eSports Report 2018

 

With eSports tournaments expected to feature in some form in the run-up to the 2020 Tokyo Summer Olympics, and millions of pounds of prize money up for grabs for existing tournaments, it is no surprise that the popularity of viewing competitive multiplayer video gaming is on the rise. And according to the latest Harris 24 survey conducted by Harris Interactive, almost half of UK respondents aged 16-54 believe they have great potential for a mass audience in the future (49%), while a fifth of those polled (19%) agree that eSports should form an official part of the Olympic Games.

Learn more and get the Full Report: http://www2.harris-interactive.com/esportsreport

Brand Opportunity

The latest study reveals the UK’s high awareness of eSports with over three-quarters of those surveyed (76%) having heard of the term “eSports” and two-fifths (39%) being interested in watching. We have found streaming services like YouTube and Twitch to be driving forces of eSports awareness.

The survey highlights hugely enticing brand sponsorship opportunities in the coming years. Over half of all UK respondents (51%) and over three-quarters of those who were eSports viewers (76%) say they are happy for brands to sponsor eSports.

Furthermore, over half of those questioned (53%) and over three-quarters of those who were also eSport viewers (76%) agree that brands who sponsor eSports benefit from the association.

Crucially, almost three-fifths of the 2,030 respondents (58%) claim that eSports can help sponsor brands connect with a younger and tech-savvy audience.

About the Report

This study is aimed to investigate the UK’s awareness and perception of eSports and the impact on brands who sponsor such events.

The eight-minute online survey was completed by 2,030 participants and was conceived, designed, fielded and analysed using the Harris 24 ultrafast polling service during May 2018. Results are weighted to be representative of UK demographics by gender, age and region. To learn more about Harris 24, visit: http://harris-interactive.co.uk/solutions/harris-24/.

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  • Steve-Evans-1
    Steve Evans
    Sector Head, Technology, Media, Telecoms & Entertainment
    Steve has over 20 years’ experience in research working with leading clients in entertainment and technology. Steve now specialises in research studies for the entertainment industry, for some of the biggest names and organisations in the video gaming, film/video and music sectors, helping launch new services and business models or providing market feedback to optimise content. Steve is a tech-head and is often brought into studies that look at cutting edge technologies and innovation. He has been a keynote speaker at numerous entertainment industry events.