Infographic: Consumers Want to See More Brands in the Esports Realm

Not enough ad spend is being funneled into the category

the word esports on a gray background with little symbols floating around it
Gen Z and millennial consumers would love to see more brands authentically relating to them in esports. Carlos Monteiro
Headshot of Nicole Ortiz

While brands are spending the least amount of money on targeting esports channels ($1.5 billion compared with $59.4 billion and $15.7 billion dumped into TV and streaming marketing spend, respectively), more consumers are flocking there. And, unsurprisingly, a vast majority of these gaming consumers are Gen Z and millennials.

Over a span of 12 months, Mediahub surveyed 4,500 Americans between 13 and 65 about gaming and esports using a proprietary tool that shows insights on how consumers spend their time and money. The survey showed that brands aren’t taking the trend as seriously as they should, and consumers are noticing. Seventy-two percent want to see brands in esports if they can keep up with the conversation and know what’s going on in the gaming space.

Over half of those surveyed said they like seeing brands put money into the esports category to help it grow, and 42% said video-game-related ads are the best spot for brands to show up in these conversations.

This story first appeared in the July 27, 2020, issue of Adweek magazine. Click here to subscribe.
@neco_ornot Nicole Ortiz is a senior editor at Adweek, overseeing magazine departments such as Trending, Talent Pool, Data Points, Voice and Perspective.