The eSports phenomenon has rapidly evolved from a niche interest to a global sensation, attracting millions of viewers and lucrative investments.
Recent research has highlighted how eSports is flourishing, while one of the industry’s biggest has been making moves to strengthen its position.
Loadbout Data Paints a Positive Picture
Significant portions of the online population display genuine interest in watching eSports. However, there is still potential for further growth, as underscored by Loadbout data.
From its humble beginnings at the start of the 21st century, eSports has surged into the mainstream. It now captures a global audience, with tournaments attracting millions of viewers, lucrative sponsorship deals and partnerships with the betting industry.
To put this rise into context, 59% of 16-64 internet users are aware of the concept of eSports, with percentages going up when looking at gaming enthusiasts.
When it comes to gamers’ conceptual awareness, the numbers are telling, with 71% of those actively engaged in gaming grasping the fundamentals of this modern-day phenomenon.
In fact, 29% of all 16-64 internet users now state their interest in watching eSports, with percentages varying across the continents.
Latin America has emerged as the best landing spot for the industry, with 47% of the online population in the area displaying interest in eSports. The Asia-Pacific region (APAC) is slightly behind at 38%.
The numbers drop in North America and Europe. Interest levels are slightly lower, with 25% of online users expressing admiration for eSports. However, a larger portion of the population having internet access helps to level the balance scale.
While interest in eSports and traditional sports aren’t mutually exclusive, the former still has to cover the gap on the latter. This disproportion isn’t unsurprising. The research states that 45% of online 16-64s harbour an interest in sports, with 55% of eSports fans also enthusiastic about watching sports.
Catching attention is the fact that 42% of the 16-64 online population have zero eSports awareness, while 29% of those aware of it show no interest. The remaining 29% of the population represents the eSports audience, including those interested but not watching regularly (7%) and those watching at least once every two weeks (22%).
Only 6% of the population carry the tag as ‘eSports Obsessives.’ These fans allocate a couple of hours each week for watching eSports.
Video games have undoubtedly come a long way from a popular pastime into one of the most rapidly developing global trends. It is no longer a hobby but a lucrative source of income for professional gamers, with the industry reportedly reaching an estimated value of $347 billion in 2022.
Its rise to stardom has also not gone unnoticed by the world’s leading sportsbooks, with eSports betting emerging as one of the most exciting types of wagering.
This point has repeatedly been highlighted whenever tournaments are staged in Australia or other booming eSports regions, with bettors clamouring to access the latest odds.
This trend looks guaranteed to continue apace, with an increasing number of betting sites dedicating a significant portion of their platforms to eSports competitions.
Riot Games Promote David Mulhall to New Role
Riot Games is one of the leading names in the eSports industry, with the company developing some of the most iconic titles ever to hit the professional gaming scene.
To strengthen their grip as a major player in the sector, the firm has appointed David Mulhall as the global head of eSports partnerships and business development.
According to Riot Games eSports president John Needham, Mulhall’s new duties will include bringing new top brands into Riot’s comprehensive eSports partnership portfolio.
Mulhall is among the most esteemed individuals in the industry and will continue to add substantial value to Riot’s existing partners and regional events across various eSports titles, including League of Legends Esports (LoL Esports), the Valorant Champions Tour (VCT) and Teamfight Tactics Esports (TFT Esports).
In an official statement, Needham said: “In four years as a rising leader at Riot Games, David has been forging longstanding partnerships with premier brands that have supported our efforts to deliver groundbreaking esports events to fans worldwide.
“We’re more focused than ever on creating opportunities for partners that deliver great value and improve the player experience watching eSports.
“David’s deep understanding and passion for our various eSports communities is critical to successfully integrating partners into our broadcasts and events.”
As one of the most popular video games, League of Legends captivates a broad audience worldwide, as evidenced by its peak viewership during the 2023 World Championship. With more than 146 million hours watched, the Worlds drew the attention of 6.4 million people, highlighting its unparalleled popularity.
Mulhall has been at Riot Games since 2020. His primary focus was developing the global business partnership strategy for Valorant eSports in the build-up to the debut Champions Tour season in 2021.
Before teaming up with Riot, he worked as the director of corporate partnerships for NBA powerhouse Sacramento Kings and their NBA2K eSports team, the Kings Guard, enjoying massive success.
