Niko Partners, Hero Esports, and ESL FACEIT Group has recently released The Esports Generation: Who They Are, and Why They Spend, a free white paper report about Gen Z esports fans. The report surveyed 8000 esports fans aged 13-30 from around the world, and estimates that the esports audience among Gen Z is somewhere around 20%, or 400 million people.
For those of us already plugged into the gaming sphere, there’s not a lot of shocking information here, such as 76% of fans playing and watching esports of their favorite games.
Fans tend toward the same major games year after year, including Counter-Strike and League of Legends. Esports fans tend to be male (68%), with 2/3 enjoy watching gaming livestreams. The average fan attended at least one in-person esports event in the last 9 months.
Two thirds of esports fans also purchase products because of esports teams, games, or players, including electronics, fashion, and beverages.
Gen Z esports fans also enjoy listening to music, streaming music and TV, and watching traditional sports.
“This whitepaper confirms what we at Hero Esports have long believed: esports has evolved into a global cultural and economic force,” said Danny Tang, Co-Founder and CEO of Hero Esports. “The data shows an audience that is young, diverse, and deeply engaged. For brands, the message is clear — esports is no longer a niche market; it is the premier platform to connect with the next generation of consumers. We are proud to partner with Niko Partners and EFG to provide this blueprint for understanding and succeeding in this dynamic industry.”
The full report can be found on the Niko Partners website, though it’s walled behind having to fill out a form and provide your email to Niko Partners, Hero Esports, and ESL FACEIT Group.
Niko Partners is a leading global research firm specializing in video games and esports.
