A free whitepaper co-published by Niko Partners x Hero Esports x ESL FACEIT Group
Esports has become a global entertainment force, attracting digitally-native Gen Z audiences who find the same passion, identity, community, and excitement traditionally found in other sports. For brands, esports represents a powerful opportunity to engage fans through the games, platforms, and communities where they already devote their time and attention.
To better understand this audience, Niko Partners surveyed 8,000 Gen Z esports fans in May 2026 about their hobbies, viewing habits, media tastes, perception of esports, and brand engagement. Based on our findings, we estimate that the global Gen Z esports audience exceeds 400 million people, with 1-in-5 in this cohort regularly engaging with esports. More importantly, we learned how they engage with brands already in esports, how they spend, and what gets them out of their seats.
Released in collaboration with Hero Esports and ESL FACEIT Group, this whitepaper is one of the most comprehensive consumer-focused studies of Gen Z esports fans ever conducted. It highlights who Gen Z esports enthusiasts are, what drives their loyalty, and how brands and organizers can successfully connect with this highly engaged and influential audience.
Fill the form below to download the free whitepaper. You will receive an automated email to download the whitepaper
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