STEPPING INTO THE ESPORTS ERA

"GAMING IS WHAT EVERY TRADITIONAL

SPORTS LEAGUE IS DESPERATE TO BECOME:

YOUNG, GLOBAL, DIGITAL, AND INCREASINGLY DIVERSE."

“FOR THE FIRST TIME IN GENERATIONS

WE’RE WITNESSING THE BIRTH OF A NEW SPORT…”

I DON’T GET IT

ESPORTS IS TRACK AND FIELD NOT FOOTBALL

Multiplayer Online Battle Arena (MOBA)

75MM monthly active players

A wildly popular spectator esport

Multiplayer Online Battle Arena (MOBA)

$18.5MM prize pool last season

One of the most popular esports titles

Multiplayer Online Battle Arena (MOBA)

75MM monthly active players

Most anticipated game title of 2015

Real Time Strategy (RTS)

20MM+ copies sold globally

The original sports title with new expansion

Digital Card Game

10MM+ accounts

Very inclusive and is growing as a sports title

First Person Shooter

60MM copies sold

The most iconic game franchise

Street Fighter V

Top title among Major FGC community

A fast growing esport

TO NAME A FEW, ESL WORKS WITH 50+ OTHER ESPORTS TITLES

First Person Shooter

The world’s most popular FPS

Avg. over 500K concurrent players, daily

esports opens doors to millennials that are usually hard to reach via traditional media

81% are 18-34 y/o

$76,000 (US Population: 53,4k avg.)

ESL audience:

Average income per household (US):

26% has a subscription vs11% of online population

United States figures with sources: Newzoo 2016, Superdata, US Census Sep. 2014, and own Esports Data

76% state that their esports viewing is taking away from hours they spend on viewing sports

38% buy goods from a brand used or showcased after attending live event

Male (75%)Gender of esports viewers in USA:

ESL CONTENT IS ON THE RISELive Video Plays

2013 2016

563,564,806

120,386,910

x4,68

100

500

400

300

600

200

0

All values in millions

Live Unique Viewers

2013 2016

100,714,795

32,000,000

Hours watched

2013 2016

166,800,545

44,612,496

20

40

60

80

100

120

0

20

40

60

80

100

120

140

160

180

0

x3,15x3,74

Enthusiasts = Esports Enthusiasts defined by viewing professional esports at least once a month

165 153

139 125

111 117

97

76 180 164 148 131 115 89 74 58

R I V A L I N G T R A D I T I O N A L S P O R T S

B y 2 0 1 8 e s p o r t s i s f o r e c a s t e d t o h a v e m o r e e n t h u s i a s t s t h a n N F L

2019F

345

2018F2017F

317

287

134171

2012 20152014

256

2013

226206

2016

Occasional Viewers =Occasional Viewers defined by viewing professional esports less than once a month

AmericanFootball

147151

Source: Repucom Newzoo 2015/16

esportsenthusiasts

148164

esports2018F2017F

https://www.youtube.com/watch?v=LqtfPzyCI4A

THIS IS ESL

I STILL DON’T GET IT

OK, LET’S BRING IT CLOSER TO HOME…

CELEBRITIESinvesting into teams and events

TRADITIONAL SPORTSestablishing their own teams

MAJOR BRANDSInvesting into esports

In July 2016, ESL and MTN DEW® launched the Mountain Dew League (MDL) for Counter-Strike:Global Offensive (CS:GO), the first amateur esports league providing amateur players a direct path to be a professional gamer.After a rigorous global open qualification period, MDL teams battled for eight weeks to earn a spot in the Mountain Dew League Global Championship. Teams from Europe, North America, Brazil, Australia and Asian Pacific were all invited to the event to compete for a $50,000 prize pool. Simultaneously, the top two teams from North America and Europe competed for a spot in the biggest CSGO league in the world, ESL CSGO Pro League.

60 MillionImpressions

Spotlight Video Views

578,812+

Pro Tip Video Views

660,534+

Mountain Dew League

Finals Stream 1,768,940

Views

Finals hours watched 403,743

Finals Social Impressions 16,158,238

CASE STUDY: INTEL

• LONGEST RUNNING ESPORTS CIRCUIT: 12 SEASONS

• 4-5 GLOBAL EVENTS PER YEAR IN KEY MARKETS

• SIGNIFICANT OEM INTEGRATION

• 55M UNIQUE VIEWERS

• +2B IMPRESSIONS

• 150,000 + LIVE VISITORS

• $1M PRIZE POOL

AUTHENTICITY AND SCALEIEM KATOWICE NUMBERS

March 2016

League of Legends, Counter Strike and StarCraft

Katowice, Poland

IEM Katowice Broadcast &

Event Figures

Video Plays 86,745,781

Unique Viewers 34,084,629

Peak Concurrents 3,353,393

Hours Watched 24,282,813

Visitors on Site 113,000

Totino’s teamed up with ESL to create new custom content to activate around IEM Oakland. Utilizing their bucking couch campaign, IEM Oakland allowed Totino’s to reach the millions of fans watching as well as allow thousands of esports fans on site to try the bucking couch and their newest line of Pizza Rolls. ESL, in real time, integrated custom content filmed on site directly into the broadcast that utilized ESL’s influencer network.

14,000 Attendees

on Site

Pizza Rolls Distributed

30,000

20+ MillionImpressions

Hours Watched6+ Million

Totino’s at IEM Oakland

NOW

I GET IT!!

THANK YOU