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ESPORTS FANS

WHAT MARKETERS
SHOULD KNOW
WHO THEY ARE

$
65% are between the ages of
18 - 34. And 62% are men.

58% of fans that are ages 25 or


older live with kids in their
households

EXTREMELY ENGAGED

FANDOM

71% 61% 61%


say that
watching
professionals
play makes me a
better player

see eSports
players as
moderate
or major
celebrities
wielding
influence

43% have an annual household


income of $75,000 per year or
higher

see eSports
teams as
moderate
or major
celebrities
wielding
influence

49%

49% spend most of their free time around eSports


That number increases to 56% for those with an HHI of $50,000-99,000

60%

60% are willing to travel to see their favorite


games, tournaments, and players
67%

67% have made new friends or acquaintances


through the games
That increases to 72% with men specifically

HOW FANS FEEL ABOUT BRANDS

57% are willing to pay money not to see ads while watching a game
HOW CAN BRANDS IMPROVE ESPORTS?
42% would like brands to give away free stuff
41% would like brands to demo new games & maps
32% would like brands to provide access to exclusive
tips & tricks from eSports athletes
30% would like brands to help meet their favorite teams

Mindshare North America surveyed 497 eSports fans nationwide


through The Pool, ages 18 and up.

ESPORT FANS - WHAT MARKETERS SHOULD KNOW

TAKEAWAYS FOR MARKETERS


FORGET THE STEREOTYPES
Theres a widespread myth that eSports is only popular among teenagers living in their mothers basements or
broke college kids, but the reality is a much more wide-ranging and diverse community. Based on their levels of
engagement, theres tremendous opportunity to reach working professionals with legitimate buying power. Craft
your strategies appropriately to reach the wide range of eSports fans, based on how and where they engage with
the games.

ENHANCE THE GAMING EXPERIENCE


While free stuff is definitely appealing to fans, theres numerous other opportunities for brands to enhance the
eSports experience for gamers. Facilitate opportunities for them to meet and socialize with one another, be it online
or by helping them travel to tournaments. While both genders spend time watching eSports alone, our survey also
showed a higher tendency for female fans to watch streamed games (YouTube, Twitch, video game consoles, etc.)
with family or friends physically in the room versus men, who watch more often in the company of friends online
instead. As eSports make their way into broadcast and cable, we anticipate similar viewing behaviors.
And equally important: give eSports fans new ways to pick up pro-tips from the games. The value exchange here
is key.

BORROWED EQUITY
eSports fans see the players and teams as celebrities. Brands can align themselves with these stars, much as they
do with other influencers online and on television. And they can enhance the gaming experience by giving fans an
opportunity to meet these players or see them live, especially since eSports enthusiasts are willing to travel.
Since a number of fans are willing to pay to avoid ads in eSports, larger-scale sponsorships that provide brands
the ability to integrate within an event also present an opportunity for borrowed equity. It doesnt mean that brands
shouldnt invest in 30-second spots, but rather that it should be part of a larger, organic strategy that feels authentic
to the game. And on top of that, as more mainstream brands embrace eSports, fans would likely be appreciative if
marketers can decrease the stigma surrounding this past-time.

ABOUT MINDSHARE SPOTLIGHT


Mindshare Spotlight is the dedicated sports and entertainment partnerships unit of Mindshare North America. Their
team of experts evaluate, negotiate, and manage brand programs including sponsorships, celebrity endorsements,
experiential platforms, B2B2C partnerships, cause marketing campaigns, and more for Mindshare clients.
For more information, contact Joshua Spiegelman at Joshua.Spiegelman@Mindshareworld.com.

Mindshare North America surveyed 497 eSports fans nationwide


through The Pool, ages 18 and up.