Redefining entertnment for Millennials
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- Marilynn Brown
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1 Redefining entertnment for Millennials
2 5 truths about Millennials 2
3 1. Digital influencers gather millions of followers with new video formats Photo: J. Emilio Flores/NY Times/TT Trending Esports Video Networks Gaming 3
4 2. 1 KSI 2 PewDiePie Online star Hollywood/Pop Star Millennial VanossGaming Nigahiga Smosh Markiplier stars are from the digital universe 7 Bruno Mars 8 Taylor Swift 9 The Fine Bros. Jenna Marbles 10 Source: Variety 2015 Trending Esports Video Networks Gaming 4
5 Trending Esports Video Networks Gaming 5
6 4. Gaming defines mainstream pop culture 107 Minutes per day playing video games, compared to 139min watching live TV Source: SuperData; Newzoo; Crowdtap; Ipsos Media CT; OC&C analysis Trending Esports Video Networks Gaming 6
7 5. OTT: daily reach & estimated viewing time (2016Q2, min, %) Esports is the new sport 10,5% 86,0 12,0% 90,0 Daily Reach Viewing time (min) Source: Mediavision 2016Q2; Country: Sweden Sports Esports/gaming Trending Esports Video Networks Gaming 7
8 Trending Esports Video Networks Gaming 8
9 Trending Esports Video Networks Gaming 9
10 Millennials consume, create and share content all day long mobile & games a big part of their lives Breakfast On the way to work At work Lunch break Create & Share: Snap peers, watch clips Share: Reply to comments and further distribute photo Consume: Latest news, chat, harvest games, tunes Consume: Play a bit and watch your fav. gamer Before sleep/getting up In the evening Back home, on the couch On the way back home Consume: Short gaming sequences Consume: Chat with friends, VOD, TV Create and share: Play and record short gaming sequence on mobile Consume: Play few levels while listening to music Trending Esports Video Networks Gaming 10
11 Gaming is one of the main entertainment products on mobile devices Daily Time Spent, Adults, US, F (hrs:mins) Delta F +1:03 11:08 0:46 2:30 0:18 0:46 12:05 3:18 2:10 0:28 Mobile PC Other Digital +2:32-0:20 Digital 30% or >1 hour of mobile usage per day is gaming 7:33 6:10 Traditional Media -1: F Source: emarketer; Flurry; OC&C analysis Trending Esports Video Networks Gaming 11
12 Trending Esports Video Networks Gaming 12
13 Our Digital Entertainment Strategy is based on three Verticals Esports Digital Video Networks Gaming Trending Esports Video Networks Gaming 13
14 Our 3 verticals cover the whole customer journey in gaming entertainment Esports MPN Gaming Watch Interact Compete Watch Create Share Play Pay Create Discover new games Start interacting with other players Join leagues and participate in tournaments Follow favourite players/teams Discover new products (e.g. games) and features Watching tutorials/recaps/live matches of leading teams and players Recording own videos and share via various distribution channels (gaming specific or general) Download games and start playing Improve gameplay skills Eventually start making transactions Driving overall value creation through owning key parts (IP) of the value chain Trending Esports Video Networks Gaming 14
15 Total MTGx Revenue Growth +91% +48% 2014 FY (Pro forma) 2015 FY 2015 YTD Q3 (Pro forma) 2016 YTD Q3 Trending Esports Video Networks Gaming 15
16 Trending Esports Video Networks Gaming 16
17 Esports is rivalling traditional sports on viewership Sports enthusiasts (M) Esports Enthusiasts & Occasional Viewers (M) % Volleyball American Football Handball Esports enthusiasts Ice Hockey Swimming F 2017F 2018F 2019F F Enthusiasts Occasional Viewers Source: 2015 Repucom Newzoo 2015/16 Trending Esports Video Networks Gaming 17
18 Average annual revenue per sports fan (USD) Upside c. 19x Esports Basketball Soccer Source: Newzoo 2016 Trending Esports Video Networks Gaming 18
19 League operator is a key position in the evolving esports ecosystem Trending Esports Video Networks Gaming 19
20 There are 2 main esports categories and MTG is leading both of them Esports Leagues & Events Sold-out stadiums of professional competitive gaming 2-4 days (usually week-ends) hours of matches/day Digital Festivals Community driven Bring your own computer to the event Watch live esports, digital music, party etc. The number 1 league/event operator The number 1 digital festival and highly engaged esports community Trending Esports Video Networks Gaming 20
21 Trending Esports Video Networks Gaming 21
22 ESL defines and shapes the Esports landscape Leagues & Tournaments ESL hosts the biggest events all around the world Teams & Players relationship ESL has long-lasting relationships with the teams and players Associations (WESA) ESL together with the top CS:GO teams founded WESA to unite teams with the tournaments and leagues Operations Sponsors & Partnerships ESL has partnership relations >10 years Game Publishers ESL has a proven track record with the leading game publishers Distribution ESL owns the distribution rights and production to the events Trending Esports Video Networks Gaming 22
23 ESL has built a global footprint through talent acquisitions UK Office & Studios Germany Office & Studios Sweden Office & Studios Poland Office & Studios Russia Office Los Angeles Office & Studios New York Office France Office Spain Office & Studios Italy Office India Office China / SEA Office Events or offices ESL or subsidiary offices or working spaces Brazil Office Australia Office & Studios Trending Esports Video Networks Gaming 23
24 ESL is the biggest esports content provider with exploding growth figures September YTD KPIs 331% Growth YoY Sessions 272% Growth YoY Uniques 129% Growth YoY Minutes watched Trending Esports Video Networks Gaming 24
25 ESL s events fill the biggest arenas ESL ONE COLOGNE Days - CS:GO Event World s best esports teams 1,000,000 Peak Concurrent Viewers 14,000 event visitors per day > 25 Millions are watching live online $1,000,000 in prize money Trending Esports Video Networks Gaming 25
26 ESL runs a portfolio of league brands for every competition level worldwide Amateur Professional LEGENDS The world s best PRO Esports Champions MAJOR Prove your skill OPEN Good luck, have fun! ESL OWNED Play Major League Go4 Cup Open Ladder Open Cup ESL CO-BRANDED / PRODUCED Trending Esports Video Networks Gaming 26
27 EVENT SCHEDULE 2017: esports action throughout the year JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC ESL ONE GENTING QUALIFIERS ESL ONE EUROPE QUALIFIERS ESL ONE COLOGNE ESL ONE HAMBURG ESL ONE NEW YORK QUALIFIERS QUALIFIERS QUALIFIERS QUALIFIERS IEM KATOWICE IEM SYDNEY IEM OAKLAND IEM SEOUL 12 MATCHDAYS 12 MATCHDAYS USA DALLAS EU 2) STAND- ALONE EVENT GAMESCOM COLOGNE STAND-ALONE EVENT Trending Esports Video Networks Gaming 27
28 New distribution platforms are driving the growth and monetization of esports VIRTUAL REALITY LINEAR DISTRIBUTION Content Reach LOCAL DIGITAL DISTRIBUTION VOD DIGITAL GLOBAL STREAMING Trending Esports Video Networks Gaming 28
29 ESL founded WESA together with globally leading teams to professionalize esports Create an authentic framework to support growth and set industry standards: Fairness Transparency Integrity Sharing è Predictable schedules for fans, players, organizers and broadcasters, and involve all stakeholders for the first time Trending Esports Video Networks Gaming 29
30 With ESEA ESL runs the leading competitive B2C Counter-Strike community Industry leading B2C subscription service with proprietary plaform 62% Paid Subscribers Base Growth YoY Q3 Trending Esports Video Networks Gaming 30
31 ESPORTS ON THE RISE For the first time in generations we re witnessing the birth of a new sport Gaming is what every traditional sports league is desperate to become: young, global, digital and increasingly diverse. Trending Esports Video Networks Gaming 31
32 Trending Esports Video Networks Gaming 32
33 DreamHack was founded in 1994 as a modest LAN party. It has grown to become the leading digital festival brand. Event footprint Trending Esports Video Networks Gaming 33
34 DreamHack - world s #1 digital festival 250M 200M 150M 100M 130K EVENT VISITORS 221M STARTED STREAMS 50M views 5,22B MINUTES WATCHED hours watched Trending Esports Video Networks Gaming 34
35 DreamHack runs a broad esports portfolio Events Festivals International Events Esports Pro - International Pro/AM - Open Amateur National & Local Broadcasting Studio Production Online DreamHack Ticket platform Ad platform Digital event experience DH One Account Trending Esports Video Networks Gaming 35
36 ESL and DreamHack combined cover the full esports spectrum Operations Key Focus World cup finals Champions league Viewership and mature audience Festivals More interaction / Gaming focus than viewership LAN Parties Grassroot digital festival Trending Esports Video Networks Gaming 36
37 Key achievements in 2016: Launch of the first esports association Leagues and Event expansion 1 DreamHack Geo-rollout into the U.S, First ESL Event in Southeast Asia (ESL Manila), League expansion into LATAM (Brazil), new Halo championship series International Expansion 2 Driven by M&A investments in Australia and UK we grew our geographical footprint in key markets esportstv 3 Launch of first 24/7 esports TV channel Definition of Sports environment 4 Launch of World Esports Association (WESA) Strategic Partnerships 5 Commercial partnership with AEG group, one of the biggest venue holders in the world Trending Esports Video Networks Gaming 37
38 We are investing in fast growth MTG esports revenues +94% +59% for our esports assets 2014 FY (Pro forma) 2015 FY 2015 YTD Q3 (Pro forma) 2016 YTD Q3 Trending Esports Video Networks Gaming 38
39 Esports revenues derive from three main sources League operations Publishers Sponsors Advertising TV/Online Media rights Ticket sales Ticket sales events B2C Other Licensing Premium services Merchandise Licensing Royalties Trending Esports Video Networks Gaming 39
40 Our strategic measures focus on investments into geo expansion, leagues and B2C products Audience / community Strategic Priorites and investments Operational model Commercial (Media rights, Advertisement, Sponsorships) Products (Leagues, Live events, B2C- subscription and commerce) Knowhow and relationships (Skills, talents, teams and players) Drive monetization of media rights Increase sponsorships and partnerships Develop engaging product formats by investing in leagues and events Secure leading position and expand B2C business Build effective and specialized esports sales force and network Invest in partnerships to lock in teams across games (WESA) 4 Infrastructure (Studios, equipment, platform/tech, arenas, geo footprint) Increase investments in studios and tech platform Continue geographical expansion Trending Esports Video Networks Gaming 40
41 Trending Esports Video Networks Gaming 41
42 The global digital video advertising market has significant growth potential 18,2 CAGR +23% 34,2 We are well positioned in the most attractive AVOD segments in the market Global video internet advertising (Mobile + Wired* ), BUSD) 1) We are platform agnostic and drive our own content IP and O&O channels Source: PwC Global entertainment and media outlook Note: *) Platforms accessed through a wired connection 1)Includes revenues from in-stream video advertising (pre-rolls, mid-rolls, post-rolls) and out-of-stream video advertising. It includes revenue from both traditional broadcasters and Internet-based websites, including YouTube. This revenue is digital, and from advertiser spending Trending Esports Video Networks Gaming 42
43 The market trends towards focus on premium content and less dependency on YouTube Distribution beyond YouTube MCN is now MPN Content Licensing and Productions Premium content production: Own IP Increasing Competition Reach is now Engagement Digital Ad Budgets growing Branded Entertainment in Brand-Safe Ad Environments Trending Esports Video Networks Gaming 43
44 22,000+ channels 1.5BN monthly views 14 countries Trending 640+ channels 230M monthly views 4 countries Esports Video Networks 16 digital channels 4 Own & Operated 4 Sports Gaming 44
45 Zoomin creates strong own IP by leveraging a global VJ network Branded Entertainment Media Distribution Content Production Sources for Unique Stories Massive VJ and Talent Network Digital optimisation Data Intelligence 360 Talent Monetisation Global and Multi-language Setup Speed to cover relevant events Trending Esports Video Networks Gaming 45
46 Splay expands production for new distribution partners Broadcasters Telco s Publishers Advertisers Offer engaging content for ad-averse audiences through branded entertainment and influencer marketing Trending Esports Video Networks Gaming 46
47 Digital first video production Class leading approach to video capture Digital format development Digital channel development Content distribution Engage Sports Media Exploring digital video for global sports franchises Trending Esports Linear holdbacks and non-linear distribution 40 digital network and publisher deals/ 6 continents Content ingest, configure and distribute via ESM SaaS tools Premium sponsorship monetisation Branded content extends sponsor presence around the event Video Networks Supported by SaaS analytics solution Themes and formats can be linked to off-air, retail and POS activity Gaming 47
48 Our 5 strategic priorities: We invest into own content IP and branded entertainment Diversify revenue streams and 1 2 broaden product portfolio Create premium cross-sales products with MTG Deliver short and long form premium productions towards new players Continue developing talents into brands and build out influencer marketing Become digital video agencies for brands and deliver strong on branded entertainment Trending Esports Video Networks Gaming 48
49 Trending Esports Video Networks Gaming 49
50 Gaming is a highly attractive growing market with a mass audience for B2C Global Gaming Market (USD bn) Key Growth Drivers % New Segments (Mobile, Browser) CAGR F 12% More players More paying players Console 0% PC (traditional) 8% Higher spend per player E Source: Newzoo; OC&C Analysis Trending Esports Video Networks Gaming 50
51 We enter the multi-billion dollar online gaming market by acquiring 35% of InnoGames Trending Esports Video Networks Gaming 51
52 InnoGames is a leading online & mobile games developer & publisher Founded 2007 in Hamburg; A global games developer and selfpublisher with established track record in Strategy / RPG Portfolio of 6 cross-platform titles operating with free-to-play model, i.e. monetised through in-game purchases InnoGames has been profitable from year 1 and combined healthy top-line growth with high & stable margins RPG = Role Playing Games Revenue split (2015) Rest of World Rest of Europe 31% 10% 6% 10% 26% 17% Revenue (EURm)& EBITDA margin (%) +24% ~ % 21% 18% ~20% E Trending Esports Video Networks Gaming 52
53 InnoGames runs 6 successful gaming brands InnoGames founders Hendrik Klindworth, Eike Klindworth and Michael Zillmer develop the first of the browserbased MMO strategy game Tribal Wars InnoGames second game, The West, a MMORPG, is launched InnoGames launches its third game, Grepolis, a MMO strategy game InnoGames further broadens its game portfolio with the city builder game, Forge of Empires Expansion of the Tribal Wars franchise with launch of Tribal Wars 2 6 successful games with more to come Powerful crossplatform strategy Established position in mid-core segment >150 million registered players Trending Esports Video Networks Gaming 53
54 What s next? Focus on mobile only games MMO Strategy Epic guardians Stunning 3D graphics Diverse game world Action Role Playing 3 unique heroes Hundreds of weapons Epic boss battles Survival Role Playing First of its type on mobile Mysterious single player Unique crafting system Trending Esports Video Networks Gaming 54
55 Summary: We re building the next generation entertainment company by creating 3 strong verticals Esports Invest into leagues, events and B2C products Professionalize and shape esports ecosystem Digital Video Focus on creation of own content IP Ramp up branded entertainment capabilities Gaming Build up of a 3rd vertical by investing into attractive gaming companies Trending Esports Video Networks Gaming 55
56
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