Updated Mar 17, 2026 by IIDEA – Italian Interactive Digital Entertainment Association
Report · January 1, 2024
Published by IIDEA – Italian Interactive Digital Entertainment Association
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.
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
The analysis positions esports as a rapidly expanding digital sport that, in 2021, generated $947.1 million in revenue and attracted more than 215 million fans worldwide, with total direct earnings approaching $1.1 billion. Growth is concentrated in regions with advanced broadband infrastructure—East Asia, Northern Europe and North America—where titles that balance accessibility, competitive depth and spectator‑friendly design dominate the market. The ecosystem is defined by five interdependent actors: game publishers, tournament organizers, professional and amateur teams, players, and fan communities, each relying on robust licensing agreements and strong intellectual‑property protection to sustain competitive formats and monetisation pathways. Publishers invest heavily, often exceeding $100 million per title, and retain exclusive control over game updates, balance changes and the creation of official competitive modes, making their cooperation essential for event staging and broadcast rights. Organisers must secure these rights before launching tournaments, while fan‑generated content such as streaming, casting and influencer activity drives viewership and ancillary revenue streams. The sector’s economic impact extends beyond digital earnings; flagship events have delivered measurable short‑term gains—Rotterdam recorded €2.36 million in visitor revenue and Katowice generated $12.8 million—while also enhancing city branding, attracting young talent and prompting infrastructure investment. Education and social inclusion are emerging pillars, with universities offering scholarships and curricula that leverage esports to develop digital, problem‑solving and teamwork skills. Initiatives targeting gender balance, including Women in Games and dedicated incubators, aim to broaden participation and address persistent representation gaps. The overarching conclusion stresses that sustained, coordinated action among industry bodies, policymakers and diversity‑focused programs is vital to cement esports’ legitimacy, protect minors, and unlock its full economic and societal potential.
1. Italian Video Games Market...............................10 2. Italian Players ..................................................16 3. Italian Video Games Industry ............................23 4. Responsible Gameplay ......................................32 5. IIDEA ...............................................................38 • Total turnover of the sector.
**Resumen ejecutivo de “La Guía de los Esports”** *(Basado en los ocho apartados que aparecen en el material proporcionado)* --- ## 1. Contexto macro‑económico del sector - **Tamaño del mercado:** US $947.1 M en 2020; proyectado a superar el **billón de dólares** en los próximos años. - **Audiencia global:** > 215 millones de “entusiastas” (personas que ven competiciones al menos una vez al mes). - **Motor de crecimiento:** Broadband rápido y fiable. Las regiones con mejor conectividad (Este de Asia, Norte de Europa y Norteamérica) concentran la mayor parte del potencial de mercado. --- ## 2. Evolución de géneros y penetración regional - **Nuevos géneros híbridos:** - *Battle‑royale* (desde 2017) – p.ej. Fortnite, PUBG. - *Auto‑battlers* (desde 2019) – p.ej. Teamfight Tactics, Dota Auto‑Chess. - **Penetración de audiencia (por población):** | Región | % de población | Fans estimados | |--------|----------------|----------------| | China | **6.09 %** | 88 M | | Norteamérica | **4.93 %** | 18.2 M | | Europa | **3.90 %** | 29.2 M | | Latinoamérica | (dato incompleto) | — | - La distribución es **muy desigual**; los mercados emergentes aún presentan gran margen de expansión. --- ## 3. Arquitectura del ecosistema - **Propiedad intelectual:** Los *publishers* (editores) son dueños del IP, financian el desarrollo y establecen las reglas competitivas. - **Actores interdependientes:** - *Desarrolladores* → crean el juego. - *Plataformas* (Steam, Epic, consolas) → distribución y hosting. - *Organizadores de torneos* → eventos y ligas. - *Equipos profesionales* → gestión de jugadores y marcas. - *Jugadores* (pro y amateur) → contenido y rendimiento. - *Creadores de contenido* (streamers, youtubers) → comunidad y monetización. - **Profesionalización:** Programas de becas multimillonarios, ligas estructuradas (ej. LCS, LEC, Overwatch League) y contratos con cláusulas de exclusividad y derechos de imagen. --- ## 4. Crecimiento de audiencia y de ingresos - **Audiencia total:** 435.9 M (2021) → **577.2 M** (estimado 2024) – **CAGR +7.7 %**. - **Ingresos:** < $1.1 B (2021) → proyección > $1.5 B para 2024 (
The global esports market is experiencing a period of robust expansion, characterized by double-digit growth in both viewership and revenue. Total industry revenues are projected to reach $1.08 billion by the end of 2021, representing a 14.5% year-over-year increase. This financial growth is primarily driven by sponsorships and media rights, which remain the dominant revenue streams. China has solidified its position as the primary market leader, maintaining the largest share of both global esports revenues and the highest concentration of esports enthusiasts. Audience engagement has surged significantly, with total hours watched on major streaming platforms like Twitch and YouTube increasing by 76% in 2020. While general live-streaming saw the most dramatic rise, dedicated esports viewership also grew by 12.6% during the same period. The global audience is on a trajectory to exceed 577 million viewers by 2024, split between occasional viewers and dedicated enthusiasts. Regional growth is particularly strong in emerging markets, with the Rest of World category seeing a 10% year-over-year increase in enthusiasts, outpacing the growth rates of North America and Europe. The sponsorship landscape is undergoing a structural shift from short-term, one-year experimental deals to multi-year strategic partnerships. This evolution reflects increased confidence from brands in the long-term stability of the industry. There is a notable influx of non-endemic sponsors, particularly from the financial services sector, including banks and insurance companies seeking to reach younger demographics. Additionally, the furniture industry has accelerated its involvement, with 32 sponsorship deals closed by manufacturers in a twelve-month period as remote work and home-based gaming increased. Despite the logistical challenges posed by the transition to online-only formats during global lockdowns, the industry demonstrated resilience. While traditional sports faced total shutdowns, esports leagues successfully migrated to digital play, though issues like internet latency persisted. Major publishers like Riot Games have seen significant returns on new titles, with Valorant emerging as a major driver of live esports hours. As the industry moves forward, a return to in-person LAN events is anticipated, though the timeline for the return of live audiences remains contingent on global health conditions.