2018年-尼尔森亚太地区_The_Esports_PlaybookAsia_20页_10mb

Summary of "The Esports Playbook: Asia"

Core Content

This report, The Esports Playbook: Asia, provides an in-depth analysis of the esports landscape in three key Asian markets: China, Japan, and South Korea. It outlines the behavior, preferences, and trends of esports fans in these regions, offering insights for brands and stakeholders looking to enter or grow within the esports industry.

Main Points

1. Fan Engagement and Behavior

• South Korea is the most developed esports market, with over 40% of fans following esports for five or more years, while Japan is the fastest-growing, with 80% of fans following for two years or less.
• China has a more gradual growth, with most fans following esports for 2-3 years.
• In South Korea, esports events are often broadcast on linear TV, whereas in China, engagement is primarily online. Japan has a more varied consumption pattern across media types.
• Traditional sports fans in Asia also follow esports, with soccer, basketball, and baseball being the most popular sports in all three countries.
• The English Premier League and Olympic Games are the only two sports leagues that appear in the top five followed by esports fans in all three markets.

2. Game Preferences by Market

• PC games are the dominant format in China and South Korea, with MOBA (Multiplayer Online Battle Arena) games being the most popular in China (75%), followed by RTS (Real Time Strategy) in South Korea (51%) and Fighting games in Japan (36%).
• Mobile games are more popular in China (53%) and South Korea (44%) than in Japan (25%).
• Console games are most prevalent in Japan (42%), with Survival and Shooter games also showing significant followings.

3. Top Esports Titles Followed

• China leads in titles like Honor of Kings, League of Legends, and World of Warcraft.
• Japan has a strong interest in Pokémon, Puyo Pop, and Street Fighter.
• South Korea follows League of Legends, Overwatch, and StarCraft.
• Overwatch is the only title that appears in the top 10 in all three markets, although its popularity varies.

4. Reasons for Following Esports

• The entertainment value of esports is a primary driver for fans in all three countries.
• In China, social watching with friends is the most common reason (35%).
• In Japan, the entertainment factor and seeing the best gamers are the top reasons.
• In South Korea, passing time and feeling connected to games are the leading motivators.

5. Brand Fit and Sponsorship Opportunities

• Endemic brands (those naturally associated with gaming) are seen as the best fit for esports partnerships. These include:
  • Gaming accessories (China: 1, Japan: 5, South Korea: 4)
  • Console manufacturers (China: 2, Japan: 1, South Korea: 2)
  • Gaming media (China: 3, Japan: 2, South Korea: 1)
• Non-endemic brands such as tech brands, internet service providers, and energy drinks are also seen as good fits, with varying levels of perceived appropriateness across the three countries.

6. Key Takeaways for Brands

• Group cohesion and harmony are highly valued in Asian cultures, influencing brand loyalty and decision-making.
• Social and group-based engagement is more common than individualistic behavior.
• Loyalty is often collective, with brand recommendations extending across generations.
• Brands should focus on trust-based, long-term relationships and social value rather than individual noise.

Key Information

• Gaming behavior is closely tied to social interaction and entertainment.
• Esports is a growing phenomenon in Asia, with South Korea as the birthplace and Japan as a rapidly developing market.
• Nielsen Esports provides data-driven insights to help brands maximize their investments in the esports sector.
• The report is based on proprietary online surveys of 1,000 esports fans aged 13-40 in China, Japan, and South Korea.

Conclusion

The esports market in Asia is diverse and dynamic, with distinct preferences and engagement patterns across China, Japan, and South Korea. Understanding these nuances is essential for brands seeking to build meaningful relationships with esports fans. Nielsen Esports offers comprehensive data and insights to help stakeholders navigate this evolving landscape and make informed decisions.