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Competition revenue accounts for 1/3 of the global market. Is China’s e-sports still racking their brains for popularization?

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Data map: the e-sports venues of Hangzhou 2022 Asian Games are lit at night, and the roof is colored with light stripes like star tracks. (Drone photo) China News Service reporter Wang Gang photo

Zhongxin.com, Hangzhou, July 28 (reporter Wang Hao) with the appearance of Lang Ping, the audience burst into cheers with the highest decibel. At the recent 2022 global e-sports leaders summit, those e-sports practitioners in the audience raised their mobile phones one after another to shoot the iconic figure of the Chinese women’s volleyball team on the stage.

Lang Ping, who had not appeared publicly for a long time, talked about the origin of her and e-sports on the stage. She said that when teaching the Chinese women’s volleyball team, in addition to focusing on the team, she also asked herself to keep curious about new things, including e-sports.

Lang Ping’s attendance became one of the highlights of the summit, and many media reported one after another. This is not the first time that the e-sports competition has been linked with the Chinese women’s volleyball team. The guest invited at the global e-sports leaders summit last year was Wei Qiuyue. It seems that the “Golden signboard” of the traditional sports “Chinese women’s volleyball team” has become a “friend” who helps e-sports break the circle “.


Data map: Lang Ping is at the edge of the field. Taken by China News Agency reporter du Yang

Such “friends” are not the only ones. In recent years, China’s e-sports, as an emerging sports industry, has been seeking how to stand in front of more people. Recently, a variety show called “war to the peak” has frequently appeared on the hot search list of major social platforms. This variety show has gathered many popular stars in the entertainment circle as e-sports players to prepare for the battle, in the competition, contradictions and disputes and fighting side by side have become Internet buzz topics. Perhaps it does not show the whole picture of “e-sports”, but obviously such a setting will attract the attention of many non-e-sports audiences.

This is the uniqueness of e-sports. Although traditional sports such as basketball and football are actively seeking cross-border cooperation to increase added value in recent years, the project itself does not have the trouble of “breaking the circle.

According to the 2022 Asian e-sports industry development report released at the summit, China has now become the world’s largest e-sports market. In the expectation that the global competition revenue will reach US $1.384 billion in 2022, china alone will provide about one third of the benefits to the global e-sports market. However, how to “break the circle” to achieve popularization is still a challenge faced by e-sports industry practitioners.


Data map: in 2021china international service trade fair cultural and tourism service special exhibition area, gaming electronic sports received attention. The picture shows the King Glory KPL competition trophy of Tencent E-sports booth to attract visitors. Taken by China News Agency reporter Jiang Qiming

Comparatively speaking, e-sports is a broader concept than basketball and football, which contains a large number of subprojects, each project has its own different rules, this also leads to the completely different threshold of watching games from traditional sports. For example, audiences who know a little about basketball know what a three-point ball is, but it is difficult for audiences who know little about e-sports to understand the complicated effects of various buff. This has become one of the obstacles to the popularization of e-sports.

Jin Yibo, CEO of Teng Jing Sports, introduced that the popularization of e-sports is to “let everyone understand the competition”. The hero League project, which is mainly responsible for, is about to appear in the Hangzhou Asian Games next year. He introduced that before the Asian Games, a lot of popularization work should be done, “tell everyone how to watch the hero league games, what is called alignment, what is called group warfare, etc.”

In recent years, the development of China’s e-sports industry can afford the word “red fire”, and the social recognition has improved a lot. However, Jin Yibo introduced that social identity is still the most important factor hindering the popularization of e-sports.

7月18日，WCG2019世界总决赛于西安启幕。WCG被誉为“电竞奥林匹克运动会”，本届大赛共有来自111个国家和地区的约4万名玩家报名参赛，最终来自28个国家和地区的198名选手进入总决赛。图为参赛队伍激烈角逐。张远 摄
Data map: the WCG2019 world finals kicked off in Xi ‘an. The picture shows the fierce competition among the participating teams. Photo by Zhang Yuan

“For example, some of our business partners think that if there are too many links with games, there will be some concerns. Large sports competitions are all positive energy, and everyone is more assured of sports cooperation, but there are still some concerns about the cooperation between electricity and competition.”

While actively seeking “friends” to help break the circle, the image displayed by e-sports itself is the key to dispel these concerns. “If there is some bad popularity in social media, we will not promote it. However, the competition itself, the players’ competitive spirit, fighting spirit and public welfare activities will be promoted plus-sized.” Jin Yibo said.

In his view, the popularization of e-sports is not “beautification”, but an objective. “Not to say how tall and great it is, but to face it squarely. It is a project with competitive spirit and fighting spirit, and it can also win honor for the country. Players can also become models for young people.” (Finished)


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