Sponsoring im Gaming - Anwendungsbeispiele anhand der Electronic Sports League

TURTLE ENTERTAINMENT

Entertains with unforgetable

EVENTS

Creates added value in the

MEDIA

Connects the gaming

COMMUNITY

Extends the media effect via

IPTV

TURTLE ENTERTAINMENT

IMPRESSIONS (EXTERNAL LINKS)

CeBIT 2012 Highlights gamescom 2011 Highlights

Electronic Sports League (ESL) ZDFkultur FTW (Licence deal) Panorama images CeBIT 2011

Panorama images gamescom 2011

YOUR ENGAGEMENT PLATFORM OUR COMPANIES

Turtle Entertainment GmbH

(founded in 2000)

Turtle Entertainment TV GmbH

(founded in 2007)

Electronic Sports League (ESL)

Consoles Sports

League (CSL)

Plus further sub brands & products

OUR BRANDS OUR STORY OUR SERVICE (B2C) YOUR TURN ! OUR CONTENT YOUR BENEFIT

Webportal (social network for

gamers)

Leagues, tournaments & cups

“Match making"

On- & offline tournaments

(events)

IPTV production (ESLTV)

IPTV distribution

(Twitch TV)

Integrated brand activation platform

Huge community

Strong media impact

Brand engagement (sponsorships, events,

story telling)

Activation & classical advertising

(display & video ads)

Organised & competitive gaming on

PC and consoles

INTRODUCTION

Electronic Sports League (ESL)

Europe’s leading competitive multiplayer portal, focused on PC based gaming

www.esl.eu

Consoles Sports League (CSL)

Europe’s most active competitive multiplayer portal for current generation console gaming

www.consoles.net

ESL TV

The leading producer and broadcaster for competitive multiplayer content, streamed live in HD

tv.esl.eu

1m Visitors on Events

600k GER

4m Registered Users*

1.9m GER

5m IPTV Viewers*

1.8m GER

9m Visits* 2m GER

140m

Impressions* 30m GER

*Monthly average numbers

DEMOGRAPHICS (COMMUNITY & IPTV)

0 2 4 6 8 10 12

14

15

16

17

18

19

20

21

22

23

24

25

26

27

28

29

30

AGE/GENDER STRUCTURE COMMUNITY (IN PERCENT)

4%

96%

Female

MaleAGE/GENDER STRUCTURE IPTV (IN PERCENT)

0 10 20 30 40 50 60 70 80 90

All Males (15+)

All Females (15+)

Persons: 15-24

Persons: 25-34

Persons: 35-44

Persons: 45-54

Persons: 55+

Our IPTV Viewers are ø 10 years older than the ESL gaming

community !

More females.

A HIGHLY INVOLVING PLATFORM PR, PRINT & SOCIAL NETWORKS

ONLINE COVERAGE

IPTV BROADCASTS

FAIRS & CONVENTIONS

EVENT

Placement in all possible ESL channels, to activate the engagement and to get „3 out of 1+1“

THOUSANDS MILLIONS BUILDING REACH

PROFESSIONIAL LEAGUES & CUPS | STRONG WEB PORTAL | HIGH CLASS EVENTS | IPTV COVERAGE

PORTFOLIO IN COMPARSION WITH FOOTBALL

Distribution

Products

Institution

The most prestigious video games league on earth with a story that unfolds over 8 months on 5 continents and ends with a World Championship event.

COMPETITION & STARS

The world’s best gamers competing for

$600,000

LIVE EVENTS

6 events (China, Brazil, Germany,

Ukraine & USA)

CONTINUOUS COVERAGE

Weekly broadcasts by ESL TV & mainstream

media coverage

THOUSANDS OF FANS

Thousands of fans getting involved every

day

HANOVER, GERMANY

MAR ’13

CeBIT World Championship

SAO PAULO, BRAZIL

FEB ’13

Campus Party Global Challenge

EVENTS

INTEL EXTREME MASTERS A SHORT SUMMARY AUG ’12

gamescom Global Challenge

COLOGNE , GERMANY GUANGZHOU, CHINA

OCT ’12

Ani-Com & Games Global Challenge

NEW YORK CITY, USA

OCT ’12

Comic Con Global Challenge

KIEV, UKRAINE

JAN ‘13

Cyber Sport Arena Global Challenge

611,500

Event visitors

66,245,191 Streaming sessions

6,454,528 YouTube views

Numbers (August 2011 – January 2012)

» 360° entertainment & media attention (Web | PR | IPTV)

» 3 seasons per year, each with 50,000 € prize money

» Entertainment with hands-on-experience – 2 standalone

final- events & presence on CeBIT, gamescom & IFA

» ESL TV studio events with top matches & interviews

» Popular diciplines: CS, StarCraft II, Battlefield 3, League of Legends

» Already 20 seasons in Germany

(2 seasons per year, new system with 3 seasons starting 2012)

THE LEAGUE OF NATIONAL ESPORT CHAMPIONS

ESL PRO SERIES FACTS

ESTIMATIONS 2012

February April August December

Season #1

Cologne | Tanzbrunnen April 28th - 29th

Season #2 Season #3

Berlin | IFA August/September

Cologne | Tanzbrunnen December 1st – 2nd

Web Coverage | Social Media | Public Relations | IPTV

5 TV Studio Events 4 TV Studio Events + 3 TV Studio Events +

TIMELINE | ESL PRO SERIES GERMANY 2012

15m+ Impressions www.eslproseries.de

+ spread via social media

175k+ Visitors 3 final events 2 trade-fairs

5m+ Viewers tv.esl.eu

+ VoD & YouTube

EVENTS We realize your trade-fair presence – from a 200 sqm twin-story booth with VIP lounge & press conference through to a 10 sqm single product presentation!

-

2.000.000

4.000.000

6.000.000

8.000.000

10.000.000

12.000.000

14.000.000

Jan

Feb

Mar

Ap

r

May Jun

Jul

Au

g

Sep

Oct

No

v

Dec

STREAMING SESSIONS 2011

Sessions 2009 Sessions 2010 Sessions 2011

New York & Guangzhou

STREAMING SESSIONS (PER YEAR)

» 2009 | 7,000,000

» 2010 | 10,000,000

» 2011 | 73,000,000

FORECAST 2012

» 100,000,000+ sessions

» 2,000 hours of content

» 120,000 minutes on air

IPTV STREAMING NUMBERS

22%

17%

6% 4% 4% 4%

3,5% 2,5%

2,5%

34,5%

IPTV STREAM SHARE 2011

Germany USA France Poland Canada

Sweden Russia Spain UK Rest

Streaming GROWTH (IEM)

0

2.000.000

4.000.000

6.000.000

8.000.000

10.000.000

Season 5 4.713.933

Season 6 9.984.074

0

1.000.000.000

2.000.000.000

3.000.000.000

4.000.000.000

5.000.000.000

Season 5 2.374.103.973

Season 6 4.911.714.858

MEDIA | ONLINE, PRINT, TV, RADIO +106%

YOUTUBE +111%

0

20.000.000

40.000.000

60.000.000

80.000.000

100.000.000

Season 5 16.368.495

Season 6 82.258.372

STREAMING SESSIONS +402%

050.000

100.000150.000200.000250.000300.000

Season 5 85.000

Season 6 267.300

CONCURRENT VIEWS +214%

RELEVANCE OF ESPORTS – TV VS. IPTV ESL ESPORTS (IPTV) IN COMPARISON TO ENTERTAINMENT ENVIRONMENTS (TV) – CONCURRENT VIEWERS (PEAK)

-

50.000

100.000

150.000

200.000

250.000

300.000

350.000

Entertainment TV ESL eSports IPTV

RELEVANCE OF ESPORTS – TV VS. IPTV ESPORTS (IPTV) IN COMPARISON TO ENTERTAINMENT ENVIRONMENTS (TV) – CONCURRENT VIEWERS (PEAK)

-

50.000

100.000

150.000

200.000

250.000

300.000

350.000

Entertainment TV eSports IPTV

CASES

BRAND BUILDING AWARENESS WITHIN ESL

Less activity, no interaction with the community

Massive activity (sweepstakes, product presentations)

2010

3,50% 6 months 12 months

START: MARCH 2010

END: MARCH 2010

2010

15,40%

2011

11,49%

Trend Micro (2010-2011) Brand awareness within the ESL community

Constant & continuous communication

2007

17,87%

2009

35,12%

2010

46,38%

BitDefender (2007-2010)

OEM PARTNER (PC)

0

10

20

30

40

50

60

70

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52

Sold ESL Editions (Gaming Laptop) 1,250

CW

IFNG‘s

X X X X Finals

Mailings X X

Massive online, PR & IPTV reach via ESL

Activation OEM, Season 16

X X X X

X X

Activation OEM, Season 17

BUSINESS CASE 2010 (GAMING-COMPUTERS - ESL/EPS PARTNER)

» Mainpartner ESL 2011

+ Authentic product integration

+ Highest „Trusted Level“ „Trusted Pro“ (starting March 2011)

+ Verification via E-POSTBRIEF (new way of verification)

+ Ad material created by ESL Marketing (commercials & ads)

» Mainsponsor ESL Pro Series

» Trade fairs (CeBIT & gamescom)

+ 200m² booth

+ Verification & playercard on site

DEUTSCHE POST | E-POSTBRIEF

RESULT 12,000 new E-POSTBRIEF accounts

» Shop with special ESL/o2 offers

» ESL branded landing page

» Ad material created by ESL Marketing

O2 CO-MARKETING (GERMANY)

RESULT Good CTR (up to 2%), but less sales Wrong offer, too expensive, no benefit

SELECTION OF BRANDS THAT TRUST ON OUR EXPERTISE

IMPRESSIONS 472k 9m 3.5m 450k 3.8m

VISITS 50k 662k 250k 57k 375k

IMPRESSIONS 250k 14m 30m 1.5m 1.4m

VISITS 36k 826k 2m 120k 336k

eSPORTS REACHES THE MASSES MONTHLY DATA

Turtle Entertainment GmbH Siegburger Str. 189 50679 Cologne Germany www.turtle-entertainment.com

Thanks! Director PR

@IboMazari

Ibrahim Mazari

im@turtle-entertainment.de