The Esports Germany Market Report 2022 identifies consumers’ attitudes towards esports and esports viewing, brands sponsoring esports, and the impact of inflation on the Germany Esports Market. This report covers the Esports Germany market size, market forecast, market segmentation, and industry trends for the Esports Germany market.
German esports viewers are highly involved with gaming, and watching esports online is typically free of charge. Thus, despite economic crisis, viewership of esports is expected to remain strong and can even benefit as a free leisure activity.
According to our Esports Germany market research, sponsorships are the most essential driver of revenue in the Esports Germany Market, but viewers express scepticism towards the authenticity of brands sponsoring esports. As frequent viewers hold revenue potential for brands, their critical view underpins how important it is for brands to focus on authenticity. Proving commitment by adding value for viewers is expected to help build esports marketing placements in an authentic way.
Rising cost of living and supply chain issues, e.g. the global chip shortage, may affect demand for video gaming hardware, thus indirectly the esports Germany market size. However, esports viewers’ typically high engagement is expected to see them save money elsewhere to keep their gaming equipment up-to-date.
Additionally, advances regarding internet speed and cloud gaming make gaming increasingly income inclusive, which will help to further grow the esports audience.
With Gen Alpha increasingly participating in esports, brands face a growing but also a more diverse audience. Tailoring marketing efforts to the different esports sub-audiences will, therefore, become important. Ongoing advances with metaverse technologies such as AR and VR will more and more allow brands to enhance the esports experiences for their viewers.
Esports viewers are highly engaged with esports, its community and its players/teams, providing a multitude of touch points for brands to capitalise on. Social media and video content from players/teams that is unrelated to gaming, provides great sponsorship opportunities for brands across categories, particularly for those that want to capitalise on the popularity of esports but lack the budget to sponsor entire leagues or teams.
Read on to discover more details or take a look at all of our German Sports and Gaming Market Research.
Products: esports, 3D assets, Augmented Reality, Virtual Reality, Extended Reality, social media platforms, and more.
Brands: Ubisoft, Twitch, Levlup, LG, Jochen Schweizer, TikTok, and many more.
This report, written by Jan Urbanek, a leading analyst in the Consumer Technology sector, delivers in-depth commentary and analysis to highlight current trends in the Esports Germany market, and adds expert context to the numbers.
The strong engagement of esports viewers beyond gaming provides a multitude of touch points for brands. However, seeking ways to combat scepticism about authenticity of sponsors, e.g. by adding value for viewers, is key to maximising marketing impact.
Jan Urbanek
Senior Consumer Technology Analyst
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