电子竞技：突破之年（英文）_34页-2mb

eSports Industry Summary - February 2018

Core Content

The document outlines the evolving landscape of the eSports industry in 2018, highlighting key developments, growth areas, and potential beneficiaries. It discusses the increasing mainstream acceptance of eSports, the emergence of new leagues, and the involvement of traditional sports organizations. Additionally, it touches on the regulatory changes in Japan and Germany, as well as the growing interest from non-endemic sponsors and the implications for the broader gaming and entertainment sectors.

Main Points

1. Break-out Year for eSports

• Overwatch League (OWL) made a strong debut in 2018, with ~420k peak concurrent viewers on its opening day and 10m total viewers in the first week.
• OWL serves as a proof of concept for the professional eSports franchising model, similar to that of Riot Games and other publishers.
• The NA LCS and NBA2K are also expected to influence key industry factors such as sponsorship, media rights, and franchising.

2. Sponsorship Trends

• Non-endemic sponsors like Toyota, State Farm, and Dr. Pepper are increasingly involved in eSports.
• Sponsorship deals are growing in number and variety, with over 600 deals signed since 2016.
• Mainstream sponsors are showing interest in capturing the younger demographic, particularly those in households with more than three people.

3. Media Rights Development

• Amazon paid $90m for the digital rights to the OWL, which is a good start for media rights monetization.
• Media rights for major eSports events are expected to crystallize and increase in value as the industry matures.
• The OWL and NA LCS are seen as key examples of this trend.

4. Professionalization of eSports

• The professional eSports scene is becoming more structured and professional, with franchising models being adopted.
• Publishers like Riot Games, EA, and TTWO are leading the way in professionalizing the industry.
• The professionalization of other titles like Battlefield, Rainbow Six, CS:GO, PUBG, and Splatoon is expected to follow.

5. Regulatory Changes in Japan

• Japan's Arcane Law has been a barrier to eSports growth, but new licenses have been issued to exempt professional gamers from gambling laws.
• The first paid eSports tournament in Japan used these licenses and featured $300k in prizes.
• Japan's Olympic Committee and Tokyo city government are considering international eSports events leading up to the 2020 Summer Games.
• Publishers like Nintendo, Capcom, and Bandai Namco are embracing eSports to drive engagement and extend IP life.
• The formation of JESU (Japan Esports Union) is a key step towards mainstream acceptance and regulatory progress.

6. Germany Recognizes eSports as a Sport

• Germany officially recognized eSports as a sport, allowing organizations to gain non-profit status and benefit from lower tax rates.
• This decision also facilitates simplified visa processes for international events and may lead to federal sponsorship for Olympic-ready teams.
• It reflects a willingness to adapt to new forms of sports entertainment and is expected to inspire other countries to follow suit.

7. Traditional Sports Enter eSports

• Major League Soccer (MLS) launched eMLS, where clubs can draft their own FIFA players.
• The NFL and NHL are also entering the eSports space, with the NHL planning to launch an eSports league using EA's NHL franchise.
• This trend suggests cross-over between traditional and eSports, with potential expansion into mainstream titles.

8. Challenges and Concerns

• The professional eSports scene faces issues such as poor execution, unprofessional conduct, and questionable behavior.
• Incidents like player suspensions and obscene remarks have raised concerns about community and engagement.
• Lack of female representation in professional eSports is a notable issue that needs to be addressed.

9. Future Outlook

• The 2018 eSports industry is expected to set the trajectory for future growth in sponsorship, media rights, and franchising.
• The mainstream inclusion of eSports is accelerating, with potential Olympic inclusion by 2024.
• The increasing involvement of traditional sports organizations is likely to expand the addressable market and de-risk the industry.

Key Information

• eSports Leagues: OWL, NA LCS, eMLS, and others are shaping the industry.
• Sponsors: ATVI, EA, TTWO, AMZN, DIS, FB, GOOGL, Tencent, NetEase, NCsoft, and more.
• Media Platforms: TheScore, Bleacher Report, Turner Sports, and others are key players.
• Hardware & Technology: AMD, NVIDIA, Sony, Logitech, Razer.
• Publishers: Activision, EA Games, Take-Two, Nintendo, Capcom, Tencent, NetEase, NCsoft, UBIsoft, Netmarble.
• Regulatory Progress: Japan and Germany are making positive moves towards legalizing and supporting eSports.
• Viewership: Major eSports events have surpassed traditional sports in viewership, especially among millennials.

Conclusion

The eSports industry in 2018 is on a positive trajectory, with new leagues, mainstream sponsors, and increased regulatory support driving its growth. While challenges remain, the professionalization and mainstream adoption of eSports are accelerating, indicating a bright future for the sector.