There is no other sport that is currently experiencing such blatant hype as eSport. This is mainly due to the thrill of electronic competition, in which the best gamers compete and play for high prize money. There are many reasons why eSport is a real spectator magnet. One of the main reasons is the strong increase in gamers in recent years, who are interested in the competitive strength test of the best. There are about 2.2 billion active players worldwide. This is a large target group and eSports events are the perfect format to reach this target group.
More viewers for esports events
There is hardly a sector of the gaming industry that has not grown strongly in recent years. In a trend report by Newzoo, a market research institute for gaming, the impressive figures can be found. The company collected data on the development of viewer numbers at esports events in recent years and compared them. According to this data, viewer numbers grew at double-digit rates each year.
In 2016, esports events had a total of 281 million spectators. In 2018 there were 380 million spectators. According to the experts’ forecast, electronic sports events will have an audience of around 557 million viewers in 2021. In Germany, there are 15,000 spectators in halls with eSports events. In Japan and the USA, stadiums are filled with more than 50,000 spectators. The fact that PC gaming events are crowd-pullers is therefore not an empty phrase, but corresponds to the data situation. The rapid growth of the industry is mainly due to the fact that the electronic competitions are not only interesting for enthusiasts, but also for people who previously had no contact with this form of entertainment. No special knowledge is necessary to be carried away by the action. This can be compared to football: Even without the knowledge of what is “offside”, the game can inspire.
This trend can also be seen in Germany. Germany has the largest gaming market in Europe. More than half of all Germans play. According to a report by the Association of the German Games Industry in Berlin, about one in five Germans (19 percent) has seen an eSports event. The 16- to 24-year-old players form a considerable group. Around 44 percent of this target group watch the games. Conclusion: Interest in eSport is growing not only globally, but also in Germany.
Sales through esports events
In 2019, electronic sports competitions by gamers will generate over a billion US dollars in sales for the first time. Taken together, gaming and esport have overtaken the film industry in terms of sales and are on par with traditional sports. According to a Newzoo report, revenues for esports events are as follows:
- Fees for game manufacturers ($95 million)
- Sale of merchandise and tickets ($103 million)
- Advertising ($190 million)
- Sale of media rights (251 million US dollars)
- Sponsorship (456 million US dollars)
The biggest income stream for esports events is sponsorship. This is especially the case for larger events, as companies such as Coca-Cola or Red Bull see these as a way of attracting young audiences. In addition, gaming hardware manufacturers often sponsor events. But the play stage of the electronic competition is not only interesting for market giants. Above all, with smaller events, medium-size enterprises can use Sponsoring, in order to develop their range.
The fastest-growing source of revenue is the sale of media exploitation rights. The revenue generated in this way rose by more than 40 percent from 2018 to 2019. The reason for this is that PC gaming events have arrived in the mainstream.
Branding and customer loyalty with esport
Due to the high viewer numbers, PC gaming events are suitable as a branding tool for companies that offer relevant products. The spectrum of relevant products is broad and ranges from gaming hardware and dietary supplements to lifestyle products. For companies with a young target group, this is a good opportunity to win new customers. Not only the spectators can be addressed, but also those who follow the event via streaming services such as Twitch or YouTube.
Viewers via streaming services watch an event for an average of 100 minutes per session. In total, viewers spent 260 million hours watching esports events in the first quarter of 2018. Brands can use the hype surrounding electronic sports as marketing measures to win customers and strengthen existing customer loyalty. The target group being advertised for is loyal and has an above-average income. They are willing to spend money on their hobby.
Strengthening your own company with esports events
Gaming is not only a marketing opportunity but can also be used within the company. In Germany, almost every second person plays and games that are played with others are particularly popular. Most genres are suitable for this. Coop Survival games such as Fortnite, Dota, League of Legends or Warcraft are all about tactical cooperation and agreement between the players. Sport games such as the football video game series “FIFA” require the involvement of other players in the game. In real-time strategy games, communication and mutual support determine the success of the game. Teamwork is a large part of gaming and your own company can benefit from it.
PC Gaming Events are as a team-building tool a change in the company everyday life. Team-building has the task to give every team member the feeling to be an important part. This strengthens the team spirit and tasks can at best be processed more efficiently. Gaming is an excellent way to set team building processes in motion.
eSport as an event? A conclusion
With esports events, different goals can be pursued. Due to the growing interest, these events can fill large halls as well as generate sales. Such events can also benefit brands that want to win new customers or strengthen loyalty to regular customers. The competition with mouse and keyboard or console and controller is not only a lucrative branding tool for established market participants, because also medium-sized companies offer the chance for more reach. Gaming can be used not only to fill large halls but also meeting rooms or clubhouses. Gaming is fun for almost everyone and strengthens togetherness.
Coming into play with esports events
To make eSports events a success, experience in planning and implementation is indispensable. Stefan Lohmann has the necessary expertise. The entertainment expert informs the customer about the topic and offers possibilities to try out the games in a training centre for professional e-athletes. Play against each other and against professionals and get a feeling for the skills of the professionals.
At corporate events and incentives, gaming centers can be set up to compete against each other with strategy games. Your guests will feel like real eSport professionals!
Keynote speakers and marketing specialists can provide insights and opportunities in the esport area to get started in the business, whether sponsoring or product placement is worthwhile for you.
Stefan Lohmann will definitely bring you into the game. Contact him for more information. More information about esport can be found in this article.
esports events by Stefan Lohmann
Live entertainment expert Stefan Lohmann is a Hamburg-based talent buyer and artist relations manager. His service portfolio includes the placement of artists as well as the creation of comprehensive live entertainment concepts for concerts, festivals and events. With his live entertainment network of artists and creative people, he also represents market-leading show productions in the entertainment field of aerial shows, drone shows, video projection mapping, dance shows … “We create for our customers what is not available on the market,” says Stefan Lohmann about his company philosophy.
esport event contact:
Does an esport event fit into your event? The creation of event concepts together with the customer is one of the specialties of live entertainment expert Stefan Lohmann.
With Sustainable Event Solutions he also offers support for climate-neutral, sustainable events and tours.
Contact: Mobile: 01711662517 info@stefanlohmann.de www.stefanlohmann.com Sustainable Event Solutions
Stefan Lohmann – Talent Buyer & Booking Agent:
“As Artist Relations Management & Live Entertainment Network I offer a transparent and efficient solution to channel and professionalize live entertainment handling while reducing costs and increasing artist selection.”„We place international Stars, Shows, Orchestra, Celebrity Speakers, Hosts, Performer …. and create Live Entertainment Concepts with WOW-factor.“
