2018年-尼尔森亚太地区_The_Esports_Playbook__Asia_20页_10mb

报告摘要

The Esports Playbook: Asia Summary

Core Content Overview

This report, The Esports Playbook: Asia, provides a comprehensive analysis of the esports landscape in three key Asian markets: China, Japan, and South Korea. It explores the behaviors, preferences, and engagement patterns of esports fans, as well as the opportunities for brands to align with the industry.

Main Points and Key Insights

1. Audience Snapshot

Fan Engagement Trends:
- South Korea is the most developed esports market, with over 40% of fans following esports for five or more years.
- Japan is the fastest-growing market, with 80% of followers having engaged in the last two years.
- China has seen more gradual growth, with most fans following esports for 2–3 years.
Engagement with Esports:
- In South Korea, esports events are frequently broadcast on linear TV.
- In China, fans primarily engage with esports online.
- In Japan, engagement is more varied across mediums.
Introduction to Esports:
- Word of mouth from friends and family is the most common way fans are introduced to esports in Korea.
- In Japan, online personalities and social media are key drivers.
- In China, interest in specific games is the leading factor.
Demographics:
- Millennials dominate the esports audience in all three markets.
- 25–34-year-olds are the largest age segment.
- In South Korea, 17% of fans are under 17, indicating a strong youth presence.

2. Games and Genres

Popular Game Genres:
- MOBA (Multiplayer Online Battle Arena) games are the most followed in China (75%), South Korea (29%), and Japan (25%).
- Fighting games are most popular in Japan (36%).
- RTS (Real Time Strategy) games are favored in South Korea (51%).
Top 10 Esports Titles:
- China:
  - Honor of Kings (60%)
  - League of Legends (58%)
  - World of Warcraft (49%)
  - Counter-Strike (46%)
  - Clash of Clans (35%)
  - Dungeon Fighter Online (32%)
  - Dota 2 (29%)
  - Hearthstone (28%)
  - Overwatch (26%)
  - Call of Duty (23%)
- Japan:
  - Pokémon (28%)
  - Puyo Pop (25%)
  - Super Smash Bros (25%)
  - Street Fighter (24%)
  - FIFA (23%)
  - Call of Duty (23%)
  - Clash of Clans (14%)
  - Tekken (12%)
  - The King of Fighters (11%)
  - Overwatch (10%)
- South Korea:
  - League of Legends (45%)
  - Overwatch (38%)
  - StarCraft (36%)
  - Sudden Attack (23%)
  - KartRider (21%)
  - FIFA (20%)
  - MapleStory (17%)
  - Lineage (16%)
  - World of Warcraft (15%)
Platform Preferences:
- PC games are the dominant platform in China (83%) and South Korea (78%).
- Mobile games are popular in China (53%) and South Korea (44%).
- Console games are the main platform in Japan (58%).

3. Brand Fit in Esports

Endemic Brands (those with a natural fit due to their connection to gaming):
- Gaming accessories are the top fit in China.
- Console manufacturers are most relevant in Japan.
- Gaming media is the best fit in South Korea.
Semi-Endemic and Non-Endemic Brands:
- Tech brands are the most appropriate in China and Japan.
- Internet service providers are a strong fit in China and Japan.
- Energy drinks are highly relevant in China and South Korea.
- Mobile carriers are a good fit in China.

4. Fan Behavior and Motivations

Main Reasons for Following 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 enjoy the entertainment aspects (30%)
  - To pass time/out of boredom (29%)
- Japan:
  - To experience the entertainment aspects (30%)
  - To see the best gamers (29%)
  - To pass time/out of boredom (27%)
  - To feel more connected to favorite games (22%)
  - To learn tips and tricks from pros (21%)
- South Korea:
  - To pass time/out of boredom (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%)
Traditional Sports Fans Also Follow Esports:
- Soccer, baseball, and basketball are the most followed traditional sports in all three markets.
- Olympics and Premier League appear in the top five across all markets.
- In China, NBA and CBA are top choices.
- In Japan, NPB and J. League are significant.
- In South Korea, KBO and MLB are the most popular.

5. Brand and Sponsorship Opportunities

Strategic Brand Alignment:
- Brands should consider the cultural values of Asian markets, such as group cohesion and collective harmony.
- Loyalty is often a group decision, and social engagement plays a key role in brand success.
Sponsorship and Marketing:
- Brands should focus on engaging, unique partnerships to stand out in a competitive market.
- The report highlights the importance of trust-based, long-term relationships with fans.

6. Nielsen Esports Solutions

Nielsen offers comprehensive data and insights to help brands and stakeholders maximize their investment in esports.
Their Fan Insights product provides an in-depth look at global esports fans, covering topics such as:
- Engagement types
- Lifestyle and behavior
- Platform usage
- Content preferences
- Brand recall and impact

Conclusion

Nielsen Esports emphasizes the importance of understanding fan behavior, game genres, and brand fit to succeed in the Asian esports market. The report outlines how brand strategies should be tailored to cultural nuances, platform preferences, and fan motivations. As esports continues to grow across the region, the opportunities for brands are vast, especially in South Korea and China, where the market is most mature and diverse. Japan offers a rapidly growing and more varied esports landscape, with console gaming being a significant driver. The report serves as a guide for stakeholders to make informed decisions in this dynamic and evolving industry.