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Major sport apostas online

Enrico NazaréAutor da publicação: Enrico Nazaré

MULTIDÕES Decisão do mundial de Fortnite, modalidade de e-sports, em Nova York: audiência virtual de 90 mil pessoas por minuto (Crédito: Divulgação)

Gustavo Chiminazzo e Victor Marques

10/01/20 - 16h40 - Atualizado em 10/01/20 - 16h51

Não deu para o Flamengo, mas deu para o Corinthians. O time paulista venceu o Mundial de 2019. De FreeFire. A modalidade faz parte do universo dos e-sports (ou esportes eletrônicos). Antes de dizer que videogame não conta vale estar municiado de dados. No Brasil, há hoje dois gamers para cada praticante de futebol. E além de mais numeroso, esse universo é também jovem. Das pessoas que acompanham futebol no País 24% têm de 10 a 20 anos. Entre as que assistem com assiduidade a algum torneio de e-sports o percentual praticamente dobra: 43% na mesma faixa etária, de acordo com o relatório 2018 Global Esports Market Report, da Newzoo. Globalmente, o mercado movimentou US$ 1,1 bilhão em 2019 e deve se aproximar do US$ 1,5 bilhão este ano.

Um dos fatores predominantes nesses campeonatos é a audiência, que consegue muitas vezes alcançar números que nem mesmo os esportes tradicionais conseguem. Em 2019, no mundo todo, o número de espectadores de campeonatos de jogos eletrônicos foi de 453,8 milhões, crescimento de 16,3% em um ano. Em 2018, apenas a final de League of Legends (mais conhecido por LoL) teve 99,6 milhões de pessoas assistindo. E a decisão de cinco horas do mundial de Fortnite, no ano passado, conseguiu média de 90 mil espectadores por minuto nos Estados Unidos, segundo a StreamMetrics – o campeão, o adolescente americano Kyle Giersdorf, de 16 anos, cujo nome gamer é Bugha, ganhou US$ 3 milhões pela conquista.

No Brasil, houve um crescimento de 20% em audiência no ano passado, com 21,2 milhões de espectadores (9,1 milhão dos chamados entusiastas, que assistem a pelo menos uma partida por mês, e 12 milhões de espectadores ocasionais). É a terceira maior audiência no mundo, atrás apenas da China e dos Estados Unidos. Veículos especializados na cobertura esportiva convencional não deixaram passar sem perceber. O site brasileiro da ESPN, por exemplo, tem cinco seções principais – Futebol, NFL, NBA, MMA e… e-sports. O Globo Esporte também já destaca em sua lista de editorias o e-sports, junto de Fórmula 1, e o UOL tem dentro de seu canal de games o espaço para e-sports.

A Globo, aliás, conduz parcerias para ter exclusividade nesse universo, pelo menos dos principais produtos. Uma das marcas estratégicas é a francesa Ubisoft, há 20 anos no Brasil, dona das franquias Just Dance e Rainbow Six Siege. O acordo envolve de transmissão de eventos, com exclusividade, a licenciamento de produtos. À frente da iniciativa está a diretoria de Novos Negócios de Esporte do Grupo Globo, cujo head é Leandro Valentim.

Bertrand Chaverot, que comanda a Ubisoft na América Latina, diz que a parceria representa uma tendência transmídia da indústria do entretenimento, na qual as marcas se unem para oferecer novos formatos ao público. Na sede da empresa, no bairro paulistano da Vila Olímpia, 80% dos 50 colaboradores se dedicam a produção de conteúdos para abastecer a sede da audiência de e-sports por informações sobre os jogos, os campeonatos e os principais atletas.

Márcio Canosa é diretor de e-sports da Ubisoft para a América Latina e responsável pela criação do departamento de e-sports, em 2015, com o lançamento de Rainbow Six Siege. Sobre a parceria com a Globo, ele diz que a empresa quer expandir esse mercado para a TV, fazendo uma série de desenvolvimentos que ajudam o mercado. “Nós oferecemos o conteúdo e eles, a experiência em conversar com o grande público.” Para ele, nos últimos anos o mercado “entrou numa fase de profissionalização”.

E o Brasil, pelo potencial de audiência, pode pegar carona. Desde que supere a ausência de infraestrutura e a burocracia que dificultam a realização de campeonatos no País. “A falta de arenas, estúdios de gravação e transmissão, bem como a falta de profissionais qualificados dificultam a realização e a produção dos campeonatos. Há oportunidades que levariam à geração de empregos e a novos profissionais especializados”, diz. Um passo decisivo deve ser o Campeonato Brasileiro de Rainbow Six Siege, que terá todas as rodadas abertas ao público e com transmissão ao vivo direto da On e-Stadium, maior complexo de e-sports da América Latina, em São Paulo. O espaço tem telão de 60 metros quadrados, camarotes e comporta até 600 pessoas.

Outro player que tem amplo interesse no mercado nacional é a americana Riot Games, responsável pelas duas maiores ligas do país: o CBLOL (Campeonato Brasileiro de League of Legends) e o Circuito Desafiante (Torneio de acesso ao CBLOL). A empresa tem estimados 100 milhões de jogadores ativos no mundo, 85% entre 16 e 30 anos. A Riot é praticamente sinônimo de LoL (League of Legends), que tem campeonatos transmitidos em diversas plataformas, como Youtube, Twitch (Serviço de streaming ao vivo) e na TV a Cabo pelo SporTV. A final do CBLOL de 2019 teve recorde de audiência, com pico de 316 mil espectadores simultâneos, juntando as plataformas Twitch e Youtube, crescimento de 40%, comparado aos 210 mil espectadores simultâneos da final de 2018.

ACEITAÇÃO Cerca de R$ 480 mil são distribuídos anualmente nos dois campeonatos da empresa. De acordo com Carlos Antunes, diretor de e-sports da Riot no Brasil, o mercado alcança aqui o nível que temos fora do País. Quando a Riot chegou ao Brasil, a maior dificuldade era mostrar para a mídia tradicional e para patrocinadores que o segmento era consistente. “Mas hoje já não há esse problema, com a aceitação de marcas como Gillete e Red Bull que também são grandes patrocinadores de esportes tradicionais.” O objetivo atual é levar cada vez mais o público que não joga LoL para assistir aos torneios. A empresa tem parceria com a Globosat desde 2016, e o CBLOL é exibido todo sábado, desde 2017, no canal SporTV 2.

Todo esse frisson em cima de e-sports no País têm uma explicação também lastreada nos hábitos dos brasileiros. Em outras palavras, a gente curte uma jogatina. Segundo a 20ª Pesquisa Global de Entretenimento e Mídia Brasil, da PwC Brasil, três fatores estão transformando esse mercado de games: o empoderamento do consumidor, a convergência de negócios e a mudança no hábito do consumidor. A pesquisa ainda traçou o histórico e as projeções para os próximos anos desse mercado e identificou que o consumidor de games está cada vez mais criando seu próprio mundo único de mídia com o auxílio de diversos dispositivos conectados. Pode apostar. Esse mercado só vai crescer.

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Major sport apostas online

Major sport apostas online

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