2021
9
UK eSports Market Report 2021
2021-11-12T03:14:48+00:00
OX1049269
2195
145195
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Report
en_GB
This report will help you to uncover opportunities and understand the key issues affecting your market. How? By giving you instant access to analysis and critical recommendations. It will also…

UK eSports Market Report 2021

£ 2,195 (Excl.Tax)

Description

Providing the most comprehensive and up-to-date information and analysis of the UK Esports market, including the behaviours, preferences and habits of the consumer.

Older Millennial gamers are the most likely to live stream their own gameplay (46%), despite the fact that Generation Z have the strongest interest in esports and non-competitive game streams. The inclination to live stream is likely linked to the fact that Older Millennials are the most likely to own one of the latest generation static consoles, enabling them to make particularly engaging conent.

The COVID-19 pandemic’s lockdowns were key to driving interest in gaming for Older Millennials in general, with many of this age group maintaining their new gaming habits even after social distancing measures were relaxed. In 2021, 66% of Older Millennials who own static or portable consoles were gaming once a week or more, compared to 57% during the first lockdown in April 2020. The growth in gaming has contributed to their interest in the esports market, with 51% of Older Millennial gamers watching competitive gaming in August 2021.

6 in 10 esports viewers expect to spend less time watching esports after the COVID-19 outbreak. While this is likely to limit the growth of the esports market share, it should be noted that the UK esports market has performed well during the pandemic. This means that even if there is a slight decrease in time spent watching, it is still in a stronger position than it was pre-pandemic. Additionally, esports viewers may expect to reduce their time spent watching but that does not necessarily mean they will stop watching esports altogether.

Those who watch esports on Facebook Gaming are more likely to have been to an esports studio (61%) or an esports bar (57%) than those who watch esports on YouTube or Twitch. This indicates that those on Facebook Gaming are more interested in the social side of esports and therefore it could be appealing to them to get incentives such as a free drink at the bar if they bring friends from their Facebook friend list.

Read on to discover more details or take a look at all of our UK Leisure market research.

Quickly understand

  • The impact of COVID-19 on consumers and their engagement with smart home technology.
  • Who are the key demographics for smart home products and where marketers should focus efforts for sales growth.
  • What factors shoppers look for in smart home purchases and what themes resonate best with smart home participants.
  • Attitudes toward smart home technology and how consumers perceive the category.

Covered in this report

Platforms: YouTube, Twitch, Facebook, Steam, Dailymotion, Vimeo.

Brands: Microsoft (Xbox), Playstation (PS5), Reign Gaming, Intel, Sentry Lux, McLaren, Vindex, The Shadow Studio.

Games: Counter Strike, Madden FL, Motorsport, Rocket League, Fortnite, FIFA, Call of Duty, Resident Evil, Need for Speed, Mortal Kombat.

Expert analysis from a specialist in the field

This report, written by Zach Emmanuel, a leading analyst in the Leisure sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The interest in watching gameplay among older millennials has increased significantly across the last year to the point where they are the most likely to live stream themselves playing video games. With the vast majority of esports viewers in the generation also buying gaming equipment from esports events, this highlights older millennials as a strong target market for streaming accessories such as game capture devices.
Zach Emmanuel - Research AnalystZach Emmanuel
Consumer Technology Analyst

Table of Contents

  1. Overview

    • What you need to know
    • Key issues covered in this Report
    • COVID-19: market context
    • Economic and other assumptions
    • Products covered in this Report
  2. Executive Summary

    • Impact of COVID-19 on esports
      • Figure 1: Short-, medium- and long-term impact of COVID-19 on esports, October 2021
    • The market
    • Western European market performs well in 2020 despite global market drop
      • Figure 2: Global revenue for esports, 2018-21
    • Gaming and esports industries show intent to diversify gamers
    • Game developers and esports players use industry to highlight real-world issues
    • Companies and brands
    • International Olympic Committee runs first Virtual Olympics
    • McLaren opens gaming studio for its esports team
    • The consumer
    • Frequency of gaming at the same level as during the first COVID-19 lockdown
      • Figure 3: Frequency of playing video games, 2020-21
    • Well over a third of gamers watch esports
      • Figure 4: Watching esports, 2021
      • Figure 5: Watching professional gaming tournaments, 2020
    • Significant rise in watching non-competitive gaming
    • Older Millennials are the most likely to live stream their gameplay
      • Figure 6: Watching game streams and live streaming gameplay, 2020 and 2021
    • FPS esports viewers are more likely than average to use Twitch
      • Figure 7: Gaming genre for esports, 2021
    • Facebook viewers are most likely to live stream their own gameplay than those on Twitch or YouTube
      • Figure 8: Platform used to watch esports, 2021
    • Over seven in 10 esports viewers are interested in going to esports studios
      • Figure 9: Previous attendance and interest in going to an esports studio or bar, 2021
    • Tennis-based esports could drive further engagement in Older Millennials
      • Figure 10: Interest in watching sportspeople playing esports for current non-viewers, 2021
    • Over six in 10 esports viewers started watching during COVID-19 lockdowns
      • Figure 11: Attitudes towards watching esports and attending events, 2021
  3. Issues and Insights

    • How COVID-19 is shaping the esports market
    • Esports and game streams featuring indie games may be appealing to women
    • Facebook Gaming viewers are most interested in going to esports studios and bars
  4. Market Size

    • Impact of COVID-19 on esports
      • Figure 12: Short-, medium- and long-term impact of COVID-19 on esports, 12 October 2021
    • Western European market performs well in 2020 despite global market drop
    • Global growth expected to return in 2021
      • Figure 13: Global revenue for esports, 2018-21
  5. Market Drivers

    • Gaming and esports industries show intent to diversify gamers
    • Women-only Counter Strike: Global Offensive esports competition
    • Xbox continues its work to enable disabled gamers to play esports
    • Game developers and esports players use industry to highlight real-world issues
    • Guild Esports plants trees as part of esports competition
    • Fortnite’s March Through Time focuses on Martin Luther King’s 1963 speech
    • Partnerships between manufacturers and esports players highlight potential of custom gaming equipment
  6. Launch Activity and Innovation

    • University of Warwick invests £275,000 in esports centre
    • International Olympic Committee runs first Virtual Olympics
    • Vindex buys Belong studios and wants to expand to 1,000 worldwide
    • McLaren opens gaming studio for its esports team
  7. Impact of COVID-19 on Consumer Behaviour

    • Over six in 10 esports viewers started watching during COVID-19 lockdowns
    • Link between playing video games and watching esports
    • Nearly two thirds of esports viewers are more likely to go to an esports event than pre-COVID-19
      • Figure 14: Attitudes towards watching esports and attending events, 2021
  8. Frequency of Playing Video Games

    • Frequency of gaming at the same level as during the first COVID-19 lockdown
    • Two thirds of Older Millennials are gaming at least once a week
      • Figure 15: Frequency of playing video games, 2020 and 2021
  9. Watching Gameplay, Esports and Live Streaming

    • Well over a third of gamers watch esports
    • Indie games in esports could be more appealing to women than the well-known titles
    • Twitch updates and expands misconduct policies to improve experience for all users
      • Figure 16: Watching esports, 2021
      • Figure 17: Watching professional gaming tournaments, 2020
    • Almost two thirds of Generation Z gamers watch non-competitive gaming
    • Advertisers to get greater success in marketing to Generation Z via YouTube or Twitch than Facebook
      • Figure 18: Watching non-competitive gaming and live streaming gameplay, 2020 and 2021
      • Figure 19: Live streaming gameplay, by generation, 2021
    • Older Millennials are the most likely to live stream their gameplay
    • Older Millennials are a strong target market for game streaming accessories
  10. Genres and Platforms for Esports

    • Sport is the most viewed type of esports game
    • FPS esports viewers are more likely than average to use Twitch
      • Figure 20: Gaming genre for esports, 2021
    • YouTube is by far the most-used platform for esports
    • Facebook Gaming viewers are more likely to live stream their own gameplay than Twitch or YouTube
    • Advertising esports events on Facebook Gaming could also have greater success
      • Figure 21: Platform used to watch esports, 2021
  11. Visiting Esports Gaming Studios and Bars

    • Over seven in 10 esports viewers are interested in esports studios
    • Access to the latest consoles is also likely to be key in engaging esports fans
      • Figure 22: Previous attendance and interest in going to an esports studio or esports bar, 2021
    • Facebook Gaming viewers are more likely to have gone to an esports bar or studio before
  12. Esports and Traditional Sports

    • Tennis-based esports could drive further engagement in Older Millennials
      • Figure 23: Esports viewers’ interest in watching sportspeople playing esports, 2021
      • Figure 24: Interest in watching sportspeople playing esports for current non-viewers, 2021
  13. Appendix – Data Sources, Abbreviations and Supporting Information

    • Abbreviations
    • Consumer research methodology

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.

Market

Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

Consumer

Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

Brand/Company

Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

Data

Market reports provide appendices of data to support the research and insight produced. Our databooks* are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

*databooks not available with UK B2B Industry reports.

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