Esports Performing Well On Twitter

TNL Take: It's been over 18 months since we predicted Twitter entering the esports space. Since then Twitter made a large push with ESL, Dreamhack and Intel Extreme Masters in March of last year.

How did they perform?

Very well actually according to data released by Twitter. Of the Top 10 live streamed events in 2017, 3 of them were esports related and considering the Top 2 were related to the US and UK elections; they could have ranked higher. With how much live streamed content Twitter broadcast, 3 in the Top 10 is impressive.

2017 Top Twitter Live Video Events (Photo: Twitter)

2017 Top Twitter Live Video Events (Photo: Twitter)

Twitter also quietly signed a deal last September with Riot Games to become Twitter Australia’s partner with League of Legends.  

The partnership saw 2 live streams for League of Origin and the Oceanic Premier League Grand Finals, as well as 10 live broadcasts via Periscope Producer. 

Why does esports work well on Twitter?

As expected, esports skews younger which works well with Twitter's audience consumption of sports events. Twitter has done deals with everyone from the NFL, MLB to the PGA and NASCAR.

The esports audience - from teams, pros to the viewers - use Twitter extensively. One of the biggest audience drivers to Twitch comes from Twitter; it's why you see those promoting a Twitch stream is live primarily use Twitter as their current social platform of choice.

For myself, Twitter chat is also an "easier" experience than Twitch chat. Based on the algorithm, I see tweets first from those I follow/follow me and those in my social graph. As the chat is built around tweets, it makes it easier to follow the conversation than a firehose of emotes. 

Laura Froelich, Twitter's Global Head of Sports Partnerships, told SportTechie a key stat last month: The Halo world championship was livestreamed on Twitter, Facebook and Twitch; with a total audience of 13 million - of which 10.2 million came from Twitter. 

Some further stats would provide greater insight but there's a clearly appetite for esports content on Twitter's platform.

What does 2018 have in store for Twitter?

Considering how much of Twitter's audience overlaps with esports, coupled with last year's live video performance, expect more partnerships for this year. While the majority of Twitter's esports broadcasts have not been exclusive to the platform - you may see one in 2018.

eSports Week In Review | Brand Investment On Pace To Double, US Investment Hits ~$100M, Tencent's Kids Gaming Limits

ESPORTS WEEK IN REVIEW | BRAND INVESTMENT ON PACE TO DOUBLE, US INVESTMENT HITS ~$100M, TENCENT'S KIDS GAMING LIMITS

eSports Week In Review. That's A Xbox Controller (Photo: Xbox)

eSports Week In Review. That's A Xbox Controller (Photo: Xbox)

TNL Take: What a week for eSports. The biggest news being finally some release of information on Activision-Blizzard's upcoming Overwatch League which The Next Level will cover next week and look at two areas that I don't believe have been fully analyzed yet.

This week, 2017 US eSports investment is almost $100M, 60+ brands sponsored eSports in the first of 2017 - which is on pace to double 2016 and China's Tencent's limitations on kids mobile gaming.

 

 

MONDAY 07/10

2017 US ESPORTS INVESTMENT HITS ~$100M
 

TNL eSports Startups 010: Super League Gaming Gets $15M From Media, Sports And Entertainment

TNL eSports Startups 010: Super League Gaming (Graphic: The Next Level)

TNL eSports Startups 010: Super League Gaming (Graphic: The Next Level)

AEG Invests In eSports Team Immortals (Graphic: The Next Level)

AEG Invests In eSports Team Immortals (Graphic: The Next Level)

Matcherino Raises $1.5M (Photo: Matcherino)

Matcherino Raises $1.5M (Photo: Matcherino)

TNL Infographic 050: 2017 eSports Brand Investment (Graphic: Jordan Fragen)

TNL Infographic 050: 2017 eSports Brand Investment (Graphic: Jordan Fragen)

Note: CenturyLink and SFR will be moved to Telco

 

THURSDAY 07/13

China's Tencent Imposes Limits On Kid's Mobile Gaming

Talking Tencent On China Global Television Network (Photo: CGTN)

Talking Tencent On China Global Television Network (Photo: CGTN)

 

Have a great weekend!

Brands Investing In eSports On Pace To Double 2016

BRANDS INVESTING IN ESPORTS ON PACE TO DOUBLE 2016

TNL Infographic 032: 2016 eSports Brand Investment (Graphic: Jordan Fragen)

TNL Infographic 032: 2016 eSports Brand Investment (Graphic: Jordan Fragen)

TNL Take: 2017 has seen an increase in eSports investment continue across the board: Pro Sports teams, Media deals, TV content and startups.

What's been the most surprising to me - in a good way - are brands continuing to investigate and increase their investment in the space with 50+ brands last year.

Through the first half of 2017, 60+ brands have jumped in and at current pace should double 2016's total.

The biggest category increases?

Auto, Alcohol and Beverage, some of the top overall brand spenders. This is fantastic to see and more news on the horizon should help spur more brands sitting on the sidelines to get in the game.

 

[Edit: This list will be formatted by category and brand shortly]

Everyone Is Off, eSports Is Not

EVERYONE IS OFF, ESPORTS IS NOT

NYC Fourth of July Fireworks (Photo: Getty Images)

NYC Fourth of July Fireworks (Photo: Getty Images)

The start of this holiday weekend, I sent 25+ emails to startups/companies valued/market cap with $100M+.

96% of the responses I received went something like this:

"Thanks for reaching out. I'll be on vacation till 7/10. For any urgent needs please reach out to [INSERT NAME]. Have a great holiday!"

I have 0 issue with taking time off and #FamilyTime and is absolutely critical, but I shouldn't have been surprised as most companies gave Mon/Wed off as well.

With everyone off this week, The Next Level will continue next Monday 7/10however there will be updates on www.tnl.media and as always on twitter @mannyanekal

Few areas that The Next Level will cover:

 

  • 2017 Q2 Brand Deals - Did we hit 50?
  • 75M US eSports Investments in 2017
  • Pro Sports and eSports: Whats the real ROI?
  • And a peek into an upcoming research report


Have a great holiday week and see you next week!


PS For those wondering who that 4%/1 company was that responded over the weekend - let's say 1/ I've covered them many times and 2/ That's why they will continue to dominate.