2022
9
Germany eSports Market Report 2022
2022-11-10T10:02:23+00:00
REP3B74722F_B0AB_46F7_8A60_39A1F82B7162
2995
157357
[{"name":"Gaming","url":"https:\/\/store.mintel.com\/industries\/leisure-time\/gaming"},{"name":"Sports","url":"https:\/\/store.mintel.com\/industries\/leisure-time\/sports"}]
Report
en_GB
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, eg by adding value…

Germany eSports Market Report 2022

$ 2,995 (Excl.Tax)

Description

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.

Current Market Landscape

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.

Germany Esports Market Share and Key Industry Trends

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.

  • 36% of German esports viewers agree that most brands sponsoring esports don’t care about esports.
  • 54% of Germans watching esports at least once a week agree that giveaways/promotions, based on what is happening during a match, make esports more exciting.
  • 57% of esports viewers follow professional video game players on social media.
  • 54% of German esports viewers watch video content from esports players/teams that is unrelated to gaming.

Future Trends in the Germany Esports Market

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.

Quickly Understand

  • Which demographics watch esports in Germany, including the frequency and genres watched.
  • Ways of watching esports.
  • Important factors when deciding which esports match to watch.
  • Behaviours regarding esports, including talking about esports online and buying brands’ products due to partnerships with esports players/teams.
  • Attitudes regarding esports, including the importance of rivalry for esports and the perceived authenticity of brands sponsoring esports.

Covered in this Report

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.

Expert Analysis from a Specialist in the Field

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
Jan Urbanek
Senior Consumer Technology Analyst

Table of Contents

  1. EXECUTIVE SUMMARY

    • Key issues covered in this Report
    • Market context
    • Graph 1: consumers who have played video games in the last three months (NET), by age, 2022
    • Opportunities
    • Graph 2: important factors when deciding which esports match to watch by frequency of watching esports, 2022
    • Graph 3: ways to watch esports, by frequency of watching esports, 2022
  2. MARKET DRIVERS

    • Graph 4: key economic data, in real terms, 2019-24
    • Gaming
    • Graph 5: devices used to play video games in the last three months, by net monthly household income, 2022
    • Graph 6: highest frequency of playing video games on any device (NET), by gender, 2022
    • Graph 7: devices used to play video games in the last three months, by gender, 2022
    • Online media
    • Graph 8: online media consumption (in mins), by age, 2018-21
    • Governmental support
    • Technological advances
    • Graph 9: household ownership of entertainment and smart home devices, by having watched esports, 2022
  3. WHAT CONSUMERS WANT AND WHY

    • Esports consumption
    • Graph 10: respondents who have watched esports in the last three months, by gender & age, 2022
    • Graph 11: watching esports at least a few times a week, by playing video games on selected devices, by gender, 2022
    • Graph 12: respondents who have watched gaming content daily in the last three months, 2022
    • Graph 13: respondents who have watched gaming content in the last three months, 2022
    • Graph 14: 16-24s who have watched gaming content daily in the last three months, by type of content and gender, 2022
    • Graph 15: frequency of watching gaming video content, by frequency of watching esports, 2022
    • Esports game genres watched
    • Graph 16: esport game genres watched in the last three months, 2022
    • Graph 17: esports game genres watched in the last three months, by gender, 2022
    • Graph 18: repertoire of esports genres watched, by age, 2022
    • Graph 19: repertoire of esports genres watched, by frequency of watching esports – NET, 2022
    • Ways of watching esports
    • Graph 20: attitudes towards esports, by ways of watching esports, 2022
    • Graph 21: ways to watch esports by frequency of watching esports, 2022
    • Important esports match factors
    • Graph 22: important factors when deciding which esports match to watch by frequency of watching esports, 2022
    • Behaviours regarding esports
    • Graph 23: behaviours regarding esports, 2022
    • Attitudes regarding esports
    • Graph 24: attitudes towards esports, 2022
    • Graph 25: associations with luxury, by having watched esports, 2022
  4. LAUNCH ACTIVITY AND INNOVATION

    • Advertising and marketing activity
  5. MARKET SIZE and SEgmentation

    • Graph 26: esports revenue streams, 2022
  6. APPENDIX

    • Appendix – abbreviations, consumer research methodology and language usage

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

The consumer

What They Want. Why They Want It.

The Competitors

Who’s Winning. How To Stay Ahead.

The Market

Size, Segments, Shares And Forecasts: How It All Adds Up.

The Innovations

New Ideas. New Products. New Potential.

The Opportunities

Where The White Space Is. How To Make It Yours.

The Trends

What’s Shaping Demand – Today And Tomorrow.

Below is a sample report, understand what you are buying.

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Germany Sample Report Cover

Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

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