It is also important to note that while esports is growing in the U.S. However, when Gen Z is isolated, 54% of gamers are men and 46% are women, per Horizon Media. Additionally, 66% of esport enthusiasts are men and just 34% are women.

They are more likely to have a full-time job and a high household income, according to Newzoo. According to Tristão, diversification in games has led more women to take part in the sport.Įsport enthusiasts also tend to be distinct from the general online population and even those who are casual esport fans. So I think this is one of the key reasons why the esports audience is growing so fast and will keep growing so fast for the future years,” said Hugo Tristão, market lead for e sports at Newzoo, a games market data company. “Ten years ago, was mostly focused on shooter games but now this has moved into battle arenas. Diversity in esports games offered is one of the main reasons behind its growth, but keeping track may cause a headache for marketers. While no real link has been found between video game and real-world behavior, advertisers remain wary that a violent game may tarnish their brand’s reputation.Īdditionally, the demographic of each game's audience can vary dramatically in key areas such as gender, race and age.

A family friendly brand may not want to partner with a violent first-person shooter game such as Counter Strike: Global Offensive and may opt for a more universal offering, such as the cars playing soccer game, Rocket League. It's important to figure out which type of game fits itself best into a brand's strategy. Additionally, the demographic of fans can change dramatically from game to game, meaning a one-size-fits-all strategy won’t work. Esport marketing requires a more tailored and hands on approach than traditional sports advertising, meaning a change in strategy will be necessary. It's interesting that there (is now) a social part of gaming.”Īs this valuable marketing channel emerges, marketers need to be aware of both its limitations and benefits. The games have gotten better,” said gaming commentator Scott Cole. “I remember back in the day, you could hardly do online gaming on dial up and things like that, let alone talk to your friends.

It is also what provides advertisers with unique opportunities to engage the audience. While many things have led to the rise of gaming, technology is one important factor. “With that comes an incredible opportunity for brands to start tugging at the heartstrings and the passion points of that really highly sought-after demographic,” said Chris Mann, a senior vice president who leads the gaming and esports group REV/XP at rEvolution, a sports marketing company.

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