Study links esports to Gen Z purchasing habits

A global study conducted by ESL FACEIT Group, Hero Esports, and Niko Partners reveals that esports significantly influences the purchasing decisions of Gen Z, with 74% of respondents reporting that brand participation in gaming spaces affects their buying habits. The research estimates that 400 million Gen Z consumers regularly engage with esports, representing a massive market segment that prioritizes digital and interactive media over traditional broadcast television. These findings underscore the growing importance of the esports ecosystem as a primary channel for brands to establish authentic connections with a young, diverse, and highly engaged global audience.

The white paper, titled "The Esports Generation: Who They Are & Why They Spend," surveyed 8,000 fans aged 13 to 30 across eight international markets to analyze audience behavior and media consumption. It found that 85% of respondents notice branding within the esports environment, while 66% have made a purchase specifically following a collaboration or co-branding partnership involving an esports team, player, or game. This engagement extends beyond competitive matches, as 71% of fans regularly watch gaming content and 66% tune into livestreams, while 26% of the demographic has completely abandoned broadcast or cable television in favor of these digital platforms.

The research highlights a shift toward a more diverse audience, noting that women represent a growing share of the fanbase, particularly at live events. While 68% of total survey respondents identified as male, recent tournaments have shown significantly higher female participation; for instance, DreamHack Birmingham 2026 saw 41% female attendance, while China’s Peacekeeper Elite League and King Pro League both exceeded 50%. Additionally, the study found that esports fans are active participants in the broader economy, with 33% purchasing food, beverages, or electronics due to esports partnerships, and 32% buying fashion products, illustrating the sector's cross-category commercial impact.

Industry leaders emphasize that esports has transitioned from a niche market into a global cultural and economic force. Niccolo Maisto, CEO of ESL FACEIT Group, noted that the depth of trust between fans and players creates unique opportunities for brands that engage authentically, while Hero Esports CEO Danny Tang described the platform as the premier way to connect with the next generation. Lisa Hanson, CEO of Niko Partners, added that the passionate nature of Gen Z esports fans creates valuable overlapping opportunities in other interest areas, such as music and streaming media, where these consumers are already heavily invested.