{ "docId": "019dd923-5ca1-7489-b636-857cd0c2dc34", "docSlug": "2473ea40f082f26e", "documentTitle": "Monitor Deloitte’s 2022 Chief Transformation Officer Study — Designing Successful Transformations", "authorId": "Deloitte", "authorName": "Deloitte", "documentKindSlug": "consulting-deck", "documentKindLabel": "Consulting deck", "sourceTypeSlug": "strategy_consulting", "sourceTypeLabel": "Strategy consulting", "presentationDate": null, "orientation": "landscape", "aspectRatio": 1.778, "pageNumber": 15, "pageCount": 36, "prevPage": 14, "nextPage": 16, "slideType": "industry_trends", "function": "summarize", "density": "overcrowded", "nDataPoints": 4, "notes": null, "elementsJson": [ "headline_text", "paragraph", "callout_box", "photo" ], "metadataConfidence": 1, "imagePath": null, "slideHref": "/slides/019dd923-5ca1-7489-b636-857cd0c2dc34/15", "deckHref": "/decks/019dd923-5ca1-7489-b636-857cd0c2dc34", "deckJsonHref": "/decks/019dd923-5ca1-7489-b636-857cd0c2dc34.json", "deckAnchorHref": "/decks/019dd923-5ca1-7489-b636-857cd0c2dc34#slide-15", "components": [ { "bbox": { "h": 0.15, "w": 0.15, "x": 0.68, "y": 0.26 }, "kind": "callout", "text": "Nearly 10% of survey participants have spent money on their esports consumption", "attrs": null, "subkind": "primary", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "aa6dfb9a-5c89-4e4f-9f58-4cb4c5b4afb3", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.6, "w": 0.29, "x": 0.67, "y": 0.25 }, "kind": "image", "text": null, "attrs": null, "subkind": "photo", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "a136aaea-d6b1-45e5-b73c-32b2770a42d5", "frameworkName": null, "frameworkSlug": null }, { "bbox": null, "kind": "metric", "text": "paying consumers: 10%", "attrs": null, "subkind": "primary", "toolName": "Quantification", "toolSlug": "quantification", "confidence": null, "componentId": "019dd951-ba8c-7422-8545-473740e237e4", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.6, "w": 0.3, "x": 0.35, "y": 0.25 }, "kind": "paragraph", "text": "Across countries, the proportion of paying consumers increases with esports penetration, indicating that establishing esports in society may also drive consumer monetisation despite ample free-of-charge esports offerings. As such, Spain and Poland, which have the highest overall esports penetrations, are also the countries with the highest share of paying consumers (31% and 30%, respectively).\nThe amount of money spent on esports products, content and services increase with usage intensity (see figure 13). Among the hardcore audience, this amount is more than four times higher than among occasional audience groups.\nAlso changing between the groups is the distribution of expenditure. Occasional viewers focus their esports spending mainly on event tickets and merchandising purchases (often associated with attending a live event). With increasing usage, a higher proportion of money is also spent on paid esports content, esports betting and other products, such as access to esports online communities or membership programmes.", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "2b50d271-a6f0-4810-a0f0-8e45dc589bf9", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.6, "w": 0.3, "x": 0.04, "y": 0.25 }, "kind": "paragraph", "text": "The 'holy grail' of audience monetisation\nDespite the growth rates esports has shown in recent years, the audience remains 'under-monetised' from a pure economic perspective. An abundant supply of relevant free content makes converting media content into cash difficult. Currently, the direct revenue potential from end customers is primarily limited to merchandise and event tickets, whereas access to premium content, memberships and so on are still minor revenue sources.\nNearly 10% of survey participants have spent money on their esports consumption. By adding those who made purchases for someone else (that is, as a gift or paying the charge for family and friends) 22% of people have made esports-related purchases in the past six months (compared to 19% in 2021). Those who made the purchases for someone else mostly limit their spending to one-off expenses.", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "34e8ed65-06cb-4da8-945f-9a2666693eec", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.08, "w": 0.9, "x": 0.04, "y": 0.1 }, "kind": "title", "text": "Across countries, the proportion of paying consumers increases with esports penetration and consumption intensity, indicating that establishing esports in society may also help solve the consumer monetisation challenge", "attrs": null, "subkind": "action-title", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "1df650da-8d69-447b-9ad3-3151647b7a52", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.05, "w": 0.5, "x": 0.04, "y": 0.05 }, "kind": "title", "text": "02 | Esports Consumption in Europe – Commercial conversion", "attrs": null, "subkind": "headline", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "aa7b12d2-a337-4488-b7f8-7b5f267c4db1", "frameworkName": null, "frameworkSlug": null } ], "metrics": [ { "metricRaw": "paying consumers", "numberRaw": "10%", "numberKind": "percent", "actionTitle": "Across countries, the proportion of paying consumers increases with esports penetration and consumption intensity, indicating that establishing esports in society may also help solve the consumer monetisation challenge", "calloutText": "Nearly 10% of survey participants have spent money on their esports consumption", "numberScale": null, "numberValue": 10, "metricFamily": "other", "numberCurrency": null } ], "tools": [ { "name": "Action Titles", "slug": "action-titles", "agent": "Architect", "layer": "slide", "matchId": "019de8a4-8d9c-758b-b722-7318f93e1f5c", "evidence": "Long action title bridges penetration and monetization.", "confidence": 80 }, { "name": "BCG Growth-Share Matrix", "slug": "bcg-growth-share-matrix", "agent": null, "layer": "slide", "matchId": "bba7dc77-8e22-401a-a6e4-9005f2f478ca", "evidence": "Across countries, the proportion of paying consumers increases with esports penetration and consumption intensity", "confidence": 0.5 }, { "name": "So What? 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