Esports Red Card 2022: China Digital Performance Index
Mailman’s Esports Red Card is now in its second year
G2 Esports overtakes T1 as the most popular overseas esports team online in China
G2 Esports is the #1 most engaged and #2 most followed team on Weibo through their focus on the LPL and localised memes
Evil Geniuses is the fastest-growing team with 800K new followers across all platforms and a 4x increase in engagement
Welcome to the second edition of the Mailman Esports Red Card: China Digital Performance Index - assessing the leading overseas esports teams and their performance across China’s dynamic digital ecosystem. It is a guide for industry professionals to understand best practices, and emerging trends and make key decisions about digital engagement investment.
Read & download the report here
Each team’s popularity was assessed according to eight different metrics across their digital presence on Weibo, Douyin, Bilibili, Tmall, Huya, and Douyu.
It was a tricky year for China’s gaming industry, yet despite all this, revenues continued to soar to $47B with China now representing over 26% of the global esports revenue.
Top Three Esports Teams Online in China:
G2 Esports was the #1 most engaged and #2 most followed team on Weibo through their focus on the LPL and localised memes. G2 was also the #1 most followed team on Douyin with content featuring their players’ daily highlights and comedy moments. G2 launched an online store focused on selling localised products and merchandise #1 most followed team on Bilibili with 178k followers, having published more than 180 videos in 2021.
Sum Huang, CEO, Endeavor China: “The new gaming license approval by the government opens up further business opportunities and injects positivity into the country’s burgeoning esports industry. China’s esports ecosystem is truly unique, following a record revenue year and an upcoming Asian Games which includes esports titles for the first time, no country is scaling this industry faster than China. 2022 is set up for a blockbuster esports year.”
Andrew Collins, CEO, Mailman: “In what was a challenging year for gaming in China with major policy changes and limited games released, China still grew its revenue base and saw local teams flourish across the major titles. The 2022 Esports Red Card aims to deliver the most comprehensive analysis for digital performance by the world's leading esports teams and organisations in China.”
Li Xuan, head of TJ Sports Technical Service Center: “Grasping the market trends and understanding users' preferences are some of the key reasons why League of Legends esports has always been very popular. In the event production, we not only strive to ensure high-quality content of the event, but also apply new and advanced technologies such as AR, XR, AI and cloud computing to the production, constantly refreshing the users experience of watching the event. We also pay great attention to the creativity of the event’s content ecosystem, priority games, establishing of star players, and so on, gradually integrating the event into the lifestyle of young people.”
#1 Evil Geniuses Climbs Rankings
Climbing five places to 4th in the rankings, EG was one of the biggest movers thanks to their specialist focus on Weibo and the launch on Douyin. The fastest-growing team with 800K new followers across all platforms and a 4x increase in engagement. The Douyin launch also brought new short-form content to their Chinese fans, whilst their partnership announcement with Wolves Esports further strengthened their local presence.
Nicole LaPointe, CEO of Evil Geniuses: “China is a global leader in esports with some of the most influential brands, best teams, and one of the most passionate esports communities in the world. Our fans here in China are some of the best and our rapid growth in the region is a testament to how we’re authentic in the way we engage with them. As a global organization, we leverage the expertise and knowledge of partners and the experience and diversity of our team to create a community that embraces fans from all over the world and invites them to be a part of Evil Geniuses.”
Each team’s popularity was assessed according to eight different metrics across China digital platforms Weibo, Douyin, Bilibili, Huya and Douyu, including total followers, fan growth, engagement, and ecommerce presence.
Data was collected from January 1st - December 31st, 2021, a full methodology is available on request.
Mailman is China’s leading sports digital agency. We exist at the intersection of digital & sports. We help top sports organisations & brands to build sustainable businesses in China, one of the world's most challenging markets. Mailman is part of the Endeavor network.