Profiling Esports Viewers The Synergy of Spend, Ad Receptiveness and Engagement

Karol Severin

August 2020

As live events have halted, attracting non-endemic brands to esports via digital content has moved to the forefront for esports companies. But attracting the largest brands often requires close-to-mainstream demographic reach and a similar socioeconomic make-up. Esports viewers are not quite there yet. However, they do display a set of specifically attractive characteristics such as high spending across all entertainment, significantly higher-than-average tolerance to digital advertising and an increased likelihood to follow brands online. Per head, esports viewers are arguably one of the most valuable emerging consumer segments out there. This justifies involvement in the field by large brands early, despite the current niche penetration rate.

Companies and brands mentioned in this report: Activision, Apex Legends, Assassin’s Creed, EA, Epic Games, FIFA, Fortnite, League of Legends, GTA, Overwatch, Riot Games, Rocket League, Rockstar, Spotify, Valorant, YouTube

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