Vortrag im Rahmen des 12. internationalen Symposiums Sport und Ökonomie, 31.05. und 01.06.2012, in Hamburg

1. TURTLE ENTERTAINMENT
Sponsoring im Gaming -
Anwendungsbeispiele anhand der
Electronic Sports League

2. TURTLE ENTERTAINMENT
Connects the gaming
COMMUNITY
Creates added value in the
MEDIA
Entertains with unforgetable
EVENTS
Extends the media effect via
IPTV

3. IMPRESSIONS (EXTERNAL LINKS)
Electronic Sports League (ESL) ZDFkultur FTW (Licence deal) Panorama images CeBIT 2011
gamescom 2011 Highlights CeBIT 2012 Highlights Panorama images gamescom 2011

4. YOUR ENGAGEMENT PLATFORM
OUR COMPANIES OUR BRANDS OUR STORY OUR SERVICE (B2C) OUR CONTENT YOUR BENEFIT YOUR TURN !
Turtle Entertainment Electronic Sports Organised & Webportal On- & offline Integrated brand Brand engagement
GmbH League (ESL) competitive gaming on (social network for tournaments activation platform (sponsorships, events,
(founded in 2000) PC and consoles gamers) (events) story telling)
Consoles Sports Huge community
Turtle Entertainment League (CSL) Leagues, IPTV production Activation & classical
TV GmbH tournaments & cups (ESLTV) Strong media impact advertising
(founded in 2007) Plus further (display & video ads)
sub brands & products “Match making" IPTV distribution
(Twitch TV)

5. INTRODUCTION
Impressions*
Electronic Sports League (ESL) 9m 30m GER
Europe’s leading competitive multiplayer 4m Visits*
portal, focused on PC based gaming Registered Users* 2m GER
www.esl.eu 1.9m GER
140m
Consoles Sports League (CSL)
Europe’s most active competitive
multiplayer portal for current
generation console gaming
www.consoles.net
5m 1m
IPTV Viewers* Visitors on Events
1.8m GER 600k GER
ESL TV
The leading producer and
broadcaster for competitive
multiplayer content, streamed live
in HD
tv.esl.eu
*Monthly average numbers

6. DEMOGRAPHICS (COMMUNITY & IPTV)
AGE/GENDER STRUCTURE COMMUNITY (IN PERCENT)
30
AGE/GENDER STRUCTURE IPTV (IN PERCENT)
29 Male 96%
28
Female 4% Persons: 55+
27
26
Persons: 45-54
Our IPTV
25 Viewers are ø 10
24 Persons: 35-44 years older than
23
22
the ESL gaming
Persons: 25-34
21 community !
20 Persons: 15-24
19 More females.
18 All Females (15+)
17
16 All Males (15+)
15
0 10 20 30 40 50 60 70 80 90
14
0 2 4 6 8 10 12

7. A HIGHLY INVOLVING PLATFORM
PROFESSIONIAL LEAGUES & CUPS | STRONG WEB PORTAL | HIGH CLASS EVENTS | IPTV COVERAGE
PR, PRINT &
SOCIAL
NETWORKS
ONLINE
COVERAGE
IPTV
BROADCASTS
FAIRS &
CONVENTIONS
EVENT
THOUSANDS BUILDING REACH MILLIONS
Placement in all possible ESL channels, to activate the engagement and to get „3 out of 1+1“

8. PORTFOLIO IN COMPARSION WITH FOOTBALL
Institution
Products
Distribution

9. COMPETITION & STARS LIVE EVENTS CONTINUOUS COVERAGE THOUSANDS OF FANS
The most prestigious video games
league on earth with a story that
unfolds over 8 months on 5
continents and ends with a World
Championship event.
The world’s best 6 events Weekly broadcasts by Thousands of fans
gamers competing for (China, Brazil, Germany, ESL TV & mainstream getting involved every
$600,000 Ukraine & USA) media coverage day

10. EVENTS
INTEL EXTREME MASTERS COLOGNE , GERMANY
 GUANGZHOU, CHINA

A SHORT SUMMARY AUG ’12
gamescom
Global Challenge
OCT ’12
Ani-Com & Games
Global Challenge
Numbers (August 2011 – January 2012)
611,500
Event visitors NEW YORK CITY, USA
 KIEV, UKRAINE

OCT ’12 JAN ‘13
66,245,191 Comic Con
Global Challenge
Cyber Sport Arena
Global Challenge
Streaming sessions
6,454,528
YouTube views
SAO PAULO, BRAZIL  HANOVER, GERMANY 
FEB ’13 MAR ’13
Campus Party CeBIT
Global Challenge World Championship

11. THE LEAGUE OF NATIONAL ESPORT CHAMPIONS
» 360° entertainment & media attention (Web | PR | IPTV) » ESL TV studio events with top matches & interviews
» 3 seasons per year, each with 50,000 € prize money » Popular diciplines: CS, StarCraft II, Battlefield 3, League of Legends
» Entertainment with hands-on-experience – 2 standalone » Already 20 seasons in Germany
final- events & presence on CeBIT, gamescom & IFA (2 seasons per year, new system with 3 seasons starting 2012)

12. ESL PRO SERIES FACTS
TIMELINE | ESL PRO SERIES GERMANY 2012
Season #1 Season #2 Season #3
February April August December
Cologne | Tanzbrunnen Berlin | IFA Cologne | Tanzbrunnen
April 28th - 29th August/September December 1st – 2nd
3 TV Studio Events + 4 TV Studio Events + 5 TV Studio Events
Web Coverage | Social Media | Public Relations | IPTV
ESTIMATIONS 2012
15m+ Impressions 175k+ Visitors 5m+ Viewers
www.eslproseries.de 3 final events tv.esl.eu
+ spread via social media 2 trade-fairs + VoD & YouTube

13. EVENTS
We realize your trade-fair presence – from a 200 sqm twin-story booth with VIP
lounge & press conference through to a 10 sqm single product presentation!

14. IPTV STREAMING NUMBERS
STREAMING SESSIONS 2011 IPTV STREAM SHARE 2011
14.000.000
New York & 22%
12.000.000 Guangzhou 34,5%
10.000.000
8.000.000
6.000.000
4.000.000 17%
2.000.000 2,5%
2,5%
3,5% 6%
- 4% 4% 4%
Nov
Feb
Jan
Jun
Jul
Sep
Mar
Apr
May
Aug
Oct
Dec
Sessions 2009 Sessions 2010 Sessions 2011
Germany USA France Poland Canada
Sweden Russia Spain UK Rest
STREAMING SESSIONS (PER YEAR) FORECAST 2012
» 2009 | 7,000,000 » 100,000,000+ sessions
» 2010 | 10,000,000 » 2,000 hours of content
» 2011 | 73,000,000 » 120,000 minutes on air

15. Streaming GROWTH (IEM)
STREAMING SESSIONS +402% YOUTUBE +111%
100.000.000 10.000.000
80.000.000 8.000.000
60.000.000 6.000.000
40.000.000 4.000.000
20.000.000 2.000.000
0 0
Season 5 16.368.495 Season 5 4.713.933
Season 6 82.258.372 Season 6 9.984.074
CONCURRENT VIEWS +214% MEDIA | ONLINE, PRINT, TV, RADIO +106%
300.000 5.000.000.000
250.000 4.000.000.000
200.000 3.000.000.000
150.000
100.000 2.000.000.000
50.000 1.000.000.000
0 0
Season 5 85.000 Season 5 2.374.103.973
Season 6 267.300 Season 6 4.911.714.858

16. RELEVANCE OF ESPORTS – TV VS. IPTV
ESL ESPORTS (IPTV) IN COMPARISON TO ENTERTAINMENT ENVIRONMENTS (TV) – CONCURRENT VIEWERS (PEAK)
Entertainment TV ESL eSports IPTV
350.000
300.000
250.000
200.000
150.000
100.000
50.000
-

17. RELEVANCE OF ESPORTS – TV VS. IPTV
ESPORTS (IPTV) IN COMPARISON TO ENTERTAINMENT ENVIRONMENTS (TV) – CONCURRENT VIEWERS (PEAK)
Entertainment TV eSports IPTV
350.000
300.000
250.000
200.000
150.000
100.000
50.000
-

18. CASES

19. BRAND BUILDING
AWARENESS WITHIN ESL
BitDefender (2007-2010)
Constant & continuous communication
2007 2009 2010
17,87% 35,12% 46,38%
Trend Micro (2010-2011)
Brand awareness within the ESL community
2010 2010 2011
6 months 12 months
3,50% 15,40% 11,49%
Massive activity Less activity,
(sweepstakes, product presentations) no interaction with the community
START: END:
MARCH 2010 MARCH 2010

20. OEM PARTNER (PC)
BUSINESS CASE 2010 (GAMING-COMPUTERS - ESL/EPS PARTNER)
Sold ESL Editions (Gaming Laptop)  1,250
70
60
50
40
30
20
10 IFNG‘s
Finals X X X X X X X X
0 CW
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52
Mailings X X X X
Massive online, PR & IPTV reach via ESL
Activation OEM, Season 16 Activation OEM, Season 17

21. DEUTSCHE POST | E-POSTBRIEF
» Mainpartner ESL 2011
+ Authentic product integration
+ Highest „Trusted Level“ „Trusted Pro“ (starting March 2011)
+ Verification via E-POSTBRIEF (new way of verification)
+ Ad material created by ESL Marketing (commercials & ads)
» Mainsponsor ESL Pro Series
» Trade fairs (CeBIT & gamescom)
+ 200m² booth
+ Verification & playercard on site
RESULT
12,000 new E-POSTBRIEF accounts

22. O2 CO-MARKETING (GERMANY)
» Shop with special ESL/o2 offers
» ESL branded landing page
» Ad material created by ESL Marketing
RESULT
Good CTR (up to 2%), but less sales
Wrong offer, too expensive, no benefit

23. SELECTION OF BRANDS
THAT TRUST ON OUR
EXPERTISE

24. eSPORTS REACHES THE MASSES
MONTHLY DATA
IMPRESSIONS 250k 14m 30m 1.5m 1.4m
VISITS 36k 826k 2m 120k 336k
IMPRESSIONS 472k 9m 3.5m 450k 3.8m
VISITS 50k 662k 250k 57k 375k

25. Ibrahim Mazari
Director PR
Thanks! im@turtle-entertainment.de
@IboMazari
Turtle Entertainment GmbH
Siegburger Str. 189
50679 Cologne
Germany
www.turtle-entertainment.com