eSports: the era of convergent entertainment
20/07/2017
El consultor Francisco Asensi ha acudido al Observatorio de Realidad Virtual, que se celebra los d as 19 y 20 en el Polo de Contenidos Digitales de M laga organizado por Medina Media con Panorama Audiovisual como media partner, para hacer un repaso a una de las industrias en mayor auge: los eSports o la pr ctica de videojuegos a trav s de ordenadores conectados y cuyas competiciones tienen lugar en grandes espacios como los eventos deportivos en vivo.
Hay muchas miradas puestas en este sector en virtud de los 6.000 millones de horas vistas de eSports en 2016, seg n IHS Market, ha asegurado Asensi.
Pero, c mo comenz todo? Para Asensi, el fen meno de los eSports comenz a asentarse en Espa a a partir del a o 2010. Las Lan Parties como la Campus Party o Euskal Encounter son el primer caldo de cultivo. Muchos de sus asistentes acuden para jugar online, cre ndose clanes que ser an el futuro embri n de los clubes , ha comentado.
A ello, habr a que sumar el enorme desarrollo de juego online de gran tir n popular como World of Warcraft o Counter Strike. Paralelamente, empresas como Fandroid (germen de la Liga de Videojuego profesional), Encom (organizadora de DreamHack) y Turtle Entertainment, empresa matriz de la Electronic Sports League (ESL) dan un gran empuje a esta nueva actividad.
Pese a lo que algunos podr an pensar, los eSports, no es un fen meno de nicho y no pueden considerarse como una tendencia emergente ya que se han consolidado como fen meno de masas que genera beneficios para todos los implicados .
El reparto de ingresos en el global de los eSports, seg n subraya Asensi, vendr an de la mano de patrocinios (38%), publicidad (22%), derechos de emisi n (14%), fees de publishers (17%) y merchandising (9%). Para 2020, se prev que haya en todo el mundo m s de 286 millones de aficionados a los eSports, a los que habr a que sumar otros 303 millones de usuarios ocasionales.
En Espa a, la previsi n de ingresos para este a o ronda los 678 millones de euros, alcanzando los 905 en 2018 y los 1.127 en 2019. En cuanto a audiencias, se estima que en nuestro pa s son seguidores de los deportes electr nicos unos 7,1 millones de usuarios, superando los 25 millones el total de gamers.
Perfil del aficionado
Francisco Asensi ha hecho una radiograf a del perfil del aficionado a los eSports. Se trata de un perfil muy interesante desde el punto de vista comercial ya que estamos, el caso de Estados Unidos, ante un 70% de hombres con edades entre 25 y 34 a os (39%), empleados full time (55%), de graduado medio (46%) y con salarios por encima de los 50.000 d lares (61%).
Asensi ha analizado tambi n el caso de la plataforma Twitch que Amazon (propietaria de cinco estudios de videojuegos) compr hace apenas unos a os por 970 millones. Hoy en d a cuenta con m s de 100 millones de usuarios mensuales, con 10 millones de usuarios activos diarios. La mitad de los usuarios ven mas de 20 horas semanales de contenidos en esta plataforma (1,46 horas al d a).
Frente a estas plataformas nativas en el entorno eSports, no hay que olvidar que las principales redes sociales como Twitter o Facebook ya est n haciendo sus pinitos en este terreno.
En el caso espa ol, las principales ligas de eSports como ESL, Liga de Videojuegos Profesional, Playstation Plus League, SocialNAT y Game est n ganando terreno cada d a. Incluso, el deporte tradicional se est introduciendo en los eSports. Clubes como el Valencia FC, Sevilla FC, Sporting de Gij n, Real Zaragoza compiten en la Virtual Football Organization (VFO) con equipos de once frente a once jugando al popular FIFA.
En eSports no existe una liga oficial nica. La reputaci n de una sobre otra gana por la calidad de la organizaci n en todo el ciclo, el nivel de juego, o de los jugadores as como el nivel del espect culo ofrecido junto al volumen de premios marcan la diferencia ha se alado Asensi
Tampoco existe un n mero de juegos cerrado. En la actualidad los desarrolladores crean juegos pensando en la posibilidad de convertirlos en competitivos de cara a eSportizarlos'. De esta forma, logran un fuerte impacto en ventas, extienden la vida del juego como producto, y diversifican los ingresos
Aunque cualquiera podr a organizar una liga, el desarrollo actual de los eSports va creando barreras de entrada que conducir n posiblemente a la concentraci n , ha comentado este analista en el Observatorio de Realidad Virtual.
En cuanto a los medios tradicionales tambi n est n pugnando por captar la atenci n de los espectadores en este nuevo terreno. Por ejemplo, Turner ha creado su propia liga (WME), ESPN est comprometida con la difusi n de las principales ligas y Disney ha cerrado una alianza con Rior Gamet para adquirir los derechos de League of Legends.
En lo que a televisi n se refiere, el medio no es ajeno a que la emisi n de eSports ha alcanzado su xito en online. Las emisiones de la eLeague logr 18,7 de views en Twitch, mientras que en televisi n apenas fue seguida por una media de 271.000 espectadores entre directos y diferidos.
Por ltimo, Francisco Asensi ha subrayado que los grandes grupos o bien est n adquiriendo los derechos grandes competiciones o est n lanzando canales tem ticos como Ginx con formatos televisivos que van m s all de retransmitir las competiciones. Adem s, las grandes telcos como Telef nica, Orange o Vodafone est n tom ndose tambi n muy en serio los eSports con importantes inversiones.
LINK: | http://www.panoramaaudiovisual.com/en/2017/07/20/esports-la-era-del-en... |
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