Key Takeaways
ESPORTS: CHANGING THE GAME
ESPORTS PROVIDE FERTILE GROUND FOR SPONSORS AS ONE OF THE MOST RECEPTIVE FAN COMMUNITIES
HOW ESPORTS FANS COMPARE TO OTHER SEGMENTS
A majority of esports fans around the globe frequently engage with sponsors and are more likely to view sponsors as an important part of the esports experience.
35%
55%
42%
3%
95%
37%
51%
12%
61%
41%
49%
10%
49%
48%
46%
6%
FOR ESPORTS FANS, NOTHING COMPARES TO THEIR LOVE OF THE PLAYERS AND EVENTS
THE POWER OF ESPORTS ATHLETES
Esports fans admire and can relate to professional players more than athletes and other celebrities, making their endorsements and approval a central place for sponsors to build an esports program.
Two-thirds of esports fans say that they “feel better about brands who sponsor” their favorite esports leagues and players than traditional sports and celebrities.
A majority of esports fans would prefer to go to a gaming or esports event over “any other type of event.”
More than half of esports fans say that they “relate more to esports athletes than other athletes or celebrities."
HOW ESPORTS FANS ENGAGE (BEYOND THE TOURNAMENTS)
Power of Esports Athletes
SPORTS FANS
|
ESPORTS FANS
| |
|---|---|---|
53%
|
Follow athletes
|
58%
|
56%
|
Talk about athletes
|
62%
|
53%
|
Share what athletes post
|
63%
|
53%
|
Research products they promote
|
61%
|
31%
|
Purchase a product they endorse
|
39%
|
Nearly all esports fans have engaged with a brand as a result of a sponsorship
The engagement can take many forms (online and offline), with half of esports fans having purchased a brand’s product because they sponsored an event.
PURCHASE PRODUCT AS A RESULT OF SPONSORSHIP
Esport fans
Film fans
Music fans
Sports fans
All adults
