1.
Gaming and eSports
for Brands
How Brands Benefit From the Gaming Industry
17–03–2021

2.
Content
I. why should you care
II. what are the basics
III. gaming for brands
IV. first steps

3.
why care
I.

4.
Why Care
I DON’T PLAY VIDEO GAMES.
I AM NOT A GAMER.
I DON’T WATCH MOVIES.
I AM NOT A WATCHER.

5.
0
42,5
85
127,5
170
Industry Comparison
$162 Mrd
$103 Mrd
Movie Industry
Game Industry
(IBISWorld, 2019)
(Newzoo, 2020)

6.
Covid-19 Impact
(percentages for NA, March 19 to March 20, NPD group 2020;
Steam VR users in 2020, Valve 2020)
VIDEO GAME SALES
+34 %
VIDEO GAME HARDWARE
+63%
PCVR USERS
+1.7M
INDUSTRY EVENTS
GO HYBRID
GLOBAL GPU
SHORTAGE

7.
You don’t need to play games as a hobby.
You need to understand their impact.

8.
Audience
Size
2.7 bn gamers
48%
52%
Men
Woman
(global, IBISWorld, 2020)
0
7,5
15
22,5
30
under 18 18-35 36-49 50+
Under 18
17%
13%
16%
8%
12%
12%
11%
18-35 36-49 50+
11%
(US market, Statista, 2018)
Male
Female
Age Structure

9.
Don’t think about games.
Think about games culture.

10.
basics
II.

11.
Definitions
The use of game mechanics and
experience design to achieve a goal
outside of a game context.
Gaming refers to playing electronic
games, whether through consoles,
computers, mobile phones or
another medium altogether.
GAMING GAMIFICATION ESPORTS
A general term used to describe
video game competitions. Eports
games are often played before live
audiences and may be broadcast
over the Internet.

12.
Market Overview
45 %
32 %
23 %
9 %
36 %
32 %
21 %
2 %
2019 TOTAL
$152.1Bn
+9.6%
YoY
MOBILE
$68.5Bn
+10.2% YoY
TABLET GAMES
$13.6Bn
+5.0% YoY
(SMART)PHONE GAMES
$54.9Bn
+11.6% YoY
PC
$35.7Bn
+4.0% YoY
BROWSER PC GAMES
$3.5Bn
-15.1% YoY
BOXED/
DOWNLOADED PC GAMES
$32.2Bn
+6.6% YoY
CONSOLE
$47.9Bn
+13.4% YoY
(global, Newzoo 2019)

13.
Exemplary Games
This matching game
made 473M USD between January and
September of 2020 – in the United States
alone. There is a song by the Axis of
Awesome about its addictiveness.

14.
Exemplary Games
Candy Crush
made 473M USD between January and
September of 2020 – in the United States
alone. There is a song by the Axis of
Awesome about its addictiveness.

15.
Exemplary Games
This role playing game
cost about 313M USD to develop. It sold
13 million copies in 10 days, but made
its developer’s stock drop by 50%.

16.
Exemplary Games
Cyberpunk 2077
cost about 313M USD to develop. It sold
13 million copies in 10 days, but made
its developer’s stock drop by 50%.

17.
Exemplary Games
This MOBA’s
largest yearly tournament surpassed the
$40M USD dollar prize pool mark with
estimated 11 million monthly active users.
It started as a custom map for a completely
different strategy game.

18.
Exemplary Games
DOTA2’s
largest yearly tournament surpassed the
$40M USD dollar prize pool mark with
estimated 11 million monthly active users.
It started as a custom map for a completely
different strategy game.

19.
Exemplary Games
This tactical shooter
started in 2012 and reached more than one
million concurrent players in March 2020.
It has hosted more tournaments than any
other game.

20.
Exemplary Games
Counter Strike: Global Offensive
started in 2012 and reached more than one
million concurrent players in March 2020.
It has hosted more tournaments than any
other game.

21.
This Game Creation Plattform
made an IPO with a 42bn USD evaluation.
54% of its players are under 12 years old.
Exemplary Games

22.
Exemplary Games
Roblox
made an IPO with a 42bn USD evaluation.
54% of its players are under 12 years old.

23.
Modern games are social spaces.

24.
Monetization
Console gaming content market value worldwide 2011 to 2022, by distribution type
Value
in
billion
U.S.
dollars
0
10
20
30
40
2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022
13
12,4
11,8
13,4
10,9
11,2
10,9
12,4
12,9
16,3
18,4
22,4
34,4
30,2
25,4
21,7
19
13,2
10,3
9,3
8,7
7,4
7,1
5,3
Digital Market Package Market
(Statista, 2021)

25.
Monetization
20 %
80 %
50 % 50 %
75 %
25 %
2010 2015 2020
Percent of Revenue From In-Game Purchases Percent of Revenue From Premium Games
Breakdown of Global Gaming Revenue
(ARK Invest, 2021)

26.
What’s Next?
The fight for the Metaverse has begun.

27.
gaming for brands
II.

28.
eSports
Sponsoring
Product Lines
In-Game
Happenings
Branded DLC
In-Game
Advertising
Product
Placement
Gaming for Brands
Advergames

29.
Gaming for Brands
Advergames

30.
Advergames:
Moorhuhn

31.
Advergames:
Dumb Ways to Die

32.
A single great idea can beat a
100 million dollar budget.

33.
Gaming for Brands
Product
Placement
Advergames

34.
Product Placement:
Philips x Splinter Cell Conviction

35.
In-Game Advertising
Product Placement:
Monster Energy x Death Stranding

36.
Gaming for Brands
In-Game
Advertising
Product
Placement
Advergames

37.
In-Game Advertising
The In-Game Advertising market in the U.S.
is estimated at 873.3M USD in 2020.

38.
In-Game Advertising

39.
Gaming for Brands
Branded DLC
In-Game
Advertising
Product
Placement
Advergames

40.
Valorant Elderflame Collection
99.00 USD

41.
Virtual items have real value.

42.
Branded DLC:
Mercedes-Benz Japan x Mario Kart 8

43.
Branded DLC:
IKEA x The Sims

44.
In-Game Happenings:
Money Heist x Rainbow 6 Siege

45.
Gaming for Brands
In-Game
Happenings
Branded DLC
In-Game
Advertising
Product
Placement
Advergames

46.
In-Game Happenings:
Travis Scott x Fortnite

47.
In-Game Happenings:
Zoll Deutschland x Minecraft

48.
Artificial limitation is a key ingredient in FOMO.

49.
Gaming for Brands
Product Lines
In-Game
Happenings
Branded DLC
In-Game
Advertising
Product
Placement
Advergames

50.
Product Lines:
IKEA x ROG

51.
Gaming for Brands
eSports
Sponsoring
Product Lines
In-Game
Happenings
Branded DLC
In-Game
Advertising
Product
Placement
Advergames

52.
Market Overview
495M
audience size in 2020
1.1bn USD
total revenue in 2020
(newzoo, 2021)

53.
(E-)Sports
Athletes, organized in sports
clubs, play tournaments for
prize money and fame,
enthralling an audience
while attracting sponsors
and advertisers.

54.
(E-)Sports
Athletes, organized in sports
clubs, play tournaments for
prize money and fame,
enthralling an audience
while attracting sponsors
and advertisers.

55.
(E-)Sports
Athletes, organized in sports
clubs, play tournaments for
prize money and fame,
enthralling an audience
while attracting sponsors
and advertisers.

56.
(E-)Sports
Athletes, organized in sports
clubs, play tournaments for
prize money and fame,
enthralling an audience
while attracting sponsors
and advertisers.

57.
(E-)Sports
Athletes, organized in sports
clubs, play tournaments for
prize money and fame,
enthralling an audience
while attracting sponsors
and advertisers.

58.
(E-)Sports
Athletes, organized in sports
clubs, play tournaments for
prize money and fame,
enthralling an audience
while attracting sponsors
and advertisers.

59.
(esportsearnings.com, 2021)
1 2
Top Price Pools
3 4 5

60.
Farming Simulator
League
eNASCAR Coca-Cola
iRacing Series
(esportsearnings.com, 2021)
250K USD 300K USD
Racing Games in eSports

61.
eSports ≠ IRL sports.

62.
get started
IV.

63.
Getting Started
1 Analyze the target group affinity.
2 Define a strategic approach for your brand.
3 Build – Measure – Learn

64.
Getting Started
Take a few steps out of your
comfort zone.

65.
LIGANOVA GmbH
The BrandRetail Company
Herdweg 59
70174 Stuttgart
Germany
+49 (0)711 65 22 00
hello@liganova.com
LIGANOVA.COM
Thank you!
Falk Ebert
Director Strategy Solutions PoEx
falk.ebert@liganova.com