400 Million Fans: Study Finds How Esports Influences Gen Z and Their Purchasing Behaviours
PR Newswire
CANNES, France, June 25, 2026
New research reveals the power of esports as a channel for reaching this vital youth market as 74% say purchasing is influenced by advertising and brand participation in gaming spaces.Key data also includes:71% regularly watch gaming content, with 66% tuning into gaming livestreams and 33% listening to or watching gaming podcasts.Gaming fandom extends beyond screens, with 21% regularly attending gaming conventions and esports events; on average, fans attended at least one in-person event in the past nine months.Esports sponsorships are highly visible, with 85% saying they notice branding in esports.Brand partnerships drive action, as 66% have purchased a product following a collaboration or co-branding partnership with an esports team, game or player.Download the full The Esports Generation: Who They Are & Why They Spend white paper hereCANNES, France, June 25, 2026 /PRNewswire/ -- An estimated 400 million (20%) Gen Z regularly engage with esports, according to a new multi country study released in collaboration by ESL FACEIT Group (EFG), a global leader in esports and gaming entertainment, Hero Esports, Asia's leading esports company, and Niko Partners, the leading market research and consulting firm specializing in video games, esports, and livestreaming across Asia and MENA.
