The rise and rise of Esports
The esports industry seems unstsopable right now. 2019 had already seen a renewed and impressive growth, achieved primarily through sponsorship
and the granting of broadcasting rights. Advertising income from streaming had also added to the increase. Even during the 2020 pandemic, the industry
is doing comparatively well.
According to the pwc study “Digital Trend Outlook 2020: Esports“, the industry recorded total revenues of 77.2 million euros in Germany alone last year. This makes Germany the largest esports market in Europe. The UK is not complaining either, NewZoo data shows that there are 36.6 million gamers in
For companies that want to reach a young target group who have long desserted tradtional media such as print, TV or radio, esports offers an exciting
opportunity. In fact, it could very well be the nirvana companies have been searching for; a young audience who can be reached in whilst in the comfort and security of their happy zone. With a sympathetic, lasting and authentic commitment
to esports, even companies that are not invested in gaming can communicate systematically and effectively with this hard-to-reach group.
A convincing channel
No longer just hype. The growing popularity of the esports industry contributes considerably towards the growth of professional structures that are
designed for sustainability and longevity. Although the speed of growth has slowed during Covid-19 by the cancellation of most events that would have
taken place physically, esports offers a distinct advantage that was essential during the pandemic; an existing, functioning, digital infrastructure. Esports
generates a large part of its revenues from the granting of broadcasting rights and from advertising revenues in connection with streaming. This is because, compared to other sports, esports is mainly broadcast via live streaming platforms such as Twitch and YouTube.
Conquering the crisis – PUBG
The transition to a completely digital event and digital seasons and leagues was therefore completed quickly, as Ranieri Agency client and Battle Royale
inventor PUBG impressively proves. In April 2020, the PUBG Global Series was set to be held at the Berlin Fair for the first time. Right from the start, PUBG Corporation was hyper aware of the Covid theat and reacted immediately when the World Health Organization (WHO) officially declared a worldwide emergency.
The PUBG Global Series event in Berlin was immediately cancelled. As an alternative, the PUBG Continental Series (PCS) was introduced, a multi-regional online competition series. From the very beginning, all efforts were focused on the safety of the players and spectators. But thanks to the online format of all PCS games and tournaments as well as clever planning, the PUBG Corporation was able to achieve the esports goals originally announced at the beginning of
this year – despite the pandemic and the cancellation of all offline tournaments.
As people spent more time at home in an attempt to control the infection, consumption habits changes. Spain and Italy recorded the strongest increase in
espports – here the state restrictions were particularly rigid. According to the ‘Let’s Play!’ study by Deloitte in June 2020, 44 percent of those surveyed in both countries stated that they consumed more esports than before the pandemic. The German TV station Sport 1 also
recorded high growth rates.
Esport is and remains a mass phenomenon
Regardless of whether or not esports can be compared with more traditional sports, it is – and will remain – a mass phenomenon. In Germany alone there are around 34 million for whom, gaming is part of their everyday lives and fast becoming a universally accepted part of leisure time.
Esports remains a constantly growing industry, which is arguably creeping closer and closer towards the mainstream.