Esports boast a total audience of 436 million, expected to reach 577 million in 2024.
Source: Video Games – A Force for Good: Europe's Video Game Industry31.3 is the average age of a video game player in Europe
Source: Video Games – A Force for Good: Europe's Video Game Industry48% of video game players are girls (6-15 years old)
Source: Video Games – A Force for Good: Europe's Video Game IndustryGirls who play video games are 3x more likely to pursue a STEM career than girls who don’t.*
Source: Video Games – A Force for Good: Europe's Video Game Industry63% play on smartphones or tablets
Source: Video Games – A Force for Good: Europe's Video Game Industry47.8% of European game players are women
41.4% of all console players
Source: Video Games – A Force for Good: Europe's Video Game Industry2,600 member companies
Source: Video Games – A Force for Good: Europe's Video Game Industry
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The study demonstrates that Europe’s esports audience reached 92 million viewers by the end of 2020, up 7.4 % from 2019, with 33 million classified as “Esports Enthusiasts” and the remaining 59 million as occasional viewers. Revenue projections for the global market hit €973.9 million in 2020 and are expected to rise to €1.6 billion by 2023, with European figures mirroring this upward trend. The research surveyed 10 175 participants aged 18‑45 across ten Western and Northern European countries, using invitation‑only questionnaires administered over one month (29 May–28 June 2020). Respondents were nationally representative of esports viewers in each country. Key findings reveal that engagement is highest among 21‑25‑year‑olds, with Finland showing the strongest enthusiast proportion (52 % of 18‑20‑year‑olds) versus only 21 % in the UK. COVID‑19 lockdowns increased viewership in markets with stricter restrictions, such as France and Spain, where 62 % of respondents expected continued higher viewership post‑lockdown. Women constitute 32 % of the audience, largely as occasional viewers; however, 60 % of respondents believe female participation is growing. Female spenders are slightly lower than male counterparts (46 % vs 38 %) but show a higher propensity for physical merchandise, whereas men favor digital items like skins and premium passes. The report also highlights cross‑sport fandom: 64 % of viewers own a favorite sports team, with football and tennis being the most common. Rocket League enjoys significant popularity, especially in the UK (34 % of enthusiasts). Overall, 58 % of enthusiasts spend on esports products, with Spain leading at 62 %. These insights underscore a rapidly expanding, monetizable European esports ecosystem that offers substantial opportunities for brands across both traditional and digital channels.
Asia’s gaming landscape in 2025 is dominated by a triad of regional strengths that together shape the global market. Japan remains the cultural nucleus, with iconic franchises such as Pokémon, Final Fantasy and Monster Hunter generating $215 billion in worldwide influence and $178.8 million in IP revenue, while mobile titles like Fate/Grand Order expand overseas earnings. The country’s mature domestic market and brand prestige are offset by regulatory limits on gacha mechanics, sparse esports sponsorships, and a need to align with global live‑service standards. Success will depend on leveraging storytelling prowess and anime‑gaming synergies rather than chasing fleeting trends. South Korea contributes a high‑speed, 5G‑driven esports ecosystem and hybrid free‑to‑play models that set industry benchmarks for competitive play and monetization. Southeast Asia, meanwhile, is the fastest‑growing mobile‑centric market, with a $14.8 billion industry powered by 680 million under‑30 residents and high mobile engagement. Monetization is shifting from ad‑heavy hypercasuals to midcore RPGs and MOBAs, supported by local payment systems such as GCash and GoPay. Esports in the region is projected to generate $350–380 million, underscoring its economic significance. Developers face significant entry barriers across the APAC region, including localization challenges, fragmented regulations, and diverse payment ecosystems. End‑to‑end solutions that integrate local payments, provide compliance support, and enable flexible distribution are essential. Embedding community‑driven monetization—through affiliate revenue shares, in‑game branded content, and live‑stream partnerships—offers a sustainable path to growth. The overarching thesis is that deep cultural insight, sharp localization, and adaptability to mobile‑first dynamics are the keys to unlocking opportunities in Asia’s rapidly evolving gaming market.
The Middle East and Africa gaming landscape is poised for rapid expansion, with market value projected to rise from US $7.4 billion in 2024 to over US $19.4 billion by 2033, reflecting an 11 % CAGR driven largely by mobile-first adoption and a vibrant startup ecosystem. Key hubs—Saudi Arabia, UAE, Turkey, Israel, and emerging African markets—are attracting substantial investment, hosting record‑setting esports events such as Saudi Arabia’s $70 million World Cup, and positioning the region as a growing share of the global gaming economy. Mobile dominance, government‑backed visions, and esports infrastructure are reshaping competitive dynamics across the region. Funding flows reveal a highly concentrated investment landscape dominated by global players and regional leaders. Israel leads with nearly US $1 billion raised across 146 startups, followed by Turkey’s $961 million and Nigeria’s $371 million. The UAE lags behind but is rapidly scaling, with Dubai Vision 2033 earmarking $1 billion for talent and tech to achieve a $200 billion GDP contribution by 2033. Turkey’s “unicorn factory” status is underscored by Peak Games’ $1.8 billion acquisition and Dream Games’ record $2.6 billion raise, while Saudi Arabia’s Vision 2030 funding fuels a burgeoning local ecosystem that could produce future unicorns. Digital payment adoption and Web3 innovation are accelerating growth, particularly in the UAE where blockchain publishing and VR/Metaverse platforms such as Fenix Games and True Gamers are attracting capital. In Africa, mobile-first adoption has driven revenue to $1.8 billion in 2024, with Egypt, South Africa and Nigeria dominating startup activity. The continent’s youthful demographics and entrepreneurial momentum position it as a dynamic frontier, with African studios like Sea Monster gaining traction through capital, mentorship and infrastructure support. Legacy hardware sales remain a key revenue driver, with story‑rich single‑player titles and console sales generating multi‑billion dollar revenues. However, the rise of subscription models, microtransactions and expansion packs is reshaping monetisation strategies across all segments. Overall, the Middle East and Africa are emerging as a mobile‑first, VC‑backed powerhouse with significant potential for global influence in gaming and esports.
Modern Times Group (MTG) navigated a pivotal digital transformation in 2016 by embedding corporate responsibility into its core business strategy. The organization focused on four primary pillars: media responsibility, social impact, business ethics, and environmental stewardship. By aligning its operational evolution with these values, the company secured recognition in the Dow Jones Sustainability Indices and established a framework for long-term growth. This strategic shift prioritized the integration of ethical standards into digital entertainment services, ensuring that the company’s transition remained consistent with its commitment to regulatory compliance and stakeholder accountability. Operational performance throughout 2016 reflected a dual focus on internal culture and external resilience. The company successfully reduced its total carbon emissions by 7% and increased its reliance on renewable energy to 16.6%. Simultaneously, MTG bolstered its cybersecurity and anti-corruption frameworks, achieving an 81% completion rate for mandatory information security training and maintaining a record of zero confirmed corruption incidents. Governance was further strengthened through the Corporate Responsibility Advisory Group, which oversaw the implementation of rigorous data protection measures and preparations for upcoming regulatory shifts like GDPR. Human capital management and social engagement remained central to the company’s mission, despite a workforce reduction to 3,805 employees. MTG actively pursued gender parity in leadership through the "Women Up" initiative, aiming for a 50/50 management split by 2020. Furthermore, the company leveraged extensive consumer research and partnerships, such as "Reach for Change," to ensure content alignment with viewer preferences and broader social impact. While the company acknowledged limitations in HR data granularity, its disclosures adhered to the GRI G4 Core level guidelines, confirming a transparent and disciplined approach to corporate governance across its international operations.
Following its 2019 corporate spinoff, MTG established a comprehensive environmental, social, and governance framework to align its operations with the unique risks and opportunities inherent in the global gaming and esports sectors. The primary objective of this strategy is to foster long-term profitability and sustainable entertainment by prioritizing ethical conduct, the protection of minors, and the mitigation of industry-specific hazards. By implementing a revised Code of Conduct, which achieved a 94% adoption rate among employees and contractors, the company has successfully reinforced its commitment to anti-corruption, privacy compliance, and standardized governance across its international operations. Social responsibility efforts center on improving diversity and inclusion within a historically male-dominated industry, where women currently comprise 22% of the workforce. To address these disparities and combat toxicity, MTG utilizes targeted recruitment, mentorship programs, and strategic partnerships with organizations like AnyKey and UNICEF. Furthermore, the company maintains a rigorous focus on event safety, employing standardized security protocols and risk assessments at its global tournaments and festivals. These initiatives are complemented by community-focused programs, including support for computer science education and hospital-based gaming initiatives for children. Environmental stewardship remains a critical operational challenge, as 95% of the company’s 27,390-tonne carbon footprint is attributed to travel associated with global esports events. In response, MTG has established a new carbon emissions baseline and implemented digital tracking tools to monitor environmental impact more effectively. While the spinoff of the Nordic Entertainment Group complicates year-over-year comparisons, the company is actively transitioning toward sustainable event practices, including the use of eco-certified venues. Moving forward, MTG intends to refine its supply chain oversight and continue its commitment to transparent, GRI-compliant reporting to ensure the ongoing integrity of its corporate responsibility initiatives.
Savvy Games Group has established itself as a premier global force in interactive entertainment, currently ranking eighth worldwide by net revenue. The organization serves as the primary vehicle for Saudi Arabia’s National Gaming and Esports Strategy, which seeks to generate $13.3 billion in GDP contribution and create 39,000 jobs by 2030. By integrating publishing, development, and esports community building, the group effectively navigates the challenges of a saturated global market, positioning the Kingdom as a central hub for the international gaming industry. The company’s operational success is underpinned by a robust capital deployment strategy, with over $12 billion invested across nine major acquisitions since 2021. Under the leadership of CEO Brian Ward, the group has scaled to nearly 4,000 employees across 22 countries, supported by a governance structure that includes specialized committees for investment, risk, and executive oversight. This organizational framework ensures that the group maintains strategic alignment while pursuing aggressive growth in both domestic and international markets. Key business units, specifically Scopely and the ESL FACEIT Group, have delivered record-breaking financial results and solidified the company’s market dominance. The ESL FACEIT Group currently commands a 40% share of the global esports market, engaging over 225 million users through high-profile events like the inaugural Esports World Cup. Simultaneously, internal development efforts through Steer Studios and strategic partnerships with firms like Niantic and Xsolla continue to diversify the portfolio. These collective efforts demonstrate a commitment to scaling interactive entertainment through high-engagement competitive platforms and localized talent development, ensuring long-term sustainability within the global gaming ecosystem.
The report establishes that Africa’s video‑game industry has entered a phase of rapid maturation, driven largely by mobile play in urban centres such as South Africa, Nigeria and Kenya. Mobile accounts for roughly 90 % of the $1.8 billion market in 2024, with a 10 % year‑over‑year rise in players to 349 million. PC and console remain niche but critical for studio visibility, with Steam dominating distribution (≈70 % of PC use) and local platforms like Gara and Jiwe capturing the remainder. Funding for studios is overwhelmingly sourced from international incubators and grants—Pro Helvetia, the French Agence Française de Développement, the British Council’s Ignite Culture and Digital Lab Africa—yet local infrastructure gaps (low internet penetration, limited payment systems, unreliable electricity) continue to constrain broader market development. Key findings show that the fastest‑growing economies—Eritrea, Niger, Egypt, Ethiopia, Nigeria and South Africa—host studios such as Maliyo Games, Kayfc and Legends of Orisha that are producing mobile‑first IP while experimenting with higher‑production PC/console titles. Female representation and gender inclusivity are addressed through programmes like Pro Helvetia’s “She Got Game”, yet overall skill development remains uneven, with many studios still operating at the indie level and lacking robust business training. The esports sector mirrors this mobile dominance, with titles like PUBG Mobile and Free Fire generating substantial prize pools and viewership across hubs such as Morocco, Egypt and Kenya. However, talent development is concentrated in a handful of urban centres, leaving Francophone and non‑English speaking regions underrepresented. The analysis concludes that sustainable growth hinges on three pillars: deeper, studio‑level talent development; reliable data infrastructure for market intelligence; and evolved payment systems that reduce friction. Strengthening African‑European partnerships, expanding local incubation pathways, and ensuring annual data updates are essential to unlock the continent’s commercial potential while preserving African leadership in game creation.
CEO’s Review 1 Directors’ Report 11 The MTG Share 32 Corporate Governance Report 36 Board of Directors 46 Executive Management 49 Consolidated Financial Statements 54 Parent Company Financial Statements 59 Notes to the Accounts 64 Audit Report 119 Definitions 121 Glossary 12...
Corporate responsibility and sustainability priorities are covered in MTG’s Annual Corporate Responsibility Report, published 19 S EGMENTAL PERFORMANCE 31 Other Group Information 34 Financial Policies and Risk Management 36 Governance and Responsibilities 41 Internal Control Report 101 ALTERNATIVE PERFORMANCE It’s impossible to reflect on 2019 without first commenting on the split of MTG into two companies in March – Nordic Enter- tainment and new MTG.
The report examines the esports market across Southeast Asia (SEA) for 2024, drawing on a summer‑2024 consumer survey of 14,250 respondents representing the region’s online population aged 16–65. The study focuses on audience reach, engagement maturity, demographic composition, consumption habits, and monetisation challenges. SEA emerges as the world’s most extensive esports market, with a 75 % overall reach but only 32 % of viewers engaging regularly; about half of those regular viewers watch more than seven hours per week. Mobile gaming dominates, accounting for roughly 55 % of esports consumption and driving the shift toward digital-first viewing platforms such as YouTube Gaming, Facebook Gaming, and local streaming services. Gender distribution shows 43 % female viewership, slightly higher than in traditional sports, while the audience is markedly younger—81 % of viewers are Millennials or Gen Z. Compared to traditional sports, esports has a comparable male share but a younger demographic profile and higher urban concentration. Country‑level snapshots reveal Vietnam, Malaysia, and the Philippines as leaders in regular viewership (over 70 % of aware audiences), whereas Singapore lags behind. The report highlights a significant drop‑off from sporadic to regular viewership, underscoring the need for brands and tournament organisers to build stronger brand equity and leverage influencers. Engagement data indicate that esports audiences are highly willing to pay for free‑time activities, yet they also maintain many hobbies, presenting both opportunity and competition for attention. Overall, the findings suggest that SEA’s esports ecosystem is maturing into a mainstream entertainment sector, offering substantial growth potential for advertisers, publishers, and league operators willing to invest in mobile‑centric, data‑driven engagement strategies.
Vietnam’s gaming and esports landscape has evolved into a high‑growth, culturally resonant channel for brands targeting the country’s youthful, tech‑savvy population. With one‑third of the populace engaged in esports and an adult gamer rate of 85 %—the highest globally—the market is driven by widespread smartphone penetration, robust 4G coverage, and a demographic where roughly 70 % are under 25. Mobile titles dominate, particularly MOBAs and FPS games, while PC gaming remains significant; casual players account for nearly half of the audience. Consumer behavior shows intense engagement: gamers spend 1–3 hours per session, seek entertainment (85.9 %), stress relief (74.7 %), and social interaction (46.5 %). Streaming platforms such as YouTube Gaming and Facebook Gaming lead, with Twitch lagging behind. Brands that sponsor mobile esports events or partner with key opinion leaders (KOLs) can tap into this high‑interaction environment, especially as 51 % of gamers trust KOL recommendations and 42 % purchase endorsed products. Investment trends confirm the sector’s appeal. Global esports spend reached $844 million in 2021, with 9.9 % allocated to Vietnam. In‑game advertising that offers prizes (49 %) and video content (40 %) yields the strongest purchase intent, particularly for electronics, tech, and gaming accessories. Best practices emphasize customized creative assets, reward‑based incentives, and authentic collaborations—examples include Adidas “Time In” with Ninja, Dashing’s team sponsorship, and Mastercard’s League of Legends partnership—demonstrating higher recall than traditional sports ads. Practical engagement strategies recommend experiential pop‑ups, in‑game placements, and co‑creation with publishers (e.g., Louis Vuitton’s LVxLOL) to deliver authentic touchpoints. Cause‑based campaigns resonate with Gen Z’s social consciousness, while treating esports as a “co‑business” encourages integrated, audience‑centric messaging. Overall, Vietnam’s rapidly expanding mobile and PC gaming ecosystem offers brands a fertile arena for digital fluidity, agile research, influencer partnerships, and localized media strategies to capture high‑growth engagement.
The study demonstrates that the United Kingdom’s esports industry has experienced robust growth, expanding at an average annual rate of 8.5 % between 2016 and 2019. In 2019 alone, the sector generated approximately £60 million in revenue—about eight per cent of global esports earnings—and contributed £111.5 million to the national Gross Value Added, supporting more than 1,200 full‑time equivalent jobs. These figures underscore the sector’s role as a significant driver of the UK digital creative economy. Key drivers identified include the proliferation of professional teams, high‑profile tournaments hosted by organisations such as ESL, Gfinity and Epic.LAN, and the rise of streaming platforms that have broadened audience reach. Dedicated venues like Belong Gaming Arenas further stimulate grassroots participation and local economic activity. Modelling of direct, indirect and induced effects reveals a total impact of roughly 216 FTEs and £19.5 million in GVA, while spill‑over benefits from event tourism—estimated at £234 k per 1,000 visitors and nearly five FTEs—highlight additional value for host communities. The analysis projects that hosting a major global esports event could add 238 full‑time equivalents and £12 million in GVA to the UK economy, signalling substantial upside potential. The findings point to opportunities for further investment, clearer regulatory frameworks and strategic positioning to attract international events, thereby consolidating esports as a pivotal growth sector within the United Kingdom’s broader digital economy.