Holy cow! A double kill…make that a triple…no, ownage…HE… IS… GODLIKE! Hailing from Seoul, South Korea, standing five-foot-nine inches tall, weighing in at 150 pounds, ranked number 10 in the world in LoL, at 21 years of age, he has a career earning total of $900 thousand…
Esports champions are larger-than-life legends of the testosterone-infused ultra-masculine, twitch-happy, uber-nerdy world of Esports. Cheered, celebrated and idolized by millions of aspiring professional gamers and fans across the world, young men epitomize the world of competitive gaming.
Reaching over 150 million gamers/fans worldwide and generating revenues upwards of $500 million in 2016, it’s a rapidly growing category. One appearing like a perfect 3-way marriage made in heaven between highly engaging Interactive Entertainment, a huge rabid following of compulsively addicted, high-value audience, ripe to be advertised and sold to by the world’s largest, most powerful food/beverage, apparel, technology, and CPG brands.
Is this the tip of a multi-billion-dollar Entertainment category iceberg, or will it fizzle after a short-lived hype cycle, like Gangnam Style or the XFL? What do the likes of Coca-Cola, Red Bull, Intel, AMD, Arby’s, Under Armour and Nike know — that the rest of the advertising world doesn’t? Will it continue to be the exclusive fascinations of adolescent young men — the traditional “Hardcore Gamers” aged 15-24 — or will it also gain mass popularity and fandom with women and – God forbid – older gamers?
To answer these questions, we surveyed over 1000 Esports gamers and fans — male and female aged 15-34 — with a special focus on four gamer-loved favorites: League of Legends, Counterstrike, Call of Duty and Minecraft. The findings challenged and enlightened – and in rare instances, confirmed – our preconceived notions and beliefs. In particular:
4 out of 5 Esports players and fans think the category will grow (user reach and content); however, only 2 out of 5 recognize Esports as legitimate sports and its gamers as legitimate athletes.
Esports gamers and fans spend, on average, over $31 monthly.
60% of Esports gamers/fans have tried a product because of in-game brand placement
4 out of 5 League of Legends players and fans aspire to become professional gamers/streamers. However, just over 1 in 2 Minecraft players and fans does.
Esports: more than meets the eye. Click here to download the full report.