Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept and close

UK Esports: Incl Impact of COVID-19 Market Report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Esports: Inc Impact of COVID-19 - UK market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this report

The extent to which the burgeoning esports market has already started to capture mainstream attention is evident from the fact that Mintel’s latest consumer research finds 32% of gamers in the UK watch game streams. However, the real scale of its potential is even clearer from the fact that more than half (58%) of Generation Z gamers are doing so. Watching professional esports is an activity that 23% of gamers do, and this is also higher for the younger generations, at 37% of Generation Z gamers and 34% of Younger Millennial gamers. Of the people who watch esports, there is clear interest in extending esports touchpoints into the real world, with 65% interested in going to esports studios and 62% to esports bars

All reports purchased from the Mintel Store now come with free access to our COVID-19 Global Insights Hub, allowing you to understand how industries and consumer behaviour is changing worldwide.


What does the COVID-19 Global Insights Hub give you access to?

  • Over 450 pieces of research (with more published each week) addressing markets across the globe.
  • Discover how people in countries at different stages of the crisis are adjusting to the 'new normal'.
  • Trending industries which have seen growth due to the changes in circumstance.
  • Our latest consumer research surveys, allowing you to see customers views right now.

Expert analysis from a specialist in the field

Written by Zach Emmanuel, a leading analyst in the Technology sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The COVID-19 lockdown is expected to have boosted viewership of esports and game streams, as consumers look for ways to stay entertained at home. During lockdown, sports organisations organised esports competitions featuring professional athletes, while esports replaced traditional sport on TV in some cases, which will have increased esports’ mainstream appeal. Zach Emmanuel
Technology Analyst

mintelcontainerpage
84339
1995.0000
593
2020-07-31T00:00:00+0000
7
581
637
615
633
OX988912

What's included

What's included

Table of contents

Table of contents

  1. Overview

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

                • The market
                  • Esports market set to continue growth despite COVID-19
                    • Sponsorships generate over half of esports revenue for Western Europe
                      • Further details arrive for next-generation consoles
                        • Impact of COVID-19 on Esports
                          • Figure 1: Expected impact of COVID-19 on esports, short, medium and long term, 14 July 2020
                        • Key esports events cancelled or postponed
                          • Esports players and competitive streamers likely to buy next-gen consoles despite economic uncertainty
                            • Coverage of sports games now well placed to appeal during any further lockdown
                              • Companies and brands
                                • Razer to host esports events at new flagship London store
                                  • Football players compete in ePremier League Invitational
                                    • YouTube becomes new exclusive streaming platform for Activision esports
                                      • GAME opens gaming and esports arena in partnership with Belong
                                        • The consumer
                                          • Over a third of Generation Z play video games at least five days a week
                                            • Figure 2: Frequency of playing video games, by gender and generation, April 2020
                                          • Younger consumers drive interest in game viewing and streaming
                                            • Figure 3: Watching and streaming gameplay, April 2020
                                          • Majority of consumers prefer to watch esports events at the venue
                                            • Half of esports viewers would be interested in speaking with other fans
                                              • Figure 4: Preferences for watching esports events, April 2020
                                            • Over four in 10 esports viewers have bought merchandise
                                              • Esports fans also show interest in becoming professional players
                                                • Figure 5: Buying esports merchandise and interest in becoming an esports player, April 2020
                                              • Nearly two thirds of gameplay viewers interested in gaming studios
                                                • Figure 6: Watching and playing video games in social venues, April 2020
                                              • More esports coverage on TV would increase viewership
                                                • Figure 7: TV coverage increasing esports viewership for current gameplay viewers, April 2020
                                                • Figure 8: TV coverage increasing esports viewership, April 2020
                                              • What we think
                                              • Impact of COVID-19 on Esports

                                                • Esports market set for full-year growth despite COVID-19
                                                  • Esports players and competitive streamers likely to buy next-gen consoles despite economic uncertainty
                                                    • COVID-19 lockdown expected to have increased esports viewership
                                                      • COVID-19 lockdown puts the brakes on the emergence of esports studios
                                                        • Coverage of sports games now well placed to appeal during any further lockdown
                                                        • Issues and Insights

                                                          • Esports studio visits would attract a wide range of gamers
                                                            • The facts
                                                              • The implications
                                                                • Personalised messages to reward the most avid esports fans
                                                                  • The facts
                                                                    • The implications
                                                                    • The Market – What You Need to Know

                                                                      • Esports market grows despite COVID-19 pandemic
                                                                        • Sponsorships generate over half of esports revenue for Western Europe
                                                                          • Further details arrive for next-generation consoles
                                                                            • Esports players to still buy next-gen consoles despite consumer concern over finances
                                                                              • Google Stadia now available but question marks over its impact on the esports market
                                                                              • Market Size

                                                                                • Esports market set to continue growth despite COVID-19
                                                                                  • Figure 9: Expected impact of COVID-19 on esports, short, medium and long term, 14 July 2020
                                                                                • Esports market valued at $974 million in 2020
                                                                                  • Figure 10: Global revenue for esports, 2018-20
                                                                                • Sponsorships generate over half of esports revenue for Western Europe
                                                                                  • Figure 11: Western Europe esports revenue breakdown, 2020
                                                                              • Market Drivers

                                                                                • Key esports events cancelled or postponed
                                                                                  • League of Legends MSI
                                                                                    • Dota 2 International
                                                                                      • Fortnite World Cup
                                                                                        • Further details arrive for next-generation consoles
                                                                                          • PlayStation 5
                                                                                            • Xbox Series X
                                                                                              • Esports players and competitive streamers likely to buy next-gen consoles despite economic uncertainty
                                                                                                • Google Stadia now available but with question marks over its impact on the esports market
                                                                                                • Companies and Brands – What You Need to Know

                                                                                                  • Razer to host esports events at new flagship London store
                                                                                                    • Football players compete in ePremier League Invitational
                                                                                                      • F1 runs Esports Virtual Grand Prix
                                                                                                        • YouTube becomes new exclusive streaming platform for Activision esports
                                                                                                          • GAME opens gaming and esports arena in partnership with Belong
                                                                                                          • Launch Activity and Innovation

                                                                                                            • Razer to host esports events at new flagship London store
                                                                                                              • GAME opens gaming and esports arena in partnership with Belong
                                                                                                                • Football players compete in ePremier League Invitational
                                                                                                                  • F1 runs Esports Virtual Grand Prix
                                                                                                                    • ATP and WTA host virtual Madrid Open
                                                                                                                      • Gareth Bale and David Beckham invest in esports teams
                                                                                                                        • Gareth Bale
                                                                                                                          • David Beckham
                                                                                                                            • YouTube becomes new exclusive streaming platform for Activision esports
                                                                                                                              • YouTube signs exclusive deals with former Twitch esports stars
                                                                                                                              • The Consumer – What You Need to Know

                                                                                                                                • Over a third of Generation Z play video games at least five days a week
                                                                                                                                  • Younger consumers drive interest in game viewing and streaming
                                                                                                                                    • Majority of consumers prefer to watch esports events at the venue
                                                                                                                                      • Over four in 10 esports viewers have bought merchandise
                                                                                                                                        • Esports fans also show interest in becoming professional players
                                                                                                                                          • Nearly two thirds of gameplay viewers interested in gaming studios
                                                                                                                                            • More esports coverage on TV would increase viewership
                                                                                                                                            • Frequency of Playing Video Games

                                                                                                                                              • Over a third of Generation Z play video games at least five days a week
                                                                                                                                                  • Figure 12: Frequency of playing video games, April 2020
                                                                                                                                                  • Figure 13: Frequency of playing video games, by gender and generation, April 2020
                                                                                                                                              • Watching Game Streams and Esports

                                                                                                                                                • Younger consumers drive interest in game viewing and streaming
                                                                                                                                                  • Game streams
                                                                                                                                                    • Esports
                                                                                                                                                      • Gameplay streaming
                                                                                                                                                        • COVID-19 lockdown expected to have increased esports viewership
                                                                                                                                                          • Figure 14: Watching and streaming gameplay, April 2020
                                                                                                                                                      • Attending and Watching Esports Events

                                                                                                                                                        • Majority of consumers prefer to watch esports events at the venue
                                                                                                                                                          • Half of esports viewers would be interested in speaking with other fans
                                                                                                                                                            • Over half of viewers would pay for exclusive streams
                                                                                                                                                              • Figure 15: Preferences for watching esports events, April 2020
                                                                                                                                                          • Consoles and Merchandising for Esports

                                                                                                                                                            • Esports gamers most likely to use desktop or PlayStation
                                                                                                                                                              • PC vs console gaming for esports
                                                                                                                                                                • Using gaming studios to test out different equipment
                                                                                                                                                                  • Importance of smartphone gaming
                                                                                                                                                                    • Figure 16: Console used for esports players, April 2020
                                                                                                                                                                  • Over four in 10 esports viewers have bought merchandise
                                                                                                                                                                    • Nearly half of esports fans are looking to become professional players
                                                                                                                                                                      • Concerns over screen addiction for upcoming esports gamers
                                                                                                                                                                        • Figure 17: Buying esports merchandise and interest in becoming an esports player, April 2020
                                                                                                                                                                    • Esports and Social Venues

                                                                                                                                                                      • Nearly two thirds of gameplay viewers interested in gaming studios
                                                                                                                                                                        • Concerns over safety for esports studios amid COVID-19
                                                                                                                                                                          • Over six in 10 gameplay viewers interested in esports bars
                                                                                                                                                                            • Figure 18: Watching and playing video games in social venues, April 2020
                                                                                                                                                                        • Esports Coverage on TV

                                                                                                                                                                          • More esports coverage on TV would increase viewership
                                                                                                                                                                            • Coverage likely to be particularly appealing during any further COVID-19 lockdown
                                                                                                                                                                              • Figure 19: TV coverage increasing esports viewership for current gameplay viewers, April 2020
                                                                                                                                                                              • Figure 20: TV coverage increasing esports viewership, April 2020
                                                                                                                                                                          • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                                              • Abbreviations
                                                                                                                                                                                • Consumer research methodology

                                                                                                                                                                                About the report

                                                                                                                                                                                This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                                                                                                                                                                • 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.

                                                                                                                                                                                Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

                                                                                                                                                                                Description