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), Hero Esports, and Niko Partners, a market research and consulting firm specializing in video games, esports, and livestreaming across Asia and MENA.
The Esports Generation: Who They Are & Why They Spend white paper draws on survey data from 8,000 Gen Z esports fans aged 13-30, from across eight global markets, to provide insights helping brands unlock opportunities in this high-value, digitally native and deeply engaged audience. The white paper defines the next generation of esports fans, spending and viewing habits, genre preferences, hobby profiles, and more, making it one of the most comprehensive consumer-based Gen Z esports research reports available globally in the last 5 years.
Esports tournaments are breaking viewership records as esports consumption continues to evolve across major titles such as Counter-Strike and Dota 2. Examples of this can be seen as recently as the 2026 Intel Extreme Masters (IEM) Cologne Major grand final in June which attracted a peak viewership of over 2.75 million, becoming the most-watched match in Counter-Strike history, and saw +141% YoY growth in peak viewers and +185% YoY growth in hours watched.
The study found esports fans are becoming more diverse, and are driven by social connections, with many double-screening not to divide their attention, but to deepen it.
Esports fans engage with the medium in a variety of ways yet have touchpoints with the fandom across every media type, 71% watch gaming content, 66% watch gaming livestreams, 33% watch or listen to gaming podcasts, 30% actively post in game forums and social media groups and 21% regularly attend gaming conventions and esports events, with the average fan attending at least one in-person event in the last 9 months.
“Our data shows that, much like fans of other sports, Gen Z esports fans are incredibly passionate and have formed strong bonds within their communities. However, their media and consumer affinities extend well beyond gaming and esports, with our research revealing naturally connected interest areas that create valuable overlapping opportunities for brands and partners that show up authentically in this ecosystem,” said Lisa Hanson, CEO at Niko Partners, in a press release.
This highly engaged audience also pays attention to brands in the space. 85% said they take notice of branding in esports, and 74% have self-reported that this has had an effect on their purchasing behavior, showcasing how effective esports is as a channel. Two-thirds (66%) of esports fans have purchased a product because of a collaboration or co-branding partnership with an esports team, game, or player.
Esports partnerships heavily influence consumer behavior, with a significant portion of fans purchasing products promoted within the sector. In the past year, a significant portion of esports fans bought items from brands that co-branded or collaborated with an esports entity. Specifically, food and beverage products at 33%, electronics (33%) and fashion (32%). Engagement extends beyond traditional categories as well: 28% of fans purchased esports-related collectibles, 17% bought makeup, beauty, or skincare products, and 10% made purchases from partnered brands in other miscellaneous categories.