ESL is the largest eSports company in the world today with 13 different brands providing competition across over a dozen different video games around the globe. ESL Chairman Steven Roberts will discuss the lessons learned from an advertising and sponsorship activation standpoint over the years, and how non-endemic brands can connect with this global audience.

1. STEPPING INTO
THE ESPORTS ERA

2. "GAMING IS WHAT EVERY
TRADITIONAL
SPORTS LEAGUE IS DESPERATE TO
BECOME:
YOUNG, GLOBAL, DIGITAL, AND
INCREASINGLY DIVERSE."
“FOR THE FIRST TIME IN
GENERATIONS
WE’RE WITNESSING THE BIRTH OF
A NEW SPORT…”

4. I DON’T
GET IT

5. ESPORTS IS TRACK AND FIELD NOT FOOTBALL
Multiplayer Online Battle Arena
(MOBA)
75MM monthly active players
A wildly popular spectator esport
Multiplayer Online Battle Arena (MOBA)
$18.5MM prize pool last season
One of the most popular esports titles
Multiplayer Online Battle Arena
(MOBA)
75MM monthly active players
Most anticipated game title of 2015
Real Time Strategy (RTS)
20MM+ copies sold globally
The original sports title with new
expansion
Digital Card Game
10MM+ accounts
Very inclusive and is growing as a sports
title
First Person Shooter
60MM copies sold
The most iconic game franchise
Street Fighter V
Top title among Major FGC
community
A fast growing esport
TO NAME A FEW, ESL WORKS WITH 50+ OTHER ESPORTS TITLES
First Person Shooter
The world’s most popular FPS
Avg. over 500K concurrent players,
daily

6. esports opens doors to millennials that are
usually hard to reach via traditional media
81% are 18-34 y/o
$76,000 (US Population: 53,4k avg.)
ESL audience:
Average income per household (US):
26% has a subscription vs
11% of online population
United States figures with sources: Newzoo 2016, Superdata, US Census Sep. 2014, and own Esports Data
76% state that their esports viewing
is taking away from hours they spend
on viewing sports
38% buy goods from a brand used
or showcased after attending live
event
Male (75%)
Gender of esports viewers in USA:

7. ESL CONTENT IS ON THE RISE
Live Video Plays
2013 2016
563,564,806
120,386,910
x4,68
100
500
400
300
600
200
0
All values in millions
Live Unique Viewers
2013 2016
100,714,795
32,000,000
Hours watched
2013 2016
166,800,545
44,612,496
20
40
60
80
100
120
0
20
40
60
80
100
120
140
160
180
0
x3,15
x3,74

8. Enthusiasts =
Esports Enthusiasts defined by viewing professional esports at least once a month
165
153
139
125
111
117
97
76 180
164
148
131
115
89
74
58
R I V A L I N G T R A D I T I O N A L S P O R T S
B y 2 0 1 8 e s p o r t s i s f o r e c a s t e d t o h a v e m o r e
e n t h u s i a s t s t h a n N F L
2019F
345
2018F2017F
317
287
134
171
2012 20152014
256
2013
226
206
2016
Occasional Viewers =
Occasional Viewers defined by viewing professional esports less than once a month
American
Football
147151
Source: Repucom Newzoo 2015/16
esports
enthusiasts
148
164
esports
2018F2017F

9. https://www.youtube.com/
watch?v=LqtfPzyCI4A
THIS IS ESL

10. I STILL
DON’T
GET IT

11. OK, LET’S BRING IT CLOSER TO HOME…
CELEBRITIES
investing into teams and events
TRADITIONAL SPORTS
establishing their own teams
MAJOR BRANDS
Investing into esports

12. In July 2016, ESL and MTN DEW® launched the Mountain Dew League (MDL) for Counter-Strike:Global Offensive (CS:GO), the first amateur esports
league providing amateur players a direct path to be a professional gamer.
After a rigorous global open qualification period, MDL teams battled for eight weeks to earn a spot in the Mountain Dew League Global Championship.
Teams from Europe, North America, Brazil, Australia and Asian Pacific were all invited to the event to compete for a $50,000 prize pool.
Simultaneously, the top two teams from North America and Europe competed for a spot in the biggest CSGO league in the world, ESL CSGO Pro
League.
60 Million
Impressions
Spotlight Video
Views
578,812+
Pro Tip Video
Views
660,534+
Mountain Dew League
Finals Stream
1,768,940
Views
Finals hours
watched 403,743
Finals Social
Impressions
16,158,238

13. CASE STUDY: INTEL
• LONGEST RUNNING ESPORTS CIRCUIT: 12
SEASONS
• 4-5 GLOBAL EVENTS PER YEAR IN KEY MARKETS
• SIGNIFICANT OEM INTEGRATION
• 55M UNIQUE VIEWERS
• +2B IMPRESSIONS
• 150,000 + LIVE VISITORS
• $1M PRIZE POOL

14. AUTHENTICITYAND SCALE
IEM KATOWICE NUMBERS
March 2016
League of Legends, Counter Strike and StarCraft
Katowice, Poland
IEM Katowice
Broadcast &
Event Figures
Video Plays 86,745,781
Unique Viewers 34,084,629
Peak Concurrents 3,353,393
Hours Watched 24,282,813
Visitors on Site 113,000

15. Totino’s teamed up with ESL to create new custom content to activate around IEM Oakland. Utilizing their bucking couch campaign,
IEM Oakland allowed Totino’s to reach the millions of fans watching as well as allow thousands of esports fans on site to try the
bucking couch and their newest line of Pizza Rolls. ESL, in real time, integrated custom content filmed on site directly into the
broadcast that utilized ESL’s influencer network.
14,000
Attendees
on Site
Pizza Rolls
Distributed
30,000
20+ Million
Impressions
Hours Watched
6+ Million
Totino’s at IEM Oakland

16. NOW
I GET
IT!!

17. THANK YOU