The Future is Bright for Esports, According to the EAB

By Charlene Weisler

Esports competitive global gaming  is currently a multi-billion dollar industry with, as CNN reported, the potential to turn “casual gamers into serious stars who can sometimes rake in seven-figure earnings and massive brand endorsements.” The distribution channels of streaming services and live events have made it the next frontier for marketers who see it as an opportunity to advertise in fresh inventory and reach Millennial males. Notably, while not all games are esports, all esports are games and their burgeoning popularity is quickly making them a major player in the overall sports market.

The EAB (Esports Advertising Bureau) commissioned Magid to analyze the profile and proclivities of the esports fan based on fusing and averaging the data of EAB members’ audience studies. It was recently presented at the Secret Society meeting. Chris Pizzurro, Head of Sales and Marketing, Canoe Ventures who is on the EAB Advisory Board, presented the findings:

  • A majority (54%) of all U.S. consumers have heard of esports which translates into 48 million people.
  • The majority of esports fans are age 18-34 (58%), while 14% are 13-17 and 28% are 35+.
  • esports fans skew male (71%), have a household income of $75k+ (49%), a college degree (60%) and are married (65%).
  • Compared to sports fans in general, esports fans are heavier users of media.

For Pizzurro, one of the challenges with esports measurement is that there is, “no central measurement. If a brand does a sponsorship deal with a media company and it includes broadcast, digital, social and arena, the measurement will come from each platform. So the media company, agency, or brands needs to put it all together.”

But the opportunities for advertisers, according to Pizzurro, are vast, from sponsoring a league or players to placements on distribution platforms. When asked, “Where do you see esports in the media ecosystem three years from now?” he is optimistic, “It will be much more mature,” he stated, “We have seen just in the last year much more business discipline from major media companies entering the space. We will see an increase in media spending from advertisers as the business execution lead time moves from months to weeks.”

Related Stories

11/29/21: Cynopsis Media Tech Update

Apple

  A CYNOPSIS MESSAGE FROM PREMION   PREMION LEADING THE EVOLUTION IN LOCAL OTT & CTV ADVERTISING   3X WINNER: 2021 CYNOPSIS MODEL D AWARDS Best Audience-Based Buying Platform Outstanding Brand Safety Strategy Best Direct to Consumer Campaign TAG CERTIFIED AGAINST AD FRAUD 125+ Leading TV & Media Brands, Audience Targeting, Closed-Loop Attribution

11/29/21: Mariah Carey has something special for Apple TV+

Mariah Carey has something special for Apple TV+

  A CYNOPSIS MESSAGE FROM FETV FETV IS BREAKING RECORDS!   Driven by new acquisitions, FETV is having its highest C3 rated quarter EVER in Total Day with multiple demos, including Households, Adults 35-64 and Women 18-49! FETV’s Total Day 4Q-to-date is up over 4Q20 +34% with Households, +21% with Adults 25-54 and +18% with […]

11/28/21: Cynopsis Jobs

clads5

  ASSOCIATE DIRECTOR, INDUSTRY ENGAGEMENT SOUNDEXCHANGE INC MIAMI Responsible for establishing, maintaining and building key artist, management, performer, and content owner relationships. In addition, they will develop outreach programs intended to raise the profile and engagement with SoundExchange.” Bilingual: English/Spanish and significant contact base required. A min of 10 yrs experience req. Full info

11/24/21: Cynopsis Jobs

jobs13

  ASSOCIATE DIRECTOR, INDUSTRY ENGAGEMENT SOUNDEXCHANGE INC MIAMI Responsible for establishing, maintaining and building key artist, management, performer, and content owner relationships. In addition, they will develop outreach programs intended to raise the profile and engagement with SoundExchange.” Bilingual: English/Spanish and significant contact base required. A min of 10 yrs experience req. Full info

CynCity

Cynsiders