Evolution of esports into economic force

People try out new gaming products during the DreamHack esports contest in Shanghai in May 2025. CHINA DAILY

An estimated 400 million Gen Z regularly engage with esports, representing an increasingly powerful opportunity for global brands to reach the potentially lucrative youth market through the games, platforms and communities where they already devote their time and attention, said a report.

A white paper titled "The Esports Generation: Who They Are and Why They Spend" was released in collaboration with Shanghai-based Hero Esports, one of Asia's leading esports companies, ESL FACEIT Group, a global leader in esports and gaming entertainment, and market research and consulting firm Niko Partners specializing in video games, esports and livestreaming across Asia and the Middle East and North Africa.

The report draws on survey data from 8,000 Gen Z esports fans aged 13-30 from across eight global markets, and found that esports has become a global entertainment force, attracting digitally-native Gen Z audiences who find the same passion, identity, community and excitement traditionally found in other sports.

According to the report, Gen Z esports fans are not a niche, they are extensively engaged in esports in various ways. They mostly watch gaming content, gaming livestreams and gaming podcasts, while also actively posting in game forums and social media groups, as well as regularly attending gaming conventions and esports events.

While esports audiences are still predominantly male, female representation in the culture is growing globally, especially at live esports events where female attendance is often higher. In China, over half of the attendees at the Peacekeeper Elite League and King Pro League were female.

The report highlighted that Gen Z esports enthusiasts are deeply loyal to the teams, titles, events and partnerships that earn their trust and energize their passions. They connect with esports fandom in the same ways previous generations connected with other sports — with genuine emotional investment, community identity and long-term loyalty.

Critically, they extend that affinity to the brands that show up authentically within this space, said the report. About 85 percent of this highly engaged audience said they take notice of branding in esports and 74 percent of them reported that this has had an effect on their purchasing behavior. Two thirds of esports fans have purchased a product because of a collaboration or co-branding partnership with an esports team, game or player.

Esports partnerships heavily influence consumer behavior, with a significant portion of fans purchasing products promoted within the sector, including food and beverage products, electronics and fashion. Similar engagement also extends beyond traditional categories, driving fans to purchase esports-related collectibles, makeup, beauty or skincare products as well partnered brands in other miscellaneous categories, said the report.

Jascha Braeker, senior partnerships development manager at ESL FACEIT Group, said during this year's ChinaJoy digital entertainment expo in Shanghai that many renowned brands are also actively engaging with the esports community for credibility within the gaming culture and even for talent acquisition.

Lamborghini joined EFG's gaming lifestyle festival DreamHack for the third time in May to connect and grow with the younger audiences. And DHL, one of the festival's longest partners, has built distinct recruitment campaigns tailored for tech savvy Dota 2 and Counter-Strike fans, which brought it millions of career site visits and thousands of job applications from the Gen Z community.

"Esports has evolved into one of the most effective channels for companies looking to connect with Gen Z audiences at scale. What makes it unique is not just its reach, but the depth of engagement and trust that exists between fans, players, teams and events," said EFG's CEO Niccolo Maisto.

Danny Tang, co-founder and CEO of Hero Esports, added: "This white-paper confirms that esports has evolved into a global cultural and economic force. For brands, the message is clear — esports is no longer a niche market, but a premier platform to connect with the next generation of consumers."