电子竞技：突破之年（英文版）_34页-2mb

eSports Industry Summary: 2018 Outlook

Core Content

This document outlines the state of the eSports industry in 2018, highlighting its rapid growth, the emergence of new leagues, increasing mainstream sponsorship, and the evolving regulatory landscape. It also touches on the broader implications of eSports on traditional sports and the potential for its inclusion in major global events such as the Olympics.

Main Points

1. Break-out Year for eSports

• Overwatch League (OWL) made a strong debut in 2018, drawing ~420,000 peak concurrent viewers on its opening day and 10 million total viewers in the first week.
• The OWL is seen as a proof of concept for the professional franchising model in eSports, similar to that of Riot Games and TTWO.
• Sponsorship, media rights, and franchising are key factors shaping the future of eSports, with Toyota and State Farm becoming notable sponsors.
• Amazon paid $90 million for digital rights to the OWL, indicating growing interest in monetizing eSports content.
• Other games like NBA2K, Battlefield, Rainbow Six, CS:GO, PUBG, and Splatoon are expected to create their own pro leagues.

2. Non-endemic Sponsorship Gains Momentum

• Non-endemic sponsors (e.g., Toyota, T-Mobile, Sour Patch Kids) are increasingly involved, signaling mainstream acceptance.
• State Farm became a key sponsor for the NA LCS and the 2018 League of Legends World Championship.
• Team SoloMid and FlyQuest received sponsorships from Dr. Pepper and Snickers, respectively.
• 61% of eSports fans live in households with more than three people, suggesting potential influence on household decisions regarding food, beverage, and electronics.

3. Media Rights and Monetization Potential

• Media rights for eSports are becoming more defined, with digital platforms playing a growing role.
• The OWL and NA LCS are expected to set the tone for future media rights deals.
• Traditional sports media rights (e.g., NFL, NBA, MLB) are significantly more valuable, but eSports is catching up in terms of digital rights.

4. Professionalization and Industry Expansion

• Professionalization is a key trend, with more leagues adopting the franchising model.
• League of Legends and Overwatch are the only two professional leagues backed by reputable organizations.
• Publishers like EA, TTWO, AMD, NVIDIA, and Sony are expected to shift towards professional eSports models.

5. Challenges and Concerns

• Issues such as unprofessional conduct, questionable behavior, and lack of diversity (especially in terms of gender) are noted.
• Examples include suspension of players for domestic abuse and obscene remarks during matches.
• The document also emphasizes the need for greater representation of women in the eSports community.

6. Regulatory Recognition of eSports

• Governments worldwide are increasingly recognizing eSports as a form of sport.
• Japan and Germany have taken significant steps toward legalizing and regulating eSports.
• Japan aims to field an Olympic-ready eSports team and is working to amend the Arcane Law to allow paid tournaments.
• Germany officially recognized eSports as a sport, which allows non-profit status and tax benefits for organizations, and facilitates visa processes for international players.

7. Collaboration Between Traditional Sports and eSports

• Major League Soccer (MLS) launched eMLS, where clubs draft their own FIFA players to compete.
• NFL and NHL are also entering the eSports space, with EA and Disney involved in broadcasting.
• The NHL plans to launch an eSports league using EA's NHL franchise, similar to the TTWO/NBA model.
• eSports is competing with traditional sports for viewership, especially among millennials.

8. Future Outlook

• The eSports industry is expected to expand and professionalize further.
• Mainstream sponsorship and media rights deals are likely to increase.
• Japan is projected to become a major force in the global eSports landscape as regulations evolve.
• The 2024 Olympics could see eSports inclusion, with Japan and Germany leading the way in regulatory support.

Key Information

• Sponsorship deals are growing, with non-endemic brands playing a larger role.
• Media rights are becoming a key revenue stream, with digital platforms increasingly important.
• Regulatory changes in Japan and Germany are critical for the growth of the eSports industry.
• Collaboration between traditional sports and eSports is on the rise, indicating convergence.
• eSports is gaining traction among younger demographics, especially millennials and Generation Z.

Stock Calls

• Publishers: Activision, EA, Take-Two, Nintendo, Capcom, Tencent, NetEase, NCsoft, UBIsoft
• Media and Entertainment: Facebook, Google, Amazon, Disney, MGM, Caesars, Sea Ltd
• Hardware & Technology: AMD, NVIDIA, Sony, Logitech, Razer

Conclusion

The eSports industry in 2018 is showing significant growth and mainstream acceptance, with new leagues, increased sponsorship, and regulatory progress in key markets like Japan and Germany. While challenges remain, the directional trend is positive, and the future of eSports appears promising with increased investment and professionalization.