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  3. PEARSON (PEARSON)
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  5. Applied ICT
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  7. Esport Notes Previous Exam

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Summary Esports Research Notes
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This document includes information about Esports (notes for Previous ICT exam). This document includes, Primary research, impact of COVID-19, PESTLE and SWOT, product life cycle and more.

Last document update: 2 year ago

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  • January 25, 2023
  • January 25, 2023
  • 5
  • 2019/2020
  • Summary

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ESPORTS Activity 1
Contents
PRIMARY RESEARCH...........................................................................................................................................................2
Target Market:.................................................................................................................................................................... 2
SIZE..................................................................................................................................................................................... 2
STRUCTURE......................................................................................................................................................................... 2
TRENDS...............................................................................................................................................................................3
COMPETITION.....................................................................................................................................................................3
IMPACT OF COVID 19..........................................................................................................................................................3
PESTLE................................................................................................................................................................................. 3
SWOT.................................................................................................................................................................................. 4
PRODUCT LIFE CYCLE..........................................................................................................................................................4
EVALUATING VALIDITY AND RELIABILITY............................................................................................................................5
MARKETING CAMPAIGN.....................................................................................................................................................5
MARKETING MIX (4Ps)........................................................................................................................................................5




1
Unit 2: Developing a Marketing Campaign (31489H) – January 2021

, PRIMARY RESEARCH
I carried out a survey about esports as part of my Primary research. Due to COVID-19, I
was not able to ask people to fill in the questionnaire in a traditional way. So I had 10
people that I know to volunteer to answer the questions via email.
From the survey I carried out, 5/10 people (50%) did not know what Esports are.
Therefore, I believe that esports businesses should either give a free ticket to the
audience so that they can addend and grasp what Esports are and get a first-hand
experience. Moreover, I asked both males and females to complete the survey and they
were between the ages of 18-28 as I believe this is the typical target market for
esports. From the survey results, the mostly male audience was interested in esports.
Some female audiences were also interested in esports. Additionally, the results say
that Call of Duty and League of Legends is the most famous game played by
people.

Target Market:
I gathered that the target audience for esports is from the age of 21-35, and the
average age of Esport players is 32. Esports are both played by males (72%) and
females (this varies on the esports games and platform). Moreover, globally there are
approximately 2.5 billion active gamers and 495 Million people interested in Esports.
According to Nielsen, on average, a gamer spends 8 hours playing games per week.
Additionally, I believe that it is important that the game played by the gamers should
be interesting and appealing to the audience. From My research, I found out that the
audience like to play League of legends the most not only in the UK but across the
world. Many people like watching Esports because they want to see the difference
between the gameplay of a professional vs a normal person.

SIZE
Over the past years, the UK Esports market has tremendously grown. According to the
latest report gathered by newzoo, the global market size has only been increasing. The
total audience in 2020 is 495 million (+11.7%), and the total audience would be 646
million (+10.4%) by 2023. The number of tournaments that were held in the UK is less
compared to US or China. According to newzoo, the global market size has grown in
2020. The market will grow to $1.1 billion, as most of the esports are broadcasted on
streaming platforms. Many live streams have been cancelled due to COVID-19.
However, some events have continued remotely. Twitch recently revealed that 1.18
million viewers spent nearly 880 million hours watching video games and other sports
entertainment in a single month in December 2019.
Revenue: The teams get money by sponsorship or partnership. The market size only in
the UK is, $78 Million (£50-£60 Million, depending on the exchange rate). The UK
represents approximately 7-8% of the global esports market.

STRUCTURE
There are approximately 13 Esport teams that are based in the UK. Teams from across
the world play games in an organised league/ tournament. The audience can watch the
tournament in person, or they are also distributed and shown live streams on platforms
such as twitch or Facebook. However, Due to COVID-199, the fans are unable to attend
the live tournament in person, but they can watch live streams.

2
Unit 2: Developing a Marketing Campaign (31489H) – January 2021

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