In the IP era, how can e -sports hotel borrow the "Dongfeng" of the game?

Overview of this article: With IG winning the championship in 2018, e -sports hotels have become a hot new business all over the country. From 2018 to 2021, most investors adhere to the mentality of "earning". Is the hotel really a good business? After several years of market tests, the pain points of e -sports hotels jumped on paper. This year, the capital of Tencent, Jingdong, and the city of Yicheng City has ended the e -sports hotel tracks. Will it usher in new changes?

1. Barbulous growth e -sports hotel

2. Transformation of e -sports hotels

3. The future of e -sports hotels

After EDG won the Global Championship of the League of Legends, it set off a wave of generations. Half of people carnival, half of them. It is no longer a gap between the niche circle and the mainstream circle, but it is more like a mainstream circle, a collision with another mainstream circle.

As the best carrier connecting virtual games and the real economy, e -sports stimulus has driven the emergence and change of emerging industries and young culture. By this shareholder style, the e -sports hotel shakes straight up.

The fiery market has attracted giants such as JD.com, Tencent, and Tongcheng to enter the bureau. However, after a few years of market tests, the pain points of e -sports hotels jumped on paper. When the hotel was crowned in the name of e -sports, and the capital of capital poured into, is this a real demand or an eye -catching gimmick?

Crossing Dongfeng, savage growth

At the "loosening" at the policy level, domestic e -sports events have sprung up, and some professional e -sports clubs have emerged.

In 2009, the LGD E -sports Club was established; in 2011, the IG E -sports Club was established; in 2012, the Royal E -sports Club was established; in 2013, the EDG E -sports Club was established. Compared with the previous domestic teams, these e -sports club adopted a more professional operating model.

In the basic game of the e -sports industry, not only the League of Legends, DOTA2 and other end -game competitions have flourished, but with the development of the mobile Internet, mobile games represented by KPL have also led to the development of various mobile e -sports. On this basis, major end games and mobile game e -sports events have begun to establish the structure of pyramid events from urban competitions to secondary leagues to top professional leagues.

According to the "2021 China E -sports Industry Research Report", the overall market size of e -sports in 2020 is close to 150 billion yuan. Among them, the growth rate of the mobile e -sports game market exceeded 36 %, and the growth rate of the e -sports ecological market exceeded 45 %. It is expected that at the end of 2021, the market share share of the e -sports ecological market will reach 28.3 %, and it will exceed 30 % by 2022.

The high -speed growth of the e -sports ecological market stems from the continuous improvement of the commercialization of e -sports, which has prompted the derivative subdivision formats such as e -sports live broadcasts, events, and hotels. Major cities and regions have continuously introduced the support and development policies of the e -sports industry. E -sports cross -border IP cooperation has continuously promoted the e -sports breaking circle. E -sports hotels are one of the direct beneficiaries of "e -sports+cultural tourism".

According to the relevant data of the China E -sports Hotel Market Research Report 2021, the stock of e -sports hotels in the country in 2021 is expected to reach 15,000, and it will exceed 20,000 by 2023. At the nodes in August and August 2020 in August 2019, this data was 1200 and 8015, respectively, with the market growth rate of 600%.

"E -sports is an emerging industry that integrates elements such as science and technology, culture, tourism, and is becoming a new growth point for economic development." Related industry experts analyzed that "under the stimulation of the epidemic, take the" high -quality house "as an opportunity. Traditional hotels The transformation advantage of the e -sports hotel is obvious. At present, the e -sports hotel market is in a critical period of the volume expansion of the coexistence of well -known regional brands and national leading brands. "

In the end, the blue ocean is "red"

In the past three years, a large number of investors have adhered to the business of "making earnings" and entered the e -sports hotel. But in fact, after a three -year market test, some pain points gradually emerged.

Boldly, e -sports hotels are a small business cost, high operating costs, low customer unit price, and difficult to ensure a high -investment niche business -at the same time, the entry threshold of this industry is still increasing.

An e -sports hotel owner published a comment on Zhihu that the electricity consumption of e -sports hotels is four times that of traditional business hotels, and the cost of cleaning the grass in a single room is higher than that of traditional business hotels, and the labor cost is not cheap. 20 rooms need at least 5 people.

"E -sports hotels require professional e -sports equipment, and they are often valuable." A senior practitioner in a hotel calculates a account: the decoration cost of each room of ordinary four -star hotels is about 150,000 yuan. If the e -sports hotel is to achieve a four -star level, the purchase cost of 10,000 yuan (including computers, peripherals, e -sports tables and chairs) per room will be added in each room. Essence

Under the cost of high costs, the return time is stretched. "But after all, we consume hotels, not Internet cafes." A netizen's vomiting exactly revealed the pain points of the e -sports hotel.

According to the "Top Ten Top Ten Top Ten Influence of Gaming Hotels in the 2020" selected by Mai Dian, only Mochi and 5F E -sports Hotels were positioned as mid -range hotels, and others were affordable or economical e -sports hotels.

From the perspective of market developments, Tiantian E -sports owned by Datang Network acquired Winter; traditional hotel groups such as Green are also expanding the career of the e -sports hotel; some movies have invested in the Aite community hotel through strategic investment, involving the field of e -sports hotels. But looking at the whole country, it has not yet appeared big brands in the minds of e -sports users. "Overall, the impression of e -sports hotels to users is still low and cheap. And knowing that today's e -sports hotels have not yet clearly defined the industry." Industry insiders said that if you say that more than 400 hotels have more than 400 hotels three years ago The hotel section is a full blue ocean, so 15,000 in 2021, or even at least 20,000 in 2023, can "dye red" in the blue ocean.

The business environment of "blue" to "red" will inevitably form a "blood fighting blood battle" that survives the fittest. In this blood battle, there will be a fierce "homogeneity" competition and a different "differentiated" competition.

Giant high -profile entry into the field

Gaming Hotels in change

In June this year, the game e -sports five -star theme rooms jointly customized by Tencent Games, Tencent E -sports and Shangri -La Hotel Group was officially opened. The theme room is based on e -sports IP and game elements, and provides exclusive game benefits and surrounding malls. The unit price of the room is basically above 1,000 yuan.

Simultaneously disclosed, as well as "Tencent Mutual Entertainment Digital IP Hotel Co -Creation Cooperation Plan". In addition to the Shangri -La Hotel Group, Hyatt, Wanda, Estee Pavilion, Jinmao Group, Super Sports Group, Qi Kan Technology, Tourwide Tour The first batch of alliance partners such as e -sports and Ou Yue Technology also officially appeared. Various actions show that Tencent will do a "big article" in the field of e -sports hotels.

"The reconstruction of the scene of the game e -sports hotel is not only to increase hardware equipment. At present, the consumer demand of users in the hotel is relatively low -frequency. To revitalize the existing low -frequency space of the hotel, it must be continuously iterated and upgraded content based on new user needs and new technologies. Experience. Game e -sports hotels can actually link catering, retail, indoor parks and other formats to provide richer consumer scenarios. Hotels have the potential to become a new "cultural space 'entrance". Speaking.

Compared with Tencent's "empowerment" thinking, JD.com rolled up his sleeves and ended in person, combined with the JD e -sports club, created the "Jingdong E -sports Hotel" brand, and cooperated with its own supply chain advantage in 3C products to accelerate electricity to promote electricity The popularity of the hotel is to feed the e -sports industry chain.

Tong Cheng Yilong spent tens of millions of yuan, invested in the professional e -sports hotel brand "Love E -sports", and exported a "platform and technology empowerment" story. After this round of financing, the valuation of the love e -sports brand also exceeded 100 million yuan.

Some analysts pointed out that the current e -sports hotel is in the 3.0 period, and the check -in experience is improved through standardized services, space and environment. For example, in space, in the form of LOFT, distinguish the game area and rest area, improve the bathroom and audiovisual entertainment experience, and combine the e -sports IP to do space cultural scenes.

"In the future, the concept of traditional e -sports hotels will gradually weaken and replace it is the advent of the era of e -sports complexes." Relevant professionals analyzed that e -sports hotels are in the market and become a new immersive entrance. In other words, E -sports hotels have extended to social fields from the need to be physically needed.

- END -