E-sports investment to reach $800m this year

James McDonald

An overview of global e-sports sponsorship and advertising investment and engagement among males aged 16-24 years old.

Data from Newzoo show that the e-sports market is growing rapidly, with brand investment expected to reach $795.1m worldwide this year, a 23.1% rise from 2019. Almost three-quarters of this ($584m) is to be invested in sponsorships, while an additional $211m is to be spent on spots during ad breaks.

The demographics of e-sports viewers make it an appealing channel for brands. GlobalWebIndexdata show 22% of internet users count themselves as e-sports fans, with a third aged 16 to 24 and 37% aged 25 to 34. Most (64%) are male, and three-quarters are mid to high...

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