2015年全球电竞游戏市场报告

The Global Growth of Esports

Trends, Revenues, and Audience Towards 2017 powered by V1.0

FULL 68-PAGE REPORT

AVAILABLE NOW

www.newzoo.com/esportsreport

© 2015 Newzoo

© 2014 Newzoo

About Newzoo’s Global Esports Report

Free Preview Report: Introduction and Scope

Report: Global Growth of Esports

Trends, Audience and Revenues Towards 2017

www.newzoo.com/esportsreport

At Newzoo, we continuously aim to be ahead of the curve. Our clients expect that we have data on trends as, or preferably before, they occur. Mid-2013, at the time of the next-gen console releases, we published a trend report called ‘PC Gaming: Power to the People’to counterbalance all the press attention that went to the next-gen console race. Video content and esports played a pivotal role in that publication. At the same time, we

integrated esports and video consumption topics in our syndicated consumer research effort across 25 countries, ultimately reflected in our esports country reports and data.Since then, Twitch has been acquired by Amazon, gaming is second only to music on and esports has been featured in every mainstream newspaper in the world. Moreover, PC gaming is now getting the respect it deserves.

Over the past nine months we have combined our own research results, various esports related data sources and input from our partners and clients into our Global Esports Audience and Revenue Model. This dynamic model will allow us to see the impact of events in 2015 on the future potential of this space that truly is at the nexus of all games market and industry trends.

“Of all the reports Newzoo has published in its 8-year run, I’d have to say I’m most proud of our 68-page esports report. It combines our ability to spot, size, model and analyze trends, producing industry first results for the maximum benefit of our clients.”

Peter Warman CEO Newzoo

FULL REPORT CONTENT

Introduction

Key Trends in Games & Esports The Esports Audience

Global ®ional audience per type Esports audience growth 2012-2017 Demographics per region

The Esports Economy

Prize money trends The Esports value chain

Key teams, channels, publishers, events, leagues and sponsoring brands Publisher investment into Esports Esports Revenues

Revenue streams

Global & regional Esports revenue projections, split per revenue stream

Sports vs. Esports

Gaming & Esports versus all & individual sports on audience and revenues Value per viewer: sports vs Esports Future potential of Esports Esports betting

Appendix

Data tables with revenue & audience data 2012-2017: Global & Regional

The 68-page report Global Growth of Esports aims to give a sound and realistic overview of the current status and future of esports. Multiple data sources were used in the shaping of a global esports audience and revenue model, one that will be continually updated in the future.When it comes to audience we have taken viewers of (online) amateur leagues and championships into account but limited the viewer numbers to the frequent viewers and active participants (defined as the “Esports Enthusiasts”). For revenues we have focused only on the professionally organized esports events, teams and leagues.This document contains several high-level graphs from the full 68-page report.

Audience Scope Includes (online) amateur leagues and

championships.

Revenue Scope

Excludes (ad) revenues generated by (online) amateur leagues and championships.

© 2015 Newzoo

powered by

CREATE

SHARE PRO

PRO

PRO

CONSUMER GENERATED CONTENT & DIRECT CONSUMER EARNINGS

“POWER TO THE PEOPLE”

ART/DESIGN

Made by “professionals”

MOVIES/GAMES

Made by “professionals”

ADVERTSING/MAIL

Made by “professionals”

Enabling Platforms & Tools

Curse, Twitch, Channels, Fundly, Instagram …

2015

eSports at the Nexus of Consumer Trends

Consumers want to Create, Share & Compete

2012

2014

2017

PRO

PRO

PRO

CGC

“PROSUMER”

2005

ART/DESIGN

MOVIES/GAMES

ADVERTISING/MAIL

© 2015 Newzoo

In the past ten years, how consumers “consume” content has drastically changed. People not only enjoy watching each other instead of professionally created content but they have the increasing desire to create, share and ultimately be part of the experience. The explosive growth of esports and the success of sharing game video content illustrates this more than anything else. In 2005, only 1% of consumers were considered creators or ”prosumers”. Ten years later, everyone creates and shares experiences and can earn serious money doing so.

EXPERIENCE

EXPERIENCE

SHARE

CREATE

www.newzoo.com

145

million

million

58

million

GLOBAL NUMBER OF ESPORTS ENTHUSIASTS

Report: Global Growth of Esports

Trends, Audience and Revenues Towards 2017

www.newzoo.com/esportsreport

The Esports Audience

Participants, Occasional and Frequent viewers

Occasionally watches professional and amateur competitive gaming

Regularly watches professional and amateur competitive gaming Watches & sometimes participates in (amateur) championships Watches & regularly

participates in (amateur) championships There are 205 million people globally that watch esports. These viewers can be divided into 4 distinct categories with occasional viewers as the largest group –117 million people. There are 56 million frequent viewers and 20 million that also play esports sometimes. There are a total of 13 million active esports participants across the globe. In the coming years, a rise in the awareness of esports will fuel growth in the number

Of all esports viewers

40%

do not play any of

the top esports franchises. Another sign that gaming is

becoming a spectator “sport”.

© 2015 Newzoo

Esports Enthusiasts

Occasional Viewers

Global Esports Audience in 2014

www.newzoo.com/esportsreport

FACT FROM FULL REPORT

Source: Newzoo’s Global Esports Audience and Revenue Model

13M

of viewers across these categories. To add to the potential audience size of esports is the fact that a large share of the current viewers do not actively play the franchises (anymore). It seems that esports video streams are

entertaining many lapsed game enthusiasts that have grown older but still have passion for games.

Growth in Audience & Revenues

Conservative scenario shows doubling of revenues towards 2017

Esports Audience Growth (Million)

For 2012, 2014 and 2017

Esports Revenue Growth ($Million)

For 2012, 2014 and 2017

CAGR: +20%

2012-2017

FREQUENT VIEWERS / ENTHUSIASTS

OCCASIONAL VIEWERS

GAME PUBLISHER INVESTMENT, SPONSORSHIPS, ONLINE

ADVERTISING MERCHANDISE, LICENSING, TICKETS

CAGR: +29%

2012-2017

$465

MILLION

Esports has been popular in Asia, Korea in particular, for over ten years. Thanks to the uptake of esports in the West, growth is now accelerating: both in terms of audience (CAGR+20%) and revenues (CAGR+29%). The full report gives full insight into regional growth for consumers with various levels of esports involvement. The report chooses a relatively conservative scenario for revenues but also points out, by a comparison with traditional sports, that revenues could surpass $1 billion within just a couple of years.

© 2015 N e w z o o

© 2015 N e w z o o

Source: Newzoo’s Global Esports Audience and Revenue Model

“At ESL we're all extremely passionate about esports. As the world's largest esports company, we aim to support the community move toward

achieving its full potential with every event we host. With legendary esports moments from all across the globe we are setting benchmarks and this is something we hope to be able to say for years to come ”.

Heinrich Zetlmayer,

Managing Director, ESL Global

QUOTE FROM FULL REPORT

Report: Global Growth of Esports

Trends, Audience and Revenues Towards 2017

www.newzoo.com/esportsreport

Key Components of (Professional) Competitive Gaming

e.g.

e.g.

e.g.

e.g.

e.g.

e.g.

© 2015 Newzoo

QUOTE FROM FULL REPORT

www.newzoo.com/esportsreport

“HyperX has been involved in esports

for almost a decade now and it's

always been an important part of

our company. Supporting gamers at

all levels has always been one of our

core principles and we have seen

explosive growth largely due to the

huge influx of new gamers coming

into the PC gaming market. Esports

becoming mainstream has been a

huge factor for our growth and we

are excited to see what the future

holds for us and the industry”.

Lawrence Yang,

Global Business Manager,HyperX

Sports and Esports Audiences Compare Well

Total # of sports fans equal gamers; Esports comparable to Ice Hockey

2.2Bn

1.7Bn

2.1Bn

Sports Fans Gamers

1.6Bn

Active in Sports

2014201720142014M

145M

94M

Ice Hockey

Esports Enthusiasts

20142017

2014

151M

American Football 2014All Sports

powered by

On a global scale, the number of esports enthusiasts

compares well to mid-tier traditional sports. Currently, the popularity of esports is on par with sports such as swimming and ice hockey. By 2017, the number of esports fans will come close to that of American football.

There are 2.2 billion people globally who consider themselves to be interested or very interested in sports.Of these, 1.6 billion actively participate in at least one sport –comparable to the number of people who play games (1.7 billion). The total amount of frequent esports viewers will total million globally this year and is anticipated grow to 145 million over the next three years.

Report: Global Growth of Esports

Trends, Audience and Revenues Towards 2017

All Gamers

Individual Sports

Esports Enthusiasts

vs.

vs.

© 2015 N e w z o o / R e p u c o m

© 2015 N e w z o o / R e p u c o m

REPORT PARTNER

“Repucom has been studying sport and entertainment fans across the world for decades, and there’s

never been a more exciting time for new formats which engage the next generation. This collaboration with Newzoo gives our clients a chance to see how far esports have

travelled already, and the potential value we can expect in the near future”.

Mike Wragg

Global Head of Research

repucom

On a global scale, 2 billion sports fans each generate an average of $56 per year across all sports, while esports enthusiasts generate $2.2 per person per year (without game revenues taken into account). In general, individual sports generate anything upwards of $20 per fan per year. The Global Growth of Esports report chooses a relatively conservative scenario for future revenues. This is based on audience growth combined with a slightly higher average revenue per fan of $3, still many factors lower than

sports. The image below shows that if this rises to $7 per fan, Esports would cross the $Bn mark in 2017, while it would take until 2020 in the conservative scenario. The full report shows more detailed sports data and talks about the key factors that will determine the speed of growth going forward.

Towards a Billion Dollar Esports Economy

Revenue per (e)sports fan indicates additional growth potential

Report: Global Growth of Esports

Trends, Audience and Revenues Towards 2017

TOTAL ESPORTS REVENUES

Esports Growth Scenarios

Based On Annual Revenue per Enthusiast

$1Bn

Report Scenario

Alternative Optimistic Scenario

2012

2013

2014

2015

2016

20172018201920202021

$2

$3

$2$3$5

$7$15

$1.1Bn

$0.5Bn

$1.0Bn

$3.0Bn

$56

$20

All Sports Individual

Sports

2014 Revenue per

(e)sports Fan

$2

Esports

AVERAGE REVENUE PER ENTHUSIAST

Introduction

Key Trends in Games & Esports The Esports Audience

Global ®ional audience per type Esports audience growth 2012-2017 Demographics per region

The Esports Economy

Prize money trends The Esports value chain

Key teams, channels, publishers, events, leagues and sponsoring brands Publisher investment into Esports Esports Revenues

Revenue streams

Global & regional Esports revenue projections, split per revenue stream

Sports vs. Esports

Gaming & Esports versus all & individual sports on audience and revenues Value per viewer: sports vs. Esports Future potential of Esports Esports betting

Appendix

Data tables with revenue & audience data 2012-2017: Global & Regional

FULL REPORT CONTENT

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© 2015 N e w z o o / R e p u c o m

© 2015 Newzoo / Repucom

The Valuable Esports Enthusiast

Big spenders & heavy digital media consumers

The esports enthusiast is extremely valuable for big brands, digital media providers & headset manufacturers alike. Participants & viewers are more likely than the total population to have a Netflix or Spotify subscription, to have a high income, a full-time job and to shop more frequently. This target group is also much more likely than other gamers to spend big on the latest hardware devices including gaming peripherals.

53%

Has a full-time job

vs.

37% of the total population

30%

Is in the high income bracket

vs.

22% of the total population

41%

Owns an iPad

vs.

29% of the total population

29%

Has a headset budget over $100

vs.

13%of all gamers

2014 US DATA

QUOTE FROM FULL REPORT

Examples of Brands

That already are involved in esports

© 2015 Newzoo

“Esports is a major part of Intel's

marketing strategy with regard to gaming enthusiasts. They are web-savvy people who know exactly how to traditional marketing, do not watch TV, use ad block in their web browser and consume their

entertainment almost entirely on-demand. Our answer to this was to partner with ESL to create the Intel Extreme Masters, a series of competitions which visits every

corner of the world and has become one of the primary sources of

entertainment for millennials around the world. The Intel Extreme Masters has proven more than worth the spend for Intel ”.

George Woo,

Event Marketing Manager,Intel

The majority of global sports betting companies already offer esports betting. While the esports scene is still growing rapidly, the relatively unknown esports betting scene is sure to grow with it. In 2014, various start-ups focused solely on esports betting and fantasy leagues emerged. One of the biggest players in sports betting worldwide, Pinnacle, first began experimenting with esports betting in 2010 and the market has doubled in size for them for four consecutive years. In December 2014, they reached one million esport bets. This makes esports Pinnacle’s seventh biggest market in terms of volume, exceeding sports like golf and rugby. Recently, an esports championship in China witnessed a higher betting volume than a top Premier League soccer game.

Bookmakers

that support esports bets

Where There is Competition, There is Betting

Traditional forces and start-ups jump on this new betting niche

QUOTE FROM FULL REPORT

Esports Fantasy Leagues

are on the rise

Esports is Pinnacle’s 7th Biggest

market in terms of volume,

bigger than

Golf & Rugby

“eSports offers iGaming operators a new and exciting market that falls outside the traditional sports genre. Only a few of the

mainstream betting operators are fully taking advantage of eSports. Video footage covering the events is now more wildly accessible with the Twitch generation, making eSports a huge potential growth area for any large bookmaker ”.

Melissa Blau

CEO, iGaming Capital

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Newzoo is an international full service

market research and consulting firm, 100% focused on the games industry. We aim to provide the best independent market data across all game segments and business models based on our proprietary market research projects in a broad range of

countries. Using our extensive network and deep involvement in the industry, we aim to stay ahead of the curve and at least two steps ahead of our competitors.

Newzoo works for the majority of top 25 public companies by game revenue, many independent game developers as well as a variety of global hardware and media companies.Newzoo’s headquarters are based in Amsterdam. It recently opened its first international office in Shanghai, China.Repucom is a global leader in sports marketing research. Utilizing the leading

technology and facilities for market research, market intelligence media evaluation and commercial auditing, Repucom has created the industry’s first global, full -service

portfolio for sports marketing research and consultancy.

The company provides a single, independent source of holistic market data and insights to help its clients achieve value in their marketing and sponsorship activities.Repucom draws on almost 30 years of

experience and accumulated insights. It has established itself as the research provider of choice for over 1,000 of the top rights

holders, brands, agencies and broadcasters in sports and entertainment worldwide.

Emma McDonald

PR & Marketing Manager Client Director, Newzoo emma@newzoo.com

Pieter van den Heuvel

Esports & Peripherals Market Analyst pieter@newzoo.com

Mike Wragg

Executive Vice President,

Global Head of Research, Repucom mwragg@repucom.net

Report Content

Full 68-page report

The Global Growth of Esports

Trends, Revenues, and Audience T owards 2017

Introduction

Key Trends in Games & eSports The eSports Audience

Global audience per type 2014)Global eSports audience growth The eSports enthusiast per region The eSports Economy

The eSports value chain

Prize money per organisation The value chain in detail

Publisher Investment into eSports Global investment into eSports by game publishers, 2012-2017

Publisher investment into eSports,2012 Global eSports Revenues

Global eSports revenue projections, split per revenue stream

eSports revenue projections split per region & per stream Sports vs. eSports

Revenues, Fans, Participants Appendix

Data Tables with Revenue / Audience Data 2012-2017, Global & Regional