Exploring North America's Gaming and Esports Sponsorship Opportunities
- April 22, 2024
- SponsorPulse Staff
The gaming industry has witnessed unprecedented growth globally, marked by significant technological advancements and strategic acquisitions. For example:
The introduction of the Apple Vision Pro and Meta Quest 3 will continue pushing VR-enabled gaming.
Big tech giants aggressively tapping into the space through mergers or acquisitions, such as Microsoft's acquisition of Activision Blizzard for a record-breaking 69 billion USD, is also significant.
The continued growth and success of companies like Epic Games, Ubisoft, Riot, and Electronic Arts can only confirm the continuation of an already massive industry worth over 246 billion USD.
So yeah — the future of gaming looks brighter than ever. But what does this mean for brands looking to connect with a passionate and engaged audience?
Let’s delve into the growing prominence of gaming and esports in North America and the opportunities it presents for sponsorships and partners.
Engagement on Par with Traditional Sports
While traditional sports still reign supreme in North America, the esports and gaming landscapes could quietly establish itself as a top contender as a Trojan horse, something it has accomplished in other geographic areas.
For example, League of Legends (LoL), one of Germany's most popular esports titles, boasts engagement levels that rival the Bundesliga, the country's premier soccer league. According to research data, LoL is on par with established giants like the UEFA Europa League and the UEFA European Championship.
These numbers indicate that — similar to what has happened in Germany — esports can deliver audience interest comparable to traditional sports, even in a mature market like North America.
Sky-Rocketing Growth
Understanding the demographics is crucial for any successful sponsorship strategy.
Esports, in particular, has experienced remarkable growth in the United States, with a 52% surge in engagement over the past four years.
Even more impressive, passion for the genre has doubled in just four years. These figures highlight the growing importance of esports in the North American entertainment landscape.
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These data points suggest North America's gaming and esports sponsorship scene offers a burgeoning market with a highly engaged audience. But who are these engaged individuals?
Demographic Insights
Research shows that the most engaged audience with esports and gaming are males aged 13-39, with a significant portion falling under 18. This data suggests that gaming and esports cater primarily to a younger audience.
Interestingly, this survey reveals that 42% of all male respondents actively engage with gaming and esports, emphasizing the significant reach within this demographic.
The audience isn't homogenous. The same data highlights African Americans as the most engaged ethnic group with esports properties, underscoring the diverse appeal of gaming and esports, allowing brands to connect with a broader audience segment.
Beyond the Controller
One might assume that the gaming audience exists in a silo. However, research found a surprising overlap with traditional sports.
Many of those engaged with esports actively participate in sports like hockey, American football, soccer, baseball, and basketball.
This synergy presents a unique opportunity for brands to leverage gaming sponsorships as a strategic frequency play, engaging consumers in areas and activities they are already passionate about.
Maximize your Sponsorship Impact
While traditional sports remain in a strong position, esports is exploding as an industry that simply cannot be ignored.
North America's gaming and esports sponsorship landscape presents vast opportunities for brands to connect with a passionate and diverse audience.
By leveraging data-driven insights and understanding demographic trends, brands can navigate this dynamic landscape effectively and position themselves for success in the evolving gaming industry.
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