Stay ahead of the curve and future-proof your business with Mintel’s Esports Germany Market Report 2023. Our full report is packed with consumer-led market intelligence, esports Germany trends, and consumer behaviours affecting your industry. Get a 360° view of the Germany esports market, including market size, share, and a growth forecast to help you align your business strategy with the needs of your audience.
Below, we’ve handpicked the key insights analysed in the full report and summarised the core topics.
Topics Analysed in this Report
- A detailed Germany esports market outlook, including market drivers and expert insights.
- Which demographics watch esports in Germany and how frequently, and which platforms are used to watch esports.
- Reasons for and barriers to watching esports in Germany.
- Motivations to follow or view content from esports players on social media.
- Consumer attitudes towards esports in Germany.
- How your business can tap into opportunities to increase your share in the Germany esports market.
An Overview of the Germany Esports Market
Esports in Germany is predominantly watched online, which is typically free of charge.
Thus, despite continued pressure on German households’ budgets and financial confidence, viewership of esports Germany is expected to remain strong.
Esports in Germany: What Consumers Want and Why
- Esports Germany Consumer Behaviour: Following their popularity and success, esports viewers also show an appreciation for esports players who personally engage with their fans, offer giveaways, and post content about their personal lives. Brands can resonate with viewers by using their sponsorships with esports players to enable these valued forms of content or interactions.
- Germany Esports Market Challenges: Esports Germany are in strong competition with gaming, as 68% of consumers who have played video games but didn’t watch any gaming content are not interested in watching others play video games. This makes it hard to acquire them as viewers, but brands can incentivise watching with raffles, and can reach those watching non-esports content via co-streaming.
- Germany Esports Market Opportunities: Brands can capitalise on gender-inclusive esports marketing by including messaging around gender equality, which would make 53% of viewers feel more connected while also resonating with the smaller share of female viewers.
Germany Esports Market Forecast
- Technological advancements in AR and VR will give brands more opportunities to enhance the viewing experience, and take the community aspect of watching esports in Germany to the next level.
To learn how to connect with your audience, purchase our Esports Germany Market Report 2023 in full. Reveal lucrative innovation opportunities to help your business grow during times of financial uncertainty.
Products and Brands Discussed in this Report
Brands: Telekom, Twitch, YouTube, Mercedes, TikTok, Instagram, Virtex Stadium, SKY, Guild, Ralph Lauren, SK Gaming, Milka, Roborock, Bayer, FIFA, RedBull, Facebook, Steam, eSports1, Azubu.tv, Caffeine.tv, Gillette, Deutsche Bahn, DHL, home24, Xtadium, Trolli, Nike, Sphery AG, Dertour, and many more.
Products: VR and AR technology, social media platforms, video games (including for smartphones, desktop/laptop computers, tablets, static/portable game consoles, food and drink, clothing, and more.
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Expert Insights on Esports Germany
This report, written by Katharina Kirsch, Analyst, delivers in-depth commentary and analysis to highlight Germany esports trends and add expert context to the numbers.
Esports in Germany continue to provide opportunities for brands to engage a younger audience. By sponsoring content that delves into players’ personal lives, brands can increase their potential for making a lasting impression.
Katharina Kirsch
Analyst
Collapse All
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- Key issues covered in this Report
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EXECUTIVE SUMMARY
- Market context
- Graph 1: consumers who have played video games in the three months to June 2022 and August 2023 (NET), by age, 2023
- Opportunities
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MARKET DRIVERS
- The German economy
- Graph 2: key economic data, in real terms, 2019-24
- Graph 3: financial confidence index, 2022 – 23
- Social media
- Graph 4: TikTok usage in the last three months, by generation, 2021-23
- Graph 5: Instagram usage in the last three months, by generation, 2021-23
- Gaming
- Graph 6: frequency of playing video games, by device used, 16-24s, 2023
- Graph 7: consumers who have played video games at least a few times a week, by device, 45-54s, 2022-23
- Government support
- Gender equality
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WHAT CONSUMERS WANT AND WHY
- Esports consumption
- Graph 8: respondents who have watched esports in the last three months, by gender and age, 2023
- Graph 9: consumers who have watched gaming content/esports at least once a week, by age, 2023
- Graph 10: consumers who have watched gaming video content/esports in the last three months, by age, 2023
- Platforms used to watch esports
- Graph 11: platforms used to watch professional video game competitions (ie esports), 2023
- Graph 12: platforms used to watch esports in the last three months, by frequency of watching esports, 2023
- Reasons for watching esports
- Graph 13: reasons for watching esports, “I watch eports to…”, 2023
- Barriers to watching esports
- Motivations to follow/view content from esports players
- Graph 14: motivations to follow/view content from professional video game (ie esports) players on social media, 2023
- Attitudes towards esports
- Graph 15: attitudes towards esports, 2023
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LAUNCH ACTIVITY AND INNOVATION
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APPENDIX
- Appendix – products covered, abbreviations, consumer research methodology and language usage
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