Opinion | E-sports is here to stay with huge potential for further growth
In the final part of an e-sports series, SCMP Sport looks at how the online and global phenomenon still lags behind traditional sports in revenue and also lacks superstars who can bring it to the mainstream
In business terms, there is huge amount of room for growth in the e-sports space. When it comes to the development of e-sports competition and the games that it is based around, the future is boundless.
By 2020 e-sports revenues are forecast to grow to US$1.5 billion, and the fan base is predicted to reach nearly 600 million. Current revenue per fan is US$3.65, and this is expected to reach US$5.20 by 2020. However, this is nothing compared to the extent which traditional sports have been monetised. Revenue per fan in the NBA is more than US$15, while in the most commercialised league in the world, the NFL, it is more than US$60.
To drive further monetisation, many e-sports organisations and businesses are looking to the well-worn path that traditional sports has worn. Broadcasting rights, merchandising and ticket-sales are all attractive options, however, they’re often dependant on factors which have yet to develop in the current e-sports scene: affiliation to local teams and team loyalty in general.
E-sports is an online and global phenomenon. Fans don’t necessarily identify with teams that are closest to them geographically, and loyalties often lie with individuals or groups of players, rather than the team organisations they play for.
While players are the focus of fans respect, the idolisation of top professionals seen in traditional sports has yet to reach e-sports. Celebrity – and more precisely the role it plays in driving revenue through advertising and sales – is as yet undeveloped in e-sports. There are a handful of figures, like Lee “Faker” Sang-hyeok, with enough clout to sell tickets, but the scene still hasn’t found a star like Beckham or Curry who can bring e-sports to the mainstream.