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The digital revolution has taken the world by storm and things we wouldn’t dream of doing online 10 years ago are now just the click of a button away.

If you wanted to go shopping, you’d visit your local high-street. If you wanted to transfer some money, then you’d visit the bank. These activities are all now of course just a few taps from completion on your mobile phone.

The digital world has also given rise to esports. With attendances at physical sports events declining amongst younger people, viewership of online sports events such as Call of Duty or FIFA events is increasing.

There are now professional esports stars who of course play games for a living. Esports are becoming increasingly mainstream and bookmakers are taking bets on events. You can find real value in some of the events, and as bookmakers are offering enticing welcome offers, you could use free bets to back a few teams or clans.

Impact of Generation Z

The coming of age period for Generation Z (born between around 1997 and 2012) has had a profound impact on the rise of esports. The generation has grown up with technology and in a society which has seen an increase in kids playing with their friends online rather than in person.

More than two thirds of males within Generation Z say that online gaming is an important part of their identity, so it’s only natural that they should look to role models within online gaming. More than 75% of these males watch videos of gaming regularly, so it makes sense that this would be the perfect target audience for top level esports.

According to reports, barely half of Generation Z identify as sports fans which ranks lowly against older generations. However, 35% of the group identify as esports fans, which is higher than any previous age group and implies that esports will only increase in popularity through Generation Alpha and beyond.

Esports has grown to such an extent that its popularity within Generation Z has at times rivalled sports leagues MLB, NHL and even NASCAR.

Esports events take place online but some fans get to watch in person (photo pre-Covid)

Sports Star Integration

Born as a Call of Duty team, Faze Clan has evolved into one of the premier ranked esports teams worldwide. To demonstrate the rise in popularity of esports, Faze Clan alone is valued at a whopping $305 million.

Global revenue for esports is around $1 billion annually with video game tournaments reaching an audience of over 450 million people worldwide, so it’s easy to see why interest is growing in terms of investment and marketing.

Sports and music stars are turning to the medium in order to grow their bank balances, fanbase size and overall online profile. In fact, even the NBA has started to grow its audience through esports.

Bronny James, son of arguably the most famous sports star on the planet LeBron James, joined Faze Clan earlier this year. As money is no object for this young phenom, the main reason for his acquisition is the increase in profile amongst the esports following community.

We know that Generation Z are less interested in professional sport than Millennials or those before them, and the marketing guides for the James family know this is a market which could be unlocked.

Ben Simmons, widely regarded as one of the best young players in the NBA, chose to invest in Faze Clan too, albeit for a different reason to Bronny James. With Simmons, who already has a global fanbase, his investment and promotion of Faze Clan in his ow nsocial media is increasing the exposure of esports to older generations and theoretically increasing both his return on investment as well as number of esports followers.

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