2021
0
China eSports Market Report 2021
2021-08-10T04:08:44+01:00
OX1050131
3695
141271
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Report
en_GB
“Mintel is confident about the long-term prospect of the esports industry despite the growth slowdown in the number of pan-esports participants in 2021. The esports industry will further diverge in…

China eSports Market Report 2021

£ 3,695 (Excl.Tax)

Report Summary

“Mintel is confident about the long-term prospect of the esports industry despite the growth slowdown in the number of pan-esports participants in 2021. The esports industry will further diverge in participants’ needs as the industry develops and matures. Professional services are increasingly important in order to serve hardcore fans’ needs and drive their spending, while non-core fans tend to think of esports as a trendy leisure entertainment activity. Given pan-esports participants’ flittering attention, brand collaborations with esports IPs can benefit brands by helping them build a youthful and energetic image but are less likely to act as a sales driver.”

– Samuel Yi, Category Director

This report will look at the following areas:

  • Size and factors that drive esports market growth
  • Marketing activities and innovation cases of key players in the esports market
  • Consumers’ participation in esports activities
  • Consumers’ information channels of esports
  • Consumers’ interest in esports co-branded merchandise and favoured types of esports collaboration
  • Consumers’ attitudes towards esports and esports collaboration marketing activities
  • Strategies to drive spending among core esports fans and non-core esports fans

Table of Contents

  1. Overview

      • Key issues covered in this report
        • Covered in this report
          • Demographic classifications
          • Executive Summary

              • The market
                • Figure 1: Esports participants, 2017-2021 (est), China
                • Figure 2: Esports market value, 2016-2026 (est), China
              • Companies and brands
                • The consumer
                  • Figure 3: Gaming activities participated, 2021
                  • Figure 4: Changes in time spent on esports-related activities by occasion, 2021
                  • Figure 5: Esports information channels, 2021
                  • Figure 6: Interest in esports co-branded merchandise, 2021
                  • Figure 7: Types of esports cooperation that increase favourability, 2021
                  • Figure 8: Attitude towards esports, 2021
                • What we think
                • Issues and Insights

                  • Pan-esports expansion reaches beyond games to attract audience
                    • The facts
                      • The implications
                        • Services, instead of products, will be increasingly important in driving core esports players’ spending in the future
                          • The facts
                            • The implications
                              • Figure 9: Garmin Instinct Esports smartwatch, 2021
                            • Leveraging esports collaboration for young and energetic brand image
                              • The facts
                                • The implications
                                • Market Size and Forecast

                                  • Robust growth in total esports participants maintained
                                    • Figure 10: Esports participants, China, 2017-2021 (est)
                                  • China continues to lead as global number one esports market
                                    • Market value continues strong growth fuelled by players’ sophisticated needs
                                      • Figure 11: Esports market value, China, 2016 – 2026 (est)
                                  • Market Factors

                                    • Continuous new game launches with esports features
                                      • Esports becoming a medal sport further raises its awareness and profile
                                        • Regulations introduced to promote esports-friendly cities and standardise career development
                                          • Other options of in-home entertainment may distract consumers
                                            • Figure 12: Activities done on smartphones during the last week, 2020-2021
                                            • Figure 13: Frequency of using specific apps/websites in the last three months, % every day, 2021
                                          • Out-of-home activities continue to recover but number of events have not returned to pre-COVID level
                                            • Figure 14: Out of home activities participation, 2021
                                        • Key Player Performance

                                          • Tencent maintains grip on esports gaming with continuing popularity of LOL and Honor of Kings
                                            • Huya, Douyu still lead esports live streaming platforms but face challenge to sustain growth, especially after proposed merger vetoed
                                              • Figure 15: Huya and Douyu MAU, Q2 2019 – Q1 2021
                                              • Figure 16: Huya and Douyu paid user amount, Q2 2019 – Q1 2021
                                            • Short video and comprehensive video platforms also heavily invest in esports
                                            • Marketing Activities

                                              • Collaboration for cultural marketing
                                                • Developing IPs for peripheral products and wider collaboration
                                                  • Immersive esports-themed experience
                                                    • Figure 17: Tencent esports-themed experience hall, 2020
                                                  • Ping An Bank puts its name on BLG club
                                                    • Esports tournament for audience with disabilities
                                                      • Talk show focusing on esports
                                                        • Figure 18: Huya esports talk show, 2021
                                                    • Innovation Highlights

                                                      • Esports virtual skill-sharing services arise
                                                        • Esports-themed hotels rooms for those seeking upgraded net cafés or esports getaways
                                                          • Figure 19: Tencent esports-themed hotel room, 2021
                                                        • Esports theme enriches amusement park visiting experience
                                                          • Figure 20: Collaboration of Universal Beijing Resort and Tencent Games, 2021
                                                        • Enriching online watching experience with interaction and augmented reality techniques
                                                          • Offline esports training experience for consumers anticipates serious engagement
                                                            • Gaming nutrition starts to emerge
                                                              • Figure 21: Command Energy Drinks by MyProtein, 2021
                                                          • Esports and Gaming Activities

                                                            • Majority of consumers have participated in esports-related activities
                                                              • Figure 22: Gaming activities participated, 2021
                                                            • Slightly fewer consumers have played esports games compared with previous year
                                                              • Figure 23: Incidence of playing esports in last 12 months, 2019-2021
                                                            • Females show stronger interest in purchasing peripheral products
                                                              • Figure 24: Gaming activities participated, by gender, 2021
                                                            • Income is an important factor in esports development
                                                              • Figure 25: Gaming activities participated, by household income level, 2021
                                                            • Serious esports audience are more likely to spend on peripheral products and interact with professional esports players
                                                              • Figure 26: Gaming activities participated, by reason to watch esports, 2021
                                                          • Change in Esports Activity

                                                            • More time spent on esports activities after outbreak
                                                              • Figure 27: Changes in time spent on esports-related activities by occasion, 2021
                                                            • Females are spending more time on esports participation
                                                              • Figure 28: Changes in time spent on esports-related activities by occasion, % spent more time, by gender, 2021
                                                          • Esports Information Channel

                                                            • Live streaming and short video sites lead
                                                              • Figure 29: Esports information channels, 2021
                                                            • Females have a stronger need for social community
                                                              • Figure 30: Esports information channels, by gender, 2021
                                                            • Live streaming and comprehensive video platforms are important for reaching high earners
                                                              • Figure 31: Esports information channels, by monthly household income level, 2021
                                                            • Live streaming sites and online forums are even more important for offline event goers
                                                              • Figure 32: Esports information channels, by preference on watching esports, 2021
                                                          • Interest in Esports Co-Branded Merchandise

                                                            • Esports co-branded merchandise attract to most consumers
                                                                • Figure 33: Interest in esports co-branded merchandise, 2021
                                                              • Males prefer smartphones for better esports experience, while females show more interest in apparel and beauty products to show engagement
                                                                • Figure 34: Interest in esports co-branded merchandise, by gender, 2021
                                                              • Consumers aged over 40 are interested in purchasing esports collaboration merchandise
                                                                • Figure 35: Interest in esports co-branded merchandise, by age, 2021
                                                              • Opportunities for personal care, apparel and fashion accessories
                                                                • Figure 36: Interest in esports co-branded merchandise, by willingness to pay more for co-branded merchandises, 2021
                                                                • Figure 37: Interest in esports co-branded merchandise, by attitudes towards co-branding impact on brand image, 2021
                                                            • Favoured Types of Esports Collaboration

                                                              • Exclusive offers, co-branding and displaying logos are more attractive for cooperation with esports
                                                                • Figure 38: Types of esports cooperation that increase favourability, 2021
                                                              • Young consumers prefer exclusive rights
                                                                • Figure 39: Selected types of esports cooperation that increase favourability, by age, 2021
                                                              • Use esports to premiumise and energise brand images
                                                                • Figure 40: Types of esports cooperation that increase favourability, by willingness to pay more for esports co-branded products, 2021
                                                                • Figure 41: Types of esports cooperation that increase favourability, by attitudes towards co-branding impact on brand image, 2021, 2021
                                                            • Attitudes towards Esports

                                                              • No longer a game for children or young people
                                                                • Figure 42: Attitude towards esports audience, 2021
                                                                • Figure 43: Reasons for watching esports, 2021
                                                                • Figure 44: Reasons for watching esports, by age and gender, 2021
                                                              • Females are more interested in offline esports events
                                                                • Figure 45: Attitude towards methods to watch esports, 2021
                                                                • Figure 46: Attitude towards purchasing a smartphone for esports, 2021
                                                              • Majority of consumers think collaborations with esports can help brands be more premium and improve their image
                                                                • Figure 47: Attitude towards paying for esports co-branded products, 2021
                                                                • Figure 48: Attitude towards esports co-branded image, 2021
                                                                • Figure 49: Attitude towards paying for esports co-branded products and esports co-branded image, by gender, 2021
                                                            • Appendix – Market Size and Forecast

                                                                • Figure 50: Esports market value, 2016 – 2026 (est), China
                                                            • Appendix – Methodology and Abbreviations

                                                              • Methodology
                                                                • Fan chart forecast
                                                                  • Abbreviations

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