Esports Gaming: Competing, Leveling up & Winning Minds & Wallets
Esports Gaming: Competing, Leveling Up & Winning Minds & Wallets A Consumer Insights Perspective to Esports Gaming Table of Contents 2 Overview Esports Gaming Awareness & Consideration 3 KPIs 4 6 Engagement Monetization Advocacy 12 17 24 Future Outlook Actionable Methodology 26 Recommendations 30 29 Overview 3 What is Esports? Why should I care? Four groups of professionals will gain the most strategic and actionable value from this study, including: Wikipedia defines Esports as organized, multiplayer video game competitions. Common Esports genres include real-time strategy • Production: Anyone who is involved in the production (with (RTS), fighting, first-person shooter (FPS), and multi-player online job titles such as Producer, Product Manager, etc) of gaming battle arena (MOBA.) content. • Publishing (with job titles such as Marketing, PR, Promoter, Per Newzoo, Esports generated global revenue of roughly $500M in etc.) of Esports gaming content/events 2016, 70%+ of which coming by way of advertising and sponsorship (by traditional video game companies seeking to grow their • Brands & Marketers interested in marketing to Esports audiences and revenues, and by marketers of Consumer Packaged gamers products such as Consumer Packaged Goods, Goods, Food & Beverage, Apparel and Consumer Technology). computing, electronics, clothing/apparel, food/beverage, etc. Global revenue is expected to exceed $1.5B by 2020, according to the BizReport. • Investors (either external private equity, hedge fund managers or venture capitalists; or Publisher-internal corporate/business Who should read this study? development professionals) currently considering investing in, or in the midst of an active merger/acquisition of a 3rd-party game This visual study seeks to bring clarity and understanding to the developer or publisher.
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