1、1 HOW TO CREATE VALUE OUT OF ESPORTS DATA The Bayes Esports data report 2020 in cooperation with Table of Contents The Bayes esports data report 2020 I Table of Contents How data is the secret to the future of esports 1 2 3 3 Top 10 challenges facing the industry 5 Defining the difference of esports

2、 and traditional sports9 4 Who needs accurate esports data? 4.1 A data right holder view from ESL: Interview with Bernhard Mogk 4.2 A service provider view from Shadows Managing Director Benjamin Riewe 4.3 A data consumer view with focus on betting, from Pinnacle: Interview with Marco Blume 4.4 A da

3、ta consumer view with focus on media, from TOKIGAMES: Interview with Matthews Chang 16 21 23 27 13 5 Variance in global markets32 6 Excursus: 3 data trends 34 7 3 Tips for Data Providers on maximising esports data value36 3 The first thing to consider when discussing how data is revolutionizing the

4、future of esports is that data itself doesnt just involve statistics and scores. Data is a collection of purely raw and unorganized facts, which can be purified and structured into information. Not just how a game turned out, but also who participated in it, who hosted it, the hidden data that isnt

5、seen on public streams and every key data point that creates the threshold of skills within the game itself. Theres a distinction in the data we sell. Theres the video stream, a vital tool in raising consumer involvement, a platform to run advertisements and a measure of how big the audience is. The

6、res the information itself, which comes from the providers and is relevant for every third party that makes up the various groups of data consumers. Defining data itself is important to anyone who works in the esports industry. Data is the foundation of products built to enhance the engagement of us

7、ers, as well as any forms of monetization for organizers, rights holders and consumers such as betting companies. Data is the basis of creating value in esports. Currently, the situation is only half-realized. Esports organizations are giving away data for free by offering data and streaming to the

8、community at large without cost. This circumstance itself creates a large public platform, which is certainly positive for the community. The key focus here is to engage an audience that is as broad as possible, gaining high numbers of viewership. There are now a few cases where a different practice

9、 is put into place, and that is the limitation of data. This means that the access to the medium on which the data is available is only available to exclusive contracts. For example, the streaming platform is decided by the highest bidder. This means that the stream is only available on the platform

10、 of the buyers choosing, such as Facebook or Youtube, instead of being generally available for streaming on whatever platform out there. This practice is much more in line with the traditional sports model; by demanding specific exclusivity in order to produce profit. This brings home what we believ

11、e should happen. How data is the secret to the future of esports 1 The Bayes esports data report 2020 I How data is the secret to the future of esports 4 Use of data needs to be understood, and correctly sold at value. Not just in terms of profit for the data consumers, but also in order for the val

12、ue to flow back into the industry itself. Understanding that data also includes sponsorships and marketing is key here. We need to learn from the model of traditional sports and retain control of the value that data brings. As a data company, Bayes provides and assists with whatever we can improve i

13、n the industry. This means understanding the market needs and regional differences and finding avenues in which data can help create a stable and fair ecosystem, by, for example, using data to prevent fraud and match fixing. The Bayes esports data report 2020 I How data is the secret to the future o

14、f esports Having control over data and choosing the right partners to distribute or enhance your product is the best way to head towards profitability. DISTRIBUTIONPROFIT DATA Best wishes, Mark Balch Mark Balch Head of Product streams and the scraping of websites. Streams can provide delayed, inaccu

15、rate or incomplete data, at varying speeds. Not to mention that the acquisition of data in these two methods is expensive and unreliable. The information given by a public stream is limited. Not only by the usual one-player-view, but information is also hidden by commercial breaks and commentators a

16、s well as analyst desks. These events aim to improve the experience of the fans, but they also complicate the acquisition of data through the stream. Undocumented APIs are available, and unfortunately, also in use. The matter of legality aside, these sources can simply disappear or change - posing a

17、n entirely malicious risk to any business using them. A return of investments or profit are difficult to manage under such circumstances. The Bayes esports data report 2020 I Top 10 challenges facing the industry Challenge 6: Live Data Challenge 7: Limited Data Challenge 8: Unofficial Data DELAYED D

18、ATA Games are shown with a minimum of 15 seconds delay, with a usual average of around 40 seconds. UNRELIABLE a public data stream does not give access to a lot of underlying, important information that affects the outcome of the games themselves. A quality data stream offers accurate data in depth,

19、 which includes the data usually hidden. Time is key for the betting industry; speedy delivery of high-quality data allows them to offer their users the best experience. It is a vital cornerstone for the industry, as all customers want a good experience. An option for betting clients that comes with

20、 a huge risk is the use of public, or the far more dire option of illegally obtained data. Public data is potentially slow and incomplete, whereas illegal data is a huge risk. If a betting operator uses such a stream, the stream could disappear at any given moment. Building a product on such a data

21、stream is an enormous risk. An unreliable source could be here today, gone tomorrow. And with it, a clients product. 14 Potential client Nr 2: Media Companies The second group of clients are media companies that report online and live on esports events. Media clients that require esports data includ

22、e a broad number of products, from Google and widgets to visual products. The speed of the data isnt necessarily the top priority for these clients, but they need reliable, complete and accurate information for their live tickers, results and standings. Media companies have much interest in a centra

23、l and reliable platform which enables them creating public products such as match calendars, visualizations, heat maps, analytics and visualization tools, to name a few. Its an exciting prospect to see the many ideas that esports enthusiasts provide. A remarkable observation is the dedication to mak

24、ing a great and special experience for esports fans. Many clients are esports fans themselves, and their goal in building products is providing a great experience that also entertains the user. The Bayes esports data report 2020 I Who needs accurate esports data? KEY LEARNING The user experience has

25、 to engage the user and entertain, while also offering the best and most accurate data. Potential client Nr 3: Rights Holders The third group of clients contains the right holders, which means the publishers of the game and the tournament organizers. They wish to give the esports fan an enjoyable ex

26、perience but give out their data to numerous sources in varying degrees. This doesnt mean that the data is public for anyone to use, and it may only reside with an exclusive recipient. Rights holders are interested in the distribution and monetization of their data. What helps them is bringing their

27、 data into a unified format which always travels in the same queue and offering a simpler integration with a single API. This means that valuable time and effort is not wasted on integrating various methods of access. Indeed, one of the big hurdles in esports data is the huge number of API integrati

28、ons currently necessary within the industry. Data comes in different formats and through different APIs, all of which need to be integrated individually. This means that valuable time isnt spent on the product itself but squandered in the integration process. Rights holder clients also ask for speed

29、y delivery, which must be faster than any public stream. Within esports, many things happen within seconds. 15 CHECKLIST: IS YOUR DATA GOOD ENOUGH Timely faster than a public stream Rich including unseen data that influences the games outcome Accurate everything provided is correct Granular nothing

30、is missed Unified one format you can trust Simple Integration with just one API instead of many Reliable directly from the rights holder Risk-free data you can build any product you wish on and trust it will be there tomorrow The Bayes esports data report 2020 I Who needs accurate esports data? 15 1

31、6 A right holder view from ESL: Interview with Bernhard Mogk ESL is the worlds largest esports company. With offices and studios all around the world, it has been leading esports innovation on a global scale for nearly two decades by building esports ecosystems. ESL is part of MTG, the leading, inte

32、rnational digital entertainment group. Bernhard Mogk, SVP Global Business Development at ESL, reveals industry insights, new market trends such as mobile gaming and their strategy on data. The Bayes esports data report 2020 I Who needs accurate esports data? ESL Pro league Season 10 Finals Odense 20

33、19 Bernhard Mogk SVP Global Business Development, ESL 17 The Bayes esports data report 2020 I Who needs accurate esports data? What does your brand stand for? Founded nearly 20 years ago, ESL has been developed into the worlds largest esports company leading the industry across the most popular vide

34、o games with numerous online and in-venue competitions. It operates high profile, branded international leagues and tournaments such as ESL One, Intel Extreme Masters, ESL Pro League and other top tier stadium-size events, as well as the ESL National Championships, grassroots amateur cups and matchm

35、aking platforms, defining the path from zero to hero for every player and fan. What is particularly innovative in your company? ESL has shaped the history of esports and over the last 20 years, set itself on a journey, to build the best matchmaking platforms, esports stages and competitions for game

36、rs, creating more opportunities for participation and progression than any other sport. ESL has innovated the industry in terms of broadcast, production and event experience across the worlds most prestigious esports brands and products, stadium events and consistently breaking industry records with

37、 our game agnostic zero to hero approach. Which new markets trends play the biggest role for you in esports? Why? We strongly believe in the rise of mobile esports, especially in combination with the launch of 5G across all relevant tier 1 markets in 2020+. Mobile esports are providing access for th

38、e next generation of esports players and fans. Together with AT Next to the video screen of one player should be a window with a neutral overview of the map, showing where the other players are located and so on. Deep In-game data helps to understand the game. Ongoing explosions and fights are not e

39、nough for a broader audience. They need to understand the strategic components of what is happening. Community asks for advanced entertainment Data trend #2: Horizontal expansion As mentioned, the betting industry has a very strong position in esports. This results in a big run on main game titles s

40、uch as Dota 2, CS:Go and League of Legends. But there are so many other great titles with a lot of players which are not covered. Therefore, we need to provide data for all relevant game titles. Getting data from regional leagues is very difficult. Its not available in an easy and central place. But

41、 doesnt the sports media want to have access to all content such as table tennis or figure skating? We need the same approach in esports to make it attractive for the media and their consumers. Data trend #3: Need of deep in-game data The Bayes esports data report 2020 I Excursus: 3 data trends 36 3

42、 Tips for Data Providers on maximising esports data value 7 The Bayes esports data report 2020 I 3 Tips for Data Providers on maximising esports data value Data is what provides value in esports. If you want to understand how to maximise that value, here are three categories of tips for you to consi

43、der. The first distinction that needs to be made is between Data Providers and Data Consumers. Both parties have a vested interest in maximising the potential of esports data. The methods may be similar in points, but of course, both parties have different avenues of maximising the value of esports

44、data value. The most important tip for Data Providers is to understand the nature of their data and the need to pre-exists for it. Undelayed, high quality data, rich in features and depth is the premium standard of the industry. However, it is not the only type of data, and the potential customers f

45、or it can be refined and differentiated from customers who may have a very different need for data and can potentially be satisfied with a lesser standard of data. The best approach for a Data Provider is to put themselves into the position of the Data Consumers, in order to understand the differenc

46、es in their needs and their use of data, says Ben Steenhusen, Data Scientist at Bayes Esports Solutions A vivid example would be to consider an odds provider and a media company. The odds provider requires undelayed, accurate data with as much depth as possible, such as positional data, in order to

47、provide their product and customers with a high-quality experience. Odds providers have a standing need for premium data, which they may wish to purchase exclusively in order to gain an advantage over their competition. A media company will have a different need for data. They may be interested in d

48、ata in order to build visualizations, or to create statistics in order to enrich their product and the experience for their customers. The baseline here is to understand that different consumers have different needs, and the data supply needs to be tailored accordingly. Understanding the use case is

49、 fundamental. 37 The second tip for a Data Provider would be; to understand that not all data is the same. The Bayes esports data report 2020 I 3 Tips for Data Providers on maximising esports data value Certain properties of data make it more expensive or cheaper for purchase. THE PROPERTIES OF DATA Delay less delayed data is more valuable Richness the depth of information contained in the data Accuracy the correctness of the data Reliability the trustworthiness of the data source Each of these properties affects the value of the dat