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eSports study reveals the impact of live events on gamer play and spending behaviour

We released an exciting new study that illuminates the influence of live eSports events on gamers’ play and spending behaviour.

Recognising the incredible growth and high demand for live gaming tournaments and competitions, we surveyed more than 1,500 video game enthusiasts worldwide who attended live eSports events, live gaming tournaments and gatherings, on the Eventbrite platform from 2013 – 2014 to explore their motivations and behaviours.

The study provides new and valuable insights around a cultural shift in the gaming industry to developers, major game publishers, and other event organisers seeking to further capitalise on this lucrative and growing trend.

Key findings include…

Live Events Facilitate Purchases and Play

Nearly half (47%) of respondents said that after attending an eSports event, they are more likely to purchase new content related to the game played, and 78% of all event participants indicated that they’re likely to purchase in-game content within a week of attending an event. Thirty-eight percent also said they are likely to purchase products and services they saw being used or showcased at an eSports tournament. Three-quarters (74%) of gamers who attend an eSports event play more frequently online after watching in person, which may be the result of an uptick of in-game purchases.

Community Mentality Drives Attendance

When it comes to motivation for attending eSports events, 81% said they attend in order to feel like a part of the community and 61% are looking to connect with friends they usually interact with only online. Gamers also enjoy simply being a part of the atmosphere. Sixty-six percent said that attending a live eSports event gives them another way to experience games, with many commenting that the big sights, sounds, screens, and stage are all compelling reasons to see it live.

Gamers Want More Events, More Often, and In More Places

While 38% of respondents said they are willing to travel to another country or continent for an eSports tournament, large events and tournaments aren’t the only types of live gaming events in demand by players. Fifty-four percent of respondents said they also attend LAN parties, local gatherings of gamers, and local area meetups. eSports event attendees also attend other types of events: 72% said they attend fandom events, with the most popular besides gaming conventions being comic (65%), anime (38%), sci-fi (27%), and specialty/niche interest (25%) cons.

The study also uncovered insights around a common industry question; beyond fandom events, eSports enthusiasts do in fact also enjoy traditional sports. Over half of survey respondents (54%) indicate that they also watch traditional sports, and, of those, 10% watch an average of ten or more hours of traditional sports per week.

How Event Organisers Can Increase the Impact of Events

When asked what might make eSports events even more engaging, 43% of attendees surveyed said they want ticketed access to pro-player team meet and greets. Other suggestions included adding reserved seating to guarantee the opportunity to sit up close, next to the action.

“Live events have the power to increase engagement and drive consumer spending behaviour, and that is exactly what we’re seeing in the gaming community with eSports tournaments and competitions,” said Christine Bohle, head of consumer partnerships for Eventbrite. “Gamers will always connect with each other online, but there is absolutely no substitute for being at a live event, surrounded by other fans who share your passions, interests and the thrill of seeing players and teams perform at the highest level.”

The study confirmed that eSports event attendees are predominantly male (82%) and nearly half are college students. These live event-goers are already highly invested in gaming: two-thirds (67%) game for more than three hours a day, and more than one-third (38%) watch over ten hours of game play each week.

Want to read the full report? You can download it using the form on the right!