Serious Fans, Serious Reach Esports is bigger than you might think. In the U.S., large esports tournaments can draw tens of millions of fans, rivaling the viewership of major sports leagues like the NFL, MLB and NBA. These tournaments leave NASCAR in the dust, which averages about 2.5 million viewers per race. While traditional sports fans mostly tune in on game days, esports fans stay engaged around the clock. They stream matches and interact across multiple platforms. For brands, it’s an opportunity to not just reach an audience but connect with a community that lives and breathes the game. Building Relationships More than 205 million Americans play video games. While 36 is the average age of players, a report from the Entertainment Software Association finds that 28% of players are age 50 or older and half of people age 61 to 79 play video games every week. Why do people play? Mostly to pass the time (68%) or have fun (62%), but also to keep the mind sharp (35%). Video games also help people connect with each other, with 78% of players agreeing that playing games can introduce people to new friends. More than a third of players (39%) say they have even met a good friend, significant other or spouse through video games. Considering that gaming is often a social experience, brands can tap into these connections with promotional products. Custom collectibles or accessories give players something to use and talk about, helping brands become part of the shared experience. Bringing Men’s Health Front And Center This month marks Movember, a yearly campaign where growing a mustache sparks conversations and raises awareness for men’s health. Last year, esports organization BIG launched a Movember campaign alongside L’Oreal, aiming to connect with young male audiences. Through the campaign, pro players and streamers shared personal stories about mental health while raising awareness for prostate and testicular cancer. Whether for Movember or any cause, promotional products amplify the message by giving audiences items they can use or share, keeping awareness alive long after the campaign ends. Win Over Fans With Promo Esports fans are engaged and have money to spend. More than half are university educated, and 38% are in the top third of household incomes. Compared to the general population, esports fans are 50% more likely to say they’re career-focused and 50% more likely to buy new tech products. Promotional products that tap into their love of tech, like wireless chargers or LED desk lights, can resonate deeply and turn them into loyal fans. By 2029, the number of esports users – not just pro players, but those who watch, stream and spend on competitive gaming – is projected to reach 900 million worldwide. The core demographic skews young, with the strongest interest among those ages 18 to 34. Male enthusiasm for esports significantly outweighs female interest, with surveys showing eight times more avid male fans. These enthusiasts are highly engaged and ready to spend on things like streaming subscriptions, event tickets, collectibles and more. In the U.S., the average gaming fan spends about $20 a month on in-game purchases and another $15 on gaming accessories. Spending goes well beyond pocket change for major tournaments, with fans often investing hundreds of dollars just for event tickets. How can brands tap into this enthused market? One way is through promotional products. Esports fans don’t just watch – they live the game. Items like custom hoodies, headphones and desk accessories put a brand front and center in their gaming setup, becoming part of their daily routine. Worn and displayed, the right promo can turn fans into ambassadors, delivering engagement that lasts long after the final match. In the U.S., large esports tournaments can draw tens of millions of fans. Esports fans are 50% more likely to say they’re careerfocused and 50% more likely to buy new tech products. 28% of players are age 50 or older and half of people age 61 to 79 play video games every week. PPAI • NOVEMBER 2025 • 53 | Must Read
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