In 2018, brand interest in eSports is expected to soar to new heights. Mercedes-Benz, Gillette, Red Bull, HP, and Intel are just a few of the high-profile businesses that have carved out sponsorship and partnership partnerships to help their products reach the primarily millennial eSports fans.
Global eSports revenues are expected to exceed $905.6 million in 2018, increasing 38.2 percent from the previous year, according to research from eSports business intelligence company Newzoo. Global eSports revenues are expected to reach $1.65 billion by 2021, with $1.4 billion coming directly from brand investment.
TV’s point of view
Ginx is the leading eSports TV channel in the United Kingdom, broadcasting 24 hours a day, seven days a week. Globally, the network reaches more than 55 million households in 40 countries and 11 languages, with customised feeds tailored to each country’s eSports culture.
Ginx produces its own shows, such as talk shows, debates, and documentaries, as well as licencing content from event organisers like the ESL. Ginx has 280 million viewers in 2016, which increased by 20% in 2017 and is predicted to increase by another 14% in 2018, bringing the total to close to 400 million.
The attention of huge global companies like Intel and HP, as well as non-endemic names like Mercedes and Renault, according to marketing director Solenne Lagrange, will help the eSports sector expand and mature. The millennial fandom of eSports is a big appeal for such firms.
“On Ginx, we find that millennials make up three-quarters of our audience, and they are a target that companies adore,” adds Lagrange. “They are energetic, young, and have a higher average income than other demographics.” Because they make up the largest population in the United States, it’s critical for brands to be able to target, communicate with, and interact with them.”
The eSports community is rapidly expanding. There are estimated to be 165 million eSports fans globally this year, defined as persons who watch professional eSports programming at least once a month. According to Newzoo figures, this is up 15.2 percent year over year.
In addition, the global average annual revenue earned per enthusiast is expected to increase by 20% to $5.49 this year.
When you factor in casual viewers, the overall number of individuals watching eSports material in 2018 expands to 380 million, up 13.5 percent from 2017.
Intel’s UK gaming and eSports lead, Scott Gillingham, argues that eSports enthusiasts are unique in that they participate in every game they watch.
“They’re viewing the IEM final on their PC before switching to the game they’ve been following.” “They can watch the pros, learn from them, and then attempt it themselves,” he continues, and this helps to drive engagement.