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STEPPING INTO
THE ESPORTS ERA
"GAMING IS WHAT EVERY
TRADITIONAL
SPORTS LEAGUE IS DESPERATE TO
BECOME:
YOUNG, GLOBAL, DIGITAL, AND
INCREASINGLY DIVERSE."...
I DON’T
GET IT
ESPORTS IS TRACK AND FIELD NOT FOOTBALL
Multiplayer Online Battle Arena
(MOBA)
75MM monthly active players
A wildly popula...
esports opens doors to millennials that are
usually hard to reach via traditional media
81% are 18-34 y/o
$76,000 (US Popu...
ESL CONTENT IS ON THE RISE
Live Video Plays
2013 2016
563,564,806
120,386,910
x4,68
100
500
400
300
600
200
0
All values i...
Enthusiasts =
Esports Enthusiasts defined by viewing professional esports at least once a month
165
153
139
125
111
117
97...
https://www.youtube.com/
watch?v=LqtfPzyCI4A
THIS IS ESL
I STILL
DON’T
GET IT
OK, LET’S BRING IT CLOSER TO HOME…
CELEBRITIES
investing into teams and events
TRADITIONAL SPORTS
establishing their own t...
In July 2016, ESL and MTN DEW® launched the Mountain Dew League (MDL) for Counter-Strike:Global Offensive (CS:GO), the fir...
CASE STUDY: INTEL
• LONGEST RUNNING ESPORTS CIRCUIT: 12
SEASONS
• 4-5 GLOBAL EVENTS PER YEAR IN KEY MARKETS
• SIGNIFICANT ...
AUTHENTICITYAND SCALE
IEM KATOWICE NUMBERS
March 2016
League of Legends, Counter Strike and StarCraft
Katowice, Poland
IEM...
Totino’s teamed up with ESL to create new custom content to activate around IEM Oakland. Utilizing their bucking couch cam...
NOW
I GET
IT!!
THANK YOU
ESL Chairman Steven Roberts On The Lessons Learned in ESports Activations
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ESL Chairman Steven Roberts On The Lessons Learned in ESports Activations

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ESL is the largest eSports company in the world today with 13 different brands providing competition across over a dozen different video games around the globe. ESL Chairman Steven Roberts will discuss the lessons learned from an advertising and sponsorship activation standpoint over the years, and how non-endemic brands can connect with this global audience.

Veröffentlicht in: Marketing
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ESL Chairman Steven Roberts On The Lessons Learned in ESports Activations

  1. 1. STEPPING INTO THE ESPORTS ERA
  2. 2. "GAMING IS WHAT EVERY TRADITIONAL SPORTS LEAGUE IS DESPERATE TO BECOME: YOUNG, GLOBAL, DIGITAL, AND INCREASINGLY DIVERSE." “FOR THE FIRST TIME IN GENERATIONS WE’RE WITNESSING THE BIRTH OF A NEW SPORT…”
  3. 3. I DON’T GET IT
  4. 4. ESPORTS IS TRACK AND FIELD NOT FOOTBALL Multiplayer Online Battle Arena (MOBA) 75MM monthly active players A wildly popular spectator esport Multiplayer Online Battle Arena (MOBA) $18.5MM prize pool last season One of the most popular esports titles Multiplayer Online Battle Arena (MOBA) 75MM monthly active players Most anticipated game title of 2015 Real Time Strategy (RTS) 20MM+ copies sold globally The original sports title with new expansion Digital Card Game 10MM+ accounts Very inclusive and is growing as a sports title First Person Shooter 60MM copies sold The most iconic game franchise Street Fighter V Top title among Major FGC community A fast growing esport TO NAME A FEW, ESL WORKS WITH 50+ OTHER ESPORTS TITLES First Person Shooter The world’s most popular FPS Avg. over 500K concurrent players, daily
  5. 5. esports opens doors to millennials that are usually hard to reach via traditional media 81% are 18-34 y/o $76,000 (US Population: 53,4k avg.) ESL audience: Average income per household (US): 26% has a subscription vs 11% of online population United States figures with sources: Newzoo 2016, Superdata, US Census Sep. 2014, and own Esports Data 76% state that their esports viewing is taking away from hours they spend on viewing sports 38% buy goods from a brand used or showcased after attending live event Male (75%) Gender of esports viewers in USA:
  6. 6. ESL CONTENT IS ON THE RISE Live Video Plays 2013 2016 563,564,806 120,386,910 x4,68 100 500 400 300 600 200 0 All values in millions Live Unique Viewers 2013 2016 100,714,795 32,000,000 Hours watched 2013 2016 166,800,545 44,612,496 20 40 60 80 100 120 0 20 40 60 80 100 120 140 160 180 0 x3,15 x3,74
  7. 7. Enthusiasts = Esports Enthusiasts defined by viewing professional esports at least once a month 165 153 139 125 111 117 97 76 180 164 148 131 115 89 74 58 R I V A L I N G T R A D I T I O N A L S P O R T S B y 2 0 1 8 e s p o r t s i s f o r e c a s t e d t o h a v e m o r e e n t h u s i a s t s t h a n N F L 2019F 345 2018F2017F 317 287 134 171 2012 20152014 256 2013 226 206 2016 Occasional Viewers = Occasional Viewers defined by viewing professional esports less than once a month American Football 147151 Source: Repucom Newzoo 2015/16 esports enthusiasts 148 164 esports 2018F2017F
  8. 8. https://www.youtube.com/ watch?v=LqtfPzyCI4A THIS IS ESL
  9. 9. I STILL DON’T GET IT
  10. 10. OK, LET’S BRING IT CLOSER TO HOME… CELEBRITIES investing into teams and events TRADITIONAL SPORTS establishing their own teams MAJOR BRANDS Investing into esports
  11. 11. In July 2016, ESL and MTN DEW® launched the Mountain Dew League (MDL) for Counter-Strike:Global Offensive (CS:GO), the first amateur esports league providing amateur players a direct path to be a professional gamer. 
 After a rigorous global open qualification period, MDL teams battled for eight weeks to earn a spot in the Mountain Dew League Global Championship. Teams from Europe, North America, Brazil, Australia and Asian Pacific were all invited to the event to compete for a $50,000 prize pool. Simultaneously, the top two teams from North America and Europe competed for a spot in the biggest CSGO league in the world, ESL CSGO Pro League. 60 Million Impressions Spotlight Video Views 578,812+ Pro Tip Video Views 660,534+ Mountain Dew League Finals Stream 1,768,940 Views Finals hours watched 403,743 Finals Social Impressions 16,158,238
  12. 12. CASE STUDY: INTEL • LONGEST RUNNING ESPORTS CIRCUIT: 12 SEASONS • 4-5 GLOBAL EVENTS PER YEAR IN KEY MARKETS • SIGNIFICANT OEM INTEGRATION • 55M UNIQUE VIEWERS • +2B IMPRESSIONS • 150,000 + LIVE VISITORS • $1M PRIZE POOL
  13. 13. AUTHENTICITYAND SCALE IEM KATOWICE NUMBERS March 2016 League of Legends, Counter Strike and StarCraft Katowice, Poland IEM Katowice Broadcast & Event Figures Video Plays 86,745,781 Unique Viewers 34,084,629 Peak Concurrents 3,353,393 Hours Watched 24,282,813 Visitors on Site 113,000
  14. 14. Totino’s teamed up with ESL to create new custom content to activate around IEM Oakland. Utilizing their bucking couch campaign, IEM Oakland allowed Totino’s to reach the millions of fans watching as well as allow thousands of esports fans on site to try the bucking couch and their newest line of Pizza Rolls. ESL, in real time, integrated custom content filmed on site directly into the broadcast that utilized ESL’s influencer network. 14,000 Attendees on Site Pizza Rolls Distributed 30,000 20+ Million Impressions Hours Watched 6+ Million Totino’s at IEM Oakland
  15. 15. NOW I GET IT!!
  16. 16. THANK YOU

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