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Exploring Esports Fans in Australia

2 minute read | James Yee, Head of Research and Insights, Nielsen Sports and Entertainment, Australia | March 2018

Nielsen Sports and Entertainment‘s inaugural Esports Playbook: Australia report is here!

Esports refers to competitive video gaming, primarily in the form of professional or sponsored events (league competitions, tournaments, championships or battle/match) and typically between professional and sponsored gamers or teams (although amateur events also exist). The Australian esports fan base has more than doubled in the past two years.  With the esports fan base undisputedly growing, so too is the strategic focus organisations are starting to place on the sector. This report showcases the attitudes and behaviours of esports fans in Australia, and provides an outlook of the industry and the commercial opportunity brands, media owners and rights holders have in the space.

So, who are Australian esports fans? What do they like? What makes them tick? Here is a quick profile taken from the report…

  • They are likely to be male – 74% of Australian esports fans are male – among the highest of key esports markets globally.

  • The median age of the Australian esports fan is 26. 66% of fans are 18-34, so millennials certainly rule the gaming roost!

  • They enjoy titles and competitions from the Shooter and Multiplayer Online Battle Games (MOBA) genres.

  • They see brand sponsorship in esports as a way to engage with and consider brands they were not previously aware of.

  • They are supportive of brand sponsors that relate closely to their passion of esports.  This includes technology brands, internet service providers, energy drinks, mobile carriers, sportswear manufacturers and snack foods. There have been 600+ esports brand partnerships since the start of 2016, and there are many opportunities to engage this growing, highly invested and powerful consumer group.

Interested in finding out more? Click the download button at the top of the page for your free copy of Nielsen Sports and Entertainment‘s inaugural Esports Playbook: Australia report.

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