2020游戏和电子竞技报告.docx

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1、CONTENTS0411202640424446IntroductionPlayStation, Xbox and the ninth generation of gaming consolesGaming video content and streamingThe global esports marketDeep dive: hardcore gamers in the USCOVID-19 and the future of gamingCOVID case study: MinecraftThe next levelOur dataSONY: PLAYSTATION 5/ PLAYS

2、TATION 5 DIGITAL EDITIONThe PlayStation 5 ($499 USD) is considered an evolution of Sonys strategy for the PlayStation 4 - which outperformed the Xbox One during the eighth generation thanks to its line-up of exclusive games, more powerful hardware, and competitive pricing.So while the new system is

3、more powerful than the PS4 and Sony、marketing has touched on its improved capabilities, the companys strategy has largely focused on the consoles game library - with new entries in the PlayStation-only Horizon, God of War3 and Spider-Man franchises taking centre stage at its recent brand showcases.T

4、he PlayStation 5 Digital Edition ($399 USD) has the same specifications as the PS5 - but it comes without a disc drive.A digital-only high-end console was less viable a generation ago (to the point where, in 2013, a requirement for an internet connection was enough to stoke controversy) but the mark

5、et has changed. Industry data has shown that digital sales have grown over the PS4y lifespan, and this has created a space for a fully discless console.This will benefit consumers in the short-term - the PS5 Digital Edition costs less upfront than the PS5. But as Sony does not share revenue from dig

6、ital sales with physical retailers, it also benefits from a consumer group that cannot buy physical games (including lower-priced pre-owned games).Both consoles are expected to be backwards compatible with most titles in the PS4 library, but they are not expected to offer the same level of compatibi

7、lity with games from earlier generations.MICROSOFT: XBOX SERIES X/ XBOX SERIES SThe Xbox Series X ($499 USD) has more advanced graphical capabilities than the PS5: with 12 teraflops to Sonys 10.28, it has been marketed as the most powerful console ever made. In several countries, it is retailing at

8、the same price as the disc-based version of Sonys console.The Xbox Series S ($299 USD) has less powerful hardware and is unable to play games in 4K - but it is available at a significantly lower price point.Both Xbox consoles will offer extensive backwards compatibility, supporting all Xbox One game

9、s (except those that require the Kinect Sensor) and a wide range of games from earlier generations.While Halo Infinite delay has robbed the Series X | S of a major launch title, it and many more games are on the way. Following criticism over the Xbox Ones lack of exclusive titles, Microsoft has made

10、 a number of notable acquisitions to bolster its library. These include Obsidian Entertainment, Double Fine Productions, and perhaps most notably, Zenimax Media/Bethesda Softworks - a major publisher that operates six studios and owns popular franchises such as The Elder Scrolls, Fallout, Doom, and

11、Wolfenstein (among others). Whether these franchises will also arrive on other platforms remains to be seen.To bolster its offering to customers further, Microsoft has also announced that every first-party game it publishes will be available on its Game Pass subscription service - which offers acces

12、s to a large library of first and third party games for a flat monthly fee - from Day 1. It is a move that signifies the companys intent to move away from its “console wars with Sony and towards pulling customers into the overall Microsoft ecosystem - regardless of the system they choose to play on.

13、PS5 holds an advantage among early ninth gen adoptersYouGov Brandindexs daily tracking of consideration for the PlayStation and Xbox brands suggests that Microsoffs move away from the “console wars力 narrative could be to its benefit. There is evidence to suggest that whilePlayStation actively benefi

14、ts from its own events, Xboxs marketing has recently been more likely to negatively affect its competitor than it is to benefit the console itself.PlayStation vs. Xbox consideration scores among US console owners - July - October 2020When you are in the market next to purchase a consumer electronics

15、 product, from which of the following would you consider purchasing? (%)5045July 23-XboxGames ShowcaseAugust 20 - First global PS5 adSeptemPS5 sho、403530A25207K /K 飞with pricer 16 - case eventreveal15100(N1nr6。ozlnrcocsloelnrocoAugust 6 - PlayStation Stateof Play eventoeon 9。pricing cor文/srmedSeptem

16、ber 22 - Xbox Series Xpre-orders begi PlayStation XboxInitially, we surveyed consumers about their intent to purchase either the PS5 or the Xbox Series X before Microsoft announced the Series S. Our data indicated that, at least where the higher-end consoles SKUs are concerned, Sony has the early ad

17、vantage in several markets, (survey data was collected before Microsoft announced the Series S version and price).PlayStation lead from the eighth generation appears set to carry through to the ninth inAustralia. There is an eleven percentage point gap between gamers who are likely to buy a PS5 (31%

18、) and those who are likely to buy an Xbox Series X (20%).Our data shows that as well as retaining much of its current customer base in the early stages of the next generation, PS5 is also gaining traction among those with access to an Xbox.Australia: Net likelihood to buy a PS5 or Xbox Series X in t

19、he 12 months after launchSony has recently announced it will be launching its newest PlayStation, the PS5, at the end of 2020. Microsoft has also announced that it will be launching its newest Xbox Series X in November 2020. How likely are you to buy the new PS5 or the Series X within 12 months of l

20、aunch? (% who answered uVery/Somewhat likely)60%50%40%30%20%10%0%Nat repHas access to PlayStationAll gamersHas access to XboxHas access to Nintendo console PlayStation 5 Xbox Series XGermany: Net likelihood to buy a PlayStation 5 or Xbox Series X in the 12 months after launch PlayStation 5 Xbox Seri

21、es XSingapore: Net likelihood to buy a PlayStation 5 or Xbox Series X in the 12 months after launchto Xboxto PlayStationNintendo console PlayStation 5 Xbox Series XSeries S drives increased consideration of Xbox overallDespite PlayStation 5y lead across the higher- priced ninth gen systems, Microsof

22、t still has reason to be optimistic about its prospects for the next generation.While the PS5 and PS5 Digital Edition are essentially two versions of the same console 一separated by a disc drive - the more expensive Series X and the more price conscious Series S are different systems with different c

23、apabilities (and price points). Both will play the same games, but they are expected to appeal to more differentiated consumer groups.Australia: Net likelihood to buy an Xbox Series X|S (after being informed of the consoles prices)Microsoft has announced that the more powerful Series X will be price

24、d at Now that you know the price USD 499, how likely are you to purchase it within 12 months of its launch?Microsoft has announced that the cheaper, less powerful Series S version of its latest console will be priced at USD 299, Now that you know the price, how likely are you to purchase it within 1

25、2 months of its launch? (% whoSeries SSeries XConsumers certainly appear to appreciate having the option. When Australians are informed of the respective capabilities and prices of the Series X and Series S, the Series S holds a small but consistent advantage in preference. In othermarkets, however,

26、 the more expensive console has a slight lead especially among current Xbox owners. But for the most part, there is a relatively even split between the two systems.GAMING VIDEO CONTENT AND STREAMINGOver the past decade, gaming video content (GVC has developed its own distinct online subculture, and

27、even its own celebrities. Millions of viewers follow their favourite YouTube, iQiyi and Twitch streamers as they offer commentary on Fortnite, assume different roles in Overwatch, or play through Dark Souls /using a jurv-rigged toaster- among many other things.For an important sub-section of players

28、, watching video games online has become as much of a pastime as gaming itself.This chapter explores the general awareness of GVC streaming, how viewers engage with streaming platforms, and the demographics of people who consume GVC contentWhich gamers are aware of streaming platforms?Market1HHan11H

29、B1Hlit11a1HH11MBM11HM1tB1aHM1HB1aBM1111a1aHM1aBia1aHi1HBi11HBTwitchYouTube GamingFacebook GamingInstaGibTVCaffeineIndonesia21%72%46%7%5%Thailand22%68%61%10%5%France22%23%14%2%3%Italy25%29%18%4%7%Malaysia25%58%64%6%4%Saudi Arabia26%44%38%15%11%Singapore28%39%32%3%4%Philippines28%66%80%3%4%Germany28%2

30、6%19%1%2%Taiwan30%56%52%10%5%Sweden31%26%12%3%2%Norway33%29%13%2%2%Spain34%39%24%2%2%Australia35%36%31%5%5%US37%32%27%3%5%UK37%25%16%1%1%ts: The Next Generation YOUGOV.COM 21INTRODUCTIONWith the arrival of the next generation of consoles, the release of major titles such as The Last of Us: Part II a

31、nd Marvels Avengers, and new entries into the competitive multiplayer landscape such as Valorant, journalists and analysts predicted that 2020 would be an important year for the gaming and esports industries.Thanks to COVID-19, they were more right than they knew.Data from YouGov shows that on avera

32、ge, four in ten gamers have been playing more during the coronavirus outbreak than they were last year.Compared to last year, how much more or less are you playing video games on any device (PC, console, mobile/tablet, etc.), during the COVID-19 outbreak?FrequencyAustraliaGermanySingaporeUKUSMore44%

33、31%47%43%40%About the same40%52%32%42%42%Less11%8%12%8%11%Dont know5%8%9%7%7%Beyond the pandemic, gamings success in 2020 is an extension of its increasing significance as a force in worldwide entertainment: one with revenues that comfortably exceed those of the global film, TV, and digital music in

34、dustries. Our data shows that in all but two of the 24 international markets we surveyed, a majority of consumers are gamers in some form or another.In this white papen YouGov combines syndicated Plan & Track data with custom research to examine this large and valuable consumer group across 24 globa

35、l markets. In five of these markets, wehave conducted an extended deep dive9 survey h gain a deeper understanding of the preferencer and behaviours of gamers - whether they play on mobile devices, consoles, or PCs, and whether they watch competitive FIFA games on YouTube o Fort nite streams on Twitc

36、h.Among other things, our research explores the next generation of gaming consoles, global familiarity with gaming video content (GVC) and streaming, the evolving esports landscape, and the short and long-term impact of COVID-19.Streaming engagement across global marketsThe proportion of gamers who

37、actively engage with streaming platforms - those who watch videos, upload their own content, or both - varies greatly from market to market.YouTube GaminaYouTube Gaming has significantly higher engagement than any of its major rivals in many of our 24 markets.Its advantage is particularly pronounced

38、 in Southeast Asia. In this region, higher levels of awareness have translated into higher levels of engagement. The region accounts for YouTube Gamings top four markets by engagement: Vietnam (64%), Indonesia (58%), Thailand (49%) and Malaysia (48%).TwitchTwitchs engagement at a global level may be

39、 lower than YouTube Gaming, but in some regions it has a distinct advantage.In Scandinavia, for example, it enjoys higher uptake than YouTube and Facebook Gaming.In the UK and US more are aware of Twitch than they are of any other platform, and this advantage carries through to relative engagement,

40、with Twitch being more commonly used by gamers in these markets.Of note, Twitch has more recently set its sights on expansion into Southeast Asia, where it has to date had a more limited on-the-ground presence - so the gaming world will be watching closely to see if its success in the West can be re

41、plicated on the other side of the globe.MarketTwitchYouTubeGamingFacebookGamingAustralias game streaming fansWho watches streamed gaming video content? It depends on the market and the platform.Australia, for example, is a rapidly growing market in the streaming and esports scenes in the APAC region

42、 - but also one more Westernised than other countries in the same group.Looking at the demographics of Australian game streaming viewers reveals that Twitchs audience skews strongly male, with more than seven in ten viewers being men (72%), compared to six in ten YouTube Gaming viewers (58%) and jus

43、t over half of Facebook Gaming viewers (53%).Twitch also commands the highest proportion of its audience being in the 18-24 (31%) and 25-34 age groups (42%), while Facebook Gaming has the greatest proportion of viewers in the 25-34 (30%) and 35-44 (35%) brackets.Twitchs viewers are also most likely

44、to be single (47%) and least likely to be married (32%), while the reverse is true for Facebook Gaming (57% married; 23% single). YouTube Gaming fans are in between the two (40% married; 37% single).A relevant buyer persona for the average Australian Twitch viewer might therefore look like a single,

45、 25-year old man - while a relevant persona for a Facebook Gaming fan could be a married 40- year old man or woman.Australia: Game streaming fans by gender Male FemaleTHE GLOBAL ESPORTS MARKVideo game competitions are not a new phenomenon: Nintendo has held occasional World Championships since 1990, and informal Quake and Counter-Strike tournaments have been mainstays of multiplayer gaming for d