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eSports and Live Events - A summary
Transcript of eSports and Live Events - A summary
Most of the time does not decide whether a game will be competitive or not
Streaming and the exhibition of matches does not make players or event producers liable for payments towards the developers/game company
Possible only benefit: Marketing The Event Producer Actively creates events, requiring nothing more than a permission from the developer
Liable for streaming quality, invitation of teams, rules of event and prize pool
Heavy use of sponsorship deals and advertisement breaks during streaming
Coverage by other companies is the main tool of advertisement
Tickets are also one of the main sources of revenue
Generally a combination of Online and Offline events, but offline events have preference
Sells Marketing and Experience for Profit The Target Audience Adults of both genders who are looking for exciting plays, entertainment or ways to improve themselves as a player
Often interested in more than one kind of game, however a vast majority has one single favorite
For eSports-oriented games, more than 80% of its player base is interested in competitive gaming
Willing to pay for high quality events
Looks forward to live events for the Experience
Newcomers are also attracted by various advertisement methods, mostly made by means of social media The Event Relationship Offline/Live events are much more cost-intensive, effort-intensive and risky than online events
Live events started as means to avoid cheating but slowly changed to massive festivals lasting several days
Has three important stakeholders: The Game Developer, the Event Producer and the Target Audience eSports and Live Events A short summary Competitive Gaming Electronic Entertainment - Quick facts Rapid growth: Sales went from US$ 11.7 billion in 2008 to US$ 25.1 billion in 2010 (US)
Global market worth in 2011: US$ 65 billion
Games range from the casual to the hardcore, from easy difficulty to almost impossible, turning the market from focus/niche to mainstream
Social aspects become increasingly important as more and more people have access to playing with friends online Comprises of competitive play of video games
Existent ever since the creation of electronic entertainment
First official league created in 1997, the Cyberathlete Professional League (CPL)
Teams are formed and some have full sponsorships, sometimes earning a salary
Major live events such as the Major League Gaming, Dreamhack and World Cyber Games have millions of dollars as prizes and attract hundreds of thousands of spectators (2012's Record Holder: Dreamhack Summer, with over 4 million unique viewers) Conclusion Over time, Offline events changed from being a way from preventing cheating to an experience sought by spectators
Event producers seem to have the upper hand in this relationship
Game developers/companies play a small role in tournaments aside from providing the product Possible research questions How effective (as economic and/or marketing factors) are Live Events in comparison to offline events - especially for the game developer?
Should game developers play a bigger role in these events in order to improve their effectiveness?