Could Esports Become The Next Mainstream Sport?
November 2024, by Matias Van der Heijden
As we come to the end of the year, one of the final and largest esports events in the world has gone. The League of Legends worlds championship took place over the last month, spanning from the 25th of September – to the 2nd of November. It was a painful watch for many (including me), seeing a lot of people’s favourite teams going out early, but the ending was sweet, seeing the Greatest Of All Time, Faker, winning his 5th Trophy.
Every year, the world’s final seems to break new viewership records, with this year being no exception. The finals drew in 6.9 million live viewers across the world (excluding China) and brought in over 190 million hours of watch time across the tournament. With the finalists being both Korean and Chinese, the viewership from these countries was incredibly high. China doesn’t release viewership statistics, but my friend in China visited a nightclub that projected on the wall at 5 AM that it was the League of Legends World’s final (I can’t imagine this was the best viewing experience, though). At MM-Eye, we believe that understanding the consumer’s interest in emerging events like these is important for businesses looking to tap into new markets or adapt to changing trends. Our consumer research tools allow us to track how public perception is shifting toward esports, moving beyond the typical gaming audience and inching into the mainstream consciousness. The surge in viewership, the sold-out arenas, and the significant economic impact are strong indicators of changing consumer behaviour.
Many esports have done well through the years, notably, the Fortnite World Cup back in 2019, which brought in 2.3 million peak viewers. However, viewership has been noticeably dropping over the last few years, now at 809,000 peak viewers. League of Legends, however, has managed to maintain its standing at the pinnacle of viewership. Year after year, it comes back the most viewed and breaks its own records for most viewed esports events. For brands and companies trying to understand the impact and relevance of esports, these statistics can’t be ignored. Our custom market studies help explain how and why these trends are happening. Businesses can use these insights to craft advertising strategies, sponsorships, and partnerships that connect with this engaged and growing audience.
In person, the event was incredibly well organised, and it was impressive to see the turnout and management at an event that’s the size of a large sporting arena. With the event I was visiting being hosted at the Adidas arena in Paris, it was certainly sizeable but not quite the size of the finals that were hosted in London at the O2 arena.
As an in-person viewer, my experience was great, and I managed to enjoy the event along with countless other fans. Enjoying a multitude of incredible moments, watching the pros walk onto the stage, watching Bin throw his jacket into the crowd, sitting behind Faker himself and getting a splitting headache trying to track what he’s doing on his screen.
The viewership online was incredible, but with this being such a popular event, being held in the O2 this year. The finals tickets were nearly impossible to get your hands on. Causing Riot Games, the event organisers attempted to resolve these issues by forcing you to sign up for the ticket release through a code from an account that had been actively playing the game.
While these efforts show a move toward more consumer-centric solutions, the challenges highlighted by the ticketing issues reveal how much more brands can learn about their audiences. At MM-Eye, we understand that the consumer experience is more than just attending an event; it’s the journey leading up to it. Our research indicates that consumer sentiment around fairness and accessibility can impact brand loyalty, and these experiences often shape public perception long after the event is over.
Aside from the ticket issues, the event seems to have been an overwhelming success for both esports and the economy. Sadiq Khan stated on X: “The Capital will welcome gamers and fans across the globe, boosting our economy by £12m and showing that London is a leading destination for esports”.
Overall, this event was a massive success and I’m sure that the fans, the organisers and many more are happy with what it brought. However, understanding what the general public thinks about esports as a whole adds a fundamental layer of insight. At MM-Eye, we know that examining the perception of emerging industries, such as esports, is important for brands looking to align with evolving consumer attitudes.
It’s always interesting to look into an industry that seems to be growing. Our insights indicate that consumer perception can significantly impact an industry’s trajectory. Understanding how different demographics view esports can provide valuable opportunities for brands to position themselves within this rapidly growing space. With this tournament breaking viewership records, selling out arenas, and boosting the British economy, it’s worth examining whether esports is on the cusp of becoming mainstream entertainment or if it remains niche.
At MM-Eye, we’re committed to helping brands understand evolving consumer attitudes, whether it’s through traditional market analysis or deeper dives into new industries like esports. If you’re interested in leveraging our insights for your industry or exploring how public sentiment can shape your business strategy, contact us at info@mm-eye.com or use the form below to book a consultation.