Report · January 1, 2024

Italian Esports Report 2024: Market & Streaming Trends

Published by IIDEA – Italian Interactive Digital Entertainment Association

Summary

The analysis evaluates Italy’s esports ecosystem in 2024, aiming to map its audience composition, revenue structure, and strategic priorities for industry participants. Findings reveal a core fan base of 7.3 million individuals, of whom 3.3 million regularly watch esports content. This audience skews younger, resides in urban centres, is predominantly male, and is more likely to hold full‑time employment than the broader gaming population, indicating a segment with disposable income and commercial appeal. Revenue streams are heavily weighted toward advertising and sponsorship, with 80 % of organisations citing these as primary income sources and accounting for roughly one‑third of total market revenue. This concentration underscores the sector’s dependence on brand partnerships and suggests that monetisation beyond traditional media rights remains limited. The study draws on a balanced consumer survey of approximately 1,000 Italian internet users aged 16‑65, conducted in September‑October 2024, and a complementary questionnaire administered to an equal number of esports‑industry stakeholders in partnership with IIDEA. All quantitative data are rounded, sourced from publicly available information, and have not undergone independent verification. Overall, the Italian esports market emerges as a youthful, urban‑centric niche with significant advertising potential, yet its financial model remains narrowly focused. Stakeholders are likely to continue prioritising sponsorship acquisition and related promotional activities to capitalise on the identified demographic strengths.

From the report

Italian Interactive Digital Entertainment Association 2024 Italian Esports Report: Market & Streaming Trends Market & StreamingTrends MAKING AN IMPACT THAT

Contents 01 Methodology 05 04 Enabling Value Delivery in Italian Esports 26 Broadcasting Channels 27 02 Creating Value in Italian Esports 07 Strategic Partners 28 Esports Ecosystem & IIDEA Stakeholders 08 Revenues and Expenses 09 Business Activities 12 05 Appendices 29 Cross-over Products 14 Glossary 30 International Markets 15 Basis of Preparation 32 03 Esports Consumption in Italy 16 Consumer Engagement Maturity 17 Target Group 18 Characteristics of Italian Esports Viewers 20 Viewer Types 21 Commercial Conversion 22 Regular Engagement and Interaction 24 Demographic Distribution of Different Sports Audiences 25 Deloitte 2024 IIDEA │The Italian Esports Market 2

Preface Dear Readers, We are pleased to present the Deloitte study 'The Italian Esports Market' in collaboration with IIDEA, which describes the status quo of esports in Italy in terms of consumption and value creation This report analyzed the Italian esports landscape During the COVID-19 pandemic, esports increased its The opportunity for relationship-building with such an through a consumer survey and a stakeholder survey. visibility among the public and experienced a surge in open-minded audience makes esports a premier space We conducted a consumer survey in September and audience numbers. Over the past four years, esports to activate sponsorships and advertisements in order October 2024 to obtain reliable consumer data. The term awareness has remained high, while regular to create long-lasting connections. survey involved 1,000 consumers in Italy. Additionally, esports engagement has remained relatively constant Participating esports stakeholders' most relevant we asked representative stakeholder organizations after a high in 2020, and definition awareness has revenue streams include prize money and advertising from the Italian esports ecosystem to share their steadily increased. Although overall esports reach and sponsorship sales. The stakeholders tend to thoughts on current topics and industry developments. peaked in 2022, it has returned to its 2020 level in refinance parts of their esports-related expenses 2024, highlighting both growth and volatility of through business- and media-related revenues beyond The aim was to understand the market and its audience engagement.

cs and industry developments. peaked in 2022, it has returned to its 2020 level in refinance parts of their esports-related expenses 2024, highlighting both growth and volatility of through business- and media-related revenues beyond The aim was to understand the market and its audience engagement. their revenues in the esports space. evolution better, focusing on current trends and Esports viewers are different from fans of other sports emerging opportunities. or entertainment areas. They are significantly younger, For the future, this research also shows a trend This research was carried out in collaboration with more urban and have a higher percentage of male towards a greater concentration of stakeholders on IIDEA, aiming to provide comprehensive insights into viewers. In addition, they are characterized by the fact their core esports business. the dynamics of the Italian esports sector. that they frequently go shopping, have a positive We want to thank all who have supported this report, attitude toward advertising and often pay for especially IIDEA, for their excellent cooperation. Finally, subscriptions. we hope you find our study an informative read. Deloitte 2024 IIDEA │The Italian Esports Market 3

Key Takeaway 'The Italian Esports Market' report includes insights into consumer characteristics as well as stakeholders' assessments of the market The most relevant revenue streams for participating esports Esports viewers tend to come from smaller cities and are 01 stakeholders include advertising and sponsorship sales, 06 more likely to be employed full-time than video gamers. consulting, content creation and influencer marketing as well They often have a background in business/economics when as entry fees for tournaments and events compared to video gamers and the overall sample The stakeholders tend to finance parts of their esports- The majority of collaborations are currently in the 02 related expenses through business- and media activities. 07 computer hardware and entertainment & sports sectors, However, in the future, they will put a stronger focus on there appears to be potential for growth in terms of esports-related activities partners from other industries The two most relevant game titles in terms of overall The opportunity for relationship-building with an open- 03 involvement and revenue contribution are League of 08 minded audience makes esports a premier space to activate Legends and Valorant sponsorships and advertisements The most important markets regarding current presence Hardcore viewers tend to spend more on esports-related 04 and future relevance besides Italy include Saudi Arabia and 09 products than any other type of viewer. Occasional viewers Switzerland spend significantly less than any other type of viewer

e most important markets regarding current presence Hardcore viewers tend to spend more on esports-related 04 and future relevance besides Italy include Saudi Arabia and 09 products than any other type of viewer. Occasional viewers Switzerland spend significantly less than any other type of viewer 05 7.3 million fans follow esports in Italy in 2024, while 3.3 10 The most important reason for choosing esports content million watch regularly for passive consumption is the specific game Deloitte 2024 IIDEA │The Italian Esports Market 4

Pages: 33
Words: 7,699
Format: PDF
Type: Report

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