2024年全球电竞市场报告

December 2024 Contents Esports consumption in Europe05 Appendix23 Glossary24 Consumer engagement maturity06 Audience demographics09 Methodology25 Engagement and interaction11 Country overview26 Contacts27 Sports Business Group28 Special focus: Global esports snapshots14Consumer engagement maturity15Regional profiles17 Special focus: Esports M&A20 Esports M&A21 Preface Dear Readers, We welcome you to the eighth edition of ‘Let's Play!’,Deloitte's esports market report. With this study nowclosing in on its tenth edition, it reflects the ever-growing relevance of the esports phenomenon. We trust you will find reading this report valuable.Sincerely, Representative survey among~14,000 participantsglobally,including~8,000 in Europe(age 16-65) After reaching near-mainstream levels at times duringthe COVID-19 pandemic, the buzz around esports hassomewhat slowed down in the past two years.Nonetheless, new audiences are steadily coming intocontact with the product for the first time, meaningthat the term ‘esports’ and the underlying concept arenow firmly established in popular culture. Engagingthese new audiences on a long-term and regular basis,however, remains a challenge–as, at present, youngmen remain the top target group who intensivelyinvolve themselves with esports on a regular basis. Stefan LudwigPartner Kim LachmannDirector To capture a precise picture regarding the state of theesports audience, Deloitte conducted an extensiveconsumer survey among some 14,000 people age 16to 65 (henceforth, ‘consumers’ or ‘respondents’) from20 countries globally. The generated data providesvaluable insights into the global 'balance of power’ andtrends on the audience within the esports ecosystem. Deloitte 2024 Key Takeaways While esports continue to gain recognition in a wider population, capitalizing fully on these expanded touchpointsremains a challenge for the sector’s stakeholders Esports continue togain recognition in a wider populationacross European countries,resulting in a‘critical mass’ nowbeing familiarwith the term and concept The esports audience consists of adisproportionatelyhigh shareofmaleandyoungpeople versus the overall sample. Equally, thisholdscompared to video gamers and traditional sports fans However,a high proportionof people who have watchedesports content before are currently ‘inactive’ within thecommunity, suggestingmany one-off and occasional viewers Hence, esports viewers can be considered anarrow–andtypically highly sought-after–target group, indicatingopportunities for activationby commercial companies Thus, the sector’s challenge remains toconvertawarenessand occasional followershipinto regular engagementandhencemake commercial sustainabilityin esportsattainable In line with M&A activity across a range of sectors,transactionfrequency in esports normalized in the changed economicenvironmentsince the end of the COVID-19 pandemic Among those who do watch regularly, high engagement rates areevident. In a European comparison,regular viewership is highestin theUK(16%) andSpain(13%), followed by Italy and Germany Globally, consumer engagement varies greatly betweenregional contexts. Across regions,Southeast Asiaand theMiddle Eastshow thehighest share of active esports viewers 01 Esports consumptionin Europe Esports continue to gain recognition in a wider population, resulting in an increasing number of people being ‘educated’01 | Esports consumption in Europe–Consumer engagement maturity (1/3) about the concept. To date, however, esports have not managed to capitalize fully on these expanded touchpoints, asconverting new audiences into larger regular viewership remains a challenge In many European countries, a ‘critical mass’ is now familiar with the term ‘esports’. The challenge for the sector's01 | Esports consumption in Europe–Consumer engagement maturity (2/3) stakeholders remains to convert this into engagement–specifically, regular engagement–in order to more effectivelyapproach commercial aspects. Currently, audiences in Spain and the UK are the most mature in this regard 01 | Esports consumption in Europe–Consumer engagement maturity (3/3)A high proportion of those who have come into contact with esports content are currently ‘inactive’ within the community, suggesting many one-off viewers. Among those who do watch regularly, high engagement rates are evident,with more than half of this group watching an average of at least an hour a day 01 | Esports consumption in Europe–Audience demographics (1/2)The most frequent consumers of esports are male and from the Millennial or Generation Z age groups.In addition, While video gamers are roughlycomparable to the overall sampleregarding their demographics,esports viewers are a muchnarrower target group 01 | Esports consumption in Europe–Audience demographics (2/2) In comparison with the fan bases of traditional sports, esports viewers appear to be one of the most attractive targetgroups. In comparison wit