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eSport, mais encore ? Opportunités marketing et état de l'art du phénomène - Une infographie EnjoyDigitAll by BNP Paribas

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L’eSport désigne la pratique sur Internet ou en LAN-party* d'un jeu vidéo seul ou en équipe, par le biais d'un ordinateur ou d'une console de jeux vidéo.
L'essor de l'e-sport commence à la fin des années 1980 avec les premiers jeux en réseau multijoueur et sur internet.
Les meilleurs acteurs mondiaux du sport électronique se rencontrent lors de tournois tels que l'Electronic Sports World Cup (ESWC), la Major League Gaming (MLG), la Cyberathlete Professional League (CPL) ou encore l'Evolution Championship Series (EVO).

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eSport, mais encore ? Opportunités marketing et état de l'art du phénomène - Une infographie EnjoyDigitAll by BNP Paribas

  1. 1. by Les licences d'eSport correspondent aux différents jeux qui composent le mondial du secteur. Chaque licence possède ses tournois et ses propres communautés. À la clé... Il est essentiel de comprendre que chaque franchise eSport a son propre fonctionnement et que la réussite d'une campagne passe par la prise en compte de ces différences. La communication avec les fans d'eSport est unique en son genre. Chaque franchise possède sa propre communauté de joueurs et de spectateurs, et il n'existe aucun jeu qui touche l'ensemble des adeptes. Le spectateur type du eSport est majoritairement masculin, 24% des hommes sondés déclarant en avoir déjà regardé quand ce chiffre n'est que de 12% chez les femmes de l'échantillon. Les recettes du marché de l'eSport en Europe atteindront 345 millions de dollars en 2018. 62% des Français considèrent le jeu vidéo et le eSport comme une activité positive. NOMBRE DE JOUEURS DE JEUX VIDÉO 20% 12 MILLIONS EN 1999 de la population française 53% 33 MILLIONS EN 2017 de la population française TEMPS DE JEU MOYEN PAR SEMAINE L’eSport désigne la pratique sur Internet ou en LAN-party* d'un jeu vidéo seul ou en équipe, par le biais d'un ordinateur ou d'une console de jeux vidéo. L'essor de l'e-sport commence à la fin des années 1980 avec les premiers jeux en réseau multijoueur et sur internet. Les meilleurs acteurs mondiaux du sport électronique se rencontrent lors de tournois tels que l'Electronic Sports World Cup (ESWC), la Major League Gaming (MLG), la Cyberathlete Professional League (CPL) ou encore l'Evolution Championship Series (EVO). EN COMPARAISON... 12 HEURES JEUX VIDÉO 6h22 MUSIQUE 5h32 LECTURE 3ÈME BIEN CULTUREL en termes de CA en 2017 RECETTES POSITIFSPECTATEUR 1 FOYER SUR 2 POSSÈDE UNE CONSOLE ÂGE MOYEN 21 ANS EN 1999 34 ANS EN 2017* *Dont 73% des joueurs chez les 18-24ans. 11 2233 € € € € € € : Le bien culturel le + vendu en France en 2017. MÉDIAS, CÉLÉBRITÉS ET ENTREPRISES S’INVESTISSENT DE PLUS EN PLUS DANS L’eSPORT… Ashton KUTCHER Shaquille O’NEAL Alex RODRIGUEZ Steve AOKI UNE PLACE POUR L'ESPORT AUX JEUX OLYMPIQUES DE PARIS 2024 ? Les sondés ont été interrogés sur le bien-fondé de la présence de l'eSport aux prochains jeux olympiques parisiens et ont majoritairement rejeté l'idée de sa représentation aux cotés des disciplines olympiques. 14% 30% 56%56% D’OPINIONS DÉFAVORABLES 14% FAVORABLES 30% INDÉCIS Le statut des joueurs professionnels salariés de l’eSport est encadré, depuis le 1er juillet 2017, par le décret N°972 du 9 mai 2017. Contrat à durée déterminée, minimum 1an et maximum 5ans, renouvelable et sans délai de carence. 5 FRANCHISES représentaient 85 % du total des heures d'esport visionnées sur Twitch en mai 2017 (League of Legends, Dota 2, Counter-Strike : Global Offensive, Hearthstone et Overwatch). 70% DES SPECTATEURS d'esport suivent uniquement le contenu d'une des trois principales franchises (League of Legends, Counter Strike : Go et Dota 2). 15 MILLIARDS DE $ c’est ce que compte investir la plus grande entreprise mondiale spécialisée dans les jeux vidéo : Tencent, dans l’eSport au cours des 5 prochaines années. Les spectateurs de League of Legends sont moins enclins à suivre d'autres jeux. 93% des spectateurs de League of Legends (LoL) sont utilisateurs de Facebook, tandis que 79% des spectateurs de Dota 2 utilisent WhatsApp. 89% des spectateurs de LoL ont une image positive de la marque Nike. Designed by by Sources : Étude « European eSports Market », Superdata 2016 • AFJV (Association Française pour le Jeu Vidéo) : Rapport Newzoom, What Esports Brand Suits Yours Best, 2017 • SELL : Syndicat des éditeurs de logiciels de loisirs, L’essentiel du jeu video, juillet 2017 • Wikipedia • Gamingtub.com SUIVEZ-NOUS QUI SONT LES GAMERS FRANÇAIS ? LES JEUX VIDÉOS $ $$ $ $ $ $ $ $ $ 4.2M $ CALL OF DUTY 2018 2.6M $ SMITE 2015 2.5M $ HALO 2016 24M $ DOTA 2 2017 4.9M $ LEAGUE OF LEGENDS 2017 *Une LAN party ou tournoi en réseau en français, est un événement rassemblant des personnes dans le but de jouer à des jeux vidéo ensemble en utilisant un réseau local.

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