KPL

400 Million Fans: Study Finds How Esports Influences Gen Z and Their Purchasing Behaviours 

A new study by ESL FACEIT Group, Hero Esports, and Niko Partners reveals that esports significantly influences Gen Z purchasing behaviors, with 74% reporting that advertising and brand participation in gaming spaces affect their buying decisions. The research, based on 8,000 Gen Z respondents aged 13-30, highlights that 85% notice branding in esports, and 66% have purchased products due to collaborations with esports teams, games, or players. The study also details Gen Z's diverse interests beyond gaming, including music, streaming, and sports, indicating broad opportunities for authentic brand engagement.