A new whitepaper by Niko Partners, ESL FACEIT Group and Hero Esports highlights why esports is evolving beyond competitive gaming into a broader ecosystem spanning live events, digital content, creator communities and brand partnerships.
As brands continue searching for authentic ways to engage Gen Z audiences, esports is rapidly emerging as one of the most effective experiential ecosystems, according to a new global whitepaper, The Esports Generation: Who They Are & Why They Spend, released by Niko Partners in collaboration with ESL FACEIT Group (EFG) and Hero Esports.
The study surveyed 8,000 Gen Z esports fans aged 13–30 across eight markets including China, Germany, Indonesia, South Korea, Malaysia, Thailand, the United Kingdom and the United States. It estimates that nearly 400 million Gen Z consumers globally engage with esports, making it one of the world’s largest and fastest-growing entertainment communities.
For the events and experiential industry, the report signals that esports is no longer simply a competitive gaming property. Instead, it has evolved into a broader ecosystem that combines live events, digital content, creator communities and measurable brand engagement.
Brand Partnerships Are Driving Consumer Action
One of the strongest findings from the report is the effectiveness of brand participation within esports.
According to the study:
- 85% of respondents notice brand sponsorships and advertising within esports.
- Nearly 74% say esports branding influences their purchasing behaviour.
- 66% have purchased a product because of a collaboration involving an esports team, player, creator or game.
The findings suggest that sponsorships in esports are moving beyond awareness campaigns to deliver measurable commercial outcomes. The report also found that more than 76% of respondents had made purchases directly related to esports within the past year, demonstrating the commercial potential of the ecosystem.
Esports Fans Extend Beyond Gaming
Contrary to traditional perceptions, today’s esports audiences engage across multiple entertainment and lifestyle categories.
Among respondents, the top interests outside gaming include:
- Music (47.5%)
- Streaming TV and movies (37.4%)
- Traditional sports (36.2%)
- Fitness and exercise (31.1%)
- Fashion, beauty and makeup (26.2%)
The report notes that this overlap creates opportunities for brands across consumer categories to activate through esports rather than limiting partnerships to gaming-related products.
Large-Scale Esports Events Showcase Expanding Brand Activation Opportunities
Large-scale esports festivals are increasingly combining tournaments with exhibitions, entertainment, creator activations and fan experiences.
The report highlights DreamHack Dallas 2025, which attracted more than 60,000 attendees, featured over 125 exhibitors across a one-million-square-foot expo, generated more than 22 million hours watched, and offered a combined prize pool exceeding US$2 million, demonstrating how esports festivals create opportunities for both live and digital brand engagement.
Similarly, the 2025 Esports World Cup featured 26 events across 25 esports titles, generated 340 million hours watched, welcomed approximately 3 million visitors to Riyadh, and offered a combined prize pool exceeding US$70 million, underscoring the scale at which esports events now operate globally.
Together, these examples demonstrate how esports events are capable of attracting large live audiences while simultaneously reaching vast global digital audiences.
Digital-First Audiences Demand New Engagement Models
The study also illustrates changing media consumption habits among Gen Z.
Nearly 26% of respondents do not watch broadcast or cable television in a typical week, while another 20% watch one hour or less. At the same time, YouTube, TikTok and Instagram rank among the most-used platforms for esports audiences.
For marketers, the findings reinforce the importance of combining live experiences with creators, livestreaming, digital communities and always-on content strategies.
Implications for the Events Industry
As brands continue shifting marketing investments toward experience-led engagement, esports presents an ecosystem where live events, creator collaborations, entertainment, fandom and commerce increasingly intersect.
The report concludes that Gen Z esports fans represent a digitally native, highly engaged audience whose brand preferences and purchasing habits are still taking shape. For brands willing to invest authentically in esports through events, sponsorships and community-led experiences, the opportunity extends well beyond gaming to building long-term consumer relationships.
