eSports Become a Pop-Culture Phenomenon

German internet users show broad and growing interest in eSports, according to a July 2015 release from BIU, the German Games Industry Association, issued ahead of gamescom in Cologne (5 to 9 August). The central argument is that competitive gaming has become a mainstream pop-culture phenomenon, with audiences and prize pools that rival those of traditional sports.

A GfK survey of 1,004 representative German internet users aged 14 and older found that 22 percent, roughly 12 million Germans, are familiar with eSports. Twelve percent of internet users, nearly 7 million people, have watched a match, whether in person, via livestream or through online recordings. Interest is highest among younger groups: 27 percent of 14 to 19-year-olds and 25 percent of 20 to 29-year-olds are familiar with the field. eSports is defined as playing computer and video games in leagues or tournaments, with international competitions sometimes awarding millions in prize money.

The release cites several events as evidence of scale. The ESL One tournament at Frankfurt's Commerzbank Arena drew more than 20,000 attendees, while the Wargaming Grand Finals in Warsaw attracted 15,000 on site and 2.6 million online viewers. At gamescom, ESL events will offer 200,000 euros in prize money, alongside smaller competitions at exhibitor booths and the European qualifier playoffs for the World Cyber Arena. South Korea is noted as the market where top players enjoy celebrity status comparable to film and pop stars, and VfL Wolfsburg's move into eSports is presented as a sign of growing professionalization in Germany.

BIU Managing Director Dr. Maximilian Schenk emphasizes that eSports events fill huge football arenas and draw audiences other sports can only envy. BIU, whose 26 members represent over 85 percent of the German market, positions itself as the industry's expert voice and gamescom sponsor.