Summary RESEARCH - UNIT 2 - DEVELOPING A MARKETING CAMPAIGN. DISTINCTION* WORK.

Milan Patel Centre number - 20952
Unit 2
Developing a marketing campaign

 Target market
 Demographics of the UK esports market:
Out of the UK’s online population:
- 53.1% of all gamers in the UK are male, with 46.9% female (PC/Console/mobile)
- 57% of PC gamers are male, with 43% female.
- 56.4% of Console gamers are male, with 43.6% female
- 50.7% of mobile gamers are male, with 49.3% female
- Out of the people who game in the UK, 23.93% watch esports, and 76.07% don’t watch
esports.
- Out of people who game in the UK: 54.2% are Full time employees, 14.34% are Part-time
employees, 8.46% are full-time homemakers (housewife/house husband), 4.74% are
self-employed, 6.15% are students, 3.43% are retired.
- 81.5% of Twitch users are male, 55% are aged between 18-34 Target market is 35 and
less
 Market size




 35% of British adults (18.3m people) are aware of esports, while 7% (3.6m) have watched it.
(2017)
 UK’s global market share in the esports market is 8.5%.  Worth approximately $76 million
 There are 36.6 million gamers in the UK, of which 3.1 million are esports enthusiasts. A
further 3.4 million people watch esports occasionally (less than once a month). Overall, that
equates to 6.5 million people in the UK who either watch esports casually or more regularly
– around 10% of the UK population. So around 1 in 10 brits watch esports overall.
 Twitch: 2.2 million streamers; 15 million daily active visitors,140 million unique monthly
viewers; 788,000 concurrent (at same time) viewers per quarter
 Youtube(gaming): YouTube has over one billion registered users; 30 million active daily
users; 1.6 billion monthly active viewers; YouTube Gaming has 308,000-plus concurrent
viewers per quarter
 Steady and slower growth in the platforms Twitch and Mixer. Whereas Youtube is rising
much more, and the line is much steeper, showing a very strong positive corelation.



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 Traditional broadcasters like BBC, Sky & BT Sport have experimented with various esports
content  possibly approach them.
 The UK esports sector has grown at an annual average rate of 8.5% between 2016 and 2019.
 The sector supported over 1,200 jobs in 2019 (UK).
 UK esports added £111.5 million in Gross Value Added (GVA) for the UK economy in 2019

 Market structure
 Teams(Fnaitc)Play games(LoL)Organised in leagues/tournaments(ESL)Distributed on
platforms(Twitch)to Fans(In Person or Online)
 Games developers+publishers(Awareness of their games), sponsors(Awareness),
Inverstors(ROI)
 Main revenue streams are: sponsorship deals, media rights, streaming, tickets.
merchandising.About 50% of revenues come from sponsorships for most esport teams
 Esport events/tournaments include: ESL UK Premiership, UK Masters, London games festival,
Resonate total gaming and Multiplay Insomnia events are all the most popular esport events
in the UK.  Usually anywhere between £1,000-£20,000+ prize money
 Big venues used for esports in Britain include: the Wembley, Birmingham NEC, London Excel.
 Trends
 Esports Gaming titles: Dota 2, CSGO, League of Legends, Heroes of the storm, Overwatch,
Call of Duty (COD), Hearthstone: Heroes of Warcraft, FIFA, F1 motorsport, Clash Royale,
APEX Legend, Minecraft, NBA 2K. Play top games in the mini public gaming festival as
planned in promotional activities.
- Free to play mobile games becoming esport competitive. Eg: Clash royale, Clash of clans,
COD mobile. Especially in Southeast Asia and Latin AmericaMoving to
Europe+America
- UK top 3 selling games in 2020: 1) Call of Duty: Black Ops Cold War. 2) Assassin's Creed
Valhalla. 3) FIFA 21.
 Competitors




- Key Direct competitors in the UK include:
Fnatic, Dignitas, Misfits Gaming, H2k
Gaming, London Spitfire, Excel esports (XL esports). (Fnatic is UK market leader)


- Fnatic have won an estimated $15.62 million in prize money. (3rd best worldwide)
- Key Event/tournament organisers in UK include: ESL, Major League Gaming (MLG),
ELeague, DreamHack, Gfinity, FaceIt, GAME.
- Esports is a niche market within the gaming industry




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