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esports Global market report Key trends Market sizing & forecasts Industry players & developments Rankings 2019 FREE VERSION2019 Newzoo 1 GLOBAL ESPORTS MARKET REPORT 2019 1. INTRODUCTION 4. GLOBAL OVERVIEW 2. METHODOLOGY & TERMINOLOGY 5. RANKINGS ABOUT NEWZOO 3. KEY GLOBAL TRENDS GET THE FULL REPORT 2. 30. 20. 8. 26. 14. 31. COVER ESL IMAGES TABLE OF CONTENTSINTRODUCTION ESL images 1.2019 Newzoo 2019 Newzoo 4 5 GLOBAL ESPORTS MARKET REPORT 2019 GLOBAL ESPORTS MARKET REPORT 2019 FOREWORD Esports has always provided an engaging viewing experience to an audience no longer tied to traditional media. This has propelled the massive growth in esports viewership and audience numbers. Now that many leagues and tournaments have established a sizable au- dience, companies are shifting their focus towards monetizing this audience directly. This transition started in 2018, but this year, the industry will take its early learnings and expand upon them. As a result, 2019 will be esports first billion-dollar year, and its vigor has attracted brands and companies across every industry. Non-endemic brands sponsored esports organizations in droves last year, which will continue in 2019. From automotive and fashion to food and even the military, it seems that every industry wants a piece of the esports pie. And for good reason: time and time again, Esports Enthusiasts have proven how fully engaged they are with their favorite pastime and they are willing to spend big to show it. Between merchandise and all-access passes, the industry is finding ways to give them the freedom to do so. As it looks to grow, esports is using sports as its main inspiration to monetize fans. At the same time, the sports industry is taking cues from esports, hoping to appeal to a younger audience. Esports is striving to drive up revenues from sponsors and media rights. Mean- while, teams and individual players are doubling down on establish- ing themselves as brands, developing large and loyal fanbases of their own. Esports has the luxury of space to easily experiment with its monetization options and think of radical new formats. Many of these innovations will trickle into traditional sports in the coming years. In fact, it is already happening. The sports industry is current- ly adapting direct consumer monetization strategies that spanned from esports and gaming, aiming to shift revenues away from linear media rights into direct digital spending. The full report features key insights into 10 different regions. We also discuss the six key trends driving the esports, media, and tech industries forward, and present our latest forecast scenarios for the esports audience and its economy. Together, esports and games have surpassed the yearly revenues generated by the film industry and have equaled revenues from traditional sports. The Golden Age of Esports is well underway and we couldnt be more excited. Jurre Pannekeet SR. MARKET ANALYST FOREWORD SCOPE OF THE REPORT This report aims to give a reliable and realistic overview of the current status and future of the esports market. Multiple data sources were used in shaping the Global Esports Audience and Revenue Model, which is continually updated. Market sizing figures in this report reflect the professional competitive gaming scene and exclude viewership or revenues generated through amateur competitive gaming. SCOPE OF THE REPORT AUDIENCE & REVENUE SCOPE AMATEUR COMPETITIVE GAMING ALL GAMING CHANNELS PROFESSIONAL COMPETITIVE GAMING TEAMS TOURNAMENTS LEAGUES PUBLISHERS FULL 126-PAGE VERSION $7500 FREE 31-PAGE VERSION INCLUDES QUARTERLY UPDATES & DASHBOARD ACCESS SUBSCRIBE: newzoo/esportsreport2019 Newzoo 2019 Newzoo 6 7 GLOBAL ESPORTS MARKET REPORT 2019 GLOBAL ESPORTS MARKET REPORT 2019 BOUNDARIES OF ESPORTS There are various interpretations of what the esports industry actually encompasses. In addi- tion to differing opinions about the markets boundaries, there are disagreements about the term esports itself. We define esports as follows: professional-level competitive gaming in an organized format (tournament or league) with a specific goal/prize, such as winning a championship title or prize money. This is why our esports market sizing includes revenues and viewership from professional competitive gaming content only. We do not include amateur competitions and live streaming around non-organized competitive gaming. Still, live streaming around non-organized competitive gaming is an exciting industry in itself, full of its own developments. We refer to this industry as the live-streaming market, but it is also commonly known as game streaming. The industry sees a number of gamers live broadcasting themselves online while playing. Some of these streamers have grown to celebrity status, includ- ing Ninja and Shroud. The former has grown into a household name over the past year or so. We see the live-streaming market as separate to esports. Although there is a significant audience overlap between both markets, their content and monetization strategies differfor now. The lines are beginning to blur, owing to the increasing frequency at which esports and live stream- ing formats are overlapping. For example, popular streamers are competing in pro-level esports more often. We also make a clear distinction between amateur participation in tournaments, competitive games in general, and esports. Amateur participation in competitive gaming is vastly different from the professional scene. Even if amateur competitions offer prizes, the focus is on partici- pation and not on entertaining viewers. While we do size the market for amateur competitive participants, such as those who compete in online tournaments like ESL, FACEIT , or Toornament and/or in LAN events, they are not a part of our esports audience market sizing. BOUNDARIES OF ESPORTS KEY TAKEAWAYS Global esports revenues will grow to $1.1 billion in 2019, a year-on-year growth of +26.7%. North America will generate $409.1 million of this amount, while China will account for $210.3 million. In 2019, $897.2 million in revenues, or 82% of the total market, will come from brand investments (media rights, advertising, and sponsorship). This will increase to $1.5 billion by 2022, making up 87% of total esports revenues. Globally, the total esports audience will grow to 453.8 million in 2019, a year-on-year growth of +15.0%. Esports Enthusiasts will make up 201.2 million of this number, growing +16.3% year on year. China will have the most Esports Enthusiasts in 2019 with 75.0 million, followed by the U.S. and Brazil. South Korea will have the highest share of Esports Enthusiasts relative to its online population (Esports Density) in 2019 with 12%. The global average revenue per Esports Enthusiast will be $5.45 this year, up +8.9% from $5.00 in 2018. In 2018, there were 737 major events. Together, they generated for $54.7 million in ticket revenues, down from $58.9 million in 2017. The total prize money in 2018 reached $150.8 million, a significant increase from 2017s $112.1 million. The League of Legends World Championship was 2018s biggest tournament by live viewership hours on Twitch, with 53.8 million hours. It also produced $1.9 million in ticket revenues. The Overwatch League was the most-watched league by live view- ership hours on Twitch, generating 79.5 million hours. KEY TAKEAWAYS GLOBAL ESPORTS REVENUES WILL SURPASS $1 BILLION FOR THE FIRST TIME 1 2 3 4 5 6 7 82019 Newzoo 2019 Newzoo 8 9 GLOBAL ESPORTS MARKET REPORT 2019 REGIONS GLOBAL GLOBAL ESPORTS MARKET REPORT 2019 REGIONS GLOBAL ESL images METHODOLOGY & TERMINOLOGY 2.2019 Newzoo 2019 Newzoo 10 11 GLOBAL ESPORTS MARKET REPORT 2019 GLOBAL ESPORTS MARKET REPORT 2019 is important to distinguish between revenues and investments. To clarify, capital investment is the activity of investing funds in a firm or enterprise to further its business objectives. The term brand investment used throughout this report refers to deals made by companies around brand sponsorships, marketing activations, and content licensing deals. Our historical revenues and growth rates reflect the year-end US$ exchange rate. Our projected growth rates assume steady exchange rates going forward, but we take into consideration his- toric growth rates in local currency rather than US$, as this gives a better picture of underlying growth. In terms of countries, markets, and regions, we define the market size as the amount generated by consumers in that specific territory. The methodology and various inputs are visualized by the illustration below. MARKET MODELS MARKET FORECASTS FINANCIAL ANALYSIS CENSUS DATA PARTNER ACTUALS INDUSTRY EXPERTISE GAMES MOBILE ESPORTS 15M GAMERS 1BN MOBILE DEVICES 4M APPS ESPORTS EVENT & VIEWING DATA GAME STREAMING TRACKER TRACKING DATA 200 VARIABLES 28 COUNTRIES/ MARKETS ESPORTS CONSUMER INSIGHTS CONSUMER INSIGHTS Newzoo aims to provide its clients with the best possible assessment of the size of the overall esports market and its future potential. By synthesizing many data points, we provide estimates on a regional and individual country/market level. Below, we describe our approach in detail to explain what underpins our forecasts, facilitating comparisons with other data sources. At the highest level, Newzoo focuses on three key metrics for every market: Esports Enthusiasts, Occasional Viewers, and revenues. We define a market as a country, region, or other geographic territory. The data on Esports Enthusiasts and Occasional Viewers is largely based on our proprietary primary consumer research (Consumer Insights), which continues to form the basis of our detailed understanding of consumers, esports, and games. In 2019, we will carry out research in more than 30 countries/markets, covering more than 60,000 consumers. Starting in 2009 with six countries/markets, this is now the largest games-related consumer research program in the world. The Esports Enthusiast and Occasional Viewer ratios resulting from this consumer research are projected against the online population, using population, internet penetration, and urban- ization metrics. The urban online population is an important driver of the number of potential esports viewers and an indicator of how much more structural growth a country or market can expect in the relevant population of potential esports viewers. The revenue forecasts are based on our predictive esports market model, which incorporates data from multiple sources: macroeconomic and census data, primary consumer research, data provided by our official industry data partners, public event data in terms of viewership and attendees, media reports, and third-party research. We also receive valuable input from clients, including leaders in the esports industry. Market size estimates and growth forecasts for individual countries/markets and in aggre- gate for the total industry are validated against our analysis of various contextual metrics. For instance, our market model calculates the average revenue generated per Esports Enthusiast, which is then compared with historic numbers, other regions, GDP per capita, and traditional sports spending. Overall, our forecasts are always the outcome of an iterative process, reviewing the implications of our assumptions on a very granular level. We define industry revenues as the amount the industry generates through the sale of spon- sorship, media rights, advertising, publisher fees, and tickets and merchandising. Our revenue numbers exclude prize pools and player salaries, which we consider to be cost items at an industry level, as well as fan contributions to prize pools, which we consider in-game revenues. We also exclude revenues from online gambling and betting related to esports (e.g., via BWIN, Unikrn). Finally, we do not include capital investments in esports organizations, as we think it METHODOLOGY SIZING THE MARKET WITH A VARIETY OF DATA METHODOLOGY & TERMINOLOGY METHODOLOGY & TERMINOLOGY2019 Newzoo 2019 Newzoo 12 13 GLOBAL ESPORTS MARKET REPORT 2019 GLOBAL ESPORTS MARKET REPORT 2019 METHODOLOGY & TERMINOLOGY METHODOLOGY & TERMINOLOGY Esports: Competitive gaming at a professional level and in an organized format (a tournament or league) with a specific goal (i.e., winning a champion title or prize money) and a clear distinc- tion between players and teams that are competing against each other. Esports Enthusiasts: People who watch professional esports content more than once a month. Occasional Viewers: People who watch professional esports content less than once a month.Esports Audience: All people who watch professional esports content at least once per year: Esports Enthusiasts and Occasional Viewers combined. Esports Awareness: People who have heard of esports, including the group of people who are aware of esports but are not participants or viewers. Amateur Competitive Gaming Enthusiast: People who participate in (online) competitive gaming leagues at a pro or amateur level e.g., through FACEIT, Toornament, and ESL Play. Streaming: This is when one person, or sometimes a group of people, streams live video of him/ herself via a streaming platform, allowing viewers to see what he/she is playing at that moment in time. Esports Event: A competitive gaming tournament or league in which players and/or teams compete against each other with the goal to win. League: An event featuring regular matches played over several months following a planned schedule. Teams typically play at least one game against every other competing team. Tournament: An event that typically happens over a short period of time. Its format frequently includes a group stage, from which teams can advance to a knock-out phase. As some teams are eliminated before the final, not all teams will play directly against one another. Independent/Third-Party Organizer: An organization that hosts esports events but does not own or publish the game(s) played at the event. Online Population: People within a country or region who have access to the Internet via a computer or mobile device. Esports Density: The share of Esports Enthusiast in the online population. Players or Gamers: People who play games on a PC, console, or mobile device. Gaming Peripherals: Gaming-related hardware products that are used, such as mice, keyboards, headsets, controllers, or monitors. Media Rights Revenues: Revenues generated through media property, including all revenues paid to industry stakeholders to secure the rights to show esports content on a channel. This includes payments from online streaming platforms to organizers to broadcast their content, foreign broadcasters securing rights to show content in their country , or copyright costs to show video content or photos of an esports competition. Merchandise and Ticket Re
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