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Deloitte
Let's Play! 2020: The European Esports Market
Key insights
7 takeaways- 01The esports ecosystem generates revenue through five primary streams: sponsorship deals, advertisements, media rights, ticket sales, and merchandising.See it on page 7
- 02During the COVID-19 pandemic, nearly 75% of industry experts reported increased consumer interest, as esports successfully transitioned to online-only formats while traditional sports faced significant interruptions.See it on page 24
- 03To maintain sponsor interest during the pandemic, esports teams have pivoted to new digital engagement strategies, resulting in new partnerships for organizations like MAD Lions, BIG, and the LEC with brands such as BMW, Kappa, and Pringles.See it on page 28
- 04The industry is shifting toward 'closed' franchise-style league models, such as the Louvre Agreement, to provide stakeholders with increased planning security and long-term participation slots.See it on page 10
- 05Game publishers are central to the ecosystem, as they must continuously update titles or release new games—such as Riot Games' Valorant—to ensure long-term audience relevance and revenue generation.See it on page 20
- 06Esports organizations face a complex regulatory environment, including the emergence of national Digital Services Taxes (DST) in countries like France, Spain, and the UK, which may impact cross-border revenue streams.See it on page 39
- 07Successful esports organizations are increasingly focusing on authentic fan engagement and regional community building, as demonstrated by OverActive Media's acquisition of the MAD Lions to establish a presence in the Spanish-speaking market.See it on page 17
Summary
Deloitte Sports Business Group For more than 20 years, Deloitte's Sports Business Group has been advising and analysing the national and international sports, fitness and esports industry. Our work draws on Deloitte's global network and combines expertise in auditing, tax and legal, financial and risk advisory, as well as consulting with the industry expertise of the Sports Business Group.
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