2018全球电子竞技市场报告（英文版）_13页_5mb

2018 Global Esports Market Report Summary

Core Content

The 2018 Global Esports Market Report by Newzoo provides a comprehensive overview of the esports industry's growth, revenue streams, audience trends, and key factors influencing its development. The report highlights the transition of esports from a niche entertainment sector to a more mature and structured business environment, driven by increased investments, professionalization, and global media exposure.

Key Takeaways

• Global Esports Revenues: Reached $906 million in 2018, a +38.2% year-on-year increase.
• Regional Contributions:
  • North America accounted for $345 million (38% of total).
  • China contributed $164 million.
• Sponsorship and Advertising: Brands invested $694 million in 2018, representing 77% of total esports revenues. This is expected to grow to $1.4 billion by 2021, making up 84% of total esports revenues.
• Esports Audience:
  • Total esports audience reached 380.2 million in 2018.
  • Esports Enthusiasts increased from 143.2 million in 2017 to 165.0 million.
  • Occasional Viewers grew from 191.9 million to 215.2 million.
• Esports Awareness:
  • Global awareness reached 1.586 billion in 2018.
  • China led with 468.3 million aware individuals.
• Revenue Per Enthusiast:
  • The global average revenue per esports enthusiast was $5.49 in 2018, up 20% from $4.58 in 2017.
• Event Growth:
  • In 2017, 588 major esports events generated $59 million in ticket revenue.
  • The total prize money for esports events in 2017 reached $112 million, surpassing the $100 million mark for the first time.
  • The League of Legends World Championship was the most watched event on Twitch in 2017, with 49.5 million hours of viewership.

Key Trends Driving the Industry

1. Franchising in Esports:

   • Franchising provides stability and structure to leagues, reducing the risk of team relegation.
   • Major publishers like Riot Games and Blizzard Entertainment have adopted franchising models for League of Legends and Overwatch League.
   • This model is expected to influence other leagues and is a key driver of growth.

2. Local Fan Engagement:

   • Building strong local fan bases is crucial for the growth and sustainability of esports leagues and teams.

3. Collegiate Esports Development:

   • The rise of collegiate esports as a scouting and nurturing platform is shaping the future of talent development.

4. Team Profitability:

   • Sustainable team profitability is essential for the maturation of the esports industry.

5. Mobile Esports:

   • Mobile esports is growing rapidly, especially in Asia, where mobile-first culture supports large-scale competitive events.
   • Games like PLAYERUNKNOWN'S BATTLEGROUNDS (PUBG) and Giant Network's Battle of Balls are leading the charge in mobile esports.
   • Mobile esports is expected to grow in popularity and reach in the coming years.

6. Game-Changing Technology:

   • Technologies such as blockchain and cryptocurrency are beginning to influence the esports landscape, offering new revenue and engagement models.

7. New Formats and Franchises:

   • Innovations in event formats and new esports franchises are helping to expand the industry's reach and appeal.

8. Shift in Power Dynamics:

   • The balance of power is shifting within the esports economy, with teams and organizers gaining more influence over publishers and content creators.

9. Media and Telecom M&A:

   • Media and telecom companies are increasingly investing in esports through acquisitions and partnerships.
   • Companies like AT&T, Disney, and Tencent are expanding their presence in the esports market.

10. Government and Association Involvement:

    • The role of associations and government in regulating and promoting esports is becoming more significant.

Revenue Streams

• Sponsorship: The largest revenue stream, reaching $359.4 million in 2018.
• Media Rights: The fastest-growing revenue stream, with a CAGR of +49.8%.
• Advertising: Includes ads on live streams and VOD content.
• Publisher Fees: Expected to grow slowly, with a CAGR of +3.5%.
• Ticket and Merchandise Revenues: Combined to $95 million in 2018.

Audience Growth Projections

• Esports Enthusiasts: Expected to grow to 250 million by 2021, with a CAGR of +15.6%.
• Occasional Viewers: Projected to reach 306 million by 2021, with a CAGR of +14.0%.

Methodology

• Newzoo uses primary consumer research and secondary data sources to estimate market size and growth.
• The methodology includes:
  • Esports Enthusiasts and Occasional Viewers data based on consumer surveys.
  • Revenue forecasts derived from a predictive model incorporating macroeconomic data, event data, and industry partnerships.
  • Exchange rate considerations to ensure accurate projections in local and global contexts.

Key Players and Data Points

• The report covers key players and organizations in the esports industry.
• It includes rankings of the most watched games and events on Twitch.
• The top 50 games by esports hours and non-esports hours are highlighted, with League of Legends leading both categories.
• The top 50 esports events by viewership hours are also detailed.

Additional Information

• The full report includes detailed forecasts for the esports market from 2016 to 2021, split by 10 subregions.
• It provides event calendars, third-party research, and terminology to ensure clarity in understanding the esports ecosystem.
• A free 28-page version is available for download, while the full 114-page version costs $6900 and includes quarterly updates and dashboard access.

Subscription Details

• Free Version: 28 pages, available at www.newzoo.com/esportsreport.
• Full Report: 114 pages, priced at $6900 per year, includes quarterly updates and dashboard access.
• Contact: Karst Kortekaas, Business Development Director, karst@newzoo.com.