the next billion dollar e-sports industry: focusing on casual gamers, professional gamers &...

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Post on 18-Jul-2015


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1Define e-sportsLoL season 3 viewers

1League of Legends World Championship Season 3

218,000 people had tickets ^32 million online2

Launched in 2007Platform for Live Stream

In 2014: Purchased by Amazon for $970 Million100 Million Unique Viewers




Industry Value2014: $194 Million2017: $465 Million** Based on Conservative Approach5Based on Newzoo research5

$10.9 Million6

$2.1 Million7


Players Participate in forum discussions

Stream games


Purchase virtual goods9enjoying the fun of watching top players compete, participate in blog discussion, spend some of his income on in-game merchandise and do not participate in top international tournaments.Consumers = bring along your catherine box art. Buy merchandise


10Newzoo research in 18 key countries in 201310

Sellout KeyArena in Seattle, USThe International 4 Finals, 20141111


Pro Gamers Full-time career

Monthly salary guaranteed

Compete regularly

Sense of achievement

Power obtainment14

14MarketersGame DevelopersNon-PC Brands15Coca-Cola

Collaborates with Riot Games

Features League of Legends Characters

Sponsors tournaments in Korea16

17Red Bull

Sponsors e-Sports tournaments worldwide

Official energy drink

e-Sports Web page18

19American Express

Collaborates with Riot Games

Official payment partner

Earn Riot Points20

Why this industry?2122

Conclusion High potential to grow

Young & vibrant consumers

Suffers from recognition

Difficult to be profitable for now

Relatively a new industry

23High potential to grow = digital age, live stream, fictional settingsYoung & vibrant consumers = willing to spend, generation Y and Z

Suffers from recognition = ESPN director, call it a competition, not a sport like chessDifficult to be profitable for now = With over one third of the industry revenue coming from online advertising, it is still not enough when you compared it to traditional sports broadcasting like football. Sports fans contribute $20 a year per person where as an e-sports fan is estimated to contribute only $2.20. Relatively a new industry = started to really accelerate in 2007, marketers still havent got a strategy for it23

24Questions & Answers Session25