One Quarter of Gamers Say they Watch Esports Competitions at Least Weekly
How frequently do you watch esports competitions?
More than half of respondents indicated they’ve watched esports competitions, with 11% saying they do so daily and 14% tuning in weekly. Esports sponsorships can help brands get in front of this targeted group of consumers.
When asked if they’d purchased a product in the past year that was sponsored or advertised during an esports event, 29% of respondents said they had. That share is likely to grow as the popularity of esports expands.
Brands can also choose to sponsor events like concerts in-game, though the share of gamers who said they’ve attended such experiences was less than half the share who have watched esports competitions. For these events to go well, brands need to provide strong entertainment value and ensure that the target audience is the right fit.
Share who have attended a sponsored live event or concert within a game like Fortnite or Minecraft.
While just 22% of gamers overall said they have attended a sponsored live in-game concert or event, that rate jumps to 32% among Gen Z gamers and 28% for millennial gamers. Young men were the most likely to attend in-game events, with 43% of male Gen Z gamers having done so.