尼尔森-Esports-Playbook-for-Brands_28页_5mb

ESPORTS PLAYBOOK FOR BRANDS 2019 Summary

Core Content

The Nielsen Esports Playbook for Brands 2019 is a comprehensive guide aimed at helping brands understand the esports ecosystem and evaluate whether esports sponsorships are a suitable investment. It outlines the various stakeholders within the esports space and provides insights into how brands can effectively engage with them.

Main Points

• Esports Ecosystem Overview:
  Esports consists of video games that are competitive in nature, with a range of formats from local contests to global, high-stakes events. It is a rapidly evolving industry that offers new opportunities for brands to connect with young, digital-native audiences who are increasingly disengaged with traditional media.

• Sponsorship Opportunities:
  Brands can engage with esports through multiple channels including game publishers, leagues, teams, event operators, broadcasters, and gaming personalities. The report emphasizes the importance of understanding the nuances of each channel to build meaningful relationships with fans.

• Global Reach and Audience Growth:
  The esports industry is expanding globally, with one in five fans having started following esports in the past year. This growth presents a challenge for brands to keep up with the pace of change but also an opportunity to reach a new demographic.

• Measurement and Value:
  Nielsen provides proprietary data and tools such as Esport24 to measure the effectiveness and return on investment (ROI) of esports sponsorships. This helps brands assess the value of their partnerships in terms of exposure, engagement, and brand equity.

Key Information

Game Publishers

• Game publishers are central to the esports ecosystem, as they provide the intellectual property (IP) necessary for competitions.
• Some publishers manage their own esports programs, while others work with third-party operators.
• Brands can leverage these relationships to access global and regional audiences, especially through major titles like League of Legends and Overwatch League.

League of Legends (Riot Games)

• Riot Games has established a robust esports ecosystem with 30 cities, 20 platforms, and 13 leagues.
• The brand has partnered with companies like Mastercard and State Farm to create immersive fan experiences.
• These sponsorships often include in-broadcast digital overlays, branded content, and in-venue signage.

Overwatch League (OWL)

• OWL is a global franchised esports league that has attracted both endemic and non-endemic brands.
• During its inaugural season, OWL's league and team sponsors generated over $8 million in QI Media Value.
• Partners like Toyota and T-Mobile have used creative content, such as the "Access Granted" series, to engage fans and build brand equity.

Traditional Sports-Based Esports

• Competitions like the NBA 2K League and FIFA eWorld Cup are gaining traction, offering brands an opportunity to leverage their familiarity with traditional sports.
• These events often mirror the assets and structures of their traditional counterparts, making them more accessible for brands new to esports.

Event Operators

• Event operators play a critical role in organizing esports events, from online competitions to large-scale tournaments.
• They provide brands with access to a broad audience across multiple games, which is especially valuable given the limited overlap in fan bases.
• ESL is a major player in this space, known for its large-scale, fan-focused tournaments.

Sponsorship Assets

• Common sponsorship assets in esports include in-broadcast digital overlays, branded content, in-venue signage, and gaming equipment.
• These assets are often integrated into the game environment itself, offering brands unique and engaging ways to reach their target audience.

Conclusion

The report underscores the importance of informed decision-making for brands entering the esports space. It highlights the value of esports in reaching a highly engaged, tech-savvy audience and the need for brands to adapt their strategies to this environment. By leveraging Nielsen's data and insights, brands can better understand the impact of their sponsorships and build stronger, more meaningful relationships with esports fans.