Gaming is a native digital industry developed in parallel with technology. Subscription-based distribution is now the primary method of content consumption for music and TV, and gaming is increasingly embracing the model. Cloud gaming has shaken the industry because ownership is no longer a need (if you didn’t know, welcome to Subscronomics).
Today, more than 30% of the world population actively play games. And they like to see other gamers while playing. According to Zion Market Research, the global video-game streaming market is predicted to grow by 27% per year between 2018 and 2026.
Among gamers community, there are what we call Popcorn Gamers, users that play a little but enjoy watching gaming content far more.
Gaming has become a positive movement for society and brands want to take part in the race. They found a great opportunity on streaming audiences and gamers are happy to see how brands share their passion. The key is to generate an emotional bond with the users. It’s a win-win situation!
Brands love gaming
Competitions generate large audiences and millions of followers for gamers. Pay attention to some figures showing the success of this industry:
In 2019, 1.8 billion people were aware of esports worldwide, an increase from 2018’s 1.6 billion. The global gaming revenue in 2019 surpassed $30B. This is an increase of 17% compared to 2018. Besides, 58% of the digital European population are gamers.
It is not surprising that brands are increasingly relying on video games for their marketing strategies.
eSports: the cornerstone of gaming (and brands)
eSports are living their golden age. 2019 was a milestone for the global esports market. During
2019, the industry reached 1.1 billion dollars in revenues worldwide (+ 26% growth), according to the consulting firm Newzoo.
It is important to note that the highest-grossing esports revenue stream worldwide is sponsorship, which generated $456.7 million in 2019, up from $340.2 million in 2018.
The gaming audience has broken with the consumption standards of traditional media. 90% of eSports fans are positive about brands entering competitions as sponsors.
Young people value the role of brands in making eSports more dynamic. It is a territory with very high potential, which notoriety will increase in the coming years with the arrival of 5G. Gamers are one of the most demanding mobile collectives requesting the best experience.
Kareem Choudhry, Xbox’s vice president of cloud games, said during an interview with MobileSyrup: «there are many who say that 3G became successful on the back of streaming music, 4G became successful on the back of streaming video, and there are many who believe that 5G will become successful on the back of streaming games.
The gaming market is experiencing a global change. In the next few years, we will see how brands continue to rely on the gaming audience, one of the most expert and diverse communities in the world!
