It is estimated that the scale of China’s leisure e-sports game market will reach 11.64 billion yuan in 2021 From Gamma data

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The following is the It is estimated that the scale of China’s leisure e-sports game market will reach 11.64 billion yuan in 2021 From Gamma data recommended by recordtrend.com. And this article belongs to the classification: network game.

Recently, Gamma data released the report on the development prospect of leisure E-sports. The report focuses on the market situation, user scale, user attributes, enterprise layout and other contents of leisure e-sports, and deeply analyzes the status of leisure E-sports products, product flow, realization mode, R & D characteristics, customer acquisition characteristics and other fields. On this basis, This paper deeply analyzes the commercialization prospect of leisure E-sports.

Data display:

The scale of leisure E-sports market is expected to reach 11.64 billion yuan this year, and some overseas business models need to be paid attention to

In 2020, the number of leisure E-sports users has reached 238 million, and it is expected to reach 245 million this year

The proportion of female and older users is high, with the attribute of differentiated users

More than 80% of the head leisure E-sports product revenue has reached the level of 100 million yuan

At present, the market scale reaches 10 billion yuan

Some overseas business models need attention

In terms of market revenue, the scale of leisure e-sports game market has reached 10 billion yuan, and it is expected to reach 11.64 billion yuan in 2021. The growth rate is expected to be around 10%.

Data source: Gamma data (CNG)

Note: the market scale of leisure E-sports games mainly covers two modes of “synchronous competition” and “asynchronous competition”. The source of product revenue includes internal purchase realization and advertising realization

At present, the main income of the leisure E-sports market at this stage still comes from internal purchase – generally obtaining income by consuming props, skin appearance, etc. But with the first mock exam, more leisure electric products will be realized through this mode.

In addition, the commercialization model of overseas leisure e-sports game enterprises is also worthy of reference. For example, the forms of membership payment based on the platform model and event brand cooperation are also expected to expand the new realization ideas of leisure e-sports, and then expand the market space of leisure E-sports.

The number of users has exceeded 230 million

Mature event operation system may promote user growth

According to Gamma data, the number of leisure E-sports users has reached 238 million in 2020, which is expected to continue to grow in the future, and is expected to exceed 280 million in 2023.

However, it also needs more excellent products to promote. At the same time, the event system needs to be built and improved, so as to strengthen the competitive experience of leisure E-sports.

Data source: Gamma data (CNG)

Note: the user scale of leisure E-sports games mainly covers the products of “synchronous competition” and “asynchronous competition”

In the field of events, some overseas platforms have been laid out, and a representative event operation system has been established, which has strengthened the attraction to users and promoted more pan users to participate in leisure E-sports events. In the future, Chinese game enterprises also need to promote the maturity of the leisure E-sports event operation system, so as to attract more users to participate in the event.

“Female” and “30 +” are two user keywords

Differentiation from heavy E-sports indicates potential opportunities

According to gamma statistics, compared with moderate and severe E-sports products, the distribution of users of head leisure E-sports products shows that female users and users over the age of 30 account for a relatively high proportion. Differentiated user attributes are also an important opportunity for the future development of leisure E-sports.

Data source: Gamma data (CNG)

Note: the head product refers to the top 20 revenue products selected by Gamma data in the medium and heavy mobile E-sports and leisure E-sports respectively. The medium and heavy mobile E-sports revenue is mainly the internal purchase flow revenue, and the leisure E-sports revenue covers the internal purchase flow revenue and advertising revenue, the same below.

This is mainly because, due to the complex playing methods of the existing medium and heavy mobile E-sports products, the mining of users is more concentrated on male users and young users, while leisure E-sports has the characteristics of low starting difficulty and time fragmentation, which helps to reduce the user’s game threshold, and has also become an important reason for the high proportion of female users and older users, such as dream garden under chuangmengtiandi Happy Xiaole under music element has the characteristics of high proportion of female users. In the future, leisure E-sports is also expected to rely on this to deeply tap the market and realize complementary development with medium and heavy E-sports.

There are high breakthrough opportunities in the head leisure E-sports market

From the perspective of the R & D ownership of head leisure E-sports products, there are not only head game enterprises such as Tencent games, dreamworld and giant network, but also small and medium-sized game enterprises with a revenue of less than 1 billion yuan. The market opportunity of leisure E-sports products is at an early stage. At this stage, each team still has a great opportunity to attract a large number of users’ attention and achieve product breakthrough by relying on interesting core playing methods. Driven by more game enterprises, the scale of leisure E-sports market is expected to further expand in the future.

Data source: Gamma data (CNG)

At present, many large game enterprises have laid out in this field, which further demonstrates the market potential of this field.

▌ Tencent games

Independent R & D + investment acquisition to strengthen the layout of leisure categories

Resource integration may expand the development space of leisure E-sports

Tencent games mainly focus on independent R & D + investment and acquisition, and has accumulated certain advantages in the field of leisure E-sports. In terms of independent research and development, Tencent game self-developed product “jump” has achieved better performance in terms of user level and retention status. In addition, the product has also held offline leisure E-sports events and attracted the attention of users of a certain magnitude. In terms of investment acquisition, Tencent game acquired voodoo, a game company focusing on leisure products. The latter has released more than 100 products worldwide and received billions of downloads. Related products also have the potential to be transformed into leisure E-sports. With independent R & D + investment acquisition, Tencent’s ability in leisure E-sports R & D, distribution, globalization and other aspects has been deepened. At the same time, relying on the inherent precipitation of enterprises in E-sports related aspects such as user operation, events and live broadcasting, Tencent games is expected to continue to expand the market space of leisure E-sports through the integration of various resources in the future.

▌ create a dream world

Products help cover hundreds of millions of E-sports users

The field of leisure E-sports has development prospects

Chuang mengtiandi’s game product Mau is 138 million, and actively layout offline store business. Focusing on the advantages of game ability, the company forms an interactive mode with more users, higher frequency and longer period through online and offline linkage. At present, the offline business of chuangmengtiandi has formed a dual brand operation strategy of “Tencent video good time” and “qqfamily”. Higher user scale and offline store business are the basis for Chuang Meng Tiandi to layout E-sports events. The game business of chuangmengtiandi focuses on eliminating racetracks and competitive racetracks. The RTS mobile game global action launched in 2020 has formed a complete E-sports ecology, and the 2021 national college competition and city competition have been landed in Wuhan and Xi’an respectively. In addition, the company’s mobile game will be launched in May this year, and the mobile game of the company will also get a high evaluation.

At the same time, in order to further understand the product characteristics of leisure e-sports, Gamma data makes an in-depth analysis on the product status of leisure E-sports around multiple levels.

More than 80% of the head product revenue has reached the level of 100 million yuan

The revenue of some products has exceeded that of moderate and severe E-sports

From the perspective of product flow, more than 80% of the revenue of leisure E-sports head products has reached the level of 100 million yuan, which also shows that relevant products have good commercialization ability, and the revenue of some products has exceeded that of medium and heavy E-sports products.

Data source: Gamma data (CNG)

The mainstream advertising model of internal purchase is rising

Diversified realization forms or in the future

According to gamma statistics, in addition to the realization of internal purchase, advertising realization is rising. There is still room for diversified exploration in the realization form of leisure E-sports products in the future.

Data source: Gamma data (CNG)

On the one hand, leisure E-sports can learn from the realization experience of some medium and heavy E-sports products and diversified extension realization modes to expand in terms of events and subscription services; On the other hand, we can pay more attention to the rapidly developing advertising model in the field of leisure games, so as to improve the realization efficiency. Under the influence of many aspects, the diversified realization mode of leisure E-sports may appear in the future.

Low playing threshold but strong explorability

The long-term model also has representative product output

Compared with moderate and severe E-sports products, the types of play methods of leisure E-sports products are also relatively rich, covering multiple types such as elimination, shooting and swallowing, which shows that leisure E-sports products also have high explorability in the types of play methods, and explore more categories. At the same time, although the playing method is relatively simple, some head leisure E-sports products also have the market-oriented results of long-term operation. For example, the products represented by “ball and ball battle” enrich their playing methods by means of stable game content update frequency and release material films on the basis of their own quality, so as to continuously bring fresh experience to existing users, Strengthen the content consumption reserve of new users, so as to realize a long life cycle.

Data source: Gamma data (CNG)

80% of the product installation package is less than 500m

Easier to get customers and simple to transplant

Compared with moderate and severe E-sports products, leisure E-sports products have smaller installation packages. According to the statistical results of Gamma data, 80% of the top 20 products in the annual flow are less than 500m in size. On the one hand, a smaller package is conducive to reducing the configuration requirements of the product for the terminal equipment, so as to expand the coverage of potential users; On the other hand, a smaller package means that the game content can be transplanted on H5, applet and other platforms with a high degree of restoration, so as to expand the contact surface of users in different channels while maintaining the consistency of user experience.

Data source: Gamma data (CNG)

65% of users have less than 5 minutes in a single office

Short game time contains huge business opportunities

The short duration of single game is also one of the characteristics of leisure E-sports products. The fragmented game time is more in line with the needs of fast-paced life, which will attract users to try as a difference from medium and heavy E-sports products. At the same time, this feature helps to improve the customer acquisition effect of advertising. The short duration of a single bureau is conducive to the product’s experience and compression of the core play method, so that the product can accurately convey the fun of the game to users in the form of video advertising and trial advertising, and quickly experience the core play method after entering the game, so as to optimize the transformation and retention effect of users.

Data source: Gamma data (CNG)

Insufficient innovation at the product level

Retention problems caused by user characteristics

At this stage, leisure E-sports also faces some problems to be solved. On the one hand, it comes from the product level. In terms of products, the head products of leisure E-sports have fallen into a bottleneck in the innovation of playing methods. From the perspective of related products, the proportion of old products that have been online for more than three years has reached 60%, which is different from the phenomenon that the revenue of medium and heavy E-sports old products remains relatively stable. The life cycle of many leisure E-sports products has been in a recession stage.

Data source: Gamma data (CNG)

On the other hand, it comes from the user dimension. Users themselves do not retain leisure game products for a long time and are easy to lose. More than 60% of users will change products within one year, making it difficult for many leisure E-sports products to obtain long-term benefits.

Data source: Gamma data (CNG)

In addition, in addition to products and users, leisure E-sports products are also easy to be copied. Due to the simple core playing method and low product replication difficulty, and the common differentiation dimensions such as image quality and technical level are difficult to establish sufficient competitive barriers for them, plagiarism has become a major risk that leisure E-sports products need to face.

Finally, Gamma data also makes an in-depth analysis on the commercialization prospect of leisure E-sports.

Building a differentiated track with medium and heavy E-sports is the key to the future

Relying on the support of large users, leisure E-sports products have achieved certain business expectations at this stage. However, if they want to develop further in the future, the key to the long-term development of leisure E-sports products is to make use of the characteristics of differentiated products to complement the e-sports industry with medium and heavy E-sports products.

At present, leisure E-sports products are different from medium and heavy E-sports products in many aspects such as game duration, user group and user payment, which also means that leisure E-sports cannot take the same development path as medium and heavy E-sports in the future. In the development process of leisure E-sports in the future, from game business model to event holding mode, Then to the establishment of leisure e-sports game platform or event platform is the direction that needs to be expanded, so as to realize its own perfect industrial chain model and business system.

Note: the above are the general differences between the two E-sports modes, and special conditions of some specific products are not excluded.

Fill the short board of single product life cycle

Leisure E-sports user platform has development prospects

Although the retention status is not stable, the overall number of leisure e-sports game users is relatively constant. Based on the support of core user groups, the leisure E-sports user platform may have great development prospects.

First, the leisure E-sports user platform can gather a variety of game product resources to provide rich game content for users with different preferences, so as to ensure that users remain in the platform system for a long time.

Second, the leisure E-sports platform model can alleviate the pressure on small and medium-sized developers to obtain users. At this stage, the high share of the application market and the increase of the user acquisition cost of traffic channels have caused great pressure on small and medium-sized developers. The emergence of leisure E-sports platform can help developers pay more attention to product R & D.

Third, the unified operation of leisure E-sports user platform on products helps to explore the diversified business model of leisure E-sports. The development in the form of platform does not have to be subject to the life cycle of a single product, and can strengthen the exploration of leisure E-sports in many fields such as events and clubs.

▌ commercial platform case – skillz

Annual revenue exceeds 200 million US dollars

Skillz platform still has high growth

Skillz in the United States is one of the well-developed leisure E-sports platforms. Its mature business model can provide a reference for the development of domestic leisure E-sports. The business model of skillz platform is mainly “small games + competitive events”. The platform does not have external access to advertising. For users, the game experience is good. The platform establishes events based on small games and extracts part of the event bonus as revenue. Based on this business model, the platform has in-depth contacts with users, game developers and other parties.

Data source: public information of enterprises

The number of developers exceeds 10000

Products get higher income with the help of the platform

As of 2018, the number of mobile game developers on skillz platform has exceeded 13000, and the platform and game developers have achieved win-win cooperation. For the platform, keeping in touch with more game developers makes the platform have a more stable game output system, strengthens the vitality of the product supply side, and then uses the play content to maintain user stickiness. For game developers, game developers can get some share from the operation of product events and increase the way of income generation. Taking the game “empty Solitaire” of tether studios as an example, the product is retained 64% daily, 33% weekly and 33% monthly at the initial stage of its launch. The average daily user income is only 2 cents, which increases to 45 cents after accessing skillz, and the per capita payment of users increases by more than 20 times. At present, the average monthly bonus of skillz platform has exceeded 100 million yuan. In 2020, there are 36 games with Gmv exceeding one million dollars. The number of high-income products has increased rapidly for many years. It is reported that Tianshen entertainment is also laying out the leisure e-sports industry, building a Chinese version of the national leisure E-sports platform, and also considering going to sea.

Data source: public information of enterprises

Super leisure games penetrate into the field of leisure E-sports

Rapidly promote the development of this market

According to gamma statistics, more than 30% of head super casual games have competitive attributes in playing methods. Based on the existing leisure E-sports products, super casual games will become an important source of expansion and innovation of leisure E-sports products in the future. It is expected that more leisure enterprises will set foot in the super leisure game market.

Data source: Gamma data (CNG)

Internal purchase and advertising realization need to be continuously optimized

Expand more cash realization modes by relying on flow

At this stage, leisure E-sports mainly rely on the internal purchase mode and advertising mode for realization, but the internal purchase mode shows the characteristics of low overall payment level and payment rate of users. The advertising mode itself also has challenges affecting user experience and low realization income of single user. The internal purchase realization mode and advertising realization need to be continuously optimized.

The monthly live users of leisure E-sports head products have been equivalent to moderate and severe E-sports. In the future, we can explore more realization modes based on our own user volume. The product can meet the deep-seated needs of users through membership, paid unlocking and other ways; For the realization of game depth traffic, leisure E-sports can also be tried. For example, for the classic leisure E-sports products, the product can be developed on the amusement machine, so as to obtain the income of play authorization. After being developed into an amusement machine game, it can also guide users to carry out offline competitive experience and organize leisure E-sports events, Encourage more users to participate in leisure E-sports projects.

Data source: Gamma data (CNG) read more: Gamma data: in 2020, the sales revenue of online games in Shanghai exceeded 99 billion yuan, Accounting for 35.9% of the country’s total, Gamma data: the proportion of consumer game complaints dropped to 3.3% in 2020 Gamma data & applovin: 2018-2019 leisure game market opportunity Research Report (with download) Gamma data: 2018 E-sports Industry Report (event chapter) Gamma data: 2018 competitiveness survey of China’s listed / quasi listed game companies Gamma data: China’s secondary game market scale in 2018 190 900 million Gamma data: 2019 China’s game industry annual report Gamma data: 2018-2019 China’s game industry R & D Competitiveness Report (with download) Gamma data & Tencent cloud: 2020 game trend report Gamma data: the actual sales revenue of China’s game market in the first half of 2019 is 116.31 billion yuan Gamma data & pangolin: 2021 medium and heavy game commercialization Research Report (with download) Gamma data : the sales revenue of online games in Shanghai reached 68.3 billion yuan in 2017 Gamma data: the survey report of cloud game industry in 2020 (with download) Gamma data: the actual sales revenue of China’s mobile game market in October 2020 was 18.548 billion yuan Gamma data: the revenue of mobile game market from January to March 2020 reached 55 billion yuan, a year-on-year increase of 49%

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