Esports

In Italy, revenue in the Esports market is projected to reach US$106.7m in 2024.
The market is expected to show an annual growth rate (CAGR 2024-2029) of 5.78%, leading to a projected market volume of US$141.3m by 2029.
The largest market within this market in Italy is Esports Betting, which is anticipated to have a market volume of US$72.5m in 2024.
While most revenue is generated the United States with a projected market volume of US$1.1bn in 2024, in Italy is also contributing to the overall growth of the Esports market sector.
In the Esports market in Italy, the number of users is expected to amount to 14.8m users by 2029.
User penetration in Italy will be 19.2% in 2024 and is expected to rise to 25.6% by 2029.
Additionally, the average revenue per user (ARPU) in Italy is expected to amount to US$9.46.
Italy's esports market is rapidly evolving, driven by increasing youth engagement and significant investments in local tournaments and infrastructure development.

Definition:

Esports, short for electronic sports, refers to competitive video gaming where professional players or teams compete in various multiplayer video games. These competitions are often organized into leagues, tournaments, and events, attracting both online and offline audiences. Esports has grown into a global industry, with players, sponsors, and spectators contributing to its popularity and economic significance.

Structure:

The Esports market can be divided into 6 different parts. First, Sponsorship & Advertising, which refers to revenues made from sponsorship deals and advertising for events and tournaments. Merchandise & Ticketing refers to the revenues generated mainly from tournament tickets and the merchandise that comes with it. Additionally, Streaming, Media Rights and Publisher Fees, which all refers to the revenue that is associated with broadcasting Esports events accross various channels. Lastly, Esports Betting includes the betting on outcomes of Esport events.

Additional information:

The market comprises revenues, ad spendings, users, average revenue per user, and penetration rates. Revenues are generated through advertising spending and consumer spending. Sales channel data shows both online and offline revenues. Information on Esports betting can also be found in the Digital Market Insights. All monetary figures refer to the annual gross revenue.
Key players of the market include companies or teams such as FaZe, Cloud9 or TSM.
For more information on the data displayed, use the info button right next to the boxes.

Professional and semi-professional gaming competitions, such as Semi-Pro League
Tournaments and leagues, such as Dota 2 The International
Sponsorship deals and advertising, such as FaZe and Steelseries
Merchandise and ticketing for Esport tournaments
Streaming of tournaments, such as streaming on Twitch

Amateur competitions, such as Amateur Esports League
Streaming revenues of non-organized competitive gaming, such as casual gaming on Twitch
Digital and physical sales from video games, such as sales of Call of Duty
Digital tools associated with revenues from Esports, such as Teamspeak or Discord

The eSports market in Italy has seen steady growth due to increasing interest in digital sports, rising consumer awareness, and the convenience of online services. However, the market's growth rate is impacted by subdued growth, influenced by factors such as limited sponsorships and advertising, lack of merchandise and ticketing opportunities, and regulations surrounding eSports betting.

Customer preferences: The rise of mobile gaming and streaming platforms has resulted in a growing interest in eSports among younger generations in Italy. With an increasing number of people spending more time at home, there has been a shift towards online gaming as a form of entertainment. This trend is also influenced by the growing popularity of professional eSports leagues and tournaments, as well as the availability of high-speed internet and advanced gaming technology. As a result, the eSports market in Italy is expected to continue its growth trajectory in the coming years.

Trends in the market: In Italy, the eSports market is experiencing a surge in mobile gaming, with a significant increase in mobile eSports tournaments and events. This trend is driven by the widespread use of smartphones and the accessibility of mobile games. Additionally, there is a growing interest in virtual reality eSports, with the launch of VR headsets and the development of immersive gaming experiences. These trends are significant as they expand the reach of eSports to a wider audience and offer new opportunities for industry stakeholders to tap into. However, it also poses challenges in terms of infrastructure and technology requirements. Nevertheless, the trajectory of these trends points towards a promising future for the eSports market in Italy.

Local special circumstances: In Italy, the eSports market is heavily influenced by the country's deep-rooted gaming culture and its vibrant community of professional gamers. Additionally, the Italian government's support for the development of the gaming industry has led to the establishment of several gaming hubs and events, creating a strong infrastructure for eSports. Furthermore, Italy's central location in Europe and its high internet penetration rate make it a prime location for international eSports tournaments and competitions. These unique factors contribute to Italy's growing eSports market and its potential for further growth in the future.

Underlying macroeconomic factors: The eSports market in Italy is impacted by macroeconomic factors such as the country's economic stability, government policies, and investment in technology and infrastructure. A strong economy and supportive policies for the gaming industry can lead to increased investment and growth in the eSports market. On the other hand, economic downturns and restrictive regulations can hinder market growth. Furthermore, the rising popularity of eSports globally and the increasing availability of high-speed internet and advanced gaming technology are driving the demand for eSports in Italy.

Data coverage:

The data encompasses B2C enterprises. Figures are based on the Esports market, which comprises revenues from and users of professional competitive gaming content. This includes any professional and semiprofessional gaming competitions within tournaments or leagues that offer a championship title or prize money. All figures are based on net revenues and exclude agency commissions, rebates, and production costs.

Modeling approach / market size:

The market size is determined through a bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party studies and reports, survey results from our primary research (e.g., Consumer Insights), as well as performance factors (e.g., user penetration, price per product, usage) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as various macroeconomic indicators, historical developments, current trends, and reported performance indicators of key market players. In particular, we consider average prices and annual purchase frequencies.

Forecasts:

We apply a variety of forecasting techniques, depending on the behavior of the relevant market. For instance, the S-curve function and exponential trend smoothing are well suited for forecasting digital products and services due to the non-linear growth of technology adoption. The main drivers are GDP per capita, consumer spending per capita, and 4G coverage.

Additional notes:

The data is modeled using current exchange rates. The market is updated twice a year in case market dynamics change. The impact of the COVID-19 pandemic is considered at a country-specific level. The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice a year. In some cases, the data is updated on an ad hoc basis (e.g., when new, relevant data has been released or significant changes within the market have an impact on the projected development). Consumer Insights data is reweighted for representativeness.

This report presents a comprehensive analysis and additional information on the Advertising & Media market, in a PDF format.

The rapidly growing phenomenon surrounding eSports continues to gather steam. The intersection of gaming and sports offers an innovative wave of branding opportunities, engaging content and activations for millions across the world. It therefore comes as no surprise that the size of the global eSports market is expected to increase more than fivefold between 2023 and 2032, reaching a value of over 10 billion U.S. dollars within the next ten years.