eSports have established themselves as one of the environments with the greatest capacity to capture the attention and influence the purchasing decisions of Generation Z. 74% of their fans affirm that the activity of brands in spaces linked to gaming influences their consumer behavior, according to the study “The Esports Generation: Who They Are & Why They Spend”.

The research has been prepared by ESL Faceit Group, Hero Esports and Niko Partners based on a survey of 8,000 eSports fans between 13 and 30 years old in eight international markets. Those responsible present it as one of the most extensive global analyzes of consumption, habits and relationships with brands among young followers of electronic sports developed in the last five years.

The report estimates that around 400 million people from Generation Z, equivalent to 20% of this population group, regularly interact with eSports. Its relevance for brands does not depend only on its reach, but also on a particularly intense relationship with video games, players, teams, competitions and the communities that are generated around them.
85% of those surveyed say that they expressly pay attention to the corporate presence within eSports. In addition, 66% have purchased a product as a result of a collaboration or co-branding action with a team, a video game or a player.

The data suggests that brands can generate awareness and sales within the ecosystem, although integration requires more than adding a logo to a broadcast or event. Legitimacy, cultural affinity and usefulness of the action are decisive in connecting with an audience that actively participates in the communities it follows.

An audience of 400 million young people

The study places the number of Generation Z consumers who regularly follow eSports at approximately 400 million. The figure represents 20% of the total of this generation and confirms that it is no longer an activity limited to a minority audience. The research analyzes both their gaming habits and their cultural interests, their relationship with brands and the categories in which they spend money.

The data arrives at a time of growth in the audiences of the main competitions. The final of the 2026 Intel Extreme Masters Cologne Major, held in June, reached a peak of more than 2.75 million viewers and was the most-watched match in “Counter-Strike” history. The competition also registered a year-on-year growth of 141% in maximum simultaneous viewers and 185% in hours consumed. These figures reflect both the growth of interest and the ability of certain competitive properties to generate major moments of international attention.

The high visibility of sponsorships constitutes one of the most relevant results of the study. 85% of fans say they detect the presence of brands in eSports, a proportion that contradicts the idea that advertising saturation makes these associations invisible.

Attention also translates into action. 74% recognize that advertising and the participation of brands in gaming spaces have influenced their purchases. In turn, 66% claim to have acquired an item after collaborating with a team, a game or a player. Among the categories that generate the most sales from these associations are food and beverages, with 33%; electronics, also with 33%; and fashion, with 32%.

The impact extends beyond the sectors traditionally linked to gaming. 28% have purchased eSports-related collectibles, 17% have purchased makeup, beauty or skincare products, and 10% have purchased items belonging to other categories associated with collaborations.

“eSports have evolved to be one of the most effective channels for companies seeking to connect at scale with Generation Z,” said Niccolo Maisto, CEO of ESL Faceit Group. “What makes them unique is the depth of commitment and trust that exists between fans, players, teams and events. eSports fans are deeply involved participants, not passive spectators, which creates an opportunity for brands”he added.

Streaming, podcast, forums and events

The relationship with eSports is distributed among different channels and forms of participation. 71% of fans regularly consume gaming content and 66% follow live broadcasts. 33% listen to or watch video game-related podcasts, while 30% actively post on forums, social media groups, and gaming-related communities.

Multi-screen behavior also does not necessarily imply a loss of attention. Many fans use a second device to expand the experience, participate in conversations, consult information or simultaneously follow different content related to the competition.

But the link is not only digital. 21% regularly attend gaming conventions and eSports events. On average, the fans surveyed have attended at least one in-person match during the nine months prior to the study.
Physical participation demonstrates that the ecosystem also offers opportunities for brand experiences, activations, product sales, meetings with creators and community building beyond broadcasts.

The young eSports audience presents a marked distance from linear media. 26% do not watch a single minute of broadcast or cable television during a typical week. Another 20% consume one hour or less. Altogether, almost half of the fans surveyed maintain little or no contact with conventional television.

The data reinforces the value of eSports as a way to reach consumers who are no longer regularly found in traditional media. Their habits are concentrated on digital platforms, live broadcasts, video on demand, social networks, podcasts and online communities.
Thus, the displacement of attention forces us to review both the selection of channels and the way of communicating. In this environment, brands also compete with creators, conversations, games and content in real time.

And, unlike other sports, where following a competition does not necessarily imply practicing discipline, in eSports the relationship between spectator and player is almost universal. 99% of the fans surveyed play some type of video game. 76% play and also consume competitive content, while 24% follow titles they do not personally play.

The connection between participation and consumption explains part of the intensity of the link with teams, players and competitions. Viewers know the codes, mechanics and difficulties of the titles they watch, which encourages a more active reading of the broadcasts. This familiarity also raises the demand for brands. Actions that do not respect the language, dynamics or particularities of a game can quickly be perceived as external or opportunistic.

Music, cinema, sports and fashion beyond gaming

The report questions the image of the gaming fan as an isolated person or with exclusively digital interests. Its cultural profile is broad and presents connections with different categories of consumption.

Music is the main interest outside of video games for 48% of those surveyed. Additionally, 53% pay for a music subscription service.
Streaming movies and series occupy second position, with 37% interest, and 52% have at least one subscription of this type.
And traditional sport appears in third place, mentioned by 36% of fans.
Other notable interests are exercise and fitness, with 31%; variety programs and other live broadcasts, with 29%; go to the cinema, with 28%; and fashion, beauty and makeup, with 26%.

This diversity of affinities creates entry points for brands that do not directly belong to the technology sector. It also allows collaborations to be built around shared territories, instead of simply exploiting competition as an advertising medium.

Lisa Hanson, CEO of Niko Partners, has highlighted that Generation Z fans have developed strong ties within their communities, similar to fans of other sports. “However, their media and consumer affinities extend far beyond gaming and eSports. Our research reveals naturally connected areas of interest that generate valuable overlapping opportunities for brands and partners who authentically participate in this ecosystem”he pointed out.

On the other hand, although the eSports audience continues to be predominantly male, at 68%, female representation is growing on a global scale, especially in in-person events.
At DreamHack Birmingham 2026, a three-day gaming and entertainment festival held in the United Kingdom in March, 41% of attendees were women. In China, both the Peacekeeper Elite League and the King Pro League exceeded 50% female attendance.

Danny Tang, Co-Founder and CEO of Hero Esports, pointed out that the results confirm that eSports have become “a global cultural and economic force. eSports is no longer a niche market, but a primary platform to connect with the next generation of consumers,” has stated.

In this context, conventional sponsorship is insufficient. The audience does not limit itself to observing sponsored content, but comments, creates, shares, plays and participates around it. A collaboration can generate significant business results when it adds value to the experience, relies on relevant figures or properties, and respects the context in which it appears.