电子竞技一种经济上可行的模式？（英）_市场营销策划_重点报告202301202_doc.docx

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1、NATIXlSCORPORATEANDINVESTMENTBANKING21November2023WRIEN BYC Micaella FELDSTEINTel. +33 1 58 55 05 29micaella.feldsteinGROUPE BPCETHEMATICRESEARCHTech&DataESport:strategyinneedofoverhaulEsportsisexperiencinggrowingsuccess,linkedtothemassiveadoptionoftheInternet,thedevelopmentofmultiplayeronlinegamesa

2、nditsfreedistributiononstreamingplatforms,includingtheleaderTwitch.However,therevenuesgeneratedbyesportsorganizationsareminimalrelativetothegrowthoftheglobalaudienceandthecolossalsumscollectedbyvideogamestudios,revealingaveryfragilebusinessmodelsufferingfromunder-monetizationoffans,thevirtualabsence

3、ofpaymentofbroadcastingrightsandaboveallahugedependenceonsponsorship(between60and70%).Discovermoreofourresearch.Marketingcommunication:Thisdocumentisamarketingpresentation.Ithasnotbeenpreparedinaccordancewithlegalrequirementsdesignedtopromotetheindependenceofinvestmentresearch;anditisnotsubjecttoany

4、prohibitionondealingaheadofthedisseminationofinvestmentresearch.ContentsExecutivesummary3Theriseofanewformofentertainment4Increasingpopularity4Agrowingaudience5ESport,srootsareinAsia6ESportecosystem7Teams/clubs7TournamentZcompetitionorganisers9Broadcastingplatforms10Audience11Videogamestudios(publis

5、hersand/ordevelopers)11Sponsorsandadvertisers12Revenuesgeneratedinmajoritybysponsorship12Insearchofaneconomicallyviablemodel13Franchiseacquisition13Fanengagementandmonetisation13Publicandprivateinvestment15Conclusion:asectorinconstantflux17ExecutivesummaryESport(shortforelectronicsport)referstocompe

6、titionsbetweenvideogamersstagedonlineorinarenas.Competitivegaminghasbecomehugelypopular,generatinggrowingaudiencesandrevenuesbeyonditshistoricalbaseinAsia.ThisdemocratisationofeSportislinkedtothemassiveadoptionoftheInternet,theadventofbroadband,thedevelopmentofmassivelymultiplayeronlinegames(MMOGs)a

7、ndfreebroadcastbyonlinestreamingmediaplatforms,notablyTwitch,whichisthemarketleader.AvibrantecosystemhasevolvedaroundeSport,populatedbyeSportclubs,tournamentorganisers,broadcasters,gamingstudios,sponsors,advertisersand,ofcourse,avastaudience,thattakentogethergenerated$1.38bninrevenuein2022.However,t

8、hisrevenueisminimalcomparedtothegrowthintheeSportaudienceandthecolossalrevenuesearnedbyvideogamestudios,particularlyviamicrotransactions.ThebusinessmodelofeSportorganisationssuffersfromanundermonetisationoffans,thenearabsenceofbroadcastingrightspaymentsand,aboveall,ahugedependenceonsponsorship(betwe

9、en60%and70%).Revenuediversificationisthereforeinev计QbIe,throughthedevelopmentoffranchisesasinAmericansport,alongwithincreasedfaninvolvementandmonetisation.Finally,privateinvestmentandtheinvolvementofpublicauthoritieswillhavetoaccompanythesectorseconomicdevelopment.Technologicalinnovation,inherentfro

10、mtheoutsetinthissectoratthecrossroadsoftheentertainmentandsportstechnologies,shouldcontinuetoshapeeSportincomingyears,enablingittosetoutontheroadtoprofitability.Enjoytheread,MicaellaFeldstein,Tech&DataResearchTheriseofnewformofentertainmentAccordingtotheFranceEsportsassociation,eSport(sometimese-spo

11、rtoreSport)referstol,allpracticesenablingplayerstocomparetheirskilllevelusinganelectronicmedium,essentiallyvideogames,whateverthetypeofgameorplatform(computer,consoleortablet).Thesevideogamecompetitions,whichareplayedindifferentformats(1vlor2v2z3v3,etc.),canbestagedonlineoratspectatoreventsinstadium

12、sorarenasoveralocalnetwork,becomingshowsintheirownright,insomecasescomparabletotheSuperBowl,thefinalofthechampionshiporganisedbytheNationalFootballLeague(NFL)beingthemostwatchedsportingeventintheUrdtedStates.IncreasingpopularityESportisenjoyinggrowingsuccessasasportandaformofentertainment.Thisfastgr

13、owingnewformofpopularentertainmentislinkedtothemassiveadoptionoftheInternet,theadventofbroadband,andthedevelopmentofmassivelymultiplayeronlinegames(MMOGs).Inparallel,arealugamingculturehasdevelopedwiththedevelopmentofvideogamesasaleisureorentertainmentactivityrivallingmusicandcinema:videogameenthusi

14、astssimplylovetoplay,buttheyalsolovetowatchotherplayerscompeteinvideogamecompetitions.ThepopularityofeSportisdirectlylinkedtotheonlinestreamingmediaplatforms,notablythebest-knownTwitch,whichbroadcastthesegames,makingeSportcontenteasilyaccessible,audienceshavingexplodedduringtheCOVIDpandemic(whenther

15、ewasanaccelerationinalldigitaluses:remoteworking,e-commerce,videoconferencing,SVODplatforms,mealdelivery,telemedicine,e忙J.Change in the number of Internet users worldwide between 2005 and 2022 (in billions)Change in the number of average annual concurrent Twitch viewers between 2015 and 2022 (in millions)Sources: Stafeta1 Natixis CIBSources:BusinessofApps,Twitchtracker1NatixisCIBCorporatkanoINVESTMENTBANKING AllmultiplayervideogamescanhaveeSportcontent,butcertaingamesaremorepopular: 1.eagueofLegends(LoL):amultiplayeronlinebattlearena(MBOA)game,whichisanonlinevideogamegenre; Counter