Esports Marketing Agency
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Erich Gerber

the esports sector is quickly becoming hugely popular all over the world, in the Asia-Pacific region especially. Southeast Asia market's revenue alone was expected to grow 13.9 percent year over year in 2019, and the mobile games market was the fastest growing in the world, with revenues increasing by 17.4 percent compared to the previous year.

Additionally, with the introduction of 5G across the region, the multiplayer online gaming sector stands to benefit from new investments by livestreaming platforms and gaming companies that are expected to push eSports into the mainstream.

Game publishers, event organizers, teams, brands and investors need solid data to make marketing decisions. As we analyze key takeaways from Nielsen’s past two years of sponsorship valuation data and research around fan behavior and preferences, it’s evident that esports stakeholders have a lot to look forward to in the coming months. Global esports revenues will grow to $1.1 billion in 2020, a year-on-year growth of +15.7%, up from $950.6 million in 2019. In 2020, $822.4 million in revenues—or three-quarters of the total market—will come from media rights and sponsorship.

Across the world, the eSports community is developing rapidly, with the audience watching games expected to reach 645 million people in 2022, from 454 million in 2019.

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By 2023, it is estimated that there will be 320 million gamers in southeast Asia and Taiwan. Tournaments have also been gaining larger crowds since the region held its first tournament in 2016.

In 2019, the League of Legends World Championship was the most popular eSports tournament, with 137 million hours watched.

Esports Games Marketing Data Analytics

For eSports to continue to flourish in southeast Asia's distinct markets, it is important for brands to understand the gaming community's motivations including why, what, and how much they play.

This knowledge is vital to refining how the community is marketed to as competition heats up in the region. Data is invaluable for improving the player and audience experiences, and developing innovations quickly based on their input and behavior.

How can the industry use data analytics to enhance community experiences?

The eSports industry has developed into a serious world where milliseconds make a difference.

In an almost purely digital ecosystem, the eSports community has produced vast amounts of data delivering valuable insights about fans, transactions, and third-party partners.

Escalating audience numbers and prize money from tournaments, as well as publicity for the industry, have created a need for analytics companies to build data software.

From a player perspective alone, teams analyze spatial movement and player reactions within games and possible actions. They must also manage game currency and resources, as well as patch changes and game updates.

Capturing, analyzing, and sharing these data require the latest technology. Apart from the game publisher's data, participants, viewership numbers, and game results are important data points being analyzed during tournaments by third parties seeking to enhance fan experiences and increase revenues.

Lost odyssey more skill slots online casino. Industry players will need to use management platforms to create products and distribute data that is consumable by the entire community.

Esports Games Marketing Database

These cloud native application programming Interface management platforms enable third party apps, mobile apps, and connected devices to interact with data outside the firewall, making the data sharing process simple, fast and safe.

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Data providers can use a portal to handle traffic and make data more consumable. It is also a great way for game developers to stay connected with their communities and gain insights into their needs.

This increase in the speed, security, streaming and reliability of eSports data will allow the industry to fuel future innovative gaming developments, and revenue growth for the industry.

Strong API management and data analytics capabilities will be critical to the future of eSports.

With quick, secure access to data, stakeholders can obtain the insights needed to improve player performance, enhance gaming experiences and continue eSports' move to the mainstream.

Erich Gerber is a senior vice-president at Tibco Software