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The Esports Playbook Summary

Core Content

This report from Nielsen Esports provides an in-depth analysis of the global esports audience, focusing on the U.S., UK, France, and Germany. It explores the behaviors, preferences, and engagement patterns of esports fans, offering insights for brands, investors, and stakeholders looking to enter or grow within the esports industry.

Main Points

1. Understanding the Esports Fan Base

• The esports fan base is growing, but it is complex and varies across markets, game genres, and titles.
• Nielsen emphasizes the importance of understanding this audience beyond surface-level assumptions, highlighting the need for nuanced strategies.

2. Demographics of Esports Fans

• The majority of esports fans are male, with 71% being male in the U.S., UK, France, and Germany.
• The average age of esports fans is 26, which is younger than both broader sports and soccer fans.
• Esports fans are a unique segment, but they use common social channels, such as Facebook, Twitter, and Reddit.

3. Consumption Habits

• Live Streaming: Esports fans predominantly consume content through live streaming, with 66% in the U.S., 65% in the UK, 60% in France, and 59% in Germany watching live streams.
• Traditional Sports: Despite their esports focus, fans also watch traditional sports on TV and online, with soccer being the most popular across all four markets.
• Gaming Time: On average, esports fans spend about 8 hours per week playing video games, with some titles like Overwatch attracting significantly more gaming time (12.2 hours/week).

4. Device Preferences

• The most common devices for gaming are:
  • Computer: 50% in the U.S., 39% in the UK, 54% in France, 51% in Germany.
  • Xbox One: 35% in the U.S., 32% in the UK, 19% in France, 12% in Germany.
  • PlayStation 4: 34% in the U.S., 35% in the UK, 34% in France, 32% in Germany.

5. Engagement with Sponsors and Social Media

• Sponsor Interest: U.S. fans are most interested in following esports sponsors on social media, with 25% extremely or very interested.
• Social Interaction: Fans engage with esports through multiple platforms, including traditional social media and in-game chat. Twitch Chat is particularly influential in identifying popular streams.

6. Popular Games and Genres

• PC Exclusive Games:
  • U.S.: Counter-Strike, League of Legends, Dota 2, StarCraft, Heroes of the Storm.
  • UK: League of Legends, Counter-Strike, Dota 2, Call of Duty, Street Fighter.
  • France: League of Legends, Counter-Strike, Call of Duty, Mario Kart, FIFA.
  • Germany: Grand Theft Auto, Call of Duty, Mario Kart, FIFA, Battlefield.
• Cross-Platform Games:
  • U.S.: Call of Duty, Halo, Overwatch, FIFA, Street Fighter.
  • UK: Call of Duty, FIFA, Overwatch, Halo, Street Fighter.
  • France: Call of Duty, FIFA, Overwatch, Halo, Rocket League.
  • Germany: FIFA, Call of Duty, Overwatch, Halo, Rocket League.

7. Market Differences

• The German esports fan base is more established, with nearly a fifth of fans following esports for over four years.
• U.S. fans are more likely to follow multiple esports genres and titles compared to fans in other markets.
• French fans are more influenced by friends and family in becoming esports enthusiasts, while German and U.S. fans are more influenced by online personalities.

8. Revenue Streams

• Revenue in esports comes from a mix of sponsorship, advertising, media rights, ticket sales, merchandise, and B2C offerings.
• There is no single dominant revenue channel, indicating the need for diversified strategies.

9. Future of Esports

• The report highlights the potential for esports to grow on linear TV and the possibility of inclusion in the Olympics.
• The future of VR/AR in esports is also discussed, noting the industry's openness to new technologies and platforms.

Key Insights

• Esports fans are not just a niche group but a diverse and engaged audience that spans multiple demographics and interests.
• While the U.S. leads in live streaming and gaming time, other markets have their own unique preferences and trends.
• Brands should focus on education and engagement to attract non-endemic brands to the esports space.
• The esports industry is evolving rapidly, with a need for data-driven strategies and innovative content to meet the demands of a global audience.

Conclusion

Nielsen Esports aims to provide a comprehensive understanding of the fan base, emphasizing the importance of tailored approaches for each market. The report serves as a guide for stakeholders to navigate the complexities of the esports landscape and make informed decisions about investment and engagement strategies.