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AdColony Survey Findings | Mobile Usage During eSports

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AdColony Survey Findings | Mobile Usage During eSports
Reading Time: 3 minutes

Esports is a fast-growing industry that involves professional, competitive video gaming between individuals or team players, often in an organized league. Viewers can tune in to watch these competitions on sites like Twitch and YouTube, streaming them live or watching later. AdColony wanted to discover how users are watching esports, what they are doing while watching, and how they feel about brand advertising and sponsoring teams and during broadcasts. Discover more about esports viewers and their mobile activities from the Esports Survey, and keep scrolling to see the infographic!

According to GWI’s latest research, by 2023 there will be 646 million esports viewers globally and almost $1.8 billion in revenue generated. When users could not engage with traditional sports as much during the pandemic, esports took off as an entertainment replacement, and this new activity is here to stay. GWI also indicates that esports viewership is not just for Gen Z and Millennials, as 38% of Gen Xers also follow esports indicating that they attract users of all ages, not just the younger generations. When thinking about esports as an activity, 40% of viewers think of gaming as just as legitimate a pastime as traditional sports like football or basketball.

 

Highlights from the Study

Users of all genders watch esports — Esports appeals to people of all genders as respondents who said they watch esports at least once a month were split pretty evenly with 44% female and 56% male viewers.

Mobile is one of the top devices for watching esports — 31.1% of users responded that they watch esports on a Mobile Device, which is slightly above Connected TV (Apple TV, Roku, Chromecast) at 30.5%. Desktop or Laptop Computer follows those two platforms with 20% of respondents viewing esports through this channel.

Almost half of viewers agree it’s important to keep up with esports on multiple devices —  46% of users plan on watching and keeping up with esports information on more than one device. In addition, users are likely to be playing games on a mobile device while also watching esports with 26% of users responding that they play mobile games while watching esports, following browse social media (45%) and text (41%).

Viewers are more likely to play games on mobile while watching esports — 40% of respondents indicated that they are playing a game on mobile, which is up 10% from the viewers who said they would play a game on a computer while watching esports.

Brands can make a significant impact by advertising through esports — 61% of esports viewers said they would research a brand they saw featured while watching esports, and 45% of viewers believe that brands featured in esports are ahead of the curve. What’s more, 31% of viewers are likely to look up an ad that aired during esports and watch it again.

Brands that work to be featured in esports and sponsor teams can reach a valuable audience that is receptive to brand advertising and ready to connect with innovative ideas and creative content. Moreover, this audience will take the time to research brands that they felt made an impact and learn more about the brands and products that they saw while viewing esports.

Brands looking to reach an engaged audience should continue to value mobile games as a prime channel for advertising as a wide variety of users are viewing esports on mobile devices and also playing games on mobile while watching esports. Viewers are keeping up with esports across more than one device, creating even more touchpoints for brands to connect with users. Users who are playing games on a mobile device are actively engaged with their device, in a good mood, and receptive to brand messaging. Users playing mobile games are more likely to be engaged with brand messaging since they are actively interacting with their mobile device instead of passively consuming content through communication tools like text, social media, email, etc. Many consumers are watching esports, and when they are doing so, they are looking to mobile devices to watch the game, stay informed, and be entertained throughout the streaming process, so brands can leverage this space to interact with more consumers and create conversions.

eSports

BLAST and British Esports Team Up to Bolster UK’s Esports Industry During Landmark Year For the Industry

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BLAST, the global esports entertainment company, and British Esports, the national body for esports in the UK, have announced a strategic partnership during a landmark year for the UK industry.

This collaboration will focus BLAST and British Esports efforts on political lobbying, grassroots development, education, careers, and professional development. The partnership comes during a historic year for the UK esports industry, with a record number of tier one esports events taking place, helping to position the region as a global hub for esports and gaming.

With the UK holding an 6% share of the global esports market and the global sector expected to reach $1.6 billion by the end of this year, this partnership aims to capitalise on this momentum and foster further growth.
Robbie Douek, CEO of BLAST, said: “This partnership with British Esports is a pivotal step in our mission to support the esports ecosystem in the UK. By focusing on key pillars together, we aim to create a sustainable and inclusive environment that encourages growth and professional development at every level. This year alone, the world’s biggest game publishers are choosing the UK as a destination for their esports ecosystems and arena events, helping position the region as a global hub for esports and big-scale events.

This partnership with British Esports will allow us bridge the gap between tier one arena events and grassroots esports.”
Chester King, CEO of British Esports, said: “2024 is a landmark year for esports in the UK as we host some of the most iconic global esports events.

This is an incredible opportunity to leave a legacy from grassroots to professional that promotes the UK as a leading global destination for esports. That is why we were thrilled when Robbie and the team at BLAST visited our National Esports Performance Campus in Sunderland earlier this month to finalise our partnership. This collaboration between two leading British esports organisations will not only help to solidify the UK as a leading hub for esports but also ensure that we are nurturing the next generation of talent and providing them with the tools and opportunities they need to succeed.”

The partnership comes in a month where London is set to host two tier one esports arena events in consecutive weeks, with the BLAST Premier Spring Final taking place in Wembley Arena this week and the RLCS London Major in Copper Box Arena next week. These combined events will see more than 25,000 fans watch live esports events in-person in the United Kingdom in June alone.
To mark the launch of the partnership, Robbie Douek, CEO for BLAST, recently met Dave Martin, SVP for British Esports, for a tour of the National Esports Performance Campus in Sunderland.

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eSports

Intel® Extreme Masters Cologne 2024: All 16 teams set to compete in the 10 year anniversary event

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From August 10 – 18, 16 top Counter-Strike (CS) teams will battle it out during Intel® Extreme Masters (IEM) Cologne 2024 for a share of the $1,000,000 prize pool, a win in the race to secure the Intel® Grand Slam V, and the coveted trophy. Today, we are thrilled to share with you the full lineup of teams competing in the celebratory event.

IEM tournaments are the pinnacle of esports competition for players worldwide and are at the heart of excitement for fans from around the globe. This year, we are celebrating our 10 year anniversary at the LANXESS arena as the final three days of IEM Cologne 2024 will once again take place in the iconic and packed-out arena in Cologne, Germany.

Also dubbed the Cathedral of Counter-Strike, the event’s significance lies in its long-lasting traditions and ability to consistently deliver legendary moments. This year, everyone is invited to go on a trip down memory lane and to experience the world’s best CS teams to-date playing CS2 for the first time on stage in Cologne.

The teams competing at IEM Cologne 2024 are:

  • Team Spirit (IEM Katowice 2024 winner)
  • FaZe Clan (IEM Chengdu 2024 winner)
  • MOUZ (ESL Pro League Season 19 winner)
  • G2 Esports (IEM Dallas 2024 winner)
  • Team Vitality (ESL World Ranking Global)
  • Natus Vincere (ESL World Ranking Global)
  • Astralis (ESL World Ranking Global)
  • Virtus.pro (ESL World Ranking Global)
  • ALTERNATE aTTaX (Online Qualifier Germany)
  • HEROIC (ESL World Ranking Europe)
  • Eternal Fire (ESL World Ranking Europe)
  • Team Falcons (ESL World Ranking Europe)
  • Complexity Gaming (ESL World Ranking North America)
  • 9z Globant (ESL World Ranking South America)
  • The MongolZ (ESL World Ranking Asia)
  • FlyQuest (ESL World Ranking Oceania)
  • Team Liquid (ESL World Ranking Global)
  • Imperial Esports (ESL World Ranking Global)
  • FURIA Esports (ESL World Ranking Global)
  • BIG (ESL World Ranking Global)
  • BetBoom Team (ESL World Ranking Global)
  • paiN Gaming (ESL World Ranking Global)
  • MIBR (ESL World Ranking Global)
  • SAW (ESL World Ranking Global)
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eSports

SIS strengthens bet365 partnership with global launch of eSoccer product

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SIS strengthens bet365 partnership with global launch of eSoccer product
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Operator significantly enhances content offering around the world

SIS (Sports Information Services), the leading content supplier of 24/7 live betting services, has agreed a landmark deal with long-term partner, bet365, to deliver its comprehensive eSoccer portfolio across all regulated markets and boost the renowned operator’s global offering.

The integration of the complete suite of H2H Global Gaming League™ eSoccer matches will see bet365 benefit from the increase in betting opportunities which are proven to maximise engagement and margin.

The agreement considerably strengthens SIS’ Competitive Gaming offering across the globe with eBasketball already live. The addition of eSoccer contests means more than 150,000 events will now be available on the world’s leading sports betting operator’s online platform.

Built specifically for sportsbooks, SIS’ H2H Global Gaming League™ is proven to deliver superior margins, adding as much as 10% in value to operators. Professional gamers take part in all eBasketball and eSoccer matches which are produced entirely in-house at SIS’s UK-based secure studios.

Competitive Gaming is the only product available on the market to have been awarded the Esports Integrity Commission’s (ESIC) Gold Standards. The highest possible accreditation created to set unmatched levels of integrity and safety in the industry, it has trained referees overseeing every contest.

Paul Witten, Managing Director EMEA at SIS, said: “We are very pleased to launch our eSoccer product as part of our long-term partnership with bet365.

“It is evident that customers have taken to our fast-paced, highly competitive short-form action and engage with the many available betting opportunities and we expect this to continue with the integration of our complete Competitive Gaming offering across regulated markets.”

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