the data-driven truth about women and esports
TRANSCRIPT
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THE DATA-DRIVEN TRUTH ABOUT WOMEN AND ESPORTS XLIVE ESPORTS SUMMIT 2017
@stephinaners @_superdata
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STEPHANIE LLAMAS VP, Research and Strategy
@stephinaners
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Proven model of data partnerships
DATA TYPE SCOPE PARTNERSPayment Providers TransacDons 78M uniques Digital River, PaySafeCard,
HiPay, E-Prepag, Fortumo
Publishers Usage 425,000 uniquesTHQ Nordic, Born Ready Games,
Reloaded, Infinite Games Publishing, Playspace, Flowplay, 5th Planet Games
Esports teams Viewership 3 years of historical data FnaDc, Astralis, Heroic, Godsend
VR/AR Usage 100,000 unique devices CCP Games, Linden Labs, VR/AR AssociaDon, Unity
© 2017 SuperData Research. All rights reserved.
@stephinaners
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“To play video games has become the norm; to not play video
games has become the excepHon.”
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-Jesper Juul
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5Sources: Entertainment market revenue from MoBon Picture AssociaBon of America, Recording Industry AssociaBon of America, NaBonal Cable & TelecommunicaBons AssociaBon, and the Newspaper AssociaBon of America. Demographic data from the Entertainment SoMware AssociaBon, 2016 EssenBal Facts About the Computer and Video Game Industry.
© 2017 SuperData Research. All rights reserved.
Cable TV -0.10%
Broadcas8ng TV -0.62%
Video Games +7.87%
Newspapers -8.19%
Radio -1.10%
Magazines -6.77%
Film Box Office +1.74%
Music -4.76%
2015 Revenue for US entertainment markets Ranked by size in $ billions, CAGR: 2005-2015
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18%
29% 27%
26%
59%
41%Male AGE GENDER
36 - 49 50+
18 - 35 < 18
Female
@stephinaners
The American Gamer
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2016 2017 2018 2019 2020
$11.5B
$9.2B
$7.4B
$6.2B
$5.1B
$123.4B
$114.5B
$105.3B
$96.5B
$87.5B Digital Games
$92.6B
$102.7B
$112.7B
$123.6B
$134.9BWorldwide Gaming Media Revenue
Interactive Media • Immersive Games* • Gaming Video Content • eSports
*Immersive Games are anything played in virtual, augmented, or mixed reality.
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“I didn’t have gamer friends… When I found Twitch and saw
that so many people were sharing their experience together, I just really wanted to get on board.”
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-Mia aka “seriesoTlurs” 28K followers on Twitch
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More people watch gaming video than HBO, NePlix, ESPN and Hulu combined.
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666MWorldwide gaming video content viewers (2017)
325MPopulaBon of the U.S.
@stephinaners
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Amazon’s Twitch is focused on games and has a larger audience (185M) than legacy channels and services like ESPN.
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YouTube (GVC only)
Twitch viewers
HBO subscribers
SpoBfy users
Ne]lix subscribers
ESPN subscribers
iHeartRadio users
Pandora users
Hulu subscribers
12M
81M90M90M93M100M134M
185M
517M
@stephinaners
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2016 2017 2018 2019
743M701M666M
609M
Total worldwide viewers
Audiences like to watch onlineEsports viewership as part of total gaming video audience Total viewers, worldwide
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@stephinaners
Gaming video content
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2016 2017 2018 2019
743M701M666M
609M
Total worldwide viewers
Audiences like to watch onlineEsports viewership as part of total gaming video audience Total viewers, worldwide
12
@stephinaners
330M299M258M
214M
Gaming video content
Esports
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“The games industry is always mirroring back to boys and men that ‘you belong here’. Rarely are women gamers given this kind of
aYenHon.”
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-T.L. Taylor
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85% male
14
15% female
@stephinaners
7M viewers in the U.S. are female
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The American Esports Viewer Who they are
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15Male Female
50%65%
To learn game strategy
@stephinaners
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The American Esports Viewer Why they watch
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16Male Female
50%65%
To learn game strategy
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Male Female
57%47%
To support their favorite team/players
The American Esports Viewer Why they watch
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@stephinaners
Casual Mid-core Hardcore
19%
63%
19%
Casual Mid-core Hardcore
36%45%
18%
General Females
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The American Esports Viewer How they play
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18General Female
3.42.7
Average number of games played each month
@stephinaners
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The American Esports Viewer What they do
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19General Female
3.42.7
General Female
$41$33
Average number of games played each month
Monthly spending on addiBonal content
@stephinaners
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The American Esports Viewer What they do
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“Alone we can do so liYle. Together we can do so much.”
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-Helen Keller
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THE FUTURE IS FEMALE: HOW WOMEN ARE PLAYING A CRUCIAL ROLE IN THE GROWTH OF ESPORTS XLIVE ESPORTS SUMMIT 2017
Heather “sapphiRe” Garozzo Director of Fan Engagement Team Dignitas @sapphiReCSGO twitch.tv/sapphiRe
Yveie MarDnez-Rea Chief OperaBng Officer ESL/Turtle Entertainment
America
Irene Scholl-Tatevosyan Associate Nixon Peabody LLP