Suzhou E-sports Hotel

Yesterday (July 2 1 day), the Ministry of Commerce led 27 ministries and commissions to jointly issue the Opinions on High-quality Development of Foreign Cultural Trade, with the overall goal of building a number of cultural trade professional service institutions covering the whole country by 2025.

As a general trend and an important part of the development of the game industry, games going out to sea and e-sports play an important role in expanding and actively cultivating export competitive advantages in online games and other fields, and enhancing the strength and influence of Chinese game enterprises.

At the 2022 China Game Going to Sea and E-sports Development Forum held today, Ao Ran, Executive Vice President and Secretary General of China Audio-visual and Digital Publishing Association, and Tang Jiajun, Deputy Secretary General of China Audio-visual and Digital Publishing Association, Secretary General of Game Working Committee and Director of E-sports Working Committee, delivered speeches on related topics, and released the Report on E-sports Industry in China from June to June 2022.

Subsequently, Huang Xiaoou, Vice President of Perfect World E-sports, Yang Rui, Director of Tencent E-sports Brand, Yin, Vice President of Sanqi Mutual Entertainment Products, and Deng Jianye, Director of Shengtian Network Business Strategy Department also shared their views on the current development of e-sports and game industry from the aspects of e-sports culture, e-sports going out to sea, game culture going out to sea, and new scene of e-sports.

Where should e-sports and games go under the new format? From their speeches, we may find some answers.

Innovation is the first driving force

Under the background of Opinions on High-quality Development of Foreign Cultural Trade, it is even more timely to hold the China Game Industry Innovation and Development Forum. Aoran stressed: "Under such a node, the industry needs to enhance the first driving force of innovation more than ever before, and needs sustainable development solutions."

The e-sports industry derived from game publishing and games has maintained a high degree of topic in the past few years, and its social influence and commercial value have been continuously improved, which is expected to help the industry achieve sustainable development in the future.

In the past five years, China's game enterprises have actively explored new modes and paths of going abroad, continuously deepened the market scale and influence scope of self-operated games overseas, and continuously expanded a number of products with distinctive cultural connotations, so that the world has a deeper understanding and understanding of the oriental image of China's story.

In the past ten years, online games have almost increased from zero to1805438+0.3 billion dollars. Domestic self-developed games have a very stable market position in the United States, Japan, South Korea and Southeast Asia. In Europe, the Middle East, South America, including Africa, the influence of some markets is gradually expanding, and the types of products going out to sea are becoming more and more diversified.

Many contents expressed by the most influential domestic games at home and abroad are the image of China, the story of China, and even the customs of our country. This expression continues to meet the deep-seated cultural consumption needs of consumers around the world.

In the same time span, under the guidance of the national strategy of building a digital China, some provinces and cities have issued policies to promote the development of e-sports industry. At the same time, a series of related standards and norms have been issued one after another, and the China Music and Digital Association has also issued relevant standards and contents of e-sports industry, gradually forming industrialization projects. In the supply-side reform in the field of digital culture, e-sports are also emerging, which has great market economy prospects.

The market economy potential of the e-sports industry is not only reflected in the e-sports industry itself, but also accelerated integration with short video live broadcast, hotels, cultural tourism, home manufacturing and other industries, helping the e-sports industry become the most abundant and innovative phenomenon and vertical category in the game derivative format.

According to the data provided by China Music Digital Association and China Game Industry Research Institute, in 20021year, the e-sports market and game revenue in China reached1401800 million yuan, which was double that of five years ago. On the whole, it seems that the game going out to sea and developing e-sports are two paths, but in fact there are four characteristics: sufficient supply, many types, rapid growth and new trends.

Most importantly, they can closely match the interests, hobbies, life and entertainment of young people. These contents can completely guide and meet the spiritual and cultural needs of the public in the digital economy era. Yan Ran said: "I hope that all practitioners can deeply explore new ways to make big games go to sea and strengthen the e-sports industry, further promote the breakthrough of the game and e-sports industry and achieve innovative development."

The e-sports industry is extremely flexible.

It is undeniable that e-sports, as a derivative of games, has more and more influence and radiation on science and technology, tourism, cultural creation and other fields. Especially in the development of cross-border integration, it has shown brilliant prospects and become the starting point for many local governments to develop the digital economy.

At present, the scale of e-sports industry in China ranks first in the world, and its core audience and competition revenue are in the leading position in the world. Therefore, it is particularly important to strengthen the professional research in the vertical field of e-sports.

At the China Game Going to Sea and E-sports Development Forum, the China Music and Digital Association and the E-sports Working Committee jointly released the Report on China E-sports Industry in June-June, 2022. The report shows that the COVID-19 epidemic in the first half of the year has profoundly affected the development pattern of the e-sports industry: offline events are difficult to carry out, and the content supply, public opinion influence and commercial income of e-sports have been hit to varying degrees.

From June to June, 2022, the revenue of e-sports industry in China was 76.497 billion yuan, down by 65.438+00. 12% year-on-year. From the perspective of income composition, e-sports games bring the highest proportion of income, about 83.29%; Live broadcast revenue accounts for about13.96%; The proportion of tournament income, club income and other income is about 1.24%, 1. 1% and 0.52% respectively.

Specific to the detailed data, e-sports game revenue was 637.1200 million yuan, down 65.438+0 1.09% year-on-year. In the first half of the year, the popularity of e-sports declined, and the user's income and willingness to pay changed, resulting in a sharp drop in the income of e-sports games.

In addition to game income, the income from live broadcast, competitions, clubs and other activities was about 654.38+02.785 billion yuan, down 2% year-on-year. The main reason for the decline is the decline in the income of live broadcast enterprises, the decrease in ticket sales and surrounding income, and the inability of enterprises to carry out business cooperation.

From June 2022 to June 2022, the number of e-sports users in China was 487 million, a slight year-on-year decrease. This trend is consistent with the changes in the scale of users in the game industry.

According to statistics, in the first half of 2022, among all e-sports games on the market, there were 24 end games, 34 mobile games, 7 multi-terminal games and 3 web games.

Among them, the number of shooting categories is the largest, accounting for 26.09%; The number of MOBA games is second only to shooting, accounting for 17.39%. Sports game products accounted for 10. 14%.

Due to the increasingly mature online competition mode, in June 2022, the number of e-sports events in China increased from 1 year-on-year, and * * * held 62 events. Due to the epidemic situation, nearly half of the games are played online. In addition, 19% of the competitions are both online and offline.

The host cities of e-sports events are mainly first-tier cities and new first-tier cities. Over the years, Shanghai has hosted the most sports events in China. In the first half of this year, 39.39% of the e-sports events were held in Shanghai, mainly from June to March. Hangzhou and Suzhou, located in the Yangtze River Delta region, are also ranked higher.

There are two regions where the number of e-sports enterprises accounts for more than 10%, namely Guangdong and Shanghai. Beijing, Hainan, Jiangsu, Hunan, Zhejiang and Sichuan account for more than 5%. Due to the obvious agglomeration effect of e-sports in Shenzhen and Guangzhou, Guangdong Province, the proportion of e-sports enterprises in the province reached 18.20%, ranking first.

Among the business types of e-sports enterprises, e-sports game manufacturers, e-sports venues and e-sports event services appear frequently, accounting for more than 20%. In terms of going to sea, e-sports has also achieved good results. In the first half of the year, the events held by domestic enterprises showed two characteristics: the internationalization of the host region and the internationalization of the contestants.

Many of them are based on self-developed games. Some events in Japan, South Korea and North America have become one of the most popular e-sports events in the region, attracting millions of spectators. In addition, there are also domestic e-sports games successfully selected as official events of the Southeast Asian Games.

On the whole, in the first half of the year, the e-sports industry still showed strong development resilience under the double impact of the epidemic and the macroeconomic downturn.

Tang Jiajun said: "In the future, the e-sports industry should be anchored in three directions: healthy development, standardized construction, and innovation integration, so as to gather knowledge and form synergy. It is necessary to build a defense line for the protection of minors; Strengthen the standardization of e-sports industry; Strengthen the integration of e-sports with new technologies and concepts such as meta-universe, VR and AR; Follow up the latest hotspots such as virtual people and digital collections, explore new paths, and promote industry innovation and integration. "

Integration of e-sports and traditional sports

From the above data, we can see the development trend of domestic e-sports industry. Huang Xiaoou, vice president of Perfect World E-sports, said: "A very important trend in the e-sports industry is the integration of e-sports and traditional sports."

According to the data released by some international organizations, in 20021year, the number of global e-sports audience increased to 474 million, up 8.7% year-on-year, and core e-sports enthusiasts accounted for half of the total number, up 8.7% year-on-year.

The direct income of e-sports events has also increased from $ 9475438+0 billion in 2020 to $202184 million. By 2024, both the audience number of e-sports and the revenue of e-sports market will continue to grow steadily.

Secondly, eight e-sports events became the official events of Hangzhou Asian Games for the first time, which showed the recognition of e-sports by traditional sports organizations and was of great significance to the spread and development of e-sports events.

Then, after e-sports successfully entered Asia, when e-sports can enter the Olympic Games has gradually become a new round of hot topics. Huang Xiaoou believes that in fact, the IOC's understanding of e-sports has a development process.

In 20 17, the IOC recognized e-sports as a sport for the first time. In March, 20021,the plenary session of the International Olympic Committee adopted the "Olympic 2020+5 Agenda", suggesting strengthening digital interaction with the audience, encouraging the development of virtual sports and further interacting with the video game community.

Will e-sports enter the Olympic Games? In what form will it enter the Olympic Games? In this regard, Huang Xiaoou thinks that e-sports may become an official event of the Olympic Games like entering the Asian Games, or it may be that all e-sports events will hold a separate event similar to the Olympic Games, as President Bach said. In other words, hold an "e-sports Olympics".

Of course, e-sports entering the Olympics or "e-sports Olympics" are inseparable from the construction of a good e-sports ecosystem. As the agent of Dota2 and CS: GO, Perfect World has also accumulated a lot of competition experience, built a multi-level e-sports competition system such as college competition, city competition, professional league and cup competition, and jointly held TI9, the highest level competition of Dota2 project with V Society in Shanghai.

The event itself is actually the most important communication channel for e-sports. Whether it is basketball, football or e-sports, large-scale events themselves are a window of cultural exchange. The promotion of the global commercial influence of e-sports in China will also help to spread our culture to the whole world.

Building a global e-sports competition system

When it comes to the development of e-sports, League of Legends is undoubtedly unavoidable. After decades of development, Tencent and Fist have built League of Legends into the most mature and influential e-sports event in the world.

With the upsurge of games going to sea, overseas emerging game markets are developing very rapidly. For example, the Middle East, Southeast Asia, Latin China and other regions are experiencing a process similar to the outbreak of mobile games from 20 1 1 to 14.

E-sports, as a very important means to promote and operate the game, also plays a very important role in the game going out to sea.

Yang Rui, director of Tencent's e-sports brand, said: "Tencent has always built e-sports as the basic ability of game distribution, so when overseas games are sold, it has begun to build a complete local e-sports system. It can be said that e-sports has become an important boost for games to go out to sea. "

In addition to service games, e-sports has gradually grown into an independent industry. It is the favorite competitive sport and new lifestyle of young people all over the world, and it is also an international cultural language. Especially after 20 19, China surpassed South Korea and the United States to become the largest e-sports market in the world.

Yang Rui said: "In terms of experience, the overall ecology of e-sports needs to be more open than games. We must not only do a good job in the content of a certain game, but also connect partners inside and outside the industry to establish a global e-sports competition system. "

The event of globalization is definitely not the splicing of single market and single market, but the overall coordination of global market. However, technical support, infrastructure construction, anti-cheating, global competition production, and giving full play to the positive value of e-sports are all difficult problems that China's e-sports industry needs to face and overcome when going out to sea, and they are also a ladder for China's e-sports.

Through e-sports, we can continuously expand the international influence and discourse power of China e-sports and contribute to the international spread of China culture, which belongs to the game industry.

Multi-product gameplay "broken game" game goes out to sea

E-sports is of great significance, but there is no product itself in e-sports, which is tantamount to passive water and trees without roots. Only by promoting China's game "going out" more widely and with higher quality can we lay a solid foundation for the globalization of e-sports in China.

As we all know, going to sea is a craze and an opportunity. But also, the competition at sea is becoming more and more fierce, and the threshold is getting higher and higher.

As a veteran game manufacturer, the breakthrough made by Sanqi Mutual Entertainment in the field of going to sea in recent years can be said to be remarkable. Through the game going out to sea and category expansion, Sanqi mutual entertainment has also become one of the representatives of successful transformation among established game manufacturers.

Yin, vice president of Sanqi Mutual Entertainment Products, combined with his own experience in going to sea, also gave his own opinions on how to break the sea. "In fact, it is not particularly reasonable for many overseas manufacturers to choose the mode of producing a single product in a single category," Yin said. "We believe that only by entering major global markets through multiple categories can we give full play to some of our advantages."

Judging from the product matrix of Sanqi's mutual entertainment, Sanqi has product layouts in SLG, simulation management, MOBA, cards and other fields in recent years, and almost every track has a variety of product reserves. This kind of play also helps to prevent a single product from being impacted by other competing products when it is released in a certain area, thus failing to meet enough market expectations.

For example, in the field of "San Xiao +SLG", Sanqi Entertainment jointly launched "Puzzle &; Conquest, Puzzles and Games; Survival, shattered by war: imperial legends and other products. And "Puzzle &; As expected, survival became the "number one player" on the track.

In addition to multi-product layout, adopting a "localized" marketing plan according to local conditions, strengthening the online and offline linkage between European and American markets, expanding influence through well-known IP, creatively transforming China's excellent traditional culture, and accurately launching and purchasing are all directions that game companies can continue to explore and strive for.

New opportunities for national e-sports

When the system and ability of the game going to sea continue to mature and the influence of e-sports continues to expand, players are not satisfied with just being "bystanders", but also have the demands and desires to participate in e-sports competitions.

Deng Jianye, director of Shengtian Network Business Strategy Department, said that this appeal is not only an idea, but a new change and new opportunity for the national e-sports track.

From 20 19 to 2022, the e-sports hotel industry has experienced nearly tenfold growth. This is not only the growth of the hotel industry, but also has strong ties with cooperative enterprises such as game manufacturers and e-sports events. Although the growth trend of e-sports enthusiasts has slowed down in the past two years, their demand has actually increased. For example, social needs, identity needs, participation needs and so on.

Taking the e-sports hotel as a unit, the gradual establishment of the national urban competition area network will also help to further complete the transformation of users from ordinary players to the core audience of e-sports, thus enriching the content of the competition system, helping the effective growth of the e-sports industry and driving the development of surrounding industries.