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

NATIXlSCORPORATEANDINVESTMENTBANKING21November2023WRIEN BYC Micaella FELDSTEINTel. +33 1 58 55 05 29micaella.feldsteinGROUPE BPCETHEMATICRESEARCHTech&DataESport:strategyinneedofoverhaulEsportsisexperiencinggrowingsuccess,linkedtothemassiveadoptionoftheInternet,thedevelopmentofmultiplayeronlinegamesanditsfreedistributiononstreamingplatforms,includingtheleaderTwitch.However,therevenuesgeneratedbyesportsorganizationsareminimalrelativetothegrowthoftheglobalaudienceandthecolossalsumscollectedbyvideogamestudios,revealingaveryfragilebusinessmodelsufferingfromunder-monetizationoffans,thevirtualabsenceofpaymentofbroadcastingrightsandaboveallahugedependenceonsponsorship(between60and70%).Discovermoreofourresearch.Marketingcommunication:Thisdocumentisamarketingpresentation.Ithasnotbeenpreparedinaccordancewithlegalrequirementsdesignedtopromotetheindependenceofinvestmentresearch;anditisnotsubjecttoanyprohibitionondealingaheadofthedisseminationofinvestmentresearch.ContentsExecutivesummary3Theriseofanewformofentertainment4Increasingpopularity4Agrowingaudience5ESport,srootsareinAsia6ESportecosystem7Teams/clubs7TournamentZcompetitionorganisers9Broadcastingplatforms10Audience11Videogamestudios(publishersand/ordevelopers)11Sponsorsandadvertisers12Revenuesgeneratedinmajoritybysponsorship12Insearchofaneconomicallyviablemodel13Franchiseacquisition13Fanengagementandmonetisation13Publicandprivateinvestment15Conclusion:asectorinconstantflux17ExecutivesummaryESport(shortforelectronicsport)referstocompetitionsbetweenvideogamersstagedonlineorinarenas.Competitivegaminghasbecomehugelypopular,generatinggrowingaudiencesandrevenuesbeyonditshistoricalbaseinAsia.ThisdemocratisationofeSportislinkedtothemassiveadoptionoftheInternet,theadventofbroadband,thedevelopmentofmassivelymultiplayeronlinegames(MMOGs)andfreebroadcastbyonlinestreamingmediaplatforms,notablyTwitch,whichisthemarketleader.AvibrantecosystemhasevolvedaroundeSport,populatedbyeSportclubs,tournamentorganisers,broadcasters,gamingstudios,sponsors,advertisersand,ofcourse,avastaudience,thattakentogethergenerated$1.38bninrevenuein2022.However,thisrevenueisminimalcomparedtothegrowthintheeSportaudienceandthecolossalrevenuesearnedbyvideogamestudios,particularlyviamicrotransactions.ThebusinessmodelofeSportorganisationssuffersfromanundermonetisationoffans,thenearabsenceofbroadcastingrightspaymentsand,aboveall,ahugedependenceonsponsorship(between60%and70%).Revenuediversificationisthereforeinev计QbIe,throughthedevelopmentoffranchisesasinAmericansport,alongwithincreasedfaninvolvementandmonetisation.Finally,privateinvestmentandtheinvolvementofpublicauthoritieswillhavetoaccompanythesector'seconomicdevelopment.Technologicalinnovation,inherentfromtheoutsetinthissectoratthecrossroadsoftheentertainmentandsportstechnologies,shouldcontinuetoshapeeSportincomingyears,enablingittosetoutontheroadtoprofitability.Enjoytheread,MicaellaFeldstein,Tech&DataResearchTheriseofnewformofentertainmentAccordingtotheFranceEsportsassociation,eSport(sometimese-sportoreSport)referstol,allpracticesenablingplayerstocomparetheirskilllevelusinganelectronicmedium,essentiallyvideogames,whateverthetypeofgameorplatform(computer,consoleortablet)".Thesevideogamecompetitions,whichareplayedindifferentformats(1vlor2v2z3v3,etc.),canbestagedonlineoratspectatoreventsinstadiumsorarenasoveralocalnetwork,becomingshowsintheirownright,insomecasescomparabletotheSuperBowl,thefinalofthechampionshiporganisedbytheNationalFootballLeague(NFL)beingthemostwatchedsportingeventintheUrdtedStates.IncreasingpopularityESportisenjoyinggrowingsuccessasasportandaformofentertainment.ThisfastgrowingnewformofpopularentertainmentislinkedtothemassiveadoptionoftheInternet,theadventofbroadband,andthedevelopmentofmassivelymultiplayeronlinegames(MMOGs).Inparallel,arealugamingculture"hasdevelopedwiththedevelopmentofvideogamesasaleisureorentertainmentactivityrivallingmusicandcinema:videogameenthusiastssimplylovetoplay,buttheyalsolovetowatchotherplayerscompeteinvideogamecompetitions.ThepopularityofeSportisdirectlylinkedtotheonlinestreamingmediaplatforms,notablythebest-knownTwitch,whichbroadcastthesegames,makingeSportcontenteasilyaccessible,audienceshavingexplodedduringtheCOVIDpandemic(whentherewasanaccelerationinalldigitaluses: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