尼尔森-电子竞技报告：亚洲（英文版）-2018.8-20页-10mb

The Esports Playbook: Asia Summary

Introduction

This report from Nielsen Esports provides an in-depth analysis of esports fans in Asia, focusing on China, Japan, and South Korea. It highlights the nuances of fan behavior, the types of games followed, and the potential for brand engagement in these markets. The report is part of the 'Esports Playbook' series and aims to offer stakeholders valuable insights to maximize their investment in esports.

Audience Snapshot

When Fans Started Following Esports

• South Korea: The most developed market, with over 40% of fans following esports for five or more years.
• Japan: The fastest-growing market, with over 80% of followers having only been following for two years or less.
• China: Growth has been more gradual, with most fans following for 2-3 years.

How Fans Engage with Esports

• South Korea: Events are common on linear TV, with a strong emphasis on online engagement.
• China: Audiences primarily engage online.
• Japan: Consumption across mediums is more varied, with fewer engagement points across media types.

Where Fans Are Introduced to Esports

• China:
  • Interest in a specific game (46%)
  • Friend, family member (45%)
  • Video from a gaming-specific video site (41%)
• Japan:
  • Online personalities and social media are vital for awareness.
• South Korea:
  • Word of mouth from friends and family is the most common introduction.

Profiling Today's Fans

• Gender: Esports fans in Asia are predominantly male, but female engagement is growing, especially in South Korea and China.
• Age: Millennials make up the majority of esports fans, with the largest age segment being 25-34 years old.
• Traditional Sports Fans: Esports fans across all three countries follow traditional sports leagues, with soccer, baseball, and basketball being the most popular.

Top 5 Traditional Sports Leagues Followed

• China: NBA (43%), CBA (37%), Premier League (30%), Bundesliga (25%), Olympics (25%)
• Japan: NPB (38%), Olympics (29%), MLB (20%), J. League (19%), Premier League (17%)
• South Korea: KBO (49%), MLB (29%), Premier League (26%), Olympics (22%), NBA (17%)

Games and Genres

Top 5 Genres Followed

• China:
  1. MOBA (75%)
  2. RTS (42%)
  3. Shooter (38%)
  4. Fighting (31%)
  5. Survival (24%)
• Japan:
  1. Fighting (36%)
  2. Sports (31%)
  3. MOBA (25%)
  4. Shooter (24%)
  5. RTS (23%)
• South Korea:
  1. RTS (51%)
  2. MOBA (29%)
  3. Shooter (27%)
  4. Sports (25%)
  5. Survival (24%)

Main Reasons Fans Follow Esports

• China:
  • To have experiences with friends (35%)
  • To feel more connected to favorite games (34%)
  • To experience games in a new way (31%)
  • To experience the entertainment aspects (30%)
  • To pass time (29%)
• Japan:
  • To experience the entertainment aspects (30%)
  • To see the best gamers (29%)
  • To pass time (27%)
  • To feel more connected to favorite games (22%)
  • To learn tips and tricks from pros (21%)
• South Korea:
  • To pass time (38%)
  • To feel more connected to favorite games (34%)
  • To experience games in a new way (24%)
  • To have experiences with friends (23%)
  • To experience the pageantry of games (22%)

Top 10 Esports Titles Followed

• China:

  1. Honor of Kings (60%)
  2. League of Legends (58%)
  3. World of Warcraft (49%)
  4. Counter-Strike (46%)
  5. Clash of Clans (35%)
  6. Dungeon Fighter Online (32%)
  7. Dota 2 (29%)
  8. Hearthstone (28%)
  9. Overwatch (26%)
  10. Call of Duty (23%)

• Japan:

  1. Pokémon (28%)
  2. Puyo Pop (25%)
  3. Super Smash Bros (25%)
  4. Street Fighter (24%)
  5. FIFA (23%)
  6. Call of Duty (23%)
  7. Clash of Clans (14%)
  8. Tekken (12%)
  9. The King of Fighters (11%)
  10. Overwatch (10%)

• South Korea:

  1. League of Legends (45%)
  2. Overwatch (38%)
  3. StarCraft (36%)
  4. Sudden Attack (23%)
  5. KartRider (21%)
  6. FIFA (20%)
  7. MapleStory (17%)
  8. Lineage (16%)
  9. World of Warcraft (15%)

Brands

Perceived Fit with Esports

• Endemic Brands (gaming-related):

  • Gaming accessories: 1st in China, 5th in Japan, 4th in South Korea
  • Console manufacturers: 2nd in China, 1st in Japan, 2nd in South Korea
  • Gaming media: 3rd in China, 2nd in Japan, 1st in South Korea
  • PC gaming hardware brands: 3rd in China, 3rd in Japan, 4th in South Korea
  • Game publishers/developers: 3rd in China, 3rd in Japan, 2nd in South Korea

• Semi-Endemic and Non-Endemic Brands:

  • Tech brands: 1st in China, 2nd in Japan, 4th in South Korea
  • Internet service providers: 2nd in China, 2nd in Japan, 1st in South Korea
  • Energy drinks: 3rd in China, 1st in Japan, 2nd in South Korea
  • Mobile carriers: 4th in China, 6th in Japan, 3rd in South Korea
  • Carbonated beverages: 5th in China, 4th in Japan, 6th in South Korea
  • Sportswear manufacturers: 6th in China, 5th in Japan, 5th in South Korea
  • Traditional media: 7th in China, 7th in Japan, 7th in South Korea

Maximizing Value in Asia

Sebastian Radu, CEO of ESL SEA, emphasizes the importance of understanding cultural values and behavioral patterns in Asia. He highlights the significance of group cohesion, trust-based relationships, and the preference for social value over individual achievement. These factors influence brand selection and purchasing habits in the region.

Nielsen Esports

Nielsen Esports is a leading provider of data and insights for maximizing investments in esports. It offers a comprehensive understanding of fan behavior, engagement, and market trends across multiple platforms. The company combines its expertise in sports, games, media, and consumer behavior to provide actionable intelligence for brands and stakeholders.

Fan Insights

Nielsen Esports Fan Insights is a product that provides detailed consumer survey data on global esports fans, covering topics such as awareness habits, interaction preferences, and event interest. This data is crucial for brands looking to engage with esports audiences effectively.

Conclusion

The report underscores the unique characteristics of esports fan behavior in Asia, emphasizing the importance of understanding regional differences in engagement, game preferences, and brand alignment. It also highlights the potential for growth in the esports industry across China, Japan, and South Korea, offering brands valuable insights to maximize their investment and engagement in these markets.