Passion for esports conquers 7.3 million Italians

A population of 59 million of which 7.3 million are esports fans, who have watched on the various streaming platforms, live or on TV a competition, a video game tournament in the last 6 months. Of these, some 3.3 million have consumed video game content at least once a week. Who makes up this audience? They are predominantly men (68%) and under 45. About one in two belongs to the millennials, aged 25 to 44, while among Gen Z, aged 16 to 24, is another 19%. These enthusiasts live in small towns, are employed and often have studied economics and business. This is what is revealed by the new Report on Esports in Italy in 2024 realised by Deloitte in collaboration with IIDEA, the association representing the video game industry in Italy and presented at Milan Games Week & Cartoomics. In the last edition, the IIDEA report had reported a turnover of over 2.3 billion euros.

According to the report, the main revenues of Italian esports operators come from advertising (80 per cent), consulting projects (60 per cent), content creation and influencer marketing (60 per cent), and ticket sales for tournaments and events (60 per cent). The video games that create the most value for stakeholders are League of Legends and Valorant (both at 80%) followed by EA Sports FC (60%) and Rocket League and Fortnite (both at 40%). In contrast, the most important markets in terms of current presence and future relevance, apart from Italy, are Saudi Arabia and Switzerland. Most of the commercial collaborations activated currently concern the hardware, entertainment and sports sectors, but there seems to be potential for growth in terms of partners in other product categories, especially in consumer products, banking and insurance, and automotive. Moreover, according to the same operators interviewed by Deloitte, the opportunity to build relationships with an open-minded public such as esports enthusiasts makes the sector even more attractive to possible business partners.

For companies, it is an opportunity to build a relationship with a pool of potential customers, a fanbase that is very receptive to advertising content. Hardcore esports fans, i.e. those who follow esports for more than 10 hours per week, tend to spend more on esports-related products than any other type of fan - divided into the categories heavy, between 7 and 10 hours per week, regular, between 4 and 6 hours, and occasional, between 1 and 3 hours per week. What guides the choice of content to watch is the specific video game being competed against. YouTubeGaming (47%) and Twitch (43%) are the main streaming platforms used for esports in Italy, followed by Free TV (31%), Facebook Gaming (29%) and Pay TV (23%). "Esports in Italy offers a unique landscape for brands, with a young audience that is open to advertising, appreciates subscriptions and makes frequent purchases," comments Kim Lachmann, Director Sport Business Group at Deloitte. Despite recent fluctuations, engagement levels remain high, positioning esports as a powerful channel for commercial activations and lasting connections'. For her part, Thalita Malagò, Director General IIDEA, adds: 'Deloitte's study highlights a transition phase for the esports sector, with challenges both globally and in Italy. However, this transformation is opening up new opportunities for innovation. Industry players are adapting to new business models and developing creative solutions to ensure sustainable growth. It is crucial, now more than ever, to create the conditions for esports to evolve and reach its full potential, also in our country.