2Nicole PikeManaging Director, Nielsen Esports Guy PortManaging Director APAC, Nielsen SportsINTRODUCTION Welcome to Nielsen Esports’ frst report on Asia, detailing the initial phase ofour comprehensive survey across the region, focusing on three key markets –China, Japan and one of the earliest adopters of esports, South Korea.This report, the latest edition of the ‘Esports Playbook’ series, showcases anuanced and in-depth study of esports fans in Asia and importantly, theirbehaviors. It provides an outlook of the industry in Asia today, adding to theweight of knowledge, insight and analytics Nielsen Esports has developednow across Asia, the United States and Europe.As the place of origin of esports, Asia has always been an important regionfor the industry as a whole. While gaming across the region remains seriousbusiness, followership, engagement and the most popular titles vary greatlymarket by market. What is an established pastime in South Korea, forexample, remains a relatively new yet fast-growing phenomenon in Japan. By combining Nielsen’s expertise and experience in sports and gamingsponsorship, our explorations of the intricacies and unique aspects of esportsin Asia don’t stop at scrutinizing fan behavior. Understanding the genres,games and teams that defne followership as well which brands stand a betterchance of commercial success across the region is also essential. As we continue to ramp up our activity within esports, a sector which ofers awealth of opportunity for stakeholders across the entertainment sphere andfor brands across the world, we’d be delighted to introduce you to Nielsen’ssuite of dedicated esports solutions. “BY COMBINING NIELSEN’S EXPERTISEAND EXPERIENCE IN SPORTS AND GAMINGSPONSORSHIP, OUR EXPLORATIONS OFTHE INTRICACIES AND UNIQUE ASPECTSOF ESPORTS IN ASIA DON’T STOP ATSCRUTINIZING FAN BEHAVIOR.” Copyright2018 The Nielsen Company3CONTENTS 1 |AUDIENCE SNAPSHOTWhen fans started following esportsHow fans engage with esportsWhere fans are being introduced to esports Profling today’s fansWhich traditional sports fans also follow 05 2 |GAMES AND GENRESTop 5 genres followedWhat are the main reasons fans follow esports Top 10 titles followed 11 3 |BRANDSMaximizing value in a rapidly developing marketplace Brand ft in esports 15 4 1Spectators watch a League of Legendscompetition during the esports and musicfestival in Hong Kong。。。。。。