Date post: | 14-Jan-2015 |
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Sports |
Upload: | david-hiltscher |
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SCREAMING FANS & PACKED STADIUMSHow games are turned into a global sport
ESL ARENA
PLAYER VS PLAYERTEAM VS TEAM
CHAMPIONS
FAN CULTURE
WHAT THE EXPERTS ARE SAYING
“ I feel like eSports is happening with or
without us. Games have become the biggest
unofficial sports league in the world right
now. There’s a massive (…) ecosystem of content. ”
Eric Hirshberg, CEO Activision
“ 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
32m+ MAUMultiplayer Online Battle Arena (MOBA)
50m registered players globallyFirst Person Tank Simulation
10m+ copies soldReal Time Strategy (RTS)
5m+ MAUMOBA
30m+ copies sold of all CS VersionsFirst Person Shooter (FPS)
100m players across franchiseFirst Person Shooter (FPS)
THE GAMES
IcefrogDota 2
Gabe NewellCounter-Strike
Mike MorhaimeStarCraft II
Victor KislyiWorld of Tanks
Brandon Beck, Marc MerillLeague of Legends
Bobby KotickCall of Duty
?
THE ECCLESTONES
WCS 2012 EU FINALS
LOL S2 WORLD CHAMPIONSHIP
IEM KATOWICE
THE INTERNATIONAL 3
How games are turned into sport
KEY LEARNINGS
» One-off events don‘t work
» Running leagues is hard
» eSports is not an acquisition channel
» Not every game is a winner
» Always be balancing
BEST PRACTICES
» Be smart about your investments
» Evolve eSports features slowly, steadily
» Close collaboration with leagues
» Leagues create sustainable eco systems
COMMITMENT
» Free-to-play
» Matchmaking
» Custom Matches
» Anti-Cheat
THE GAME
LEAGUES
» Consulting
» Matchmaking aaS
» Anti-Cheat aaS
RESULT
» A potential sport
CREATION GRASSROOTS FORMATION OWNERSHIP
TOURNAMENTS
» Anorganic (40k$ annually / region)
» Weekly cups with monthly final
» Key questions: game mode, maps and team size
» Ongoing competition creates stories
RULES & REFEREES
RULES & REFEREES
» Leagues are methodic about rule setting
» League rule sets designed to form clans out of parties / loose teams
» If rules have to work around your balancing, you‘re doing it wrong
CLANS
CLANS
» Financial self interest
» Support many games, good as testimonials and consultants early on
» Various, large communication channels
» They want exposure and prize money
Measure of success
LIVESTREAMING
COMMENTATORS
COMMENTATORS
» Leagues have commentator stables
» Pro players, former pros, personalities, full time commentators, hosts
» Build up fresh faces
» In-house streamers
» Faces of your brand
» Hire known commentators for industry events (500$+ daily)
BUILDING THE GRASSROOTS
LEAGUES
» Making players ambitious
» Tournaments
» Rulebooks
» Clans
» Commentators
» Streaming networks
COMMITMENT
» eSports coordinator
» Balancing
» Streaming-Friendly
» Spectator mode
» Map editor
BUILDING THE GRASSROOTS
BUILDING THE GRASSROOTS
RESULT
» Ongoing league content
» Your first audience
» Good commentators
» Known players & teams
» Balanced game
SANCTIONED LEAGUES
» Different models: Hands-off, Co-branded, Co-Owned, Secretly funded
» 3rd party sponsorships
» Existing infrastructure
» Leagues operate globally, useful for entering new markets
» No ownership of league, still an investment
» 50k$-2m$ (depending on regional scale, team size, physical presence)
SANCTIONED LEAGUES
TV SHOWS
COVERAGE
PROFESSIONALSTREAMING
» Sanctioned leagues offer global event presence
» Pay attention to the details
» Leagues create the professional environment you‘ll claim
MEDIALIZATION
FORMING A SPORT
LEAGUES
» Sanctioned Leagues
» Sponsors
» Events
» Coverage
» Medialization
COMMITMENT
» eSports team
» Demo recording
» Team matchmaking
» Custom Match / Stats APIs
FORMING A SPORT
FORMING A SPORT
RESULT
» Outside investments
» Eco system
» Global infrastructure
» Audience
OFFICIAL LEAGUES
» Online & Offline league covering all major territories
» Developer hands-on with the details
» Centralized coverage
OFFICIAL LEAGUES
OWNING A SPORT
» Building a new business
» Companies change
» Own league and infrastructure
» Large-scale events
» New revenue streams open up
ESL ARENA
» Fixed studio environment
» Frequent global highlight events
» Support for Barcrafts & eSports Bars
PHYSICAL PRESENCE
HAPPY PLAYERS
PRO TEAMS
» Make the pro players really happy
» Help teams with visa and establishing physical presences
» Team houses are essential to professionalize
PLAYERS & TEAMS
» Livestreams reach critical mass
» Name brand sponsors
» Traditional TV desperate for young content
TOUCHING THE MAINSTREAM
» Sponsors
» Ads
» Tickets
» In-game merch
» Merch
» TV Licenses
REVENUE STREAMS
OWNING A SPORT
LEAGUES
» League services
» Production Services
» TV Licensing
» Sales
COMMITMENT
» eSports Unit
» Operational control
» Official league
» Contractors
» Player Management
OWNING A SPORT
RESULT
» A global, profitable sport
OWNING A SPORT
» We‘ll need Bigger Stadiums
» Player agencies
» Emerging Markets
» Many new competitive free-to-play games
OUTLOOK
THANK YOU !
@affentod