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Julian Heinz Anton Ströh

The eSports Market and eSports Sponsoring, page 1 - 12

1. Edition 2017, ISBN print: 978-3-8288-3891-8, ISBN online: 978-3-8288-6648-5, https://doi.org/10.5771/9783828866485-1

Tectum, Baden-Baden
Bibliographic information
Julian Heinz Anton Ströh The eSports Market and eSports Sponsoring Julian Heinz Anton Ströh The eSports Market and eSports Sponsoring Tectum Verlag Julian Heinz Anton Ströh The eSports Market and eSports Sponsoring Tectum Verlag Marburg, 2017 ISBN: 978-3-8288-6648-5 (Dieser Titel ist zugleich als gedrucktes Buch unter der ISBN 978-3-8288-3891-8 im Tectum Verlag erschienen.) Umschlagabbildung: shutterstock.com © Adam Ziaja Alle Rechte vorbehalten Besuchen Sie uns im Internet www.tectum-verlag.de Bibliografische Informationen der Deutschen Nationalbibliothek Die Deutsche Nationalbibliothek verzeichnet diese Publikation in der Deutschen Nationalbibliografie; detaillierte bibliografische Angaben sind im Internet über http://dnb.ddb.de abrufbar. 5 Dedicated with deep gratitude to my beloved mother Doris and my beloved father Michael who left us too early on 31st of July 2016 6 Table of Content Table of Content ................................................................................... 6 List of Abbreviations ............................................................................ 8 Lists of Images and Tables ................................................................. 11 1 Introduction .................................................................................. 13 1.1 Problem Statement .................................................................... 13 1.2 Disambiguation ......................................................................... 14 2 The eSports Market ....................................................................... 16 2.1 Historical Development ............................................................ 16 2.2 ESports Disciplines ................................................................... 19 2.2.1 Hardware Systems ........................................................................... 19 2.2.2 Genres and Games .......................................................................... 19 2.3 Key Components of the eSports Ecosystem ............................. 20 2.3.1 Consumers: The eSports Fans ....................................................... 21 2.3.2 Players ............................................................................................... 25 2.3.3 Teams: eSports Clubs ...................................................................... 26 2.3.4 Leagues and Tournaments .............................................................. 29 2.3.5 Events ............................................................................................... 32 2.3.6 Media Channels ................................................................................ 35 2.3.7 Publishers .......................................................................................... 40 2.3.8 Brands ............................................................................................... 43 2.3.9 Associations ...................................................................................... 44 2.4 Risk Factors ............................................................................... 46 2.4.1 Corruption ........................................................................................ 46 2.4.2 Virtual Violence ............................................................................... 49 2.5 Sponsoring in Western eSports ................................................. 50 2.5.1 Sponsoring Properties and Activities ............................................ 51 2.5.2 Sponsor Composition ..................................................................... 53 2.5.3 The Attractiveness of the Target Group ...................................... 56 2.6 Consolidation and Future Outlook ........................................... 57 2.6.1 Overall Market Size and Growth ................................................... 57 2.6.2 Magic Triangle of Sports and the Flow of Money ...................... 61 2.6.3 New Technologies ........................................................................... 62 2.6.4 Legal and Political Aspects and the Relation to Trad. Sports .... 64 7 3 Empirical Research on 3rd and 4th Degree Sponsoring ................ 67 3.1 Previous Research on eSports ................................................... 67 3.2 Research Problem Definition and Objectives .......................... 67 3.3 The Case Study .......................................................................... 68 3.4 Theoretical Model, Research Design and Methods ................. 71 3.5 Data Collection .......................................................................... 75 3.5.1 Field Study ........................................................................................ 75 3.5.2 Online Survey ................................................................................... 76 3.6 Data Analysis ............................................................................. 77 3.6.1 Socio-Demographics ....................................................................... 77 3.6.2 Verification of the Required Conditions ...................................... 77 3.6.3 Attitude towards Sports Sponsoring ............................................. 78 3.6.4 Awareness at Event ......................................................................... 79 3.6.5 Attitude and Perception .................................................................. 79 3.6.6 Image Transfer Potential ................................................................ 84 3.6.7 Created Brand Connection with eSports ...................................... 85 3.6.8 International Results........................................................................ 87 3.7 Summarization and Implications .............................................. 88 3.8 Limitations and Future Research ............................................. 89 4 Conclusion .................................................................................... 90 Bibliography ........................................................................................ 94 Appendixes ........................................................................................ 124 8 List of Abbreviations AMM Automatic Matchmaking CBLoL Circuito Brasileiro de League of Legends CEO Chief Executive Officer CPL Cyberathlete Professional League CS:GO Counterstrike: Global Offensive DDoS Distributed Denial of Service DeCL Deutsche Clanliga DotA 2 Defense of the Ancients 2 GEICO Government Employees Insurance Company GSL Global StarCraft II League E3 Electronic Entertainment Expo EE ESports Entrepreneur EEDAR Electronic Entertainment Design and Research e.g. for example ESB Deutscher eSports Bund ESIC ESports Integrity Coalition ESPN Entertainment and Sports Programming Network ESL Electronic Sports League ESLM ESL Meisterschaft ESWC Electronic Sports World Cup 9 EU LCS European League of Legends Championship Series e. V. Eingetragener Verein FPS First-Person Shooter IeSF International e-Sports Federation IEM ESL Intel Extreme Masters IOC International Olympic Committee IPTV Internet Protocol Television KeSPA Korean eSports Association LAN Local Area Network LCS League of Legends Championship Series MIT Massachusetts Institute of Technology MLG Major League Gaming MMO Massive Multiplayer Online Game MOBA Multiplayer Online Battle Arena MTG Modern Times Group AB PC Personal Computer PS4 Playstation 4 RTS Real Time Strategy TBS Turner Broadcasting System USA United States of America VACS Valve Anti-Cheat System VR Virtual Reality 10 VRH Virtual Reality Headset WADA World Anti Doping Agency WCA World Cyber Arena WCG World Cyber Games WESA World ESports Association 11 Lists of Images and Tables Images: Image 1: The eSports Economy and Its Key Components ...................... 21 Image 2: Global eSports Audience in 2016 and Beyond ........................... 22 Image 3: Global eSports Audience by Region in 2016............................... 23 Image 4: Age and Gender of eSports Enth. in 2015 acc. to Newzoo ..... 25 Image 5: Reg. Shares of Major Events and Ticket Revenues in 2015 ..... 34 Image 6: Timeline of Milestones and Gaming Viewership Trends for YouTube and Twitch.tv .................................................................................. 37 Image 7: Dimensions and Specifications in eSports Sponsoring ............. 52 Image 8: eSports Market Size and Growth Prediction According to SuperData Research and Newzoo ................................................................. 58 Image 9: Size of the eSports Market by Revenue Sources in 2015 .......... 59 Image 10: Revenue per eSports Enthusiast 2012-2020 .............................. 60 Image 11: Flow of Money in the eSports Ecosystem and the Magic Triangle of Sports ............................................................................................. 62 Image 12: Header Cutting of ESL Meisterschaft's Website (April 2016) Source: www.pro.eslgaming.com ................................................................... 70 Image 13: Modified Model of Qualitative Sponsorship Effectiveness .... 72 Image 14: Demographics and Discipline Preferences of the Field Study and German Online Sample ........................................................................... 77 Image 15: Significance of eSports for the Ger. Online Respondents ...... 78 Image 16: Evaluation of the Sponsor-eSports-Fit by the German Online Respondents ...................................................................................................... 78 Image 17: General Attitude Towards (e)Sports Sponsoring ..................... 78 Image 18: Awareness of Wüstenrot at the Event Site ................................ 79 Image 19: Template for Visualization of the results of Q6.1 and Q8.1 .. 80 Image 20: Overall Acceptance and Change of Sympathy .......................... 80 Image 21: Perceived Altruistic Motives ........................................................ 81 Image 22: Authenticity ..................................................................................... 81 Image 23: Attitude towards Non-Endemic Sponsors in General ............ 83 Image 24: The Paths of the ESLM, eSports Scene and Wüstenrot Images Within the Semantic Differential ................................................................... 84 Image 25: Perception of the WR-eSports-Connection in the Video ....... 85 Image 26: Comparative Path Analysis of Q6.1/Q8.1 ................................ 86 12 Tables: Table 1: Five Most Valuable Western eSports Team Brands.................... 28 Table 2: Categorization of Tournaments by Significance .......................... 29 Table 3: Sponsor Categories by Degree of Relation to Respective Type of Sports ............................................................................................................. 54

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Abstract

In the last decades, the market for digital games has grown to nearly $100 billion. During this growth, a special gaming segment and community formed surrounding the direct competitive aspect of games: eSports. The core of eSports is similar to traditional types of sport. Players train to become better, clubs are established, tournaments are organized and fans enjoy watching their game being played on the highest level of performance. With viewers and prize money in the millions, eSports have grown into an economically significant media sport ecosystem and a marketing landscape that started to attract non-endemic companies as advertisers and sponsors. This book analyzes the components of the eSports ecosystem as well as their interactions with each other. Furthermore, the attitude of eSports fans towards engagements of non-endemic companies is researched by using a real case study including the Electronic Sports League and German home loan bank Wüstenrot.