The 20,000 foot view: eSports continue to gain attention, with more brands seeking to enter the space populated as it is by a succession of new leagues, competitions and teams. But for all the hype, eSports has not yet managed to deliver the scale of audience that the market activity warrants. This does not mean that eSports will fail to meet expectations, but rather that the path to success may differ from that being currently followed. Traditional sports may feel little meaningful threat in the near term, but as Gen Z ages, they may find distinctions between televised sports and watching gamers play increasingly irrelevant.

Key findings:

  • X% of consumers attend eSports events, a figure that varies little by market and that has been relatively flat since Q4 2016
  • The X% of consumers that X represent the addressable market for eSports
  • Gaming video streams are to gaming what televised sports are to live sports
  • eSports need to build an organic base of small event communities to drive longer-term success of larger events
  • A key question is how eSports will perform as a live sport compared to televised
  • IOC president Thomas Bach rejected eSports’ consideration for future Olympics in September 2018
  • As Gen Z games fans age, current delineations between televised sports and eSports will matter less

Companies and brands mentioned in this report: Amazon, Audi, AT+T, BBC, Caffeine, Coca Cola, eNations Cup, ESPN, FIFA, Fortnite, Geico, Google, FIFA, IOC, Live Nation, McLaren, NBA, NBA 2K League, Ninja, Stadia, Sky, The Olympics, Tfue, The World Series, Twitch, Visa, YouTube

Charts: 1
Pages: 10
Words: 1973

Includes Synopsis, PDF, Slides and Dataset