Key regions: South Korea, United Kingdom, India, Europe, United States
The eSports market in Kenya has seen steady growth in recent years, driven by the increasing popularity of digital platforms and the rise of online gaming tournaments. However, subdued growth in sponsorship and advertising may be attributed to economic factors and limited marketing budgets in the region.
Customer preferences: The growing popularity of eSports has opened up new opportunities for sponsorship and advertising, with brands recognizing the potential reach and engagement of this audience. As the eSports market continues to evolve, there is a notable shift towards more targeted and authentic partnerships, with brands tapping into the cultural nuances and interests of the gaming community. This trend is also driven by the increasing diversity within the eSports audience, with a growing number of women and older demographics participating in and consuming eSports content.
Trends in the market: In Kenya, the eSports market is experiencing a surge in sponsorships and advertising, with brands recognizing the potential of this emerging industry. This trend is expected to continue, with the eSports market in Africa projected to grow significantly in the coming years. This presents a unique opportunity for industry stakeholders to tap into the growing audience and potential revenue streams. As eSports gains more mainstream recognition and viewership, the significance of sponsorships and advertising will only increase, leading to more lucrative deals and partnerships. However, this also raises potential concerns about the commercialization of eSports and its impact on the integrity of the sport. As the industry continues to evolve, stakeholders must carefully balance the need for revenue with maintaining the authenticity and values of eSports.
Local special circumstances: In Kenya, the eSports market is still in its infancy but has immense potential for growth in the coming years. The country's high internet penetration and tech-savvy population make it an ideal market for eSports. However, the lack of infrastructure and investment in the sector has hindered its growth. On the other hand, the sponsorship and advertising market within the eSports market is heavily influenced by the country's strong mobile market and growing interest in online gaming. Additionally, Kenya's unique cultural landscape, with a strong emphasis on community and social interactions, has made eSports events and tournaments popular among gamers and sponsors alike. These local factors play a crucial role in shaping the dynamics of the sponsorship and advertising market in Kenya's eSports industry.
Underlying macroeconomic factors: The Sponsorship & Advertising Market within the eSports Market in Kenya is heavily influenced by macroeconomic factors such as the country's economic health and policies, as well as global economic trends. With a strong and growing economy, Kenya offers a favorable environment for businesses to invest in advertising and sponsorships within the eSports industry. Additionally, the government's support for technology and innovation, as well as increasing investment in digital infrastructure, are also contributing to the growth of the market. The rising popularity of eSports among the younger population in Kenya, coupled with the increasing access to internet and mobile devices, is further driving the demand for sponsorship and advertising opportunities in the market. However, challenges such as limited advertising regulations and funding may hinder the market's growth potential in the country.
Data coverage:
The data encompasses B2C enterprises. Figures are based on the Sponsorship & Advertising market, which comprises revenues of teams and organizers via sponsorship deals. 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.
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