Free Report:

- Newzoo vision.

2
© Newzoo 2021
Understand and size the Choosing popular game titles that Leverage cross-market
games or esports markets and reach your desired audiences and synergies and adjust to local
your opportunity within them are brand-safe for our specific brand preferences

Understand the size of your Keep track of sponsorship deals,

audience with playing, social and identify openings in the market,
viewing engagement data and size the reach of leagues',
events' and teams' viewership

4
© Newzoo 2021
 people played Among Us
last November.
+9.9% YoY
of Netflix
subscriptions.

+3.6% YoY
2020 TOTAL

+6.4%
YoY
The media landscape is changing faster
+6.5% YoY than ever. How consumers engage with
content and their favorite brands is
+7.7% YoY
changing faster than ever.

Gaming is an incredibly powerful, and

engaging platform for brands to reach
the next generation of consumers. But
+2.6% YoY it is very complex. We will help you
navigate it!

Source: © Copyright Newzoo 2021 | Global Games Market Report & Newzoo Expert 5
© Newzoo 2021
 Example

As a share of both groups combined

36M 66m 24M

Plays Does both Watches

For sports brands, gaming provides an
Games Football opportunity to:

1. Amplify your message among your

existing fans who are gamers
2. Reach an entirely new, younger and
more gender-balanced group of
consumers

10-20

21-35

36-50

51-65

6
© Newzoo 2021 Source: © Copyright Newzoo 2021 | Newzoo Consumer Insights – Games & Esports
 Example

Plays Games Plays Games & Watches Football

Fortnite

Madden NFL
▪ Are more likely to play any type of
NBA 2K
game, ranging from sports games to
FIFA battle arenas.
▪ Skew much younger & female than those
NBA Live
watching football.
Need for Speed ▪ Provide a large tappable fanbase for
sports brands beyond live action sports
League of Legends events and coverage.
Rocket League

Forza

Pro Evolution Soccer

Dota 2

7
© Newzoo 2021 Source: © Copyright Newzoo 2021 | Newzoo Consumer Insights – Games & Esports
 Newzoo’s Gamer Segmentation™ is a
great place to start understanding
different gamer profiles. Through years
of research, we mapped out 9 different
personas, who engage with games in
distinct ways.

To truly understand how your brand

can add value, you can use these
segments as a starting point,
understand how they relate to your
target audiences, and then probe
deeper: What franchises do they play?
What motivates them to play games?
What other hobbies do they have
beyond gaming? Where can you best
reach them? Etc.

8
© Newzoo 2021 Source: © Copyright Newzoo 2021 | Newzoo Consumer Insights – Games & Esports
• What are my goals to activate my brand in gaming?

• Is my target audience playing games or will we be

reaching a new demographic?

• How large is the gaming and esports audience in my key

markets?

• What does the gaming and esports value chain look like?

• Where can my brand add the most value to the players

and viewers?

• Should we treat ‘gamers’ as a single, large group of

people?

© Newzoo 2021
9
Understand and size the Choosing popular game titles that Leverage cross-market
games or esports markets and reach your desired audiences and synergies and adjust to local
your opportunity within them. are brand-safe for our specific brand. preferences.

Understand the size of your Keep track of sponsorship deals,

audience with playing, social and identify openings in the market,
viewing engagement data. and size the reach of leagues',
events' and teams' viewership.

10
© Newzoo 2021
 Example

REALISTIC ARTISTRY SPORTS AND ATHLETICS CARTOON ARTISTRY

▪ Based on their taxonomies,
RESOURCE MANAGEMENT REALISTIC REPRESENTATION BUILDING SIMULATION these games offer different
experiences to their
SANDBOX SIMULATION RACING PVP & PVE RELATIONSHIP DEVELOPMENT
audiences. They attract
SINGLE PLAYER distinct groups of players
and present varied
engagement opportunities.
▪ Cities: Skylines players
skew older. F1 has a
younger, predominantly
male reach. While The Sims
has the most balanced
20% 25% 17% audience both in terms of
18% age and gender.
10-20 25% 4% 17% 23%
11% Average Average 21% Average
21-35
13% age: 18% 8% age: age:
22% 12%
36-50
6% 4% 5%

11
© Newzoo 2021 Source: © Copyright Newzoo 2021 | Newzoo Expert & Consumer Insights – Game Franchises
 Example

* The most over- and under-indexing hobby or interest, compared to the average type of video content watched of these three titles

Just Chatting 114 Traditional Sports 139 Tutorials/How to 114

Traditional sports 109 Just Chatting 123 ASMR 114

Art Creation 108 ASMR 119 Animal videos 112

ASMR 81 Animal videos 93 Workouts 99

Content from 74 Product reviews 91 Just chatting 96

Family & Friends

Tutorials/How to 73 Tutorials/How to 73 Traditional Sports 92

▪ How a brand engages with
players of a game should be
tailored to those individuals
100

100

100
▪ For example, The Sims’
players prefer content such
as Tutorials, ASMR, or animal
videos while F1 gamers
prefer traditional sports and
chatting.
© Newzoo 2021 Source: © Copyright Newzoo 2021 | Newzoo Consumer Insights – Game Franchises
• Which games have the best reach among my target
audience?

• Which games align best with my brand’s value?

• How safe do I want to play it in terms of game

style? Is violence a no-go?

• What type of activation or content would appeal to

the group of gamers I’m trying to reach?

© Newzoo 2021
13
Understand and size the Choosing popular game titles that Leverage cross-market
games or esports markets and reach your desired audiences and synergies and adjust to local
your opportunity within them. are brand-safe for our specific brand. preferences.

Understand the size of your Keep track of sponsorship deals,

audience with playing, social and identify openings in the market,
viewing engagement data. and size the reach of leagues',
events' and teams' viewership.

14
© Newzoo 2021
 Example

(Theme Lifetime Players / Console Install Base per market) Brazil USA

Fantasy Games are more popular

with Brazilian than American gamers
while Americans are more likely to
prefer Science Fiction.

It’s important to really understand

the dynamics of your target markets
in order to choose the best games to
work with.

Data can also help you to design

your comms and ads on a local level
to make sure they resonate with local
audiences.

Source: © Copyright Newzoo 2021 | Newzoo Expert 15

© Newzoo 2021

Unibet's localization is all
about talking to the fans in
their own slang, using
messages and expressions that
are unique to their specific
passion. In this case, CS:GO.
The "I have an Idea" video is a
great example of how they use
expressions, references, and
tactics that resonates well with
the fans.
© Newzoo 2021
Example
BMW has partnered with
multiple esports teams that
cater to different audiences
around the world. Cloud9 is
very strong in North America,
FunPlus Phoenix in China, and
more recently they signed OG,
to cater to the European Dota
2 community.
This shows BMW localizing
both geographically but also in
terms of passion point, to
ensure they are talking to their
desired audiences in a
language that they care about.
16
• Is the game I want to partner with equally
popular in all my target markets?

• Are there major differences in the popularity of

certain genres and themes across my markets?

• Is the game I want to partner with reaching the

same demographic group across my markets?

• Do I need to tailor my communication,

messaging, and design to each local market?

© Newzoo 2021
Understand and size the Choosing popular game titles that Leverage cross-market
games or esports markets and reach your desired audiences and synergies and adjust to local
your opportunity within them. are brand-safe for our specific brand. preferences.

Understand the size of your Keep track of sponsorship deals,

audience with playing, social and identify openings in the market,
viewing engagement data. and size the reach of leagues',
events' and teams' viewership.

18
© Newzoo 2021
 Example

4.5Mn (rank #15) 16.2Mn (rank 25)

Monthly Active Users* Live Hours Watched

0.98
255K (rank #8) Engagement per
Playing is just a part of the engagement equation you should be calculating.
Comments/Posts Subscriber
In March, roughly 4.5 million people played Valheim on PC. However, the
Cyberpunk 2077 = 0.13
viewership and Reddit engagement stats are equally important and
impressive.

*MAU based on 37 markets, excluding China You should quantify the reach and level of engagement of your potential
partner and investigate specific communities or streamers within the game's
ecosystem to understand where you can engage authentically.

19
© Newzoo 2021 Source: © Copyright Newzoo 2021 | Newzoo Expert
Racing games lag behind the peer titles when it comes to player base size

PC Console

Staple PC titles such as and

perform as well in terms of number of
active users as they do on live-streaming
platforms. In February alone, the two
games recorded over .
Among the sports titles, the franchise
is the best performing, with monthly
86% active users. Focusing on the platform
37%
split, it is possible to see how console is
often preferred platform for sports
simulators. Sports simulators are best
played on peripherals such as controllers,
96%
63% which are available out of the box on
consoles. Playing them optimally on PC
14% 56% would require an additional purchase.
4% Moreover, PC tend to foster a group of
League CS:GO FIFA 21 Overwatch NBA F1 2020 iRacing gamers that are usually interested in
different, more hardcore, games.
*MAU based on 37 markets, excluding China

20
© Newzoo 2021 Source: © Copyright Newzoo 2021 | Newzoo Expert
League of Legends 629.4M 1 Fortnite 153.4M 1 League of Legends 181.0M 1
Fortnite 522.2M 2 Grand Theft Auto V 148.1M 2 Counter-Strike: Global Offensive 149.9M 2
VALORANT 433.1M 3 League of Legends 107.8M 3 Grand Theft Auto V 71.9M 3
Call of Duty: Modern Warfare 381.3M 4 Minecraft 94.9M 4 VALORANT 61.0M 4
World of Warcraft 311.5M 5 Among Us 69.2M 5 Fortnite 55.1M 5
Grand Theft Auto V 301.9M 6 VALORANT 43.9M 6 Garena Free Fire 55.0M 6
Counter-Strike: Global Offensive 293.1M 7 FIFA 36.3M 7 Among Us 31.0M 7

▪ Generally, we observe that non-sports titles, such as Fortnite or

League of Legends, outperform sports titles.
▪ The popular shooter Counter-Strike: Global Offensive is very
popular in Brazil, thanks to a thriving esports scene supported by
fan favorite stars like the footballers Neymar Jr. and Casemiro.
▪ GTA V does particularly well with the Spanish audience. Thanks
to the popularity of GTA roleplay streams, Spanish streamers
often attract thousands of concurrent viewers.

Source: © Copyright Newzoo 2021 | Newzoo Expert 21

© Newzoo 2021
• Do I understand all the different ways gamers engage
with their favorite games and franchises?

• Is the game we are about to partner with engaging

beyond the time spent playing?

• Are gamers talking about this game? If yes, is it a

positive conversation?

• Who are the influencers driving the game's popularity

on streaming platforms? Would they be good partners
for my brand?

© Newzoo 2021
Understand and size the Choosing popular game titles that Leverage cross-market
games or esports markets and reach your desired audiences and synergies and adjust to local
your opportunity within them. are brand-safe for our specific brand. preferences.

Understand the size of your Keep track of sponsorship deals,

audience with playing, social and identify openings in the market,
viewing engagement data. and size the reach of leagues',
events' and teams' viewership.

23
© Newzoo 2021
 If you’re looking to sponsor a team in
the U.S, we can see that in the first
quarter of 2021, Team Liquid's League
of Legends and CS:GO
teams generated more viewership
hours than any other team, followed
by G2 Esports' Rocket League squad.

However, if you look at the average

number of concurrent viewers (ACU),
teams like Rogue and G2 Esports
perform better than Team Liquid. We
you’ll need to understand and define the
metrics that provide the best insight to
measure the objectives you set for your
brand and go from there.

24

© Newzoo 2021 Source: © Copyright Newzoo 2021 | Newzoo Expert

This a list of esports
in
that have
sponsorship deals with
an energy
in
either 2020 or 2021.

25
© Newzoo 2021 Source: © Copyright Newzoo 2021 | Newzoo Expert
2019-2020 2019-2021

Total Number of Deals Total Number of Deals

Q1 2021 closed with a record

number of sponsorship deals, of
which many are multi-year
partnerships.

This a strong comeback following a

difficult year market by the
uncertainty of a global pandemic.
2019 2020 Q1-19 Q1-20 Q1-21

Source: © Copyright Newzoo 2021 | Newzoo Expert 26

© Newzoo 2021
Traditional chair manufacturers have accelerated their efforts to expand beyond their traditional markets

Sponsorship deals closed

by furniture manufacturers
in the past 12 months (
)

• COVID-19 related lockdowns have resulted in people

spending a significant time at home at their desk
• The efforts of furniture manufacturers signal a growing
interests for companies in the industry to partner with
esports organizations
• It is worth nothing that although there were a few
league-wide deals in Q1 2021, most gaming furniture
sponsorships were signed specifically with esports
team organizations. Since most matches are being
played online, partnering with a team provides a similar
exposure benefit one would traditionally get with a
league sponsorship

Source: © Copyright Newzoo 2021 | Newzoo Expert 27

© Newzoo 2021
• What are good examples of brand sponsorships in
esports?

• Who are my industry’s stakeholders already

present? What are the doing?

• What organizations or events deliver the reach

my brand wants to achieve?

• What open spaces (game, team, event,

geography) are there that my brand can explore?

© Newzoo 2021
• What are my goals to activate my brand in gaming?
• Is my target audience playing games or will we reach a new demographic?
• How large is the gaming and esports audience in my key markets?
• What does the gaming & esports value chain look like?
• Where can my brand add the most value to the players and viewers?
• Should we treat ‘gamers’ as a single, large group of people?
• Do I understand all the different ways gamers engage with their
favorite games & franchises?
• Is the game we are about to partner with engaging beyond the
time spent playing?
• Are gamers talking about this game? If yes, is it a positive
conversation?
• Who are the influencers driving the game's popularity on streaming
platforms? Would they be good partners for my brand?
© Newzoo 2021
• Which games have the best reach among my • Is the game I want to partner with equally
target audience? popular in all my target markets?
• Which games align best with my brand’s value? • Are there major differences in the popularity of
certain genres and themes across my markets?
• How safe do I want to play it in terms of game
style? Is violence a no-go? • Is the game I want to partner with reaching the
same demographic group across my markets?
• What type of activation or content would
appeal to the group of gamers I’m trying to • Do I need to tailor my communication,
reach? messaging, and design to each local market?
• Do I understand all the different ways gamers engage with their
favorite games & franchises?
• Is the game we are about to partner with engaging beyond the
time spent playing?
• Are gamers talking about this game? If yes, is it a positive
conversation?
• Who are the influencers driving the game's popularity on streaming
platforms? Would they be good partners for my brand?
29
© Newzoo 2021
- Newzoo mission.

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Understand market Identify audience Strategy & planning Activation Measurement

GLOBAL INDUSTRY
FLAGSHIP REPORTS
NEWZOO EXPERT

YOUR AGENCY
HERE GAMER & ESPORTS FAN
BRAND TRACKING
SYNDICATED
CONSUMER INSIGHTS

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