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Der Esport Als Chance Für Investitionen

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Der Esport Als Chance Für Investitionen osborneclarke.com Der eSport als Chance für Investitionen Vision Leader Talk Konstantin Ewald Rechtsanwalt/Partner 8. Juli 2016 1 osborneclarke.de About me: Konstantin "Konni" Ewald Konstantin Ewald • Partner bei Osborne Clarke in Köln • Head of Digital Business • Juve Award Kanzlei des Jahres 2012 für Medien und IT • Buch Apps und Recht, Beck Verlag 2015 • Was macht ein Anwalt im Bereich eSports? • Beratung der ESL/Turtle Entertainment seit mehr als 10 Jahren • Vertretung von Ligen-Anbietern in Prozessen um Cheating • Vertretung diverser Teams (zuletzt: SK Gaming) • Beratung von non-eSports Unternehmen bei Investments, Sponsorings im eSports Segment Twitter: @Spielerecht Blog: www.spielerecht.de 2 osborneclarke.com eSports erobert die Welt Screenshots: SRF, ZDF, Games Wirtschaft, Newzoo 3 osborneclarke.com eSports in Zahlen • 61 Mio. Preisgelder in 2015 • 70 % Wachstum zum Vorjahr 61 463 Mio. Mio. • 463 Mio. Umsatz in 2016 erwartet • 43 % Wachstum zum Vorjahr • 148 Mio. eSports Fans weltweit 148 144 Mio. Mio. • 144 Mio. Fans zusätzlich bei großen Events • 804 Mio. Stunden eSports Content 803.7 43% in zehn Monaten auf Mio. Twitch angesehen Angaben in US-Dollar, Quelle: newzoo.com 4 osborneclarke.com Am bekanntesten ist eSport in China… Angaben in % China 28 35 EU Nordamerika 22 15 Rest der Welt Quelle: newzoo.com 5 osborneclarke.com Aber der weltweite Beliebtheitsgrad von eSports steigt Anzahl der eSports Anhänger weltweit (Angaben in Mio.) 250 200 215 196 175 150 148 100 115 50 0 2015 2016 2017 2018 2019 Quelle: newzoo.com 6 osborneclarke.com Ebenso steigt der allgemeine Bekanntheitsgrad Bekanntheitsgrad von eSports (Angaben in Mio.) 1800 1600 1.572 1400 1.435 1200 1.283 1000 1.101 800 809 600 400 200 0 2015 2016 2017 2018 2019 Quelle: newzoo.com 7 osborneclarke.com Private & Confidential Investitionen in eSports – Ist die Zeit also reif? 8 osborneclarke.com Private & Confidential Die großen Player steigen ein Shaquille O'Neal • Investment in NRG eSports (League of Legends u. CS:GO) Mark Cuban • Besitzer der Dallas Mavericks • Investment in Wettanbieter Unikrn Alisher Usmanov • USM Holding • 100 Mio. US-Dollar Investment in russischen E-Sport-Clan Virtus.pro Screenshot: Shaquille O' Neal / Facebook: https://www.facebook.com/shaq/videos/834887396639035/ 9 Foto: Keith Allison / Flickr / CC BY-SA 2.0: https://www.flickr.com/photos/keithallison/3230927788 osborneclarke.com Private & Confidential eSports etabliert in der Tech-Szene… Werksteams • Samsung Galaxy (Südkorea) • SK Telecom T1 (Südkorea) • Alternate Attax (Südkorea) Große Präsenz von Hardware- Produzenten Beispiel: Razer • Sponsoring von 20 eSports Teams • Werbung als Ausrüster im Top- Level-Gaming Segment 10 osborneclarke.com Private & Confidential … und mittlerweile auch „driven by brands” Coca-Cola • Nr. 1 non-eSports-Marke, die mit League of Legends in Verbindung gebracht wird Red Bull • Battle Grounds: Turniere für Starcraft II und Dota 2 • High Performance eSports Laboratory: Trainingszentrum für Athleten Pizza Hut, American Express… Foto: Coca Cola 11 osborneclarke.com Private & Confidential „Klassische“ Sportvereine im eSport Vereine mit eigenen Teams u.a. West Ham United FC Valencia VfL Wolfsburg FC Schalke 04 In Zukunft? FC Bayern: „analysiert den Markt” TSG 1899 Hoffenheim: „Beobachten diesen Megatrend schon seit geraumer Zeit.” 12 osborneclarke.com Private & Confidential „Klassischer“ Sport und eSports Vergleichbare Situation • Asymetrische Strukturen: Viele Amateure, wenig Profis • Bedeutung von Scouting u. Trainingsbedingungen • Einnahmenmix Sponsoring Eintrittsgelder Preisgelder Merchandise Lizenzen Foto: Jakob Wells / Flickr / CC BY 2.0: https://www.flickr.com/photos/96879998@N00/14516251507 13 osborneclarke.com Private & Confidential Investment-Möglichkeiten Direkte Ligen Investments Teams Spieler / Kommentatoren Sektor- Events Investments Plattformen / Medien eSport-StartUps Mittelbare Hardware-Unternehmen Investments Software-Unternehmen 14 osborneclarke.com Direkte Investments 15 osborneclarke.com Private & Confidential Direkte Investments Investments in Teams/Ligen • Branchenexpertise erforderlich Ligen • Hohe Investitionsvolumina • Dynamischer Markt • Wenig Regulierung Sponsoring / Marketing Teams Spieler • Große Reichweiten • Umworbene Zielgruppe • eSportler als Influencer 16 osborneclarke.com Private & Confidential Transaktionen im Liga-Sektor Electronic Schwerpunkt Modern Times Undisclosed Sports Europa Group (MTG) League (ESL) Major League Schwerpunkt 46 Mio. USD Activision Gaming Nordamerika (2015) Blizzard (MLG) Historisch für 30 Mio. USD Modern Times Lan-Parties DreamHack Group (MTG) bekannt (2015) 17 osborneclarke.com Private & Confidential VC Investition: Team „Immortals” • Erstes VC-finanziertes Team Investoren (Auswahl) • Management aus Ex-Profis Peter Levin (Präsident Lionsgate • Partnerschaft mit AMD Interactive Venture and Games) Allen Debevoise (Machinima) Geschichte Steve Kaplan (Miteigentümer Memphis Grizzlies) • Gründung/Kauf von „Team 8” (LoL) Machine Shop Ventures (VC- 7. Oktober 2015 Gruppe der Band Linkin Park) • Kauf des brasilianischen Teams „Tempo Storm” (CS:GO) 1. Juni 2016 18 osborneclarke.com Private & Confidential Direktinvestitionen in Spieler / Kommentatoren • Ideale Markenbotschafter Influencer in Social Media Hohe Wiedererkennung u. Fan-Treue • Hohe ROI und Ablösewerte möglich • Engere Bindung (= weniger Fluktuation) als bei Teams • Frühes Talent-Scouting und Fachexpertise erforderlich • Große Investitionsrisiken Foto: HertzBR / Wikimedia Commons / CC BY-SA 4.0: https://commons.wikimedia.org/wiki/File:Luminosity_-_MLG.jpg 19 osborneclarke.com Sektor- Investments 20 osborneclarke.com Private & Confidential eSports für Marketinginvestments F51-65 Demographie: Ideale Target Group F36-50 1% 7% M10-20 20% F21-35 • 53% der eSports-Enthusiasten sind 16% zwischen 21 u. 35 Jahre alt • Überdurchschnittliche Kaufkraft F10-20 • Hohe Online-Affinität 7% • Early Adopter M51-65 1% M21-35 37% M36-50 11% Quelle: newzoo.com 21 osborneclarke.com Private & Confidential Events Alibaba Abteilung „AliSports” Massive eSports Initiative Investition von 15,5 Mio USD in World Electronic Sport Games (WESG) Liga mit 5,5 Mio € Preisgeldern Planung für 2016: 200 eSports Events in 15 Städten 22 osborneclarke.com Private & Confidential Plattformen Twitch.tv Activision Blizzard Media Networks 970 Mio. USD: Verkauf an Amazon Streaming in Kooperation mit Bieterkampf mit Facebook, Google Facebook und Yahoo! Azubu Zwei große Investments: 34 Mio. USD (März 2014) 59 Mio. USD (Dez. 2015) Hitbox 4 Mio. USD Investment Screenshot: twitch.tv 23 osborneclarke.com Private & Confidential Medien eSports im Fokus der Sportmedien Eleague ESPN, Kicker, Sport1 CS:Go Liga Junge Zielgruppe Produktion von Turner Broadcasting und Agentur WME/IMG Ausstrahlung bei TBS und Twitch In Deutschland Zusammenfassungen auf ProSieben Maxx Screenshot: kicker.de 24 osborneclarke.com Private & Confidential Lokale eSport-Events Veranstaltung eigener Events Eigene Turniere Regionale Qualifier von Großevents Übertragung von Großereignissen Bsp: Coke Viewing Parties Weltweite Veranstaltung in lokalen Kinos 25 osborneclarke.com Private & Confidential Das eSports-Ökosystem eSports ist technologiegetrieben und ermöglicht Investitionen in: Statistik-Dienstleister Streaming-Anbieter Werbeplattformen Coaching-Apps Communities Kommunikationsplattformen Wett-Anbieter;Fantasy Ligen Spieleentwickler/-publisher 26 osborneclarke.com Private & Confidential Zum Schluss “If you look at the Premier League, NFL or NBA, they’ve figured out how to make clients happy – and that’s why they’re billion dollar industries. Gaming can get there, it just needs to adapt some of that same mentality.” Nathan Lindberg, vice president of global sales at Curse Quelle: Jarvis, Investing in eSports: How to get involved in the pro-gaming sector, MCVuk.com v. 11.02.2015 27 osborneclarke.com Private & Confidential Vielen Dank für Ihre/Eure Aufmerksamkeit! Konstantin Ewald Rechtsanwalt/Partner +49 221 5108 4160 +49 221 5108 4161 [email protected] 28 osborneclarke.com Private & Confidential Weiterführende Links https://newzoo.com/insights/articles/global-esports-awareness-exceeds-1-billion-as-new-initiatives-launched/ http://venturebeat.com/2016/07/06/razer-expands-pro-gaming-investment-with-sponsorship-of-denial-esports/ http://esport.kicker.de/esport/fifa/info/655254/artikel_beispiel-s04_steigt-bayern-muenchen-in-den-esport-ein.html http://www.dailydot.com/esports/immortals-team-8-noah-whinston-venture-capital/ http://venturebeat.com/2016/06/01/immortals-esports-team-acquires-tempo-storm-counter-strike-go-team/ http://www.esports-conference.com/wp- content/uploads/2016/05/NEWZOO_Free_2016_Esports_Market_Report.pdf http://www.gamesindustry.biz/articles/2016-04-01-alibaba-investing-in-1200-chinese-esports-events-in-2016 http://espn.go.com/blog/ombudsman/post/_/id/649/investment-in-esports-smart-play-for-espn https://techcrunch.com/2016/05/19/dojo-madness-raises-4-5m-to-turn-your-mobile-phone-into-an-esports-coach/ http://venturebeat.com/2016/01/26/faceit-esports-community-raises-15-million-to-go-global/ http://www.dailydot.com/esports/riot-games-curse-30-million-investment/ http://www.mcvuk.com/news/read/investing-in-esports-how-to-get-involved-in-the-pro-gaming-sector/0144773 29 .
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