We live in a world where we have to deal with problems like global warming, poverty, overpopulation or natural disasters. Measures such as the shutdown of nuclear power reactors are implemented to cause less damage to the environment, electric cars are manufactured to counteract exhaust emissions, product packaging is made from sustainable materials, etc.
What can be done to make cities more liveable?
Cities are often agglomerations for such problems, as many people live there and are often themselves triggers for these problems. In order to improve the quality of life in cities and generally protect the environment, actions are implemented, such as the expansion of bicycle lanes. The inhabitants are encouraged to travel more often by bicycle than by car, in order to reduce exhaust emissions.
The Digital Twin
One answer to this is "digital twins". It is a true-to-scale virtual representation of a city with its own ecosystem. Buildings, living creatures, weather and other necessary aspects of a city are simulated in real time. In this way, possible measures can be simulated in a true-to-life environment in a resource-saving way without having to test them in the real world. This saves time, money and also protects against the negative effects should a measure not work. Furthermore, forecasts and analyses can be created to predict and prevent a disaster, for example.
The city of Helsinki has already reached the point where it has almost completely digitized its city. This is more than just a faithful reproduction of the original: The goal is to simulate a dynamic and living environment in which the behavior of air, water, light, pollution and living creatures is mapped. The digital twin is, for example, able to simulate wind and its effects.
Ingolstadt is also already busy creating a digital image of the city with the "SAVeNoW" project. This project focuses on autonomous driving and has simulated traffic situations, traffic lights and the like in order to be able to simulate the behavior of autonomous vehicles. In addition, the digital twin is also intended to improve general traffic safety and efficiency.
Where is the connect to gaming?
The value proposition and the dangers of virtual worlds
Video games are often viewed with mixed feelings: for some they are an escape into an alternative world to escape real life problems or simply to relax after a day at work, for others the danger of losing oneself in these virtual worlds and thus losing touch with the real world and the social environment.
In Japan, there is even a term for socially distant people: Hikikomori. These people do not necessarily live only in video game worlds, but they have withdrawn almost completely into their homes and limit contact with society to a minimum.
Learning in virtual worlds
Gaming has many positive aspects to offer in a social and economic context. It has been scientifically proven that playing games improves reaction time, coordination skills, coupling ability, creativity and other characteristics.
Cognitive learning has, for example, the Sim Racer Enzo Bonito to beat the real racing driver Lucas Di Grassi on a real race track in a race for time.
From the gaming industry's point of view, the commercial environmental idea is in any case advantageous. By acting in an environmentally conscious way, the reputation of the industry increases, e.g. among parents, and thus also sales. When children/young people consume environmentally friendly gaming products, this leads to increased environmental awareness among them. For example, Microsoft's new Xbox Series S gaming console no longer has a CD drive, which leads to fewer CDs sold and this in turn protects the environment from even more plastic waste. Interfaces between the gaming industry and other industries such as automotive can also be beneficial to both parties. Racing game developers can benefit from the experience of the automotive industry and vice versa. This may result in ideas and approaches that can be integrated into the real world.
But it's not just the gaming industry that can do its part to make the world a better place, gamers themselves can make a difference too.
Knowledge learned in video games can be transferred to the real world.
Knowledge is the only real Superheropower!
In games like Roblox, SIMS, Animal Crossing, Age of Empires, or Minecraft, millions of people every day engage in building and managing virtual worlds under clear conditions and succeed or fail in their simulation games - but there is one skill all players learn: Resilience and they all learn that it is better to do something and experience it than to leave it as it is.
What ideas are generated in gamers through the experience of such games and how can these be transferred to the digital twins of real cities?
With the Force of Disruption, we try to strengthen the dialogue between government agencies, the business community and the games industry in real campaigns and events.
Experienced gamers, such as eSports players, are familiar with the environment of virtual worlds and often have a high demand for realism in games. Together with their experience from virtual worlds and the motivation to achieve perfection, they form a solid basis for bringing about real change. The younger generation can also open up new perspectives with their unbiased creativity. For example, from a child's point of view, a car is not as important for getting around as it is for a working adult. Often a completely new perspective on things helps to develop new ideas or solutions to problems.
PWC and Force of Disruption want to launch the "Future of Mobility" project in cooperation with the IAA using Roblox . Pupils, students and companies can participate.
The aim of the project: to implement ideas for the future of mobility in the digital twin and thus make them tangible.
Each participating team can create its own world in Roblox and make the ideas a gamified experience. The best ideas will then be presented at the IAA 2021 and possibly even realized in the real world.
Who wouldn't want to see a new mobility concept 5 years from now and say, "Hi, That was my idea!"
The gaming world is a source of great potential that has hardly been tapped yet. If society realizes the possibilities there are and the benefits that can be drawn from gaming, then we could soon be living in a completely different world.
Great potential for marketing: e-football on the rise
E-football and thus sports simulations such as FIFA or Pro Evolution Soccer have been popular with a young target group with an affinity for sports for years. In a study on e-football players in Germany, B2sports and Nielsen show which target group potential really lies in e-football and why companies should keep an even closer eye on the e-football market from now on. With the help of large-scale market research, the research and consulting agency Nielsen Sports and the sports marketing agency B2Sports, which has just emerged from the Bavarian Football Association, are shedding light for the first time on the marketing potential of the ever-growing group of e-football players.
800 people surveyed - majority with great interest in sports
For this purpose, a representative sample of 800 people between the ages of 14 and 55 who play one of the two football simulations FIFA or PES at least once a week was surveyed. Demographic and socio-economic characteristics in the target group should come as little surprise: E-football players are predominantly male (82%) and have a high net household income.
The findings on their affinity with classic football are exciting. For 95% of respondents, the Bundesliga is the most popular competition, followed by the UEFA Champions League (91%) and the DFB Cup (89%). This is reinforced by the fact that 49% of respondents play football themselves once a week and almost as many (42%) are members of a football club themselves.
Potentials for associations and advertising companies
Over 50% of gamers state that they can imagine attending an e-football event. Among club members, this willingness is even significantly higher at 62%. But there is not only potential offline. 73% of gamers watch tutorials, live streams and e-football events online.
The target group surveyed is also exciting for advertising companies: over two-thirds rate it positively when brands get involved as sponsors in traditional sports and sports. 64 percent of the e-football gamers surveyed said that brands that sponsor traditional sports or e-sports gain sympathy. Similarly, these sponsors tend to be perceived as more modern and innovative by 64 percent of respondents.
The study clearly shows the potential for brands in this area and the conclusion seems clear: "Regardless of whether it's a club, association or brand - you shouldn't be shy and get to grips with the target group of e-football gamers. Building on the knowledge gained, possible points of contact can be identified and a strategy can be set up if you want to reach FIFA and PES players via the various, partly new, digital platforms".
"Our goal is to help associations, clubs and companies better understand these gamers"
Dennis von Malottke, Head of B2Sports, says in the press release: "With this study, we have investigated for the first time what the target group of e-football players in Germany looks like in detail and where they can be reached. Our goal is to help associations, clubs and companies to better understand these gamers and to design a more targeted approach and communication - be it for the development and implementation of attractive formats or to win potential members and customers."
A special form of eFootball is the Pro Clubs game mode, where eleven players compete against eleven other players. You can't get any closer to real football than this. Anticipation, playing skill, communication and teamwork skills are necessary to achieve joint success on the virtual pitch. The company https://esport-manager.com, together with the Force of Disruption and the GAMERS ACADEMY, has brought this mode to ISPO and hosted the FIFA Pro Clubs EU Masters 2021 as a tournament. A fascinating football experience. Football. Real. Digital.
In 2021, we can unfortunately only implement one Digital Experience for the visitors of ISPO (the largest international sports industry trade fair). But we are really proud to have such great and relevant speakers in the eSports Conference Track on 02 February 2021.
Stefan Ponikva, Vice President Brand Experience BMW / BMW AG, talks about #UnitedInRivalry: BMW gets into sports; Axel Täubert Head of Top Creators & Gaming EMEA Google Germany GmbH talks about Gaming and the "New Normal". In a special eFootball slot, we are very pleased to have Jannis Jersch Manager Digital Borussia Dortmund GmbH & Co. KGaA will talk about BVB's eFootball Strategy and Outlook; Philipp Walter will talk about GAMERS ACADEMY - a training platform for gamers and Patrick Baur will talk about the platform esport-manager.com - how fan engagement becomes a business model.
ISPO Munich Digital eSports Track - Public Stream
After the B2B conference program at ISPO Munich Digital, there will be a digital experience for the B2B and B2C audience on the topic of sports simulations in eSports.
There are 4 official tournament channels for the respective showmatches and tournament:
In the NBA 2K21 ISPO showmatches, the Bayern Ballers gaming team will face the eSports team from EWE Baskets Oldenburg.
The basketball simulation NBA 2K21 is played in Pro-AM mode, which has now become firmly established in the eSports scene. Player characters and the appearance of jerseys and arenas can be fully customized here.
The teams will each consist of five players who will act on the pitch with their own created character. A commentary team from the studio will complete the TV-ready production. As commentators / caster we could win Markus Krawinkel and Robin Rottmann.
Football. Real. Digital - Experience live how digital football teams compete against each other in 11 vs. 11 mode on the Playstation. The digital transformation of football at ISPO Munich 2021. Nearly 60 teams will compete in the preliminary rounds on Saturday, January 30, 2021, starting at 6:00 pm. Teams from the Czech Republic, Austria, Portugal, and Spain have registered to win in this unique tournament. On Tuesday, 02 February 19:00 clock then starts the grand final.
ISPO invites the best international eSailing teams to compete in the game Virtual Regatta Inshore. A battle in which top sailors and yachtsmen compete against each other on Virtual Waters.
Meet 2019 eSailing World Champion Filippo Lanfranchi (ITA), Olympic 49er sailor Bart Lambriex (NED), four eSailing Nations Cup winners led by Mke O'Donnovan (GBR) and 2020 eSailing Vice World Champion Ramón Parejo Palop (ESP).UTC 4 teams begin the battle for glory. Club Nautico Sevilla (ESP) against Team Scotland (GBR) and Team VIT (INT) against MCES Italia (ITA).
Rocket League squad Team Singularity (https://teamsingularity.com/) has been competing among the best European teams since late 2019. Players Leon "Godsmilla" Mares and Kyle "Scrub Killa" Robertson have built a fierce rivalry between the teams, starting with the squad spots.
The 'Smilla vs. Killa' show pits both rivals against each other in various challenges before facing off in the ultimate show match. See how the original and current team lineups determine which dynasty comes out on top. https://www.teamfirewall.net/sng-smilla-vs-killa/
We support the world's largest sports fair ISPO since 2018 in the topics eSports and Future of Sports. We support the brands and companies in the sports business to provide knowledge about eSports, gaming, exergaming and other relevant sports. "eSports is sports and belongs to the sports ecosystem", said Tobias Gröber, Executive Director Business Unit Consumer Goods Messe München GmbH, in 2019. With this statement we could start to build in 3 strategic pillars for the development of knowledge and understanding in the topic of eSports in the B2B and B2C environment. We aired the World Championship in Rocket League with RLCS8 and RLCS9 with ISPO Digitize and were allowed to implement the first eSports and gaming festival in Bavaria with ES_COM (Electronic Sports Competition) in 2019. The journey continues and we look forward to so much positive feedback and new ideas and topics that we can bring to fruition with ISPO, Messe München and the partners.
Has the pandemic really brought more viewers and success to e-sports?
Homeoffice is the New Normal - streaming services such as Netflix and Amazon Prime are experiencing never-before-seen audience growth and the mail order company Amazon is celebrating its greatest successes and revenue growth in the pandemic. Every process that can be digitized has been digitized in recent months. Physical sporting events are taking place without spectators or not at all. What does this development mean for the most digital sport: e-sports? Is the e-sports industry a winner or a loser of this crisis.
Nielsen E-Sport Report
The research and consulting company Nielsen Sports collected a wide variety of events from the Virtual Sports sector during the 1st peak of the Covid 19 crisis and thus found 27 virtual events from a wide variety of sports. Nielsen distinguishes between classic e-sports events and virtual sports events in the events and tournaments analysed. The e-sports sector includes video games that are not based on real sports, such as League of Legends or Counter Strike.
SIM Racing as an opportunity
Virtual sports events are tournaments in the digital images of sports such as basketball, football, motor sports or even equestrian sports. Well-known representatives of this category are EA Sports FIFA, NBA2K or Konami eFootball PES. It is striking that the sim racing segment in particular emerges as the clear winner.
"The Virtual Sports sector will become an essential part of sports marketing as we know it in the coming years. Particularly in motorsports, which is undergoing a transformation that has been greatly accelerated by the Corona crisis, Virtual Sports is creating an essential and sustainable new pillar. Virtual Sports, integrated in established structures of successful eSport formats, with the known mechanisms of the real sports world creates in this combination sustainable growth for stagnating or partly even decreasing acceptance in individual sports areas. Due to the unbelievable progress in graphics and driving physics, broadcast content is already being created that is hardly or not at all distinguishable from real motorsport events. With Virtual Sports, for the first time there is the possibility to transfer existing sports fans from the real world to the virtual one. For virtual motorsports, this means a potential 600 million motorsports fans meeting 450 million eSports enthusiasts. I'm sure something great will come of this!"
Morris Hebecker, CEO Competition Company AG
1. "F1- Virtual Bahrain GP"
In this SIM Racing competition, real race track professionals competed with other personalities such as Liam Payne, one of the four lead singers of One Direction. Events like this are increasingly merging the real and digital worlds of sport. Formula 1 driver Philipp Eng agrees: "It's crazy funny and a bit surreal to take part in a global competition from my garage, but I had my fun," the 30-year-old told RedBull.com. With almost 200,000 viewers on YouTube and Twitch , the event was also a real crowd puller.
2. "FIFA 20 Broadcasts on Canal+"
The fact that e-sports and virtual events are no longer just a trend on digital platforms, but also a topic on classic TV, can be seen in France, for example. The TV channel Canal+ has become the focus of attention among younger viewers due to the broadcast of the event. The average age of around 40 was significantly younger than usual at this time of day. However, with over 200,000 viewers, it was by no means a flop, although it has to be said that viewership is usually much higher in this specific time slot. Olympique Marseille's shirt sponsor "Uber Eats" saw more traffic in the 18 minutes of broadcast time than in a regular football match, which is known to last 90 minutes.
3. "eLIGA MX BBVA"
But this is by no means a European phenomenon, as the Mexican football league shows with the event "eLIGA MX BBVA", which impressively demonstrates how to bridge the period to normality. In this project, all regular football clubs of the first Mexican league take part. Each club provides three players, who now play the season from home. Since this season is also broadcast like a regular season by the radio stations, almost 14 million people have followed the Virtual Sports event in the first three weeks .
Fourth NBA2K Players Tournament.
A few virtual events were also launched in basketball. The biggest of these was probably the "NBA 2k Players Tournament". On average, just under 350,000 viewers watched the tournament via stream and 3.5 million on Twitter. The eventual winner Devin Booker, a Phoenix Suns player, donated the top prize of $100,000 to Corona relief efforts.https://www.linkedin.com/embeds/publishingEmbed.html?articleId=8481867023398844935
Milan's two traditional clubs, Inter and AC, held a tournament in collaboration with PES 2020, the sole purpose of which was to raise funds for the Corona crisis. In the end, 500,000 euros were raised. With this money they have contributed a lot to the research of a vaccine and shows once again impressively how big the community is in this area.
"For many rights holders and brands, Virtual Sports Events have been a great way to provide fans with content at a time when, for the reasons we know, real sporting events have not been possible. However, from our perspective, there is a very positive development of various formats especially around the topic of Sim Racing / Virtual Racing. Not only are the graphics of the virtual races unbelievably close to reality, but also the action presented is much more gripping for one or the other motorsport fan than in real races. Furthermore, it bridges the gap between passive watching and the opportunity to compete with the world's best racers in their profession - and when do you get the chance to do that?"
eSports, gaming, EXERGAMING, the future of mobility, advertising impact, new sports topics. On the ISPO Open Innovation Platform, eSports fans and gamers were able to express themselves on these topics and give their opinion. The findings from the Future of Sports survey are now available for free download as a white paper.
A very important takeaway for the sports industry: one potential area of interest in the eSports community is digital tools like wearables and apps to complement traditional sports.
Additionally, 70 percent of participants in the Future of Sports project said they have used apps while playing sports.
What is the aim of the international sports industry trade fair platform ISPO with this study?
In February 2020, the eSports and gaming events for ISPO Munich 2020 were successfully implemented. In this context, the results of the first survey with ISPO Munich on the topic of the LAN of the future were published. This was done in cooperation with the educational institute Campus M21. Exciting was that in the Twitch Live Stream the results were hotly discussed in the community. As a result, the feedback and the high engagement were a good sign for the implementation of next topics and activations.
The goal of the project team FOD and ISPO:In the eSports Ecosystem, further added value is to be created for the gaming and eSports community. But at the same time, real learnings and knowledge in the topic should be generated as educational content for the B2B target group of the ISPO network.
Rocket League as Engagement Driver
The solution: to implement a survey in the eSports and gaming target group and share the generated knowledge with the sports industry and other interested industries and stakeholders.
A very important ingredient: reach. Here, Messe München has already tried out many themes. Besides EA FIFA, League of Legends or Nintendo Mario Kart broadcasts, Rocket League has emerged as the topic with the highest reach.
Especially the specially developed format AMD Masters always stood for a very good digital reach in the round of activations in the ISPO network. Here, up to 120 teams have registered for the events AMD MASTERS 2019, AMD MASTERS ES_COM, AMD Masters Winter 2020 in tournament format. This means the target audience was authentically targeted and addressed in the tournaments with a really great experience online and offline. The sponsor AMD and the content partner Team Firewall have implemented these activations professionally and authentically as enablers.
Now we could inspire the fans and players we have addressed in this tournament format in the next step with more tournaments on the ISPO Digitize Twitch Channel and in the coverage. Because ISPO Digitize and FOD were able to secure the license of the Rocket League World Championship tournaments.
The most important ingredient: content. ISPO and Force of Disruption were able to secure the broadcast rights to RLCS9 from publisher Psyonix and rights marketer IMG and once again step into the role of eSports live broadcaster with Team Firewall.
Your opinion counts! Enter now and win one of over 150 great prizes.
With this content, we were able to achieve very good coverage on the Twitch channel ISPO Digitize. And it was clear that this target group would also be important for our survey. We were able to convert to the survey not only in the 8 live broadcasts. The topic "interest in your opinion" was also really important in the complete coverage.
With the strategy of playing relevant content in our authentic range, we were also able to score with the largest eSports live platform. Because on Twitch.tv we landed in the recommendation roundel for the German-speaking market with our content and could actually reach 350,000 viewers. With a watchtime of almost 1,900,000 minutes (total time spent with the content by all viewers), we were among the most successful Rocket League broadcasts in Europe.
For the teams it was again about a prize pool of around 1,000,000 US dollars. For us, it was about establishing a real anchor point for the exchange of opinions between fans and players.
"ISPO has recognized the potential of eSports and Rocket League. I'm looking forward to the biggest RLCS season yet with this partner."
Arne Löffler,Managing Director Team FireWall GbR.
The questions, deep expertise and overall concept of the survey support enablers from the eSports industry in the next step.
EXERGAMING companies like Sphery, the energy drink provider Hype Energy, the gamer brand Tentelian Gaming, and the University of Applied Management were also on board, as well as the Esports backpack brand Ority. Each partner was able to submit their questions into the funnel to get the most valuable and accurate feedback from the community. Over 150 prizes with a total value of over 5,000 EUR were raffled off to the participants.
770 participants filled out the very complex questionnaire. And the results of the survey and learnings in the areas of mobility, advertising in eSports, connection possibilities of traditional sports and eSports, gamification of sports and many other aspects we have summarized with ISPO and our partners in a white paper - download now for free - We are now looking forward to the further dialogue on the topics and results.
Streams as a starting point for brands
One finding of the survey among the target group of the Rocket League community: eSports is a young sport. This is because 43 percent of the participants were younger than 20 years old. The largest participating group was 20- to 29-year-olds, who made up 45 percent. Only 12 percent were 30 years or older.
Contrary to the general trend towards smartphones, eSports is at home on stationary devices, especially among the Rocket League fan community addressed: 61 percent of respondents played on computers, 37 percent on game consoles such as the PlayStation 4 or Xbox One. Only 3 percent played via smartphone. As an eSports broadcast medium, streams on platforms such as Twitch or YouTube are the first choice. Only 5 percent of those surveyed said they did not watch any streams.
73 percent watched streams to learn tips and tricks about the video game in question themselves. 54 percent for pure entertainment and almost a third (31 percent) because they described themselves as a fan of an eSports team. After all, advertising in the eSports environment reaches its target audience: 80 percent of those surveyed said that they had noticed advertising measures in eSports. 62 percent confirmed that they were actually interested in the advertising measures.
Relevance and engagement in gaming, eSports and exergaming continues to rise as shown in a study by Global Web Index in April 2020.
The ISPO network and Messe München can now use this knowledge and the lessons learned to develop further products and business approaches.
Brands and stakeholders interested in sports can use the white paper and thus Messe München and its partners become real enablers in knowledge transfer and dialogue.
The goals of the activation and campaign have been completely achieved on all sides.
For us as a consulting agency, this long-term and also complex project has shown the following: The ingredients of relevant content, authentic reach, innovation-driven partners and genuine dialogue lead to success.
What lessons do we as an eSports and gaming agency learn from the Future of Sports Whitepaper?
Interest in combining sports and gamification elements is particularly high
eSports Movement is the right activation to connect eSports, EXERGAMING and sports with education. Here is also a need in the gamer and eSports target group
We are setting up a working group on EXERGAMING with the German Industry Association for Fitness and Health.Goal: To further learning and to help dialogue
Conception and implementation of further innovative products