Esports Red Card 2021: China Digital Performance Index
The inaugural edition of the Mailman ‘Esports Red Card 2021: China Digital Performance Index’, assesses 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, emerging trends and make key decisions about digital engagement investment.
Each team’s popularity was assessed according to nine different metrics including followers, engagement, video performance, livestream performance, ecommerce presence, legacy, number of teams, championship success and commercial presence.
Top 3 Esports Teams Online in China:
T1 leveraged China’s preference for icons, with their star Lee “Faker” Sang-hyeok widely regarded as China’s favorite overseas player. This has not only helped to grow their China social following to over 1M - the most followed overseas team - but also attract over 15 commercial partners that are activated on Chinese platforms.
Chenfan Wang, VP of VSPN, General Manager of VSPN Global: “According to a Newzoo 2020 report, by 2020 the global gaming community will reach 495 million with 223 million core gamers, an annual increase of 25 million. By 2023 it is expected to reach 295 million. From looking at these data points, I believe that there will be a very positive growth over the next few years across the following trends:
1. Commercialisation and sponsorship diversification and maturation
2. More casual matches to bring together the entertainment and professional worlds
3. Traditional sports will gradually move closer towards esports. Clubs will establish esports teams or departments, and traditional sports sponsors will continue to shift towards esports content.”
Eric Feng, Head of New Projects at TJ Sports: “The China market is one of the most important regions for overseas teams to be part of. We’re glad to see several positive activations between Chinese fans and overseas team players already, including LEC’s “Caps” and ‘Rekkles,’ as well as South Korea’s ‘Faker’ and U.S. ‘Doublelift’. Overseas organisations need to first listen to the Chinese esports community, and build a thorough understanding of the Chinese culture.”
John Yao, CEO of Team Secret: “China is in many ways more advanced than other regions when it comes to esports, both in terms of the ecosystem supporting esports, as well as the fan community and cultural embrace of esports. International teams need to think far more creatively on how to engage the Chinese audience in an authentic way to build a fanbase and brand recognition here.”
Andrew Collins, CEO at Mailman Group: “A powerful digital presence and unique personality have equaled success for overseas esports teams. We hope our inaugural Esports Red Card Report provides organisations with a platform to launch in China, the country which cemented its reputation as the esports capital of the world in recent years.”
Each team’s popularity was assessed according to nine different metrics including followers, engagement, video presence performance, livestream performance, ecommerce presence, legacy, number of teams, championship success and commercial presence. A full methodology is available upon request. The list of teams was initially compiled according to those that had an official presence on social media in China.
The data was collected from October 23rd, 2019 - October 13th, 2020
The full methodology is available upon request.
The report can be downloaded here
Mailman is a global sports digital agency & consultancy. We help sports rights holders, leagues, teams and traditional media organisations make sense of this rapidly changing world. Through digital strategy, planning and game winning execution we build sustainable media businesses with global audiences. www.mailmangroup.com