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David Hiltscher, VP Gaming Communities at Turtle Entertainment - the company behind ESL - demonstrates in his talk how games can profit off of electronic sports (eSports). As best case, Hiltscher will refer to Riot's eSports-strategy for League of Legends, which within 3 years became on of the most played games in the world. The talk will try to define eSports and give developers concrete hints on how to tap into the competitive gaming market with their games, both from a technical and marketing perspective.
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ESPORTTHE SPORT OF THE DIGITAL GENERATION
INTRODUCTION TURTLE/ESL
»Company founded in 2000, precursor company dates back to 1997
»Global online competition on ESL-website for over 100 different titles
»Running sanctioned leagues together with: Activision, Blizzard, Nexon, SG-I, Gameforge, EA, Infernum, Hi-Rez,
Red5 (and others)
»League service provider on official leagues for Wargaming (World of Tanks Pro League) and Riot Games
(League of Legends Championship Series)
»160 employees in offices in Germany, France, Spain, Poland, United States, China.
»Franchise partners for other markets like AUNZ, Baltics, Bulgaria, Portugal…
»Our business is too complex for this presentation.
INTRO TURTLE ENTERTAINMENT
ESPORTS IS GAMING ON A COMPETITIVE SPORTS LEVEL
SPECTACLE CHAMPIONSCOVERAGE SPORTS BARS
THE GAMES
32.5m registered players globallyMultiplayer Online Battle Arena (MOBA)
45m registered players globallyFirst Person Tank Simulation
10m copies sold globallyReal Time Strategy (RTS)
3m+ MAUMOBA
30m+ copies sold of all CS VersionsFirst Person Shooter (FPS)
20m+ copies sold on all platformsFirst Person Shooter (FPS)
IMPORTANCE OF ESPORT“ I feel like eSports is happening with or
without us. Games have become the biggest
unofficial sports league in the world right
now. People are competing all the time and
it’s competitive by nature. There’s a massive unofficial ecosystem of content. ”
Eric Hirshberg, CEO Activision Blizzard
http://onforb.es/15ndUyP
“ There are fundamental advantages that e-
sports will have over traditional sports. ”
Gabe Newell, Founder & CEO Valve
“ eSports is growing out of control. It’s alive and
breathing and flying away. I have no idea when it’s going to stop. ”
Dustin Browder, Lead Designer StarCraft II Blizzard
»eSports games become a sport, with all the trappings of classical sports
+ Variety of leagues & tournaments from local to global, and amateur to professional
+ Star players
+ Live broadcast & commentary
+ Professional referees
+ Player transfer between teams for money
+ Doping (with software)
+ Team jerseys (incl. Merchandise sales)
+ Club houses
+ Youth academies
+ Its own eco-system
Facets of eSports
VIEWERSHIP ESPORT VS EMERGING SPORTS
gamescom IEM (2010)[ESL TV]
RaidCall EMS OneRegular matchday (2013)
[ESL TV/Twitch]
UFC (2012)[VERSUS]
MLS (2012)[ESPN 2]
IEM Katowice (2013)[ESL TV/Twitch]
Winter X Games (2012)[ESPN]
0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
35,00060,000
183,000
254,000
318,000 322,000
Concurrent Viewers
ESPORTS DEMOGRAPHICS
» 16-26 years old, dominantly male
» Active, social, communicative
» Technology affine
» Open-minded towards growing product ranges
» Multiplier, innovator, early-adopter
» Internet is his #1 source of fun
» Plays mostly on PC & consoles
» Gaming is passion & social activity
14
16
18
20
22
24
26
28
30
0 2 4 6 8 10 12
AGE/GENDER STRUCTURE COMMUNITY (IN PERCENT)
Female
Male
4%
96%
AGE/GENDER STRUCTURE IPTV (IN PERCENT)
All Males (15+)
All Females (15+)
Persons: 15-24
Persons: 25-34
Persons: 35-44
Persons: 45-54
Persons: 55+
0 10 20 30 40 50 60 70 80 90
ELECTRONIC SPORTS LEAGUETHE LEAGUE THAT MATTERS
»Simplified version
»Dev/league-centric
»Every game‘s eco system looks and evolves differently
Explaining the eco system
Game Dev
Game
Active Players
Spectators
Online leagues & services
Inner Circle
Leagues
3rd Parties
Beta
Game Dev
Game
Pro/Am Clans & players
Active Players
Streaming Networks
Spectators
Online leagues & services
Coverage Sites
Inner Circle
Leagues
3rd Parties
Continuous Broadcasting
Beta
Game Dev
Game
Pro/Am Clans & players
Sanctioned Leagues
Active Players
Streaming Networks
Spectators
Online leagues & services
Coverage Sites
Inner Circle
Leagues
Outside Parties
3rd Parties
Continuous Broadcasting
Release
Game Dev
Game
Pro/Am Clans & players
Sanctioned Leagues
Active Players
Streaming Networks
Spectators
Multiple events of all sizes
Online leagues & services
Coverage Sites
Inner Circle
Leagues
Outside Parties
3rd Parties
Continuous Broadcasting
Release
ChinaShanghai / Guangzhou (tbd)
T R U LY G LO B A L
North America New York City October 2013
APACIndonesia / Philippines / Vietnam / Australia (tbd)
EuropeKatowice, Poland December 2013
South AmericaSao Paulo, BR (tbd)
World ChampionshipCeBIT, Hanover, Germany March 2014
Game Dev
Game
Pro/Am Clans & players
Sanctioned Leagues
Active Players
Streaming Networks
Spectators
Multiple events of all sizes
Online leagues & services
Coverage Sites
Studios
Inner Circle
Leagues
Outside Parties
3rd Parties
Continuous Broadcasting
Release
ESL STUDIO ONE
Game Dev
Game
Pro/Am Clans & players
Sanctioned Leagues
Active Players
Streaming Networks
Spectators
Advertisers
Multiple events of all sizes
Online leagues & services
Independent StreamersCoverage Sites
Studios
Merch
BlogsInner Circle
Leagues
Outside Parties
3rd Parties
Personalities
Continuous Broadcasting
ReleaseGames press
IT&peripheral Sponsors
Game Dev
Game
Pro/Am Clans & players
Sanctioned LeaguesOfficial League
Active Players
Streaming Networks IT&peripheral Sponsors
Spectators
Advertisers
Stats Services
Games press
League Service ProvidersSingular, large eventsMultiple events of
all sizes
Online leagues & services
Technology Provider
Independent StreamersCoverage Sites
Studios
APIs
Merch
Merch
BlogsInner Circle
Leagues
Outside Parties
3rd Parties
Personalities
Continuous Broadcasting
Growth Phase
ESL ARENA
Game Dev Signed Pro Clans&Players
Game
Pro/Am Clans & players
Sanctioned LeaguesOfficial League
Active Players
Streaming Networks IT&peripheral Sponsors
Spectators
Advertisers
Stats Services
Games press Travel Agencies
League Service Providers
Studios
Investors
Singular, large eventsMultiple events of
all sizes
Online leagues & services
Technology Provider
eSports Unit
Independent StreamersCoverage Sites
Studios
APIs
Merch
Merch
Blogs
Original IP owners
Inner Circle
Leagues
Outside Parties
3rd Parties
Personalities
Continuous Broadcasting
Full Scale
Game Dev Signed Pro Clans&Players
Game
Pro/Am Clans & players
Sanctioned LeaguesOfficial League
Active Players
Streaming Networks IT&peripheral Sponsors
Spectators
Advertisers
Stats Services
Games press Travel Agencies
League Service Providers
Studios
Investors
Singular, large eventsMultiple events of
all sizes
Online leagues & services
Technology Provider
eSports Unit
Independent StreamersCoverage Sites
Studios
APIs
Merch
Merch
Blogs
Original IP owners
Inner Circle
Leagues
Outside Parties
3rd Parties
Personalities
Continuous Broadcasting
Full Scale
Game Dev Signed Pro Clans&Players
Game
Pro/Am Clans & players
Sanctioned LeaguesOfficial League
Active Players
Streaming Networks
TV Channels
IT&peripheral Sponsors
Spectators
Advertisers
Stats Services
Games press Travel Agencies
League Service Providers
Studios
Name brand sponsors
Investors
Singular, large eventsMultiple events of
all sizes
Online leagues & services
Technology Provider
eSports Unit
Independent StreamersCoverage Sites
Studios
APIs
Merch
Merch
Blogs
Original IP owners
Inner Circle
Leagues
Outside Parties
3rd Parties
Personalities
Continuous Broadcasting
Outlook
THANK YOU ! @affentod
