2018年-_MXKZP~B

The Esports Playbook: Asia Summary

Core Content Overview

This report by Nielsen Esports provides a comprehensive analysis of the esports landscape in three key Asian markets: China, Japan, and South Korea. It highlights the unique characteristics of esports fan behavior, preferred game genres, and brand suitability across these regions, offering valuable insights for brands and stakeholders aiming to maximize their investment in the industry.

Key Markets and Fan Engagement

When Fans Started Following Esports

• South Korea is the most developed market, with over 40% of fans following esports for five or more years, and only 10% engaging within the past year.
• Japan is the fastest-growing esports market, with 80% of fans following for two years or less, and 40% engaging within the last year.
• China has a more gradual growth, with most fans following for 2–3 years.

How Fans Engage with Esports

• South Korea sees linear TV events as a common form of engagement.
• China is primarily an online-native market.
• Japan has a varied consumption across mediums, with fewer engagement points in general.

Where Fans Are Introduced to Esports

• Word of mouth from friends and family is the primary introduction method in South Korea.
• In Japan, online personalities and social media are the main drivers of awareness.
• Interest in specific games is also a significant introduction method in all three markets.

Fan Profiling

Gender

• Esports fans in Asia are predominantly male, though female engagement is growing.
• In South Korea and China, over a third of esports fans are female.

Age

• Millennials make up the majority of esports fans across the region.
• The largest single age segment is 25–34 years old, with 45% in China, 39% in South Korea, and 37% in Japan.
• South Korea has a higher proportion of under-17 fans (20%).

Game and Genre Preferences

Top 5 Game Genres

• MOBA games are the most followed in China.
• Fighting games are the most popular in Japan.
• RTS games are the most preferred in South Korea.

Top 10 Esports Titles

• League of Legends is the most popular title in South Korea.
• Overwatch is the only title in the top 10 across all three markets.
• Japan has a strong preference for console-based titles like Pokémon and Street Fighter.

Reasons for Following Esports

Main Drivers

• Entertainment is a primary reason for following esports in all three countries.
• Connection with favorite games is a key motivator, especially in China and South Korea.
• Social watching is the most common reason in China (35%).
• Playing with friends is a significant driver in China and South Korea.

Brand Fit in Esports

Endemic Brands

• Hardware manufacturers, game developers, and publishers are seen as the best fit for esports partnerships.
• Gaming accessories rank highest in China.
• Console manufacturers are most appropriate in Japan.
• Gaming media is the most preferred in South Korea.

Semi-Endemic and Non-Endemic Brands

• Tech brands are the top fit in China and Japan.
• Internet service providers are the best fit in Japan.
• Energy drinks are a strong fit in China.
• Mobile carriers are less relevant in Japan.

Nielsen Esports Insights

Nielsen Esports combines sports, gaming, media, and consumer behavior data to provide deep insights into esports fan behavior and market dynamics. Their Fan Insights product offers an in-depth look at global esports fans across various topics, including engagement, fandom, and platform usage.

Conclusion

This report underscores the diverse and evolving esports landscape in Asia. While South Korea is the most mature market, Japan is the fastest-growing, and China has a large and expanding fan base. Understanding fan behavior, game preferences, and brand fit is crucial for successful esports investments. Brands must tailor their strategies to align with cultural values and engagement patterns in each market to maximize their impact.