Talk Data to Me: ONE Championship and ONE Esports

This analysis explores the strategic application of data and audience insights within the sports and esports sectors, specifically focusing on the operations of ONE Championship and ONE Esports. The primary thesis emphasizes that data-driven decision-making, particularly through the integration of first-party data and customer relationship management (CRM), is essential for deepening fan engagement and navigating a privacy-first, cookieless digital landscape.

Key findings highlight a significant convergence between traditional sports and gaming audiences, with approximately 70% of ONE Championship fans also participating in esports. Furthermore, the research identifies a major shift in content consumption, noting that over 60% of esports fans engage with non-tournament content, signaling a need for broader content diversification. The analysis also underscores the rapid growth of mobile gaming, with 88% of gamers in Southeast Asia utilizing mobile devices for play, and highlights the increasing prominence of women in both sports and gaming, where they now represent nearly half of the community in Southeast Asia.

The scope of this research covers the global sports and gaming industry with a specific regional focus on Southeast Asia. The insights are derived from a combination of qualitative research and quantitative data, including the Q4 2021 Fan Engagement Tracker and GWI Core data from the first half of 2022. By prioritizing first-party data and inclusive storytelling, organizations can effectively move beyond treating consumers as mere data points, fostering more sincere, long-term relationships that provide a distinct competitive advantage in an evolving digital market.