Maximizing Your Investment Through Understanding the Fans
U.S., UK, GERMANY, FRANCE THE ESPORTS PLAYBOOK MAXIMIZING YOUR INVESTMENT THROUGH UNDERSTANDING THE FANS Copyright © 2017 The Nielsen Company INTRODUCTION Welcome to Nielsen Esports’ first fan report, detailing the initial phase of our comprehensive survey of the global esports audience, focusing on four key Western markets – the U.S., United Kingdom, France and Germany. This is a combined effort that has brought together Nielsen’s expertise and experience in the sports and games sectors to produce a first-of-its- Nicole Pike kind, nuanced and in-depth study into esports fan behaviors. Global Research and Product Lead, Nielsen Esports Thanks to its rapid development, the technology and connectivity that makes it possible, several high-profile investments from brands, broadcasters and rights holders in established sports, and many projections about the size and scale of the opportunity, there is understandable interest in esports – and those who participate, stream and organize it. “ NIELSEN ESPORTS IS A COMBINED Stephen Master EFFORT THAT HAS BROUGHT Global Commercial Lead, Nielsen Esports TOGETHER NIELSEN’S EXPERTISE AND EXPERIENCE IN THE SPORTS AND GAMES SECTORS.” While the size of the esports fan base is undoubtedly growing, the picture of this audience is as complex as for any established sport, with differences across markets, game genres and individual titles, to name a few. Rather than join the rush to market, we have spent time carefully examining the intricacies and unique aspects of the esports world and listening to the esports industry before collecting the data and crafting the commentary that shapes the following pages. While this report focuses on the United States and Europe, Asia is, naturally, our equal priority – Nielsen’s analysis of the esports audience of China, Japan and South Korea will follow later in the year.
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