Study links esports to Gen Z purchasing habits
The report suggests esports audiences are becoming more diverse, with women accounting for a growing share of fans
A global study has found that esports plays a significant role in shaping Gen Z purchasing decisions, with 74 per cent of respondents saying advertising and brand participation in gaming spaces influence what they buy.
The research, conducted by ESL FACEIT Group, Hero Esports and Niko Partners, estimates that around 400 million Gen Z consumers—representing 20 per cent of the generation—regularly engage with esports. Based on responses from 8,000 esports fans aged 13 to 30 across eight international markets, the report examines audience behaviour, media consumption and spending habits.
Research highlights brand engagement
According to The Esports Generation: Who They Are & Why They Spend white paper, 85 per cent of respondents notice branding in esports, while 66 per cent have purchased a product following a collaboration or co-branding partnership involving an esports team, game or player.
Gaming content consumption also extends beyond competitive matches. The study found that 71 per cent regularly watch gaming content, 66 per cent watch gaming livestreams, 33 per cent watch or listen to gaming podcasts and 30 per cent participate in gaming forums or social media groups. Meanwhile, 21 per cent regularly attend gaming conventions or esports events, with the average respondent attending at least one live event during the previous nine months.
Audience expands beyond traditional stereotypes
The report suggests esports audiences are becoming more diverse, with women accounting for a growing share of fans, particularly at live events. While 68 per cent of survey respondents identified as male, recent tournaments have reported higher female attendance. DreamHack Birmingham 2026 recorded female attendance of 41 per cent, while China's Peacekeeper Elite League and King Pro League each exceeded 50 per cent.
The findings also indicate that esports fans engage with a wide range of interests outside gaming. Music ranked as the most popular hobby, selected by 48 per cent of respondents, with 53 per cent paying for a music subscription service. Streaming television and films followed at 37 per cent, while traditional sports ranked third at 36 per cent.
Consumer spending extends across multiple categories
The research found that 99 per cent of esports fans play video games, while 76 per cent both play and watch esports. Around 24 per cent watch competitive titles that they do not play themselves.
Brand collaborations have also translated into purchases across multiple product categories. Food and beverage products and electronics were each purchased by 33 per cent of respondents following esports partnerships, while 32 per cent bought fashion products. Other purchases included esports collectibles (28 per cent), beauty and skincare products (17 per cent) and products from other partnered brands (10 per cent).
The report also highlights changing media habits among younger consumers. Around 26 per cent of respondents said they do not watch broadcast or cable television during a typical week, while a further 20 per cent watch one hour or less.
Niccolo Maisto, CEO, ESL FACEIT Group: "Esports has evolved into one of the most effective channels for companies looking to connect with Gen Z audiences at scale. What makes it unique is not just its reach, but the depth of engagement and trust that exists between fans, players, teams, and events. This research shows that esports fans are highly invested participants, not passive viewers, creating an opportunity for brands that show up authentically and build meaningful and lasting connections with this key audience."
Danny Tang, Co-Founder and CEO, Hero Esports: "This whitepaper confirms what we at Hero Esports have long believed: esports has evolved into a global cultural and economic force. The data shows an audience that is young, diverse, and deeply engaged. For brands, the message is clear—esports is no longer a niche market; it is the premier platform to connect with the next generation of consumers. We are proud to partner with Niko Partners and EFG to provide this blueprint for understanding and succeeding in this dynamic industry."
Lisa Hanson, CEO, Niko Partners: "Our data shows that, much like fans of other sports, Gen Z esports fans are incredibly passionate and have formed strong bonds within their communities. However, their media and consumer affinities extend well beyond gaming and esports, with our research revealing naturally connected interest areas that create valuable overlapping opportunities for brands and partners that show up authentically in this ecosystem."
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