2018-电子竞技报告_澳大利亚（英文版）-4mb

Australian Esports Playbook Summary (March 2018)

Core Content

This document presents an in-depth analysis of the Australian esports market, focusing on fan demographics, consumption habits, and the opportunities for brands and sponsors. It serves as a strategic guide for organisations looking to capitalise on the growing esports audience in Australia.

Main Points

1. The Australian Esports Fan Base

• The esports fan base in Australia has more than doubled in the past two years.
• 74% of Australian esports fans are male, which is among the highest globally.
• 66% of fans are aged 18-34, indicating a strong millennial presence.
• Fans are highly engaged with esports content, with 55% having streamed live events in the past year and 56% planning to do so in the next year.

2. Game Preferences

• Shooter and MOBA (Multiplayer Online Battle Arena) games are the most popular among Australian esports fans.
• The top PC-exclusive games followed are:
  • Counter-Strike: Global Offensive
  • League of Legends
  • World of Warcraft
  • Dota 2
  • PlayerUnknown's Battlegrounds (PUBG)
• The top cross-platform games followed are:
  • Call of Duty
  • FIFA
  • Overwatch
  • NBA 2K
  • Street Fighter

3. Engagement with Esports

• Fans engage with esports through various touch points, including:
  • Watching live events
  • Consuming video clips
  • Following player or personality streams
  • Reading league or game-related news
• Live event viewership is a key engagement method for sponsors, but understanding broader content consumption is equally important.

Key Insights for Brands and Sponsors

4. Brand Sponsorship in Esports

• 600+ esports brand partnerships have been formed since the start of 2016.
• Esports fans are more likely to engage with brands that align with their interests, particularly those related to gaming, technology, and entertainment.
• Sponsorship is seen as a way to discover new brands and products, with nearly half of Australian fans positively reacting to it.

5. Preferred Sponsor Categories

• Most appropriate categories for esports sponsorship include:
  • Technology brands
  • Internet service providers
  • Energy drinks
  • Mobile carriers
  • Sportswear manufacturers
  • Snack foods
• Least appropriate categories include:
  • Financial service providers
  • Insurance companies
  • Liquor and beer
  • Car brands

6. Brand Fit and Fan Affinity

• Brands should focus on endemic or semi-endemic categories to maximise engagement.
• Fans are more receptive to sponsors that are closely aligned with their interests, especially those that resonate with their lifestyle and gaming habits.

Nielsen Esports Overview

• Nielsen Esports provides data and insights to help brands maximise their investments in the esports sector.
• They offer a global standard for measuring the value and performance of esports media across platforms.
• Their Fan Insights product provides a comprehensive view of esports fans, covering topics such as:
  • Engagement patterns
  • Consumption habits
  • Brand recall and impact
  • Platform usage
  • Lifestyle and social sharing

Methodology

• The data is based on a proprietary online survey conducted by Nielsen Sports and Entertainment (AU) with a sample of 1,000 Australian esports fans aged 13-40.
• The survey explores:
  • Audience snapshot: including current and future engagement
  • Games and genres: top titles and categories followed
  • Brand and sponsorship: fan attitudes, brand fit, and impact on purchasing decisions

Conclusion

The Australian esports market is highly dynamic and growing, with a strong millennial male audience that is passionate and engaged. Brands and sponsors have a unique opportunity to connect with this demographic through targeted and relevant partnerships. The data highlights the importance of aligning with gaming and technology-related sponsors to maximise engagement and brand impact. With 600+ brand sponsorships since 2016, the potential for growth and innovation in the esports space is significant.