Market Insights Advertising & Media Esports

Merchandise & Ticketing - Kenya

Kenya

In Kenya, revenue in the Merchandise & Ticketing market market is projected to reach US$113.5k in 2024.
The revenue is expected to demonstrate an annual growth rate (CAGR 2024-2029) of 4.80%, resulting in a projected market volume of US$143.5k by 2029.
While most revenue is generated China, the projected market volume in Kenya is anticipated to be US$88.8m in 2024.
In Kenya's Merchandise & Ticketing market market, the number of users is expected to amount to 64.0k users by 2029.
User penetration in Kenya will be 0.1% in 2024 and is expected to remain at 0.1% by 2029.
The average revenue per user (ARPU) in Kenya is expected to amount to US$2.0.
In Kenya, the burgeoning eSports scene is driving increased interest in merchandise and ticketing, reflecting a growing consumer engagement with digital entertainment.

Key regions: France, South Korea, Europe, China, United States

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Analyst Opinion

The eSports market in Kenya is seeing minimal growth due to factors such as lack of infrastructure, limited access to technology, and low awareness among consumers. This has impacted the market's growth rate, which is expected to slowly increase in the coming years.

Customer preferences: As eSports continue to gain popularity in Kenya, there has been a noticeable increase in demand for merchandise and tickets among fans. This trend is driven by a growing consumer base of young, tech-savvy individuals who are highly engaged with the eSports community. As a result, there has been a shift towards more digital and online purchasing of merchandise and tickets, as well as a preference for exclusive and limited edition items. This reflects the growing influence of digital platforms and the importance of social status and exclusivity among this demographic.

Trends in the market: In Kenya, the eSports industry is experiencing a surge in the popularity of merchandise and ticketing, with more events and tournaments being organized and sponsored by major brands. This trend is expected to continue in the coming years, with a growing interest in eSports among the Kenyan youth. This presents a significant opportunity for industry stakeholders, such as event organizers and merchandisers, to tap into this emerging market. However, it also poses challenges in terms of meeting the demand for high-quality merchandise and ensuring fair ticket pricing. As the industry evolves, it will be crucial for stakeholders to adapt and innovate to stay ahead of the competition.

Local special circumstances: In Kenya, the Merchandise & Ticketing Market within the eSports Market is heavily influenced by the country's growing tech-savvy population and its increasing internet penetration rate. The government's initiatives to promote the digital economy have also contributed to the rise of online eSports events and merchandise sales. Additionally, Kenya's unique cultural affinity towards gaming has led to the emergence of local eSports teams and tournaments, further driving the demand for merchandise and tickets.

Underlying macroeconomic factors: The Merchandise & Ticketing Market within the eSports Market in Kenya is greatly impacted by macroeconomic factors such as the country's overall economic health, global economic trends, fiscal policies, and other relevant financial indicators. Kenya's strong economic growth and increasing disposable income have resulted in a growing market for eSports merchandise and tickets. Furthermore, the government's support for the eSports industry and investment in digital infrastructure have also contributed to the market's growth. The increasing popularity of eSports in Kenya, coupled with the country's young and tech-savvy population, is expected to further drive the demand for merchandise and tickets in the market.

Methodology

Data coverage:

The data encompasses B2C enterprises. Figures are based on the Merchandise & Ticketing market, which comprises revenues from ticket or merchandise sales relating to live Esports events. 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 and consumer spending per capita.

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.