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- Increased Player and Viewership Growth – While there has been substantial natural growth in the number of video game and esports players and viewers, the coronavirus 19 (COVID-19) pandemic has boosted this trend exponentially. Growth continued unabated even as COVID-19 measures were eased globally. We expect this trend to continue, especially given the growing popularity of mobile games, which make gaming more affordable and accessible for new entrants.
- Growing investment in esports – Non-mainstream brands (including several luxury brands) have invested in esports sponsorships, largely due to participant and viewer demographics. In addition to traditional esports sponsorships by computer hardware and peripheral manufacturers, many other brands, including apparel, luxury goods, and automotive manufacturers, have ventured into esports. Esports is entrenched in the coveted 18-35 market segment, many of whom grew up playing video games and have substantial discretionary income. They don’t view esports and video games as toys, but rather as a subset of the larger entertainment and recreation space.
- Increased participation of crossover celebrities – Many sports, film and TV celebrities have embraced esports through team ownership, brand partnerships and participation in esports events and tournaments. This trend, which is expected to grow, reflects the fact that many highly influential people recognize the video game industry as another necessary pillar of their overall entertainment portfolio.
- Proliferation of gambling and repression of corruption – With the rise of gambling in esports, as well as corruption scandals in countries like Australia, South Korea, and China, law enforcement activities to crack down on cheating have dramatically increases. In efforts to preserve the integrity of the betting markets, authorities continue to crack down on violations, such as match-fixing and points-shaving, as well as account boosting, fraudulent transactions and cheating in match. Penalties vary by jurisdiction, but can be as severe as those for illegal activities in traditional stick-and-ball sports, including suspensions, fines, or jail time.
- Industry innovation will continue to expand – The gaming industry will continue to adopt innovative technologies and lead the way in adopting new and innovative technologies as part of their core business practices. From the use of digital token technology in loyalty programs to the improved portability of gaming systems themselves, the gaming industry is consistently among the early adopters and integrating new technologies and experimenting with ways in which technology can enhance the overall entertainment experience of its users across all platforms and as a method of linking various entertainment media.
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