AND TRENDS DEFINING A NEW OPPORTUNITY A LINKFLUENCE SOCIAL INTELLIGENCE REPORT | 2 What do we want to answer with this research? Few industries have experienced the explosive growth of the gaming industry in the last 10 years. While long perceived to be the domain of children young and old, the combination of mobile accessibility, fast data, highly acclaimed content, and maturity of esports has accelerated the industry. 01THE NEW AGE OF ESPORTS – THE BRANDS, TRIBES, AND TRENDS DEFINING A NEW OPPORTUNITY A LINKFLUENCE SOCIAL INTELLIGENCE REPORT | 3 WHAT DO WE WANT TO ANSWER WITH THIS RESEARCH? What's the purpose of this report? How was this report created? The goal of this report is to explore This report was produced by the the social forces behind the insights team at Linkfluence, a persistent growth of the esport leading global social intelligence industry and opportunities created company, using data from millions of for brands, and to demonstrate social media posts, our proprietary the depth, relevancy, and value of social listening software, Radarly, social media intelligence to leaders and the expertise of our in-house in marketing and consumer insights. entertainment industry researchers. What is the listening scope, time frame and data analysed for this report? LISTENING SCOPE PLATFORMS English (US, UK) Twitte r Facebook Chinese (worldwide) Instagram Twitc h TIME FRAME Forums Blogs September 2019 - September 2020 Reviews Little Red Contributors Book Kinnary Canet Hannah Issa Noémie Sanquer Audrey Guilloux Sarah Laurier Joanne Tsan Sarah Henchi Yutong Nong Note: Douyou platform is not covered in China THE NEW AGE OF ESPORTS – THE BRANDS, TRIBES, AND TRENDS DEFINING A NEW OPPORTUNITY A LINKFLUENCE SOCIAL INTELLIGENCE REPORT | 4 Where is esports today? A break-out industry with room to grow. Few industries have experienced the explosive growth of the gaming industry in the last 10 years. While long perceived to be the domain of children young and old, the combination of platform accessibility, fast data, highly acclaimed content, and social media adoption has accelerated the industry. 02THE NEW AGE OF ESPORTS – THE BRANDS, TRIBES, AND TRENDS DEFINING A NEW OPPORTUNITY A LINKFLUENCE SOCIAL INTELLIGENCE REPORT | 5 WHERE IS ESPORTS TODAY? A BREAK-OUT INDUSTRY WITH ROOM TO GROW. 7+ hours 1 Average game time per week for video game players $2.5b 2 Estimated income for Fortnite in 2018 87% Increase in social media posts since February 20193 1 limelight.com/resources/white-paper/state-of-online-gaming-2019/#perf 2 businessinsider.com/how-much-money-does-fortnite-make-2019-1 Radarly Linkfluence using volumes data 3 Social THE NEW AGE OF ESPORTS – THE BRANDS, TRIBES, AND TRENDS DEFINING A NEW OPPORTUNITY A LINKFLUENCE SOCIAL INTELLIGENCE REPORT | 6 Why social media intelligence? 03THE NEW AGE OF ESPORTS – THE BRANDS, TRIBES, AND TRENDS DEFINING A NEW OPPORTUNITY A LINKFLUENCE SOCIAL INTELLIGENCE REPORT | 7 WHY SOCIAL MEDIA INTELLIGENCE? A ground-breaking approach What makes social intelligence to insights that matches a must-have part of the modern the speed of modern digital research toolkit? consumers’ lifestyles. Social intelligence is a powerful approach to UNSTRUCTURED DATA STRUCTURING As the largest focus group, the web offers: RAW DATA TECHNOLOGY AND PROCESS insight with relevance, depth, and breadth, • Massively significant and diverse data and a game-changing tool for strategy, Words AI • Unprecedented speed of delivery planning, marketing, and communications. • An unsolicited, objective research asset Linkfluence combines big data, artificial Phrases Data science intelligence, real-time visualization, and Images Market expertise human expertise to analyze consumer SOCIAL MEDIA PROFILES attitudes and behaviors, and adapt this Hashtags ACTIONABLE INTELLIGENCE analysis to the needs of the user. Emojis Psychographics Locations Conversation drivers From Twitter and other social media platforms. Links Topics and emotions Behaviors Tribes + communities POSTS PER DAY Demographics Audiences Times Influencer topic authority Platforms Trend prediction Devices From Twitter, traditional web sources like forums, blogs, Occasions and websites, review sites, and other media platforms. Brand and category attributes THE NEW AGE OF ESPORTS – THE BRANDS, TRIBES, AND TRENDS DEFINING A NEW OPPORTUNITY A LINKFLUENCE SOCIAL INTELLIGENCE REPORT | 8 HOW BIG IS THE CONVERSATION AND WHERE IS IT HAPPENING? How big is the UK 344k conversation USA 5.2m CHINA and where is 1.66m it happening? This report focuses on the US, the UK, and China. The topic of gaming represents a volume of 8m posts between September 2019 and September 2020, with 5.2m for the US, 344k for UK markets and 1.66m for China.1 1 Data tracked by Linkfluence. While this data is representative and includes the major Chinese networks, the actual number including non-public forums, university forums, and regional websites is higher. 04THE NEW AGE OF ESPORTS – THE BRANDS, TRIBES, AND TRENDS DEFINING A NEW OPPORTUNITY A LINKFLUENCE SOCIAL INTELLIGENCE REPORT | 9 HOW BIG IS THE CONVERSATION AND WHERE IS IT HAPPENING? Where is the conversation happening? The type of the social media platforms favored by gamers, compared to social media users in general, provides a window into gamer culture. Platforms that allow for in-depth discussions allow gamers to express their passions and frustrations, while responding to those of others, as well as to discuss and hypothesize about technology innovations and upcoming content. Blog and forums represent 53%, (approximately 3.9 million) of total conversations about gaming in social, e.g. 3.9M of conversation on the key platforms throughout the year, suggesting that users hold better-quality discussions compared to the other platforms. Distribution of platfoms over the last year indicate that esports fans favor forums, Sina Weibo, and Twitch, and that conversations spiked in April, when most lockdowns in the west began. THE NEW AGE OF ESPORTS – THE BRANDS, TRIBES, AND TRENDS DEFINING A NEW OPPORTUNITY A LINKFLUENCE SOCIAL INTELLIGENCE REPORT | 10 HOW BIG IS THE CONVERSATION AND WHERE IS IT HAPPENING? The social media platforms of gaming Twitch is the perfect place for brands to communicate with gamers, but only with contextualized content. Twitch users are demanding and are accustomed to high quality video with commentary from experts. To engage on Twitch, brands must partner with legitimate players and understand gamer culture.The Razer Streamer +65% program is worth special note for its efforts to discover GROWTH IN GAMING CONVERSATIONS YEAR new and sponsor influencers on Twitch via the hashtag OVER YEAR #razerstreamer. THE NEW AGE OF ESPORTS – THE BRANDS, TRIBES, AND TRENDS DEFINING A NEW OPPORTUNITY A LINKFLUENCE SOCIAL INTELLIGENCE REPORT | 11 HOW BIG IS THE CONVERSATION AND WHERE IS IT HAPPENING? The Chinese platform Sina Weibo ( ) is the largest While Reddit is the most well-known platform in 新浪微博 social media channel for news, gossip, information, and the west, 'Forums' represents thousands of global entertainment, is the leading social media platform for platforms, attracting more involved gamers discussing gaming and esport content. athletes, events, game details, tournaments and leagues, and gaming tips. As the primary domain Esport and gaming clubs host fan pages on Sina Weibo, for user-generated content (UGC), forums are closely sharing competition and other gaming community +35% +21% protected by users, and are not the ideal place for a information. Fans frequently create sub-community fan GROWTH IN GAMING GROWTH IN GAMING brand to communicate, unless for customer care CONVERSATIONS YEAR pages for their favorite esport gamers. Reporters from CONVERSATIONS YEAR OVER YEAR OVER YEAR or support. diverse media outlets share their analysis through their Weibo accounts. With its news-outlet oriented appeal, Twitter is the Reddit threads about Overwatch League: primary platform for creating visibility around gaming events, including the F1 Virtual Grand Prix, Modern + Los Angeles Valiant vs Washington Justice Warfare Tournament, and FIFA20. Despite being blocked OVERWATCH LEAGUE 2020 SEASON in China, Twitter is also popular for the China-focused + Paris Eternal vs Washington Justice LPL 2020 competition, 2019 LOL World Championship, OVERWATCH LEAGUE 2020 SEASON +24% and the 2020 LOL World Championship. Twitter is an GROWTH IN GAMING CONVERSATIONS YEAR ideal place for pop-culture events like Grand Theft Auto + Vancouver Titans vs Boston Uprising OVER YEAR (GTA) memes, and Animal Crossing player references. OVERWATCH LEAGUE 2020 SEASON Twitter is the ideal platform for community engagement “I coach overwatch for a collegiate esports with jokes, memes, news, and is a more transparent forum team and can confirm that you are indeed where 1.3 million users refer to gaming or esport in their correct in what you are outlining here in your bios (based on analytics from Linkfluence’s Tribes software). post. Most of my practices are lined with posing questions and poking and prodding the answer from players on the team. The fact is that Overwatch takes serious cognitive function to play well.” – Reddit post THE NEW AGE OF ESPORTS – THE BRANDS, TRIBES, AND TRENDS DEFINING A NEW OPPORTUNITY A LINKFLUENCE SOCIAL INTELLIGENCE REPORT | 12 HOW BIG IS THE CONVERSATION AND WHERE IS IT HAPPENING? RED is a user-generated content (UGC) platform primarily for discussing beauty, cosmetics, travel, and fashion, used mainly by women18 to 25 years old.
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