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From Competitions to Cons, Gamers Converge

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From Competitions to Cons, Gamers Converge LIVE EVENTS FROM COMPETITIONS TO CONS, GAMERS CONVERGE By Momentum Worldwide in partnership with Twitch 1 A FANTASY WORLD LIVE For one weekend, tens and sometimes hundreds of thousands of people descend into a large, multipurpose venue. During this weekend these people will get to meet old friends, friends they’ve met only in a virtual world, as well as make new friends who share a common passion—their love for video gaming. Live events offer gamers the opportunity to briefly take their love of gaming into the physical world. For one weekend, an escape into a fantasy world, where fellow gamers are the stars, and where terms such as XP and power-ups are thrown around as often as touchdowns and home runs. Where Felicia Day and Ninja are as popular as Selena Gomez and Tom Brady and most of all, the chance to be among those who are as passionate about gaming LIVE EVENTS OFFER GAMERS as they are. Live events also offer THE OPPORTUNITY TO BRIEFLY brands the opportunity to enter and even influence this fantasy TAKE THEIR LOVE OF GAMING world and connect with a young, tech-savvy audience willing to INTO THE PHYSICAL WORLD open their pockets. 3 OUT OF THE BASEMENT Which of the following live gaming tournaments or events have you attended? AND INTO MSG In previous reports we touched Other long-running events are Nearly half of US Attendees EVO 21% upon the social aspects of gaming finding demand already outgrowing (47%) are willing to spend and have come to understand its already substantial capacity. over $125 at a gaming event Major League Gaming Championship 25% that gaming is no longer limited compared to 39% willing to 2017 BlizzCon to singular interactions between a spend over $125 at a concert ESL One 20% person and a computer interface. = 25,000 Sold out in 1 hour (from our previous WE KNOW League of Legends Gaming today is as much about 24% 2016 PaxWest research about Music Fans). World Championships community and friendships as it =70,000, Sold out in 2 hours is about diversion and entertainment. PAX East 26% Gaming communities are leaving 2017 PaxEast PAX West 25% the homes and shopping mall =80,000, Sold out in 16 days arcades and can now be seen E3 32% in iconic venues such as 2017 San Diego Comic Con Madison Square Garden and = 130,000, Sold out in 1 hour 39% Blizzcon 25% Staples Center. More than a third of gamers (39%) have attended And the list is growing. TwitchCon The International 19% a live gaming event—either an began two years ago with an expo or a gaming competition attendance of 20,000 and just New York Comic Con 30% —and nearly two-thirds (63%) a year later grew to 35,000. Other events such as Gam3rCon San Diego Comic Con 30% express interest in attending a More than a third of gamers in San Diego and IndieCade (39%) have attended a live gaming event in the future. IndieCade are receiving positive interest. gaming event—either an expo 20% Indeed, the attendance statistics These events are not limited to or a gaming competition MineCon 21% say it all. The semi-finals of the interested locals. Gamers travel League of Legends World far and wide, with some from Intel Extreme Masters (IEM) 21% Championships were held in as far as Australia or Europe, Madison Square Garden, attracting and are willing to spend money COD XP 20% a crowd of 15,000 and the event on plane tickets, hotel rooms, sold out months in advance to as well as their event ticket, Other convention/event 3% an enthusiastic audience. merchandise and more. And that’s just for the event itself. None 34% 5 MAJOR GAMING EVENTS, SUCH AS ESL ONE AND THE CALL OF DUTY THE MAIN EVENTS WORLD CHAMPIONSHIPS ARE BEING Live gaming events typically fall Super Bowl organizers host an into two categories: Competitions annual Madden competition the HELD IN ARENAS WHICH TYPICALLY and Expos. Although local night before the event featuring competitions are still held in top “Madden Pros” in addition to HOUSE NBA TEAMS hotels and retail fronts, major well-known “NFL Pros” like Cam competitions are increasingly Newton and LeShawn McCoy. being staged in large sports Esports have also been included arenas. Besides the League of in the schedule for the 2022 Legends World Championships, Asian Games, with many seeing which has been held in Staples this as the next step to inclusion Center and Madison Square in the Olympics. The NBA has Garden, major gaming events, also invested in its own Esports such as ESL One (Barclay’s league, the first major sports Center and the Call of Duty league to officially promote Esports. World Championships (Amway Center) are being held in arenas The prize money? Pretty substantial which typically house NBA at major tournaments. Pools teams. Specialized arenas for can go as high as $24 million Esports are also popping up. (International Dota 2), comparable Last year, the Millennial Esports to the men’s prize pool at this arena opened in Las Vegas year’s US Open for tennis. With and hosted the 2017 Halo large audiences looking on, World Championships. They’ve major cash prizes at stake, and already had some significant involvement from influential events, including Ninja's Charity sports organizations, gaming Fortnite tournament and the NHL competitions are no longer Gaming World Championship. weekend affairs hosted by the With the increasing acceptance local arcade, but serious events. of gaming as a sport (63% of gamers believe it should be a sport), traditional sports events are also integrating an Esports component in their offerings. 7 A GAMING FANTASY LAND Expos are held in large hotel At these expos, you will frequently Pax West, the premier gaming ballrooms and convention find exhibitors such as Xbox or expo, brings in $35 million to the centers and focus more on Nintendo and publishers such Seattle economy, accounting for promoting the gaming community as Capcom—who often host more than 10% of all revenue as a whole, rather than promoting tournaments for their titles. brought in by conventions. In any one particular game. The With an increasing number of comparison, direct spending content at these events is well-known personalities such during the NCAA Final Four is varied and can include competitions, as Samuel L. Jackson and at 40 million US dollars. but frequently features panels Terry Crews getting involved with publishers, talent and in gaming production, it is also industry experts, plus demos reasonable to hope that a of upcoming releases. More celebrity or two might even gaming-related companies appear at these events. are present and range from accessories to game-related Large expos can have a merchandise, to exclusive significant impact on the local merchandise such as action economy. During the four days figures or skins. Gaming is also of San Diego Comic Con, the premier gaming expo direct spending from attendees brings in 35 million to a large part of pop culture expos the Seattle economy such as San Diego Comic Con or is estimated at over 80 million Wizard World. US dollars. LARGE EXPOS CAN HAVE A SIGNIFICANT. THE CONTENT AT THESE EVENTS IS .IMPACT ON THE LOCAL ECONOMY.. VARIED AND CAN INCLUDE COMPETITIONS, .DURING THE FOUR DAYS OF SAN DIEGO. BUT FREQUENTLY FEATURES PANELS .COMIC CON, DIRECT SPENDING FROM. WITH PUBLISHERS, TALENT AND .ATTENDEES IS ESTIMATED AT OVER. INDUSTRY EXPERTS, PLUS DEMOS .80 MILLION US DOLLARS. OF UPCOMING RELEASES (Terry Crews promoting Crackdown 3 at San Diego Comic Con) 9 A “SAFE PLACE” FOR NERDS To the outside observer, gaming Friendships are formed and “Nevermind that (PAX) takes events seem like walking into fans enjoy the opportunity to place in Downtown Seattle a fantasy world, with large be around others who are just which is amazingly close to all interactive displays featuring like them. In fact, 62% say sorts of fun stuff and delightful life-sized models of dragons, that gaming has helped them Yelpy places with amazing food people in costume, or cosplayers. connect with other people, 59% and beer. Forget that all kinds Approximately, 38% of those who say gaming brings them closer of game companies give away attend live gaming events cosplay. to people like them and 57% freebies, let you play their games see gaming as a cultural bridge. early, and you get to interact “For me it’s the feeling of being with developers. PAX is a place surrounded by people that For many, there is nothing like to meet unmet friends with accept me and are into the being in the room with fellow similar interests for a short same things as I am. It’s a gamers when a publisher time, in a distant land, before lonely place; going back home, debuts the trailer for the next you return to your real life and surrounded by people who just installment of their favorite mostly forget them.” – Yelp Poster don’t get me—or understand how gaming franchise, or having amazing it is—that I met Felicia thousands of other gamers Day (creator of popular web cheering wildly as a top player series about gaming). They performs a “special move.” don’t even know who they are.” – San Diego Comic Con Attendee “This is my 5th BlizzCon and I’m telling you, if you’ve never How exactly are attendees been there before...the feeling “geeking out”? 48% of attendees is like...you just belong there 48% say they go to watch a with the 30k other nerds.
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