this is my completed research notes for the unit 2 (marketing campaign) exam based on the case study team occupola about esports. This document contains everything you'll need to write about so i definitely recommend. you could use this as a guideline too for a different case study if you're strugg...
Abbie Witkowski Student number-1396039 centre number- 32461
TEAM OCCUPOLA-
Esports are a multiplayer video game played competitively for spectators.
Objectives… build brand awareness.
Rationale… in this marketing campaign, I have been set a task to write a proposal for a
marketing campaign for a business called Team Ocuppola who operate an esports team. The
purpose is to raise brand awareness. This will be done by targeting key demographics which
I will be talking more about later. The main purpose of esports are to bring teams together
to competitively play multiplayer video games for spectators in the hope to win the cash
prize. Esports originated in South Korea at the end of the 90s during the troubled economic
situation in south Korea. Gov supported the expansion of telecommunications and internet
infrastructure which grew worldwide. [1] The market for esports is still growing
exponentially over the past few years and now with popular games like fortnite will raise
awareness to their customers to raise brand awareness. Esports market valued- £5.7Bn [2]
MARKET ANALYSIS-
The simple outcome for this marketing campaign is to increase the awareness of Team
Occupola while attracting new potential players. Therefore, this will allow brand awareness
to increasingly grow as a team.
PRIMARY + SECONDARY-
Primary research… within the last 3 days I have conducted a questionnaire with 20 people
who answered.
PRIMARY DATA………
1. 81% were 15-17, 13% were 45-54.
2. 68% females, 31% male.
3. 56% haven’t heard of esports before this survey. 43% have heard off.
4. How do u prefer to play video games… 37% don’t. 25% with friends competitively.
12% with friends. 18% alone and competitively. 1% alone and casually.
5. Where do you see advertisement the most. 56% social media platforms. 37%
youtube adverts. 1% tv adverts.
6. 81% in education. 18% in employment.
7. Have you ever seen ads on esports? 62% no. 37% yes.
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, Abbie Witkowski Student number-1396039 centre number- 32461
8. If you don’t play video games what do you do alternatively? Go on social media,
revise, watch tv, excersise, work and college, watch youtube, quiz games.
9. Do you know of any esports teams? 87% no. 12% yes
10. Have you heard of the platform twitch? 31% no. 68% yes
11. Have u ever used twitch? 81% no. 18% yes
12. Have you ever considered taking part of an esport team? 81% no. 18% yes.
13. Do you play video games in general? 62% yes. 37% no
14. How often do you spend a week on video games. 50% less than an hour. 31% 2-
5hours. 18% more than 10 hours.
15. How do you follow esports. 50% don’t. 25% on live platforms like twitch of yt. 1%
esports website. 18% social media platforms.
16. How often do you watch esports? 68% never. 18% never. 6% sometimes. 1% often.
17. 16/20 people haven’t heard of any esports teams. Only 4 have but no team
occupola.
SECONDARY RESARCH…
Global esports revenues reached £1billion in 2019 with a growth of 26.7%. estimate around
450 million viewers globally in 2019 equating to some 200 million enthusiasts and 252
million occasional viewers. [5] a YouGov report back in 2017 found 35% of british adults
(18.3m people) are aware of esports while 7% (3.6m) have watched it. Hundreds of
tournaments take place every year, with some having huge prize pools like the Dota 2
international -£25 million and prize pool in 2019. As the esports audience continues to grow
and move more and more into the mainstream, it’s creating a tremendous opportunity for
brands and advertisers who want to get their messages in front of esports’ desirable, young
audience. Esports revenue has grown substantially over the past five years. According to
Newzoo, global esports revenue in 2019 was £950m. It predicts that global esports revenue
will increase to $1.1bn in 2020.The esports sector in the UK (excluding publishers and
tourism spillovers) earned an estimated £60m in revenue in 2019, just under 8% of the
global market (£745m).Which has translated into jobs growth. The UK's esports sector grew
at an average annual rate of 8.5%* between 2016 and 2019. According to Screen Business,
there were 280 direct FTEs in the UK esports sector in 2016. Excluding game publishers and
tourism spillovers (and thereby providing a consistent time-series between 2016 and 2019)
there were an estimated 358 FTEs of direct employment the UK’s esports sector in 2019.
COMPETITORS
Growing market- lots of competitors. FNATIC, London spitfire, London royal ravens. London
esports, tron esports, guild. Small number in uk. Biggest competitors north korea. FNATIC
have raised another 10 million in crowdfunding to continue growth. Guild has been backed
by David beckham. MAIN COMPETITOR FNATIC Fnatic is a global esports entertainment
brand that has been fielding successful esports teams since 2004, winning over 200
championships across 30 esports.
MARKET SIZE, SHARE AND STRUCTURE
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