Why do brands incorporate esports into their marketing strategy?
Posted: Tue Jan 07, 2025 4:51 am
Having an adequate esports marketing strategy can be essential for the future of many brands. Not only because of the constant growth of the esports audience. It is also important that a large part of this audience are millennials and centennials who are difficult to reach through digital channels .
This is a population group with specific characteristics that forces brands to change their strategies. To reach them, it is necessary to take into account that, according to a study by Nielsen Esports :
61% do not watch television weekly.
70% spend more time related to esports than traditional sports.
Up to 90% can name at least one esports sponsor that is not related to the gaming sector.
On the other hand, the graph above shows the evolution of the paraguay number screening esports audience since 2017 according to data from Newzoo . But even more interesting is the forecast growth to 645 million users in 2022 . It is worth noting that 57% of these esports enthusiast users are from the Asia Pacific region. And only 16% are European users.
Esports in Spain
Infographic on the esports sector in Spain in 2018
But what are the statistics on esports in Spain? To begin with, it is not yet one of the main European countries in this sector. Which, taking into account that Europe is not the most powerful territory, indicates that there is a huge possibility of growth.
However, according to the White Paper of the Spanish Video Game Association (AEVI), the potential audience is 5.5 million people. Of these, 2.6 million are fans and 2.9 million are casual viewers. To this we must add some data provided by Newzoo in its 2018 annual report:
Spain ranks ninth worldwide .
It has 24.6 million players.
62% of fans have purchased virtual items within games in the last 6 months.
43% of the entire population usually watches video content related to esports.
These figures are a real treat for any esports marketing strategy . And they open up many possibilities for any brand that wants to get closer to this sector. Something that has been multiplying in recent months.
This is a population group with specific characteristics that forces brands to change their strategies. To reach them, it is necessary to take into account that, according to a study by Nielsen Esports :
61% do not watch television weekly.
70% spend more time related to esports than traditional sports.
Up to 90% can name at least one esports sponsor that is not related to the gaming sector.
On the other hand, the graph above shows the evolution of the paraguay number screening esports audience since 2017 according to data from Newzoo . But even more interesting is the forecast growth to 645 million users in 2022 . It is worth noting that 57% of these esports enthusiast users are from the Asia Pacific region. And only 16% are European users.
Esports in Spain
Infographic on the esports sector in Spain in 2018
But what are the statistics on esports in Spain? To begin with, it is not yet one of the main European countries in this sector. Which, taking into account that Europe is not the most powerful territory, indicates that there is a huge possibility of growth.
However, according to the White Paper of the Spanish Video Game Association (AEVI), the potential audience is 5.5 million people. Of these, 2.6 million are fans and 2.9 million are casual viewers. To this we must add some data provided by Newzoo in its 2018 annual report:
Spain ranks ninth worldwide .
It has 24.6 million players.
62% of fans have purchased virtual items within games in the last 6 months.
43% of the entire population usually watches video content related to esports.
These figures are a real treat for any esports marketing strategy . And they open up many possibilities for any brand that wants to get closer to this sector. Something that has been multiplying in recent months.