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El Patrocinio En Los Esports

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El Patrocinio En Los Esports El patrocinio en los eSports 1 El patrocinio en los eSports Resumen Abstract Los eSports son a día de hoy uno de los eSports are today one of the biggest mayores fenómenos dentro del mundo del phenomena in the world of sport. The deporte. El exponencial crecimiento que ha exponential growth it has undergone in sufrido en los últimos años ha atraído a una recent years has attracted a large number of gran cantidad de patrocinadores. sponsors. El presente trabajo pretende estudiar cómo This present work refers to how the es el patrocinio en dicho deporte. Por otro sponsorship in this sport is. On the other lado, se busca determinar si la pujante hand, it seeks to determine if the strong importancia de este deporte está afectando importance of this sport is affecting a la inversión en otros deportes, como investment in other sports, such as football pueden ser el fútbol o el básquet. or basketball. 2 El patrocinio en los eSports Índice 0 Índice .......................................................................... 3 Aproximación al concepto de eSports .......... 4 Delimitación del estudio ..................................... 4 Relevancia científica ............................................. 5 Breve historia de los eSports ............................ 6 Definición del concepto patrocinio .............. 10 Antecedentes ........................................................ 11 Marco teórico ........................................................ 14 Objetivos y preguntas claves .......................... 15 Metodología .......................................................... 16 Los videojuegos más relevantes .................... 19 Las audiencias de los eSports ......................... 22 Las marcas en los eventos competitivos .... 24 Los patrocinadores de equipos de eSports30 Los patrocinadores de equipos de fútbol.. 32 Los eSports vs. Fútbol Europeo ..................... 34 Conclusiones y evidencias ............................... 37 Referencias ............................................................. 39 Anexos ..................................................................... 42 3 El patrocinio en los eSports Aproximación al concepto cuales jugadores y equipos son arbitrados por sistemas informáticos. de eSports 1 Así pues, y de cara en adelante para el Mientras que la RAE aún no dispone de siguiente trabajo, entendemos por eSports definición para la palabra eSports, según el el conjunto de competiciones en base a un diccionario de Cambridge se trata de una reglamento público y preestablecido, con ”actividad basada en jugar a juegos de carácter deportivo, dónde los equipos se ordenador contra otras personas en Internet, baten mediante videojuegos en línea. a menudo por dinero, ya sea con público mediante Internet, o en eventos especiales Delimitación del estudio organizados”. El término eSports es poco conocido entre la 2 gente no aficionada a los videojuegos. Aún Una vez definido el concepto, es complicado así, a día de hoy, el neologismo se encuentra discernir entre lo que se pueden considerar muy aceptado entre la comunidad gamer. Si eSports y lo que no. Por un lado, dada la bien disponemos de una gran cantidad de novedad del fenómeno, la mayoría de definiciones, parece ser que la más antigua y eventos son organizados por empresas explícita proviene de Wagner (2006). Él privadas, como los principales torneos partió de la definición de deporte tradicional europeos. Además, a nivel global, existen propuesta por Tiedemann (2004), en la que muy pocas federaciones, organismos o define el deporte tradicional como “un área instituciones públicas dedicadas a este de actividades deportivas dónde la gente ámbito. desarrolla y capacita habilidades mentales o físicas". Para definir los eSports, Wagner Lo cierto es que ni siquiera existe un (2006) extendió dicha definición de deporte consenso sobre qué videojuegos, y sus en su sentido más clásico añadiendo "en el respectivas ligas, se pueden consideran o no uso de las tecnologías de la información y la eSports. comunicación". Aún así, a día de hoy, si existe un consenso Puede que a día de hoy la definición más sobre aquellos videojuegos que, por méritos aceptada es la descrita por Juho Hamari y propios, disponen de un mayor número Max Sjöblom (2015), ampliamente usada y tanto de competiciones, espectadores y muy parecida a la anterior. Ellos definen los videojugadores profesionales. Estos son el eSports como una forma de deporte dónde League of Legends (2009), el D.O.T.A. 2 los aspectos primarios del deporte son (2013), HearthStone: Heroes of Warcarft facilitados por medios electrónicos, y en (2014), Counter-Strike: Global Offensive particular los videojuegos; mediante los (2012) y Overwatch (2016). 4 El patrocinio en los eSports La presente investigación se centrará en el En el 2016, la final del League of Leagues estudio de estos 5 videojuegos y sus ligas, congregó a 43 millones de espectadores, haciendo especial énfasis en el primero de mientras que la final del NBA fue visualizada ellos, el League of Legends (de ahora en por 19 millones de personas. adelante LoL). Por poner otro ejemplo, durante el 2014 se visualizaron 3,7 billones de horas en eventos, Relevancia científica partidos, entrevistas y demás contenidos relacionados con los eSports. 3 Los eSports son a día de hoy uno de los Si bien se trata de un mercado poco mayores fenómenos dentro del mundo del explotado por las marcas, cada vez hay más entretenimiento. Los eventos sobre eSports inversores dispuestos a invertir en esta agrupan cada año audiencias sólo igualables industria. Solo en España, empresas como a las que obtienen los mayores eventos Mediapro, Media Markt, Orange o Movistar deportivos del mundo. han invertido de una forma u otra en los eSports. Desde el año 2013, la final del League of Legends (el videojuego más popular) lleva La industria de los eSports llegó a ingresar superando en audiencia a las finales de ligas un total de 893 millones de dólares en 2016, deportivas tan consolidadas como la NBA o sumando tanto los ingresos directos como la MLB. los indirectos (SuperData). De esa cifra, el 74% provienen de la publicidad, lo que Figura 1: Evolución de la audiencia de las equivale a un total de 661 millones de finales de cada liga entre los años 2013 y dólares (Superdata, 2016). 2016, en millones de espectadores 5 El patrocinio en los eSports Figura 3: Previsión de la audiencia mundial Figura 2: Facturación de los eSports en 2016 Breve historia de los Según las previsiones de SuperData, la eSports industria seguirá creciendo los próximos 4 años hasta llegar a los 303 millones de En 1980 se llevó a cabo la First National usuarios en 2019. Space Invaders Competition, el primer evento a gran escala centrado en Con estas cifras, parece obvio que los videojuegos. Fue organizado por Atari, la eSports requieren de una gran relevancia y propia desarrolladora del mítico Space atención dentro del mundo del marketing, Invaders y congregó a 10.000 personas en de la publicidad y de la comunicación en Estados Unidos. general. Resulta difícil poner en duda la importancia de una investigación apropiada No fue hasta 10 años más tarde, en 1990, sobre el importante y creciente mercado del que se celebró la primera competición que patrocinio en los eSports. incluía un premio en metálico de 10.000$. Se trató del Nintendo World Championship, y sentó un precedente para la propia Nintendo, que a partir de entonces celebraría su propio torneo anualmente o bianualmente. Aún así, si bien los eventos de Nintendo fueron de los primeros en celebrarse, no supieron congregar a una fuerte comunidad. 6 El patrocinio en los eSports Dónde de verdad se estaba fraguando una Con la entrada del nuevo milenio, fuerte y muy creciente comunidad era en el empezaron a proliferar los torneos mundo del ordenador doméstico, con dedicados a los videojuegos (el término videojuegos para públicos adultos como eSports no se acuñó hasta más tarde). Junto Starcraft, Quake o DOOM. Eventos como la a la CPL y la WCG, la DreamHack (2001) y la DreamHack (1994) o la QuakeCon (1996), MLG USA Tours (2004) también se celebrados en Suecia y Estados Unidos convirtieron en eventos de importante respectivamente, rápidamente fueron renombre. Mientras que la DreamHack creciendo año tras año en número de (2004) consiguió el récord mundial a la asistentes y participantes. mayor LAN (Local Area Network) en varios años consecutivos, la MLG se empezó a En esos años se celebraron las primeras celebrar de forma conjunta en 9 competiciones de dos de las ligas más localizaciones de los Estados Unidos. importantes de la actualidad, la CPL: FRAG (1997) y la PGL Season 1-4 (1998). Ambos La llegada de los eSports a la audiencia eventos empezaron a replicar conceptos de masiva empezó en 2007, siendo la otros deportes más clásicos, como la división Championship Gaming Series 2007 el primer por temporadas que adoptó la PGL. gran evento retransmitido por televisión gracias a la triple colaboración entre El 7 de octubre del año 2000 se celebró la DirecTV(EE.UU.), British Sky Broadcasting World Cyber Games Challenge 2000 (de (Reino Unido) y STAR.TV (China). ahora en adelante la WCG). Este evento sentó un importante precedente, ya que En 2010, la MLG fue la primer liga en ser subió el listón de las competiciones. retransmitida vía streaming, formato que Celebrada en Corea del Sur, disponía de una más tarde se convertiría en el estándar de los ceremonia de apertura, de un premio de eSports. Ese año acumuló un total de 3 200.000$, de patrocinadores de renombre millones de horas
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