310 981 4750 info@interpret.la
For Live Esports, Most Viewers Use Multiple Viewing Platforms

For Live Esports, Most Viewers Use Multiple Viewing Platforms

Authors: Brett Sappington, Interpret

As of late 2019, over 80% of US esports viewers watch live matches on one or more esports viewing platforms. Like other sports, esports viewers value experiencing their favorite players, teams, casters and games in real time.

44% of esports viewers, representing over half of live match viewers, report watching on multiple platforms. These viewers follow multiple leagues or tournaments and seek live matches across viewing options.

Just over one-third of esports viewers watch live matches on a single platform, including broadcast TV, Twitch, YouTube, Facebook, Mixer, or other websites or apps. Likely these viewers follow a single tournament, league or genre on a preferred platform or one that has exclusive distribution rights.

YouTube and Twitch are the most commonly used platforms for watching live esports matches. Facebook, Mixer and broadcast TV are also popular outlets for live viewing.

www.interpret.la   |   Media Contact: Marketing | Sales Contact: sales@interpret.la

FanAI Partners With Interpret To Deepen Esports Research

FanAI Partners With Interpret To Deepen Esports Research

PRESS RELEASE
Contact Information:

Marketing@Interpret.La
www.Interpret.La

FanAI Partners with Global Consumer Insights AgencyInterpret’ to Provide Streaming Audit and Valuation Services for Esports Leagues, Teams and Events

SANTA MONICA, Calif. September 10, 2019 – FanAI, the leading esports performance sponsorship platform, announced today a partnership with Interpret, a global consumer insights agency, to provide in-depth streaming audit and valuation services for esports leagues, publishers, and events. As part of the deal, FanAI and Interpret will begin a collaborative partnership on research and data enrichment projects for brands and rights holders.

In a mission to humanize data and create a holistic picture of an audience, Interpret uses both quantitative and qualitative research to provide deeper insight into why consumers behave the way they do. Through integration with FanAI, Interpret will be able to leverage comprehensive analytics to further understand their audiences with true offline spend, rather than using stand-alone panel data.

“We want our clients to tangibly see the value of their brand exposure and create a concrete strategy to engage with their passionate fan base,” said Johannes Waldstein, founder and CEO of FanAI. “As a market leader in esports audience analytics with over 56 million profiles, this partnership with Interpret means we can combine our innovative platform with their industry-leading insights to create actionable ways to optimize sponsorship spending and create effective investments for rights holders and brands.”

“With more and more non-endemic companies surging into the esports space, there’s never been a better time to forge this strategic alliance with FanAI,” said Grant Johnson, CEO, Interpret. “By linking their best-in-class data with our unique analytics, we’ll be able to provide much smarter guidance to our brand partners as they navigate the gaming and esports audiences.”

Using one of the most extensive databases of first-party data, FanAI provides clients with customized research for specific industry targets. FanAI’s unique combination of social data and ethnographic data combined with purchasing data has led the company to help professional esports and sports teams secure new sponsorship business, expand into new content formats, and evaluate the effectiveness of sponsorships over its lifetime. FanAI is expanding into other sports and entertainment verticals while improving the marketing experience for fans by making sure they only receive personalized, relevant content from partners.

About FanAI

FanAI is the market leader in sponsorship performance analytics. Within the sponsorship marketplace, FanAI leverages its partnerships for both first-party data owned by the rights holders and purchasing data on the wider digital fan audience, to create measurable and actionable insights that can be used to increase ROI on partnerships through direct insights and offline attribution. The process enabling our clients to better identify their fans, learn where they spend, and target where to reach them. For more information, visit http://fan.ai

About Interpret

Founded in 2006, Interpret is a global consumer insights agency that serves the media, games, entertainment, technology, and health sectors. With over 40 employees across six markets in North America, Asia and Europe, Interpret is a leading marketing consultancy and insights agency providing best-in-class market research to drive more informed business decisions and strategies. For more information, visit http://interpret.la

GAMEBYTE MOBILE 2019 NOW AVAILABLE

GAMEBYTE MOBILE 2019 NOW AVAILABLE

The New Mobile Ad Economy

Parents Show Varying Acceptance Levels of Ads Shown to Children

“The advertisement economy is booming, and represents more than 30% of the mobile industry’s revenue. While most games do not specifically target a younger audience, nor track their in-game behaviors, we know they represent over a fourth of all mobile revenue and holds less true, but not considerably, for in-app advertising revenue.

In-game advertisement is a great revenue generating strategy, and most parents prefer their children see ads over making direct monetary in-app purchases. Overall, less than 13% of parents would prefer their children make in-app purchases over seeing advertisements.

Additionally, interactive ads have become the new go-to format for game publishers and advertisers. They consistently produce the highest conversion rates among all ad formats. Parents, however, rank interactive ads with the highest disapproval rating. Their interactivity by nature, which is impressive technologically, is concerning to parents and something publishers and advertisers should take into consideration.

Even looking outside of in-game advertisement, GameByte is designed to track the perception and attitudes of the young gamers of today, but also to provide a forward-looking perspective of our future teen gamers. Through our seven years of research in the children’s gaming market, we have found that as they age into the 13+ category, they hold a lot of the same traits, preferences, and behaviors as they did when they were younger. Getting a jump start on understanding a segment that will steer the direction of our industry is necessary to the future success of publishers and advertisers”

Jesse Divnich, VP of Research & Strategy, Interpret

ADDITIONAL DATA

  • Incentivized ads have the highest approval rating among parents (66%), followed by regular video ads (59%), and lastly interactive ads (57%).
  • Among parents who indicated disapproval, incentivized ads had the lowest disapproval rating (12%), following by regular video ads (16%), and a distant third, and the highest, interactive ads (20%).
  • Parents are more comfortable with ads as their children get older, the average disapproval rate among all ads drops among parents from 20% (kids aged 3 to 5), 16% (kids aged 6 to 9), and 14% (kids aged 10 to 12).
  • In terms of interaction, 31% of children indicate they regularly engage with interactive ads when shown within mobile games, while 47% state they never or rarely engage with interactive ads.
  • When asked, 50% of parents prefer their children watch an in-game advertisement to spending real money with in-app purchases to receive items or accelerate progression. Only 13% of parents would prefer to spend real money compared to viewing in-game advertisements. The rest (37%) have no preference.
  • Children indicate that in-game advertisement is a more used source for new game discovery (14%) than streamers, celebrities, and social influencers (10%); however, is still far behind friends (49%) and family (45%).

www.interpret.la   |   Media Contact: Marketing & Jesse Divnich | Sales Contact: sales@interpret.la

Better Ask Mom…91% of Kids Ask for Permission Before Making an In-App Purchase

Better Ask Mom…91% of Kids Ask for Permission Before Making an In-App Purchase

BETTER ASK MOM…

91% of kids ask permission before
making an in-app purchase

“Our just-released GameByte report shows that almost all children ask their parents’ permission before making in-game mobile purchases. That means publishers and advertisers need to be mindful that they’re essentially targeting a dual customer base. Parents are always going to look out for what’s best for their children, and convincing parents that your game aligns with parents’ expectations is an important step in the engagement process.

Understanding the complexities of this dual customer base is difficult and sometimes expensive. However, the publishers and advertisers that do put in the effort are far more successful in the market.”

Jesse Divnich, VP of Research & Strategy, Interpret

ADDITIONAL DATA

  • Among kids 3 to 12 that spend money on mobile games, 91% ask for permission before making purchases. Among kids who ask for permission, 27% – the biggest category – are looking to purchase items to customize their character(s). Just 13% are looking to protect a kingdom or city – the smallest category.
  • 78% of kids say being able to play with their parents is an important factor when deciding which games to play. Perhaps counter-intuitively, this appears to be true among both younger (81% – ages 3 to 9) and older (77% – ages 10 to 12) kids.
  • Allowances play an important role in kids’ spending. 33% of parents say they give their children some form of a regular allowance. 19% of parents give their children video game allowances specifically. Just 26% of kids ages 3 to 5 get some form of an allowance, but that number grows to 39% among kids ages 10 to 12.
  • What consoles are kids asking their parents to buy them in 2019? 60% are asking for a Switch, while only 49% for the PS4, and 48% for the Xbox One.
  • Kids spend a lot on entertainment. Parents estimate they spent $1,300 on entertainment products for their kids in 2018, up 25% from the previous year. One-third of that spending was on video games. Across all entertainment categories, video games showed the most the growth (+34%) over last year.

www.interpret.la   |   Media Contact: Marketing & Jesse Divnich | Sales Contact: sales@interpret.la

Female eSports Watchers Gain 6% In Gender Viewership Share In Last Two Years

Female eSports Watchers Gain 6% In Gender Viewership Share In Last Two Years

FEMALES AND ESPORTS
PROGRESS UPDATE


Female eSports watchers gain 6% in gender viewership share in two years

“Changing behaviors among a large segment of people is difficult. Progress of this size always takes time; however, a 6.5% gain in gender share over a two year period is a trend in the right direction. If two years from now, females grab an additional 6% in share, eSports viewership will be in gender split parity with what we consider standard among traditional console and PC games. As an industry, more progress will be made as females’ role in traditional eSports titles continue to grow, given the efforts from some of the industry leaders. More likely than not, a lot of that growth may come in non-traditional eSport genres, and especially games tailored to mobile and tablet devices.”
Tia Christianson, VP of Research (EMEA), Interpret


ADDITIONAL DATA

  • Female eSports watchers have a 30% share compared to all eSports watchers; however, it has consistently gained gender share nearly every quarter since 2016. with a total growth of 6% over the last 2 years.
  • Of those that play games considered an eSport on Console/PC, only 35% are female, of those that consider themselves eSports watchers, 30%, and of those that watch eSports leagues, 20%.
  • Casual Gaming, however (defined as those who log many hours on mobile and few on PC/Console) is dominated by females (66%).
  • Extremely low female involvement in major eSports titles like CS:GO (24% Female), DOTA 2 (20% Female), Hearthstone (26% Female), Rainbow 6: Siege (23% Female), and even Overwatch (26% Female) highlights the core challenge in attracting more female eSports fans.
  • The slow increase in traditional female fanship of eSports may be due to an increased prevalence of mobile games in competitive gaming. According to Skillz, a platform that offers mobile competitive gaming and boasts a large selection of casual games, 7 of the  top 10 mobile earners on their platform in 2018 were female.
  • Skillz has shown us that one of the keys to increasing female participation in eSports or competitive gaming may be through mobile and tablet devices, with games in non-traditional eSports genres.

www.interpret.la   |   Media Contact: Marketing & Jesse Divnich | Sales Contact: sales@interpret.la