Mindshare North America released new research on eSports and its implications/recommendations for marketers. The study found that 65% of fans are millennials (between the ages of 18-34) with 38% of eSports fans are women while 60% of fans are between the ages of 25-39. 43% of eSports enthusiasts have an annual household income of $75,000 per year or higher. Nearly half of eSports enthusiasts said that they spend most of their free time around eSports and jumps to 67% for those with an HHI of $100,000 or more. In addition, 60% of eSports fans are willing to travel to see their favorite games, tournaments, and players. 61% noted that they see eSports players (such as Fatal1ty, MarineKing, or Ellohime) as “moderate” or “major” celebrities wielding influence. So, how can brands connect?
· 42% said they’d like them to give away free stuff (ex: tournament tickets, computer hardware, t-shirts and hats).
· 41% said that they’d like them to demo new games and maps.
· 34% said that they’d like them to provide customized in-game experiences/items.
· 32% said that they’d like them to provide access to exclusive tips and tricks on gameplay from eSports athletes-and that increased to 36% for those with an HHI of $100,000 or more.
· 30% said that they’d like them to help meet their favorite teams and athletes-and that increased to 36% for those with an HHI of $100,000 or more.