Esports Series Part 2: A passionate, dynamic, and ever-evolving audience

Last week, we kicked off an exciting new series delving into the world of esports with Benedikt Becker of Shikenso Analytics. In our first article, we explored the esports landscape and the promising opportunities it presents for brand partnerships, which you can read here. Now, in the second instalment of our three-part deep dive series, we once again sit down with Benedikt to dive into the heart of esports: its audience. We'll unravel the unique characteristics that set the esports audience apart, including who they are, their engagement patterns, and the factors that drive their passion for this dynamic and ever-evolving sport. Join us as we embark on this journey to understand what makes the esports audience tick.

Esports fans are not exactly a new breed. Gaming and esports enthusiasts have been around since the 60s and 70s. However, over the past 15-20 years, this community has experienced explosive growth. Their distinct characteristics have been shaped significantly by the fact that they are tech-savvy and digital natives. They seamlessly navigate between platforms and communities. What I love about it is the fact that language barriers, different religions, ethnicities, or time zone differences don't hold them back from tuning into live competitions. The fans are constantly engaged – they're not just passive viewers. Online, they engage in live chats, join groups, craft fan content, and actively shape the narratives around their favourite games, teams, and players. Offline, they pack major arenas globally, bringing games to life with electric energy!