Interactive
ESPORTS YOUGOV
YouGov: Te Next Esports Generation
In October, YouGov launched its first whitepaper on esports and gaming entitled Gaming and Esports: The Next Generation. The report provides analysis of the global video games and esports landscape across 24 countries and how it has changed since the COVID outbreak.
G3 discusses the report’s findings with Nicole Pike, Global Sector Head of Esports & Gaming at YouGov. Nicole explains why there is more interest in the vertical than ever before and why 2020's proliferation of new event formats, titles and platforms still has many potential sponsors confused and holding back their investments.
What was the rationale behind commissioning the whitepaper? Why now?
Nicole Pike, Global Sector Head of Esports & Gaming, YouGov
Nicole is one of the esports & gaming sector’s most-respected experts, boasting over 13 years of experience in consulting, custom research, sales forecasting, brand tracking, and sponsorship measurement in the space. She has built her career collaborating with major players in the industry to build meaningful data streams and insights and shaping industry standards for measurement of esports. In a role specially created for her at YouGov, Nicole is designing the future of the company’s analytics in the esports and gaming sectors, building on what are already some of the industry’s deepest and most sophisticated research tools.
P80 NEWSWIRE / INTERACTIVE / MARKET DATA
Te impact of COVID-19 has put a renewed spotlight on the gaming and esports industry, with many around the world turning to gaming- related content during the pandemic. As such, there are more people playing games globally than ever before, and in turn more interest in the industry as a way to engage with and reach consumers.
At the same time, I joined YouGov just a few months ago, with the remit of building our data and solutions surrounding the sector. With this whitepaper, we are establishing YouGov as a serious and valuable data source for esports and gaming around the world.
What are the report's main findings?
Te paper contains tons of content and valuable insights, but to boil it down, I’d say there are four key themes that permeate the narrative. One is the aforementioned COVID-19 impact, and how it has made gaming a bigger part of not just consumers’ lives, but also businesses around the world.
We believe that trend will continue, especially
when combined with the next key finding, which is the success Sony and Microsoft are poised for with the recent release of their new gaming consoles. While the consoles share a number of similarities, the two brands are looking at the future of their independent gaming ecosystems in very different ways.
Tird, we spend a good amount of time detailing the nuances across different contingencies of the gaming space, as they are in turn very different groups of consumers. Understanding the underpinnings of these groups is crucial to effectively marketing to them.
Finally, we find that esports fans’ high engagement levels make them more attuned to marketing messages and especially sponsorship activations than the typical sport fan – an opportunity, but also a potential trap for marketers who don’t approach the space thoughtfully.
Across the 24 countries examined in the report, what markets show the highest esports engagement?
In terms of the overall share of the gaming population engaging with esports in some way, China leads the charge here, followed by several
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92 |
Page 93 |
Page 94 |
Page 95 |
Page 96 |
Page 97 |
Page 98 |
Page 99 |
Page 100 |
Page 101 |
Page 102 |
Page 103 |
Page 104 |
Page 105 |
Page 106 |
Page 107 |
Page 108 |
Page 109 |
Page 110
