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eSports, a billion-dollar industry Part 3: Global sponsorship and the way forward

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Of the USD1.5 billion worldwide eSports market, investors account for 50 per cent and sponsors/advertisers are close behind at 35 per cent. The remaining portion is comprised of prize pools (6 per cent), merchandise and ticket sales (5 per cent), and betting and amateur tournaments (5 per cent). 

Intel, T-mobile, Coca-Cola, Airbus, Mercedes-Benz and Nike are some of the biggest sponsors at the moment. The link is obvious for internet-computer moguls Intel and T-Mobile, but what’s in it for Airbus and Mercedes-Benz? 


eSports puts brands in front of an audience that is becoming notoriously difficult to reach. The viewers of eSports’ content are less likely to consume traditional media. They grew up watching YouTube and getting content on demand. For them, heading to popular video game streaming site Twitch to watch a match is traditional. Primarily comprised of millennials, they are also very savvy at avoiding old-school advertising

They appreciate brands that thoughtfully integrate spo…

eSports, a billion-dollar industry Part 2: New heroes on the rise

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ESports exploded in 2010. Good players started posting their gaming sessions on global online platforms such as Youtube and Dailymotion, but they lacked the capacity to live stream interact directly with the gaming community. This led to a simple yet remarkable solution that changed the industry forever: Twitch

Called ‘Justin.tv’ before being absorbed by its mother branch, Twitch is the No. 1 destination for gamers wanting to showcase their skills and for people wanting to watch them. The streaming service was branded as the online gathering point for gamers around the world. Its growth has been spectacular: in 2012, the number of minutes spent on Twitch videos was 72 billion. In 2018, the minutes jumped to 560 billion. This exponential expansion can be explained in part by gamers professionalizing their content and achieving more and better sponsorships, plus gaming companies’ choice to live stream their tournaments on Twitch. 

Quick note: in 2014, Amazon recognized the platform’s po…

eSports, a billion-dollar industry Part 1: From humble beginnings to the snowball effect

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Unless you were living under a rock these last few months, you learned that a formerly unknown 16-year-old video game player from Pennsylvania named Kyle Giersdorf, aka Bugha, was the first-ever winner of the Fortnite World Cup, earning USD 3,025,900 in prize money. As a comparison, Novak Djokovic’s prize money for winning Wimbledon this year was USD 2,983,748. Yes, you read right, Nole won less money than Bugha. Another irony of this tennis comparison is that the Fortnite World Cup took place in the legendary Arthur Ashe Stadium, home of the US Open. With this, ladies and gentlemen, we have officially stepped off the high board into the depths of eSports..

Humble BeginningsThe first known eSport competition was more of a geeky reunion at a time when the term didn’t even exist. In October 1972, a Stanford student saw a flyer on a bulletin board that read: 

“The first 'Intergalactic Spacewar Olympics' will be held here, Wednesday 19 October at 2000 hours. First prize will be a y…

Looking back at the FIFA Women’s World Cup 2019

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A few weeks ago, you read our article predicting a big change in women’s sports. Not going to say we told you so, but almost… 

Now that the dust has settled, we thought it would be a good idea to take a look back at a month of top-class international soccer, by breaking down the good, the bad and the awesome from this undeniably memorable Women's World Cup. 

More than a game, a fight for equalityIt has been impossible to ignore the United States Women’s National Team (aka USWNT) throughout the entire 2019 FIFA Women's World Cup. We all remember US co-captain Megan Rapinoe and Rose Lavelle securing the win in front of a sold-out crowd of 57,900 people filling the Stade de Lyon. Fans were chanting for equal pay when FIFA president Gianni Infantino and French president Emmanuel Macron were on stage handing out gold medals to the US players. When most teams would have soaked up the praise and celebrated winning the biggest prize in women's soccer, the USWNT used the victory as a…

Happy Swiss National Day!

From all of us at The Consultancy Group, we wish you a happy Swiss National Day!