英国电子竞技行业市场前景及投资研究报告-培训课件外文版2024.5实况足球

INDUSTRIES

&

MARKETSeSportsintheUnitedKingdomCHAPTER

01eSportsmarketovervieweSportsmarketrevenueworldwidefrom2020to2025(inmillionU.S.dollars)RevenueoftheglobaleSportsmarket2020-20252,0001,8001,6001,4001,866.21,3841,136.51,2009961,00080060040020002020202120222025*3Description:Theterm"eSports"ischaracterizedbyregionalorinternationalvideogamingeventsinwhichprofessionalandamateurplayerscompeteagainsteachother.In2022,theglobaleSportsmarketwasvaluedatjustover1.38billionU.S.dollars.Additionally,theeSportsindustry'sglobalmarketrevenuewasforecasttogrowtoasmuchas1.87billionU.S.dollarsin2025.AsiaandNorthAmericacurrentlyrepresentthelargesteSportsmarketsintermsofrevenue,withChinaalone[...]

ReadmoreNote(s):Worldwide;2020to2022;*Forecast.ReadmoreSource(s):Newzoo;SportsBusinessJournaleSportsmarketrevenueworldwidein2022,bysegment(inmillionU.S.dollars)GlobalrevenueoftheeSportsmarket2022,bysegmentRevenueinmillionU.S.dollars300

4000100200500600700800900SponsorshipsMediarights837.3207.8PublisherfeesMerchandise&ticketsDigital130.7107.953.9Streaming46.34Description:During2022,themerchandiseandticketssegmentoftheglobaleSportsmarketwasexpectedtogenerate107.9millionU.S.dollarsinrevenue.ReadmoreNote(s):Worldwide;2022;figuresareestimates;excludesrevenuesfrombetting,fantasyleagues,andsimilarcash-payoutconcepts,aswellascoregamerevenuesSource(s):Newzoo;SportsBusinessJournaleSportsaudiencesizeworldwidefrom2020to2025(inmillions)WorldwideeSportsaudiencesize2020700600500400640.8300532489.52021435.72020200100020222025*5Description:TheeSportsmarkethasboomedinrecentyearswithmoreandmoreviewerstuningintowatchtheirfavoritegamesbeingplayedbysomeofthebestgamersintheworld.By2025,thereareexpectedtobe640.8millionviewersofeSportsworldwide,alargeincreasefromthe435.7millionin2020.ReadmoreNote(s):Worldwide;2020to2022;*ForecastReadmoreSource(s):Newzoo;SportsBusinessJournalRevenueoftheeSportsmarketinselectedcountriesworldwidein2022(inmillionU.S.dollars)eSportsindustrysizebycountry2022RevenueinmillionU.S.dollars150

200

250050100300350400450ChinaUnitedStatesSouthKoreaGermanyUnitedKingdomFrance383.4282.1121.483.0143.3339.99Spain37.34Russia35.09Japan29.36ItalyCanada26.1224.56India23.51Sweden20.066/statistics/1130696/esports-revenue-share-countrySomeofthelargestregionalmarketswithintheeSportsindustryincludeSouthKorea,theUnitedStates,andChina.Meanwhile,revenuegeneratedbytheeSportsindustryintheUnitedKingdomwasestimatedat43.33millionU.S.dollarsin2022.ReadmoreNote(s):Worldwide;2022Source(s):Advertising&MediaInsightsRevenueoftheeSportsindustryintheUnitedKingdomfrom2017to2027(inmillionU.S.dollars)RevenueoftheeSportsindustryintheUK2017-2027300250200279.64267.26250.7228.72202.25172.7143.75150116.8199.7610050083.84201872.3920172019202020212022202320242025202620277Description:TherevenueintheesportsmarketintheUnitedKingdomwasforecasttocontinuouslyincreasebetween2023and2027byintotal77.4millionU.S.dollars(+38.27percent).Afterthetenthconsecutiveincreasingyear,theindicatorisestimatedtoreach279.64millionU.S.dollarsandthereforeanewpeakin2027.Notably,therevenueoftheesportsmarketwascontinuouslyincreasingoverthepastyears.

ReadmoreNote(s):UnitedKingdom;2017to2027Source(s):Advertising&MediaInsightsRevenueoftheeSportsmarketintheUnitedKingdomfrom2017to2022,withaforecastto2027,bysegment(inmillionU.S.dollars)eSportsindustrysizeintheUK2017-2027,bysegmentMediarightsMerchandise&ticketingPublisherfeesSponsorship&advertisingStreaming807060504030201003.683.513.33.052.7632.4530.1627.542.324.6621.652.385.8318.635.7516.92.1113.11.745.6615.755.561.568.745.471210.751.427.0418.145.379.8515.445.287.586.1513.795.15.025.184.855.144.945.892.567.764.0620196.693.2511.37202710.39202510.8320269.368.267.1920172018202020212022202320248Description:TherevenuegeneratedbytheeSportsstreamingmarketintheUnitedKingdomwasforecasttomorethandoublefrom1.42millionU.S.dollarsin2017to3.68millionU.S.dollarsby2027.Meanwhile,themediarightssegmentforeSportsintheUKwasworthanestimated7.19millionU.S.dollarsin2022.ReadmoreNote(s):UnitedKingdom;2017to2022Source(s):Advertising&MediaInsightsNumberofusersofeSportsintheUnitedKingdomfrom2017to2027(inmillions)NumberofusersofeSportsintheUK2017-202725201522.7721.9420.9319.7218.3316.641614.8913.3312.3411.511050201720182019202020212022202320242025202620279Description:Theindicator'ReachbyMarket'intheesportsmarketintheUnitedKingdomwasforecasttocontinuouslyincreasebetween2023and2027byintotal4.4millionusers(+24percent).Afterthefifthconsecutiveincreasingyear,theindicatorisestimatedtoreach22.77millionusersandthereforeanewpeakin2027.ReadmoreNote(s):UnitedKingdom;2017to2027Source(s):Advertising&MediaInsightsRevenueperuserofeSportsintheUnitedKingdomfrom2017to2027(inU.S.dollars)RevenueperuserofeSportsintheUK2017-202714121012.2812.1811.9811.611.0410.88.647.84864207.486.86.292017201820192020202120222023202420252026202710Description:TheaveragerevenueperuserintheesportsmarketintheUnitedKingdomwasforecasttocontinuouslyincreasebetween2023and2027byintotal1.2U.S.dollars(+10.87percent).Afterthetenthconsecutiveincreasingyear,theindicatorisestimatedtoreach12.28U.S.dollarsandthereforeanewpeakin2027.Notably,theaveragerevenueperuseroftheesportsmarketwascontinuouslyincreasingoverthepastyears.

ReadmoreNote(s):UnitedKingdom;2017to2027Source(s):Advertising&MediaInsightsCHAPTER

02UKgamingoverviewVideogamemarketvalueintheUnitedKingdom(UK)from2016to2025(inmillionGBP)ValueofthevideogamemarketintheUnitedKingdom(UK)2016-20258,0007,0006,0007,1166,8436,5556,2275,8915,4234,7395,0004,0003,0002,0001,00004,4223,8923,59820162017201820192020*2021*2022*2023*2024*2025*12Description:In2021,thevideogamemarketintheUnitedKingdomwasworthanestimated5.89billionBritishpounds,upfrom5.42billionBritishpoundsinthepreviousyear.ThegamingindustryasboomedthankstoCOVID-19restrictionswhichforcedconsumerstostayathomeandforegootheravenuesofentertainment.Thesectorisprojectedtoincreasetoanestimated7.1billionBritishpoundsby2025.ReadmoreNote(s):UnitedKingdom;2016to2020;includingeSports;*ForecastReadmoreSource(s):PwCBest-sellingvideogamesintheUnitedKingdom(UK)in2022,byunitsalesTopsellingvideogamesintheUK2022Unitssold0500,0001,000,0001,500,0002,000,0002,500,0003,000,000FIFA23CallOfDuty:ModernWarfareIIEldenRing2,530,5101,675,323865,262LegoStarWars:TheSkywalkerSagaGrandTheftAutoV817,299816,081670,617567,875530,454426,748419,894360,409GodofWar:RagnarökFIFA22Horizon:ForbiddenWestMarioKart8Deluxe*PokemonLegends:Arceus*NintendoSwitchSportsGranTurismo7356,630354,905RedDeadRedemption213Description:FIFA23rankedfirstwithamongthetop-sellingvideogamesintheUnitedKingdomin2022withsalesofroughly2.54millioncopies.CallofDuty:ModernWarfareIIandEldenRingcameinsecondandthirdplace,sellingapproximately1.6millionthousandand856thousandunitsrespectively.Thisincludesdigitalandphysicalunitsales.ReadmoreNote(s):UnitedKingdom;2022;PSN,XBL&3rdpartyNintendo,PCSteamsalesonly;combinedunitsales(physical&digital);*NodigitaldataprovidedReadmoreSource(s):EntertainmentRetailersAssociation;GfK;ISFE;UkieGamingpenetrationintheUnitedKingdom(UK)from2013to2022,byagegroupandgenderUKgamingreach2013-2022,byagegroupandgender2013201447%41%73%62%51%39%26%%201544%39%66%63%44%42%25%%201641%32%67%50%42%27%23%%201741%31%70%49%40%29%23%%201844%32%65%59%36%35%23%%201946%32%73%52%41%40%24%%2020/2161%63%92%82%76%62%43%30%%202163%56%88%79%73%62%47%%202255%56%88%76%67%54%41%21%%MaleFemale16-2425-3435-4445-5455-6465+46%38%71%62%45%43%28%%65-7455+13%%19%%17%%21%%16%%23%%%26%%19%%%%75+4%7%9%13%14%9%%%%14Description:ASeptembertoNovember2022surveyofUKadultsaged16yearsandolderfoundthat88percentofrespondentsagedbetween16and24yearsplayedvideogames,downfroma92percentgamingpenetrationamongthesameagegroupin2020.Overall,gaminguptakeincreasedin2020duetotheglobalCOVID-19pandemic.ReadmoreNote(s):UnitedKingdom;2013toNovember2022;3,651respondents;16yearsandolder;*n(2007)=2,905;n(2009)=1,824;n(2010)=2,117;n(2011)=1,823;n(2012)=1,805;n(2013)=1,642;n(2014)=1,890;n(2015)=1,841;n(2016)=1,846;[...]

ReadmoreSource(s):CriticalResearch;OfcomGamingpenetrationintheUnitedKingdom(UK)from2009to2022,bydeviceUKgamingreach2009-2022,bydeviceMobilephoneLaptopornetbookVRgamingheadset/deviceHandheldgamesconsoleGamesconsoleandTVDesktopcomputerWearabledeviceTabletSmartTVComputer(pre-2021:laptop&desktop)Portablemediaplayer45%40%35%30%25%20%15%10%5%0%200920102011201220132014201520162017201820192020/212021202215Description:AnOctobertoDecember2021surveyfoundthat60percentofUKadultsaged16yearsandaboveeverplayedvideogamesonanysortofdevice.Since2014,thepopularityofmobilegaminghadovertakengamesconsolesandTV.Asof2021,37percentofrespondentssaidthattheyplayedgamesinthehomeorelsewhereontheirmobilephone.ReadmoreNote(s):UnitedKingdom;2009to2022;3,651respondents;16yearsandolder;*n(2007)=2,905;n(2009)=1,824;n(2010)=2,117;n(2011)=1,823;n(2012)=1,805;n(2013)=1,642;n(2014)=1,890;n(2015)=1,841;n(2016)=1,846;n(2017)=[...]

ReadmoreSource(s):CriticalResearch;OfcomHoursspentonplayingvideogamesperweekintheUKasofJune2023HoursspentonplayingvideogamesperweekintheUK2023Shareofrespondents0%5%10%15%20%25%Lessthan1hour1to5hours9%26%6to10hours19%11to15hours11%16to20hours5%5%Morethan20hoursDon'tknow1%Idon'tplayvideogames23%16Description:Whenaskedabout"Hoursspentonplayingvideogamesperweek",26percentofUKrespondentsanswer"1to5hours".Thisonlinesurveywasconductedin2023,among4,034consumers.

ReadmoreNote(s):UnitedKingdom;July2022toJune2023;4034respondents;18-64yearsSource(s):ConsumerInsightsShareofgamingaudienceswhoeverplaygamesonlineintheUnitedKingdom(UK)from2017to2022,bygenderOnlinegamingpenetrationintheUnitedKingdom(UK)2017-2022,bygenderMaleFemale80%70%60%50%40%30%20%10%0%75%71%61%60%60%60%58%43%29%23%201720182020/212021202217Description:ASeptembertoNovember2022surveyfoundthat75percentofmaleUKgamerseverplayedgamesonline.TheonlinegamingreachamongfemalegamersintheUnitedKingdomwas61percent,upfrom23percentin2018.Inthemostrecentlymeasuredperiod,youngpeopleweremostlikelytoplaygamesonline,withonlinegamingpenetrationamongthoseaged16to24standingat82percent.ReadmoreNote(s):UnitedKingdom;2017toNovember2022;1,380respondents;16yearsandolder;whoplaygamesonanytypeofgamingdevice;*n(2022)=2,032;n(2020/21)=1,912;n(2018);n(2017)=544;Datanotavailablefor2019.2022wave:[...]

ReadmoreSource(s):CriticalResearch;OfcomCHAPTER

03Teams&playersMostfollowedeSportsfranchisesintheUnitedKingdom(UK)in2022TopeSportsgamesintheUK2022Shareofrespondents0%5%10%15%20%25%25%30%HaloLeagueofLegendsCallofDuty23%21%20%Counter-Strike:GlobalOffensive(CS:GO)FIFA14%Overwatch11%FortniteBattleRoyaleApexLegends9%9%MortalKombat7%7%SuperSmashBros.19Description:SomeofthemostfollowedeSportsfranchisesintheUnitedKingdomin2022includedCallofDuty,LeagueofLegends,andApexLegends.Duringasurvey,23percentofavideSportsfansstatedthattheyfollowedCallofDutyeventsandbroadcastsonaregularbasis.ReadmoreNote(s):UnitedKingdom;2022;between355and809;18yearsandolder;avideSportsfansSource(s):YouGovLeadingeSportsplayersintheUnitedKingdom(UK)in2022,byearnings(in1,000U.S.dollars)UnitedKingdom:leadingeSportsplayersin2022,byearningsEarningsinthousandU.S.dollars150

200050100250300350400Veno(HarryPearson)Hen(HenrikMclean)Pinq(ZachariahSiddall)Fifakill(EthanPink)rise.(FinlayFerguson)Joyo(JoeYoung)344.75245.08224.25164.92156.19156.19noly(JosephKidd)109.93107.29105.45Deevo(DavidMorrow)JoefnApparently_Jack(JackBenton)100.0520Description:In2022,HarryPearson,goingbythenicknameofVeno,wasthehighest-earningeSportsplayerfromtheUnitedKingdomwithannualearningsofover344thousandU.S.dollars.HenrikMclean,akaHen,wasrankedsecondwith245thousandU.S.dollarsineSportsearningsduringthemeasuredperiod.ReadmoreNote(s):UnitedKingdom;2022Source(s):eSportsEarningsCombinedearningsofeSportsplayersintheUnitedKingdomfrom2012to2022(inmillionU.S.dollars)eSportsearningsintheUK2012-2022,byprizewinnings8765437.126.635.524.933.282.962.0821.01100.310.190.22012201320142015201620172018201920202021202221Description:eSportsgamersfromtheUnitedKingdombroughthomeover5.5millionU.S.dollarsofwinningsfromeSportscompetitionsin2022.Thismarksasignificantincreaseonthecombinedearningson186thousandU.S.dollarsbackin2012.

ReadmoreNote(s):UnitedKingdom;2012to2022Source(s):eSportsEarningsLeadingeSportsplayersinFortniteintheUnitedKingdomasofMay2023,byprizemoneyearned(in1,000U.S.dollars)TopearnersinFortnitefromtheUK2023PrizemoneyinthousandU.S.dollars02004006008001,0001,2001,4001,600Wolfiez(JadenAshman)Hen(HenrikMclean)1,360.71716.13708.75665.53Mongraal(KyleJackson)Veno(HarryPearson)BenjyFishy(BenjyDavidFish)Pinq(ZachariahSiddall)itemm(CalumMacGillivray)nebs(ReubenBelisle)559.52324.45217.61183.78164.51137.81Verox(JacobGilbert)Tuckz(JordanTucker)22Description:ThankstohissecondplacefinishattheFortniteWorldCupFinalsin2019,JadenAshman,alsoknownasWolfiez,isthehighestearningFortniteplayerfromtheUnitedKingdomasofMay2023.Ashman'searningsfromthegameexceed1.36millionU.S.dollars,makinghimtheonlyplayerbasedintheUKtohitthesix-figuremarkforcareerearnings.ReadmoreNote(s):UnitedKingdom;asofMay2023;prizemoneyearnedinprofessionaltournamentsSource(s):eSportsEarningsPrizepoolfortheePremierLeagueFinalsintheUnitedKingdomin2023(in1,000GBP)ePremierLeagueeSportsprizepool2023353030252015105157.552.501stplace2ndplace3rd-4thplace5th-8thplace9th-20thplace23Description:TheePremierLeaguewasaFIFA23eSportstournamentthattookplaceinMarch2023organizedjointlybythePremierLeagueandEASports.EacheSportsteamincludedtwoplayersandrepresentedoneofthe20teamsfromthe2022/2023PremierLeagueseason.ThewinnersoftheePremierLeagueFinalsin2023wereLeedsUnited,followinga4-1victoryagainstTottenhamHotspur.ThevictoriousLeedsteamtookhome30thousandBritishpoundsoutofthetotaltournamentprizepoolof[...]

ReadmoreNote(s):UnitedKingdom;March2023Source(s):LiquipediaCHAPTER

04FansShareoftheeSportsfollowersintheUnitedKingdomasofJuly2022,bygenderShareofeSportsaudienceintheUKin2022,bygenderFemale17.28%Male82.72%25Description:AJuly2022surveyintheUnitedKingdomrevealedthatover80percentofeSportsfollowersinthecountryweremale.Meanwhile,theshareoffemaleeSportsfansintheUnitedKingdomstoodatjustover17percent.

ReadmoreNote(s):UnitedKingdom;July2022Source(s):Strive;Ukie;YouGovShareoftheeSportsfollowersintheUnitedKingdomasofJuly2022,byageShareofeSportsaudienceintheUKin2022,byage55+12.45%18-2432.85%45-5411.15%35-4417.29%25-3426.25%26Description:DuringaJuly2022surveyintheUnitedKingdom,itwasrevealedthatalmostonethirdofeSportsfollowersintheUKwereagedbetween18and24.Meanwhile,justover11percentofeSportsfansinthecountrywereagedbetween45and54.

ReadmoreNote(s):UnitedKingdom;July2022;18yearsandolderSource(s):Strive;Ukie;YouGovMostpopulareSportstournamentsamongfansintheUnitedKingdomasofJuly2022eSportstournamentsfollowedbyfansintheUKin2022Shareofrespondents4%

6%0%2%8%10%12%14%16%18%CallofDutyLeague(CDL)TwitchRivalsApexLegendsGlobalSeriesFIFAGlobalSeries15.5%9.64%9.38%9.3%LeagueofLegendsWorldChampionshipFormula1(F1)EsportsSeriesOther8.37%7.89%7.55%OverwatchLeague6.48%5.85%5.61%4.86%4.7%4.24%ESLOneWorldofWarcraftArenaWorldChampionshipLeagueofLegendsMidSeasonInvitational(MSI)VALORANTMastersLeagueofLegendsAll-StarEvent27Description:AJuly2022surveyintheUnitedKingdomrevealedthemostpopulareSportstournamentsamongfans.Justover15percentofrespondentsstatedthattheyhadfollowedtheCallofDutyLeagueinthelast12months.Bycomparison,justunder6.50percentofUKeSportsfansfollowedtheOverwatchLeague.ReadmoreNote(s):UnitedKingdom;July2022;18yearsandolderSource(s):Strive;Ukie;YouGovMostcommoncryptocurrenciesusedbyeSportsfansintheUnitedKingdom(UK)asofMarch2022FavoritecryptocurrenciesamongeSportsfansintheUK20227%6%6%5%4%3%2%1%0%4%4%3%3%3%3%3%Bitcoin(BTC)Monero(XMR)Ethereum(ETH)Ripple(XRP)BinanceCoin(BNB)Litecoin(LTC)Komodo(KMD)Verge(XVG)28Description:DuringasurveyintheUnitedKingdominMarch2022,sixpercentofeSportsfansstatedthattheyhadusedBitcoinasapaymentmethod.Overall,theshareofeSportsfansintheUKintendingtousecryptocurrencywithinthenextyearincreasedfrom47percentin2021to57percentin2022.ReadmoreNote(s):UnitedKingdom;March2022Source(s):YouGovCHAPTER

05TwitchTwitchbrandawareness,usage,popularity,loyalty,andbuzzamongsocialmediausersintheUnitedKingdomin2023TwitchbrandprofileintheUK202370%60%50%40%30%20%10%0%67%12%10%8%7%TwitchawarenessTwitchpopularityTwitchusageTwitchloyaltyTwitchbuzz30Description:HowhighisthebrandawarenessofTwitchintheUK?ReadmoreNote(s):UnitedKingdom;May25toJune02,2023;1174respondents;18to64years;respondentswhousesocialmediaSource(s):

ConsumerInsightsMonthlyactiveusers(MAU)oftheTwitchappintheUnite