Mobile e-sports+casual games, China players pay more attention to the social attributes of e-sports？

　　In July, Gamma Data released the "2019 China Game Industry Semi-annual Report" — — In the first half of the year, the growth rate of China Mobile’s e-sports revenue was far ahead of that of client-side e-sports games, accounting for more than 60%.

　　Earlier, the Leisure Game Market Opportunity Research Report of 2018-2019, also from gamma data, pointed out that mobile leisure game users accounted for 66.4% of the total mobile game users in the past year, but leisure games only accounted for 6.6% of the mobile game market & hellip; …

　　Thanks to the demographic dividend of China and the rapid development of mobile Internet, mobile e-sports has gradually become the main force in the field of e-sports, but mobile leisure games are still a low-lying area with huge room for growth, which seems to mean that "mobile e-sports+leisure" will become an opportunity in the development tide of e-sports and games in China.

　　In the e-sports market, female users surged.

　　In the 2019 Tatan Elite Challenge, which just ended in Qingdao, 12 teams fought for two days, attracting thousands of live audiences and over one million online audiences. It seems that the e-sports event created by a light casual game also has strong box office and market appeal.

　　In fact, the Tatan Cup has been born for four years, and the popularity of "Ball-Ball Battle" is behind it.

　　As a casual game produced by Giant Network, official data show that there are more than 500 million users, 10 million daily activities and 150 million monthly activities, and the gender ratio of players is close to 4 to 6 (35% women and 65% men); In terms of age, 40.08% of the players aged 18 to 24, and 33.07% of the users aged 13 to 17 & hellip; …

　　The rise of "Ball Fight" has indeed caught up with the fast lane of China mobile e-sports development — — It was launched in mid-2015, which is earlier than many popular mobile games, but the precise positioning is probably more worthy of attention.

　　In the e-sports game market, especially on the mobile side, the scale of female users has surged.

　　Public data shows that from 2013 to 2018, the number of female players has increased from less than 80 million to 290 million.In the past, there were high barriers to heavy games, which made light games that focused on "leisure" just needed by the market. Its "popularization", such as relatively simple rules and operation, was not only more suitable for covering young people of all ages, but also met the needs of the rapidly growing group of female players.

　　In fact, not only female players, but also professional players in Tatan Classic, which is a difficult scene to see in other e-sports events.

　　Leisure+animation, the future industrial direction

　　Of course, there is still a long way to go from a popular game to a traditional e-sports event.

　　On the one hand, it benefits from the high stickiness of mobile e-sports users. According to the survey, the proportion of mobile e-sports users playing games every day is as high as 43.1%, and the proportion of playing games every week is also 25.3%, among which the proportion who are willing to watch events online is as high as 67.2%.

　　In addition, industry insiders also analyzed that while the competition of heavy game e-sports is intensifying, leisure e-sports built around light games is expected to become a "single product" in the market. Since 2016, Giant Network has successively launched a series of subdivided events such as BPL Professional League, Tatan Cup Elite Challenge, CEST Campus Challenge and BUC City Challenge, and deeply cultivated leisure e-sports.

　　It is worth mentioning that while maintaining the attributes of the game, leisure e-sports emphasizes the social functions in e-sports games.

　　According to statistics, "Ball Battle" creates a community online through team battles, seasons, leaderboards and other settings. On average, each player has 15+ friends, and the platform generates more than 12 million private messages every day, with a cumulative upload of more than 100 million selfies.

　　In terms of offline events, the Tatan Cup is closer to the carnival, with diverse scenes such as band performances, players meeting, audience interaction with the event presented together.

　　With the increasing social needs of young people, mobile e-sports has become a social product to some extent. According to the 2018 China Leisure Mobile Game Industry Report released by iResearch, 82% of leisure mobile game users said that they need to meet social needs in the game.

　　Producer Wu Meng has also said that social attributes will help game products to extend their life cycle. In fact, for leisure e-sports with weak antagonism, socialization is not only empowerment, but also its lifeline.

　　At present, giant network’s e-sports are actively seeking cross-border and circle-breaking. The previously launched "Journey" series has joined hands with the classic animation "Huluwa" to implant Huluwa elements in e-sports games. At present, the serial comics "Xingyun Brigade" and the virtual idol "Tatan" related to "Ball Fight" are also officially launched … …

　　Judging from the industry and market forecast, leisure, animation and massively multiplayer online e-sports and games still have considerable potential in the future.

　　The Paper reporter Chen Jun