esports vs. streaming: are they different? should we care? | sebastian park

Streaming vs. eSports

Sebastian Park

@SebPark

www.SebastianPark.com

Introduction

Sebastian Park• eSports Writer/Consultant

• Former CEO & Co-owner of Team Archon

• Former Head of eSports & Digital Initiatives @ Namecheap

• TPM at Apportable, supporting indie game developers

Electronic Sports (or eSports) are organized video game

competitions between professionals.

“Esports, as professional, competitive video gaming is

sometimes called, is no longer a niche activity. Those big

audiences – and bigger payouts – are attracting game

makers, along with sponsors like Coca-Cola and American

Express.”

– Mashable

People filled up Olympic stadiums

at four eSports events this year

• eSports are a LIVE entertainment medium that’s based primarily on the internet

• Like traditional sports, it’s main draw comes from audiences watching in real time both from home and at arenas across the world

• It is a “competition” product. It’s a “competition” brand

eSports Numbers

Avg Concurrent Viewers: 55,000

Peak Concurrent Viewers: 67,000

Hours Broadcast: 18

Total Hours Viewed: 990,000

Rotating Logo Impressions: 240MM



Hours Broadcast: 14

Total Hours Viewed: 952,000




Hours Broadcast: 45

Total Hours Viewed: 2,750,000




Hours Broadcast: 25

Total Hours Viewed: 2,250,000


What is streaming?

Live-streaming is content broadcast by individuals or groups in real-time

Let’s Plays that have gone from VOD content -> Live content

Personality-based Content• Reality Television-esque content

• Singular appeal based on performer in the stream

• Community-Driven

What is streaming?

Real streamer Numbers

Followers: 559,000

View Count: 46,680,000

Monthly Viewable Hours: 3,500,000

Followers: 102,000

Subscribers: 410,000

Followers: 154,000


Monthly Viewable Hours: 200,000

Followers: 26,000

Subscribers: 10,000

Followers: 532,000


Monthly Viewable Hours: 2,000,000

Followers: 347,000

Subscribers: 2,300,000

Followers: 91,775


Monthly Viewable Hours: 300,000

Followers: 7,000

Subscribers: 4,700

When engaging eSports brands and franchises, you are associating your game/brand to their organizational brand

When engaging personalities, you are associating your game/brand to their personal brands

Sponsorship Funnel

Brand Awareness

Activations

Conversions

UKOGMonkey 100% Through the Fire & Flames Guitar Hero 3

eSports Sponsorship Funnel

Brand Awareness

Activations

Conversions

eSports

eSports Streaming

Streaming

Want your brand associated with winning and to articulate a message?

• Premium for better brands

Want your dietary supplements to sell right away? • Quality of eSports brand < Exposure to greatest number of individuals

Viewable Hours vs. Unique Watchers

• Optimizing for CPM and Viewable Hours will net you what you desire

• Viewable hours have never been this cheap before

• Optimizing for brand and growth impact may require additional research

eSports vs. Streaming [Game Publishers]

Competitive Game?

• Develop an ecosystem for competition

• Sponsor a competitive scene

• Support community action

Streaming Game?

• Fun and well-paced to allow interactions between personalities and audience

• Acquire streamers to generate additional engagement if necessary

Thank you very much

Questions? Comments?

Streaming vs. eSportsSebastian Park

@SebPark

www.SebastianPark.com

esports vs. streaming: are they different? should we care? | sebastian park

Technology