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ESPORTS XPERTS
KEY INSIGHTS INTO THE DUTCH ESPORTS SCENE
MAY 2018
NEWZOO PRESENTATION
JURRE PANNEKEETHEAD OF [email protected]@jurrepannekeetpannekeetjurre
- 1. ABOUT NEWZOO- 2. THE ESPORTS MARKET- 3. INSIGHTS INTO THE DUTCH SCENE
THE CURRENT PACE OF CHANGE IN CONSUMER BEHAVIOR, MEDIA, AND TECHNOLOGY REQUIRES A
NEW TYPE OF INTELLIGENCE FIRM THAT IS AGILE AND AHEAD OF THE
CURVE.
Newzoo is that firm. We aim to be recognized and trusted as the number one provider of games, esports, and mobile intelligence in
the world.
NEWZOOCOMPANY
OUR SUBSCRIBERSTHAT WE HELP NAVIGATE CHANGE
MORE THAN 150 GLOBAL SUBSCRIBERS GLOBAL PRESS COVERAGE
ESPORTS MOBILEGAMES
FOCUS AREAS GEO SCOPE
REGIONAL LOCALGLOBAL
OUR FOOTPRINTOFFICES ACROSS THE GLOBE
NEWZOO USASan Francisco
SAN FRANCISCO
AMSTERDAM
SHANGHAI
BERLIN
BEIJING
NOVOSIBIRSKEDINBURGH
NEW YORK
NEWZOO HQAmsterdam
NEWZOO ASIAShanghai
TEL AVIV
MAIN OFFICES
PARTNER OFFICES
© copyright Newzoo�6
MOST WATCHED ESPORTS TITLESON TWITCH AND YOUTUBE GAMING | JANUARY – APRIL 2018
87,0%
53,1%
54,4%
71,9%
38,7%
13,0%
46,9%
45,6%
28,1%
61,3%
91,1%8,9%
108.0M 68.1M
107.8M 275.9M
71.2M 84.9M
58.7M 66.4M
17.6M 117.7M
3.9M 39.8M
#1
#2
#3
#4
#5
#12
ESPORTS HOURS OTHER HOURS
�7 © copyright Newzoo | source: Special Eurobarometer 386: Europeans and their Languages
WHAT IS ESPORTS?DEFINITION AND SCOPE
VIEWING PARTICIPATING
CONSUMER STREAMING
REGIONAL AND NATIONAL LEAGUES
THE ‘OLYMPIC’ EVENTS
PLAYING (COMPETITIVE) GAMES
PARTICIPATING IN ONLINE TOURNAMENTS
PARTICIPATING IN LAN TOURMANENTS
�8 © copyright Newzoo | source: Special Eurobarometer 386: Europeans and their Languages
�9
2.4Bn GAMERS
2.2Bn FANS
$138Bn REVENUES
$140Bn REVENUES
165MENTHUSIASTS
$694MBRAND INV.
GAMES SPORTSESPORTS
11 © copyright Newzoo
© copyright Newzoo�10
WHAT IS SPECIAL?
$2.2M is more per player than for the
2018 Soccer World Cup winning players.
$23M was crowd funded by $2.50 of every $10.00 donation, making Valve $69M
$25MPRIZE POOL
$11MWINNING TEAM
WHAT IS SPECIAL?
+$1Bn -$1Bn
12 © copyright Newzoo
© copyright Newzoo
ESPORTS IS COMMUNITY DRIVEN
�11
THE LARGEST COMPETITIONS INVOLVE THE COMMUNITY AND GROW TOGETHER
2010 2011
© copyright Newzoo
COMMUNITY DRIVEN
�1214 © copyright Newzoo
VIEWERS: 70% WATCH ONLY ONE FRANCHISESIMILARLY, 69% OF GAMERS PLAY ONLY ONE OF THESE THREE KEY ESPORTS FRANCHISES
Source: © Copyright Newzoo 2017 | Esports Consumer Insights | Online Population Age 10-65 | April 2017
PLAYER OVERLAP***
OVERLAP LOL – CS:GO – DOTA2
VIEWER OVERLAP**
OVERLAP LOL – CS:GO – DOTA2
** Consumers who have viewed esports content of at least one of the three franchises from professional leagues or events in the past twelve months.*** Consumers aged 10-65 who have played at least one of the three games in the past three months.
24%32%
5%6%
ONLY LOL ONLY CS:GO
ONLY DOTA2
ALL THREE
LOL + CS:GO
CS:GO + DOTA2LOL + DOTA2
8%
13%
11%
25%37%
5%4%
ONLY LOL ONLY CS:GO
ONLY DOTA2
ALL THREE
LOL + CS:GO
CS:GO + DOTA2LOL + DOTA2
8%
13%
8%
COUNTRY SCOPEUS, CA, UK, DE, FR, IT, ES, SE, NL, BE
THESE INSIGHTS ARE AVAILABLE FOR 28 INDIVIDUAL COUNTRIES AND ALLOW DEEPER PROFILING USING 100+ VARIABLES
ESPORTS AUDIENCE REACH*
* Share of all viewers that watched esports content from professional leagues or events of the specific franchise in the past twelve months.
32%
26%13%
The player overlap is very similar to that of viewers.
�13
THE ESPORTS AUDIENCE IN THE NETHERLANDS IS FORECASTTO REACH 1.5 MILLION IN 2018 AND 2.1 MILLION BY 2021.
�14 © copyright Newzoo | 2018 Global Esports Market Report
15%
53%
18%
14%
0.4M
0.9M
0.4M 0.5M
1.0M0.7M
1.4M
0.8M
YoY+16.8%
YoY+6.2%
CAGR2016-2021
+11.5%
©2018 Newzoo
NAM EU APAC REST OF WORLD
Asia-Pacific will account for
53%of Esports Enthusiasts
in 2018
©Newzoo | 2018 Global Esports Market Report
ESPORTS AUDIENCE GROWTHTHE NETHERLANDS | FOR 2016, 2017, 2018, 2021
OCCASIONAL VIEWERS
ESPORTS ENTHUSIASTS
165M2018
TOTAL AUDIENCE
TOTAL AUDIENCE
TOTAL AUDIENCE
2016 2018 20212017
�15
© copyright Newzoo | 2017 Consumer Insights Gamers
55% of Esports
Enthusiasts in the Netherlands have a
HBO or WO education level.
A DESIRABLE DEMOGRAPHIC AGE GENDER OF ESPORTS ENTHUSIATS | U.K.
AGE GENDERESPORTS ENTHUSIASTS AGED 10-65
4%8%
11%
2%
29%
35%
11% M10-20
M21-35
M36-50
F10-20
F21-35
F36-50
M51-65
F51-65
�16
POPULARITY OF (E)SPORTS BY AGEAMONG MILLENNIALS | DUTCH POPULAR SPORTS* AND ESPORTS**
0%
15%
30%
45%
60%
10-20 21-35 36-50 51-65
OF ALLMILLENNIALS
7%WATCHESESPORTS
ESPORTS
HOCKEY
TENNIS
FOOTBALL
*Includes Dutch respondents who have indicated that they have viewed the sport in the past three months.**Includes Dutch respondents who have indicated that they watch esports content at least once per month (Esports Enthusiasts).
Derived from Newzoo’s Esports Consumer Insights performed in 27 countries.
59%of Dutch football viewers are
overthe age of 35
vs. 26% for esports
�17
Over 90% of the Dutch population is able to converse in English.
�18 © copyright Newzoo | source: Special Eurobarometer 386: Europeans and their Languages
© Copyright Newzoo | 2018 Consumer Insights Games
LOCAL FAVORITES
�19
TOP FIVE WATCHED ESPORTS GAMES BY ESPORTS ENTHUSIASTS | NL | 2018
#1
#2
#3
#4
#5
ESL BENELUX
Various games
EDIVISIE
FIFA
DUTCH COLLEGE LEAGUE
League of Legends
MIJNDOMEIN MASTERS
Counter-Strike: Global Offensive
DUTCH DOTA CHAMPISONSHIPS
DOTA 2
R6: SIEGE BENELUX CHAMPIONSHIPS
Rainbow Six: Siege
© Copyright Newzoo
TOP TIER EVENTS ATTRACT A LARGE AUDIENCEEU SPRINGS SPLIT FINALS 2016 IN AHOY ROTTERDAM
EU LCS Summer Split Finals
Ahoy Rotterdam
European competition
2 Sold out days with 6000 attendees
Finals of Europe's top tier League of Legends league were held in Ahoy, Rotterdam.Both days were sold out for 6000 live attendees.
�20
© copyright Newzoo 2017 | 2018 Global Esports Market Report & 2017 Consumer Insights Gamers
THE LATENT POTENTIAL OF THE NL ESPORTS MARKETSHARE OF ESPORTS ENTHUSIASTS AND GAMERS IN ONLINE POPULATION | SK, US, ES, NL
If the Netherlands catches up with the U.S. by 2020, it will have over
3X as many Esports Enthusiasts as it
has in 2018.
Share of Esports Enthusiasts in Online Population
Share of gamers in Online Population
46%
62%67%
60%
2,9%7,3%8,1%10,0%
POPULARITY OF ESPORTS AND GAMINGESPORTS ENTHUSIASTS AND GAMERS AS SHARE OF ONLINE POPULATION
�21
- 1. ESPORTS FANS ARE YOUNG, HIGHLY EDUCATED, AND DIGITAL- 2. UNDERSTAND AND FOCUS ON THE COMMUNITY- 3. THERE IS MORE TO ESPORTS THAN FIFA- 4. BENEFIT FROM THE DUTCH MARKET’S LATENT POTENTIAL
�22 © copyright Newzoo