#None #Gen Z #esports #consumer behavior

The Rising Influence of Esports on Gen Z Purchases

Recent research conducted by ESL FACEIT Group (EFG), in collaboration with Hero Esports and Niko Partners, has shed light on how esports impacts Gen Z's purchasing habits. This extensive study involved 8,000 Gen Z esports fans aged 13-30 across eight countries and has revealed that a staggering 74% of participants claim that esports advertising affects their buying decisions.

Key Findings from the Study

The white paper titled The Esports Generation: Who They Are and Why They Spend articulates several pivotal revelations:

• - High Engagement Levels: Approximately 71% of Gen Z respondents regularly watch gaming content, with 66% engaging in gaming livestreams and 33% listening to or viewing gaming podcasts. Furthermore, many fans actively participate in gaming events, with 21% attending gaming conventions and esports events in the past nine months.
• - Brand Awareness: A major highlight of the study indicates that 85% of respondents notice branding during esports events, showcasing the visibility brands gain through sponsorships and partnerships in the esports arena.
• - Purchasing Driven by Partnerships: The survey revealed that 66% of respondents had bought a product following a collaboration with an esports team, game, or player, proving the efficacy of branded partnerships.

The Power of Esports in Engaging Gen Z

The survey highlights the diverse nature of esports fans. While males still represent the majority (68%), women's representation is notably growing, particularly at live events. For instance, at the DreamHack Birmingham 2026, female attendees accounted for 41% of the total participants.

Gen Z fans are defined by their social connections. Oftentimes, they engage in multiple screens simultaneously, enhancing their social interactions rather than dividing their focus. This behavior underscores the deep connections they have with the esports ecosystem and its players.

Spending Insights

When looking into the types of products Gen Z esports fans purchase, a variety of categories emerge:

• - Food and beverages (33%)
• - Electronics (33%)
• - Fashion (32%)
• - Esports-related collectibles (28%)
• - Beauty products (17%)
• - Miscellaneous partnerships (10%)

These statistics reveal that the influence of esports extends beyond traditional retail categories, indicating a significant impact on consumer spending across diverse industries.

Shifting Interests Among Gen Z

Interestingly, while esports fans also enjoy playing the games they watch, 100% of esports fans engage in gaming. A significant 76% participate in both playing and watching, demonstrating the hybrid nature of engagement among this demographic. Moreover, traditional gaming stereotypes are quickly fading, as fans express diverse interests beyond gaming.

Music takes the top spot as the most popular interest outside of gaming (48%), followed by streaming TV and movies (37%) and traditional sports (36%). This shows a broadening scope among Gen Z fans, indicating the potential for brands to connect through multiple avenues—all while reflecting their diverse lifestyle.

Conclusion

Niccolo Maisto, CEO of ESL FACEIT Group, emphasizes the significant opportunity esports presents for brands seeking to engage meaningfully with Gen Z. The research clearly states that within esports, a strong bond exists between players, teams, and fans, allowing for authentic brand connection. As esports continues to evolve as a dominant cultural and commercial force, brands must understand this dynamic landscape in order to successfully reach and resonate with the next wave of consumers.

With insights from this study, companies can craft strategies to effectively leverage the esports phenomenon, ensuring they stay relevant and impactful in a digital-first marketplace.