David Hiltscher, VP Gaming Communities at Turtle Entertainment - the company behind ESL - demonstrates in his talk how games can profit off of electronic sports (eSports). As best case, Hiltscher will refer to Riot's eSports-strategy for League of Legends, which within 3 years became on of the most played games in the world. The talk will try to define eSports and give developers concrete hints on how to tap into the competitive gaming market with their games, both from a technical and marketing perspective.

1. ESPORT
THE SPORT OF THE DIGITAL GENERATION

2. INTRODUCTION
TURTLE/ESL

3. »Company founded in 2000, precursor company dates back to 1997
»Global online competition on ESL-website for over 100 different titles
»Running sanctioned leagues together with: Activision, Blizzard, Nexon, SG-I, Gameforge, EA, Infernum, Hi-Rez,
Red5 (and others)
»League service provider on official leagues for Wargaming (World of Tanks Pro League) and Riot Games
(League of Legends Championship Series)
»160 employees in offices in Germany, France, Spain, Poland, United States, China.
»Franchise partners for other markets like AUNZ, Baltics, Bulgaria, Portugal…
»Our business is too complex for this presentation.
INTRO TURTLE ENTERTAINMENT

4. ESPORTS IS GAMING ON A COMPETITIVE
SPORTS LEVEL
SPECTACLE CHAMPIONSCOVERAGE SPORTS BARS

5. THE GAMES
32.5m registered players globally
Multiplayer Online Battle Arena (MOBA)
45m registered players globally
First Person Tank Simulation
10m copies sold globally
Real Time Strategy (RTS)
3m+ MAU
MOBA
30m+ copies sold of all CS Versions
First Person Shooter (FPS)
20m+ copies sold on all platforms
First Person Shooter (FPS)

6. IMPORTANCE OF ESPORT
“ I feel like eSports is happening with or
without us. Games have become the biggest
unofficial sports league in the world right
now. People are competing all the time and
it’s competitive by nature. There’s a massive
unofficial ecosystem of content. ”
Eric Hirshberg, CEO Activision Blizzard
http://onforb.es/15ndUyP
“ There are fundamental advantages that e-
sports will have over traditional sports. ”
Gabe Newell, Founder & CEO Valve
“ eSports is growing out of control. It’s alive
and breathing and flying away. I have no idea
when it’s going to stop. ”
Dustin Browder, Lead Designer StarCraft II Blizzard

7. »eSports games become a sport, with all the trappings of classical sports
+Variety of leagues & tournaments from local to global, and amateur to professional
+Star players
+Live broadcast & commentary
+Professional referees
+Player transfer between teams for money
+Doping (with software)
+Team jerseys (incl. Merchandise sales)
+Club houses
+Youth academies
+Its own eco-system
Facets of eSports

8. VIEWERSHIP ESPORT VS EMERGING SPORTS
35,000
60,000
183,000
254,000
318,000 322,000
0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
gamescom IEM (2010)
[ESL TV]
RaidCall EMS One
Regular matchday (2013)
[ESL TV/Twitch]
UFC (2012)
[VERSUS]
MLS (2012)
[ESPN 2]
IEM Katowice (2013)
[ESL TV/Twitch]
Winter X Games (2012)
[ESPN]
Concurrent Viewers

9. ESPORTS DEMOGRAPHICS
» 16-26 years old, dominantly male
» Active, social, communicative
» Technology affine
» Open-minded towards growing product ranges
» Multiplier, innovator, early-adopter
» Internet is his #1 source of fun
» Plays mostly on PC & consoles
» Gaming is passion & social activity
0 5 10
14
16
18
20
22
24
26
28
30
AGE/GENDER STRUCTURE COMMUNITY (IN PERCENT)
4%
96%
Female
Male
AGE/GENDER STRUCTURE IPTV (IN PERCENT)
0 20 40 60 80 100
All Males (15+)
All Females (15+)
Persons: 15-24
Persons: 25-34
Persons: 35-44
Persons: 45-54
Persons: 55+

10. ELECTRONIC SPORTS LEAGUE
THE LEAGUE THAT MATTERS

11. »Simplified version
»Dev/league-centric
»Every game‘s eco system looks and evolves differently
Explaining the eco system

12. Game Dev
Game
Active Players
Spectators
Online leagues & services
Inner
Circle
Leagues
3rd Parties
Beta

14. Game Dev
Game
Pro/Am Clans &
players
Active Players
Streaming Networks
Spectators
Online leagues & services
Coverage Sites
Inner
Circle
Leagues
3rd Parties
Continuous Broadcasting
Beta

15. Game Dev
Game
Pro/Am Clans &
players
Sanctioned Leagues
Active Players
Streaming Networks
Spectators
Online leagues & services
Coverage Sites
Inner
Circle
Leagues
Outside
Parties
3rd Parties
Continuous Broadcasting
Release

17. Game Dev
Game
Pro/Am Clans &
players
Sanctioned Leagues
Active Players
Streaming Networks
Spectators
Multiple events of
all sizes
Online leagues & services
Coverage Sites
Inner
Circle
Leagues
Outside
Parties
3rd Parties
Continuous Broadcasting
Release

18. China
Shanghai / Guangzhou (tbd)
TRULY GLOBAL
North America
New York City October 2013
APAC
Indonesia / Philippines / Vietnam / Australia (tbd)
Europe
Katowice, Poland December 2013
South America
Sao Paulo, BR (tbd)
World Championship
CeBIT, Hanover, Germany March 2014

19. Game Dev
Game
Pro/Am Clans &
players
Sanctioned Leagues
Active Players
Streaming Networks
Spectators
Multiple events of
all sizes
Online leagues & services
Coverage Sites
Studios
Inner
Circle
Leagues
Outside
Parties
3rd Parties
Continuous Broadcasting
Release

20. ESL STUDIO ONE

21. Game Dev
Game
Pro/Am Clans &
players
Sanctioned Leagues
Active Players
Streaming Networks
Spectators
Advertisers
Multiple events of
all sizes
Online leagues & services
Independent StreamersCoverage Sites
Studios
Merch
BlogsInner
Circle
Leagues
Outside
Parties
3rd Parties
Personalities
Continuous Broadcasting
Release
Games press
IT&peripheral Sponsors

22. Game Dev
Game
Pro/Am Clans &
players
Sanctioned Leagues
Official League
Active Players
Streaming Networks IT&peripheral Sponsors
Spectators
Advertisers
Stats Services
Games press
League Service
ProvidersSingular, large events
Multiple events of
all sizes
Online leagues & services
Technology Provider
Independent StreamersCoverage Sites
Studios
APIs
Merch
Merch
BlogsInner
Circle
Leagues
Outside
Parties
3rd Parties
Personalities
Continuous Broadcasting
Growth
Phase

23. ESL ARENA

24. Game Dev Signed Pro Clans&Players
Game
Pro/Am Clans &
players
Sanctioned Leagues
Official League
Active Players
Streaming Networks IT&peripheral Sponsors
Spectators
Advertisers
Stats Services
Games press Travel Agencies
League Service
Providers
Studios
Investors
Singular, large events
Multiple events of
all sizes
Online leagues & services
Technology Provider
eSports Unit
Independent StreamersCoverage Sites
Studios
APIs
Merch
Merch
Blogs
Original IP owners
Inner
Circle
Leagues
Outside
Parties
3rd Parties
Personalities
Continuous Broadcasting
Full Scale

25. Game Dev Signed Pro Clans&Players
Game
Pro/Am Clans &
players
Sanctioned Leagues
Official League
Active Players
Streaming Networks IT&peripheral Sponsors
Spectators
Advertisers
Stats Services
Games press Travel Agencies
League Service
Providers
Studios
Investors
Singular, large events
Multiple events of
all sizes
Online leagues & services
Technology Provider
eSports Unit
Independent StreamersCoverage Sites
Studios
APIs
Merch
Merch
Blogs
Original IP owners
Inner
Circle
Leagues
Outside
Parties
3rd Parties
Personalities
Continuous Broadcasting
Full Scale

26. Game Dev Signed Pro Clans&Players
Game
Pro/Am Clans &
players
Sanctioned Leagues
Official League
Active Players
Streaming Networks
TV Channels
IT&peripheral Sponsors
Spectators
Advertisers
Stats Services
Games press Travel Agencies
League Service
Providers
Studios
Name brand sponsors
Investors
Singular, large events
Multiple events of
all sizes
Online leagues & services
Technology Provider
eSports Unit
Independent StreamersCoverage Sites
Studios
APIs
Merch
Merch
Blogs
Original IP owners
Inner
Circle
Leagues
Outside
Parties
3rd Parties
Personalities
Continuous Broadcasting
Outlook

27. THANK YOU ! @affentod