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Let's Play! 2022: The esports landscape in Europe and Switzerland
During the pandemic, revenue from the gaming industry grew to around CHF 150 billion worldwide, surpassing the film and music industries. Deloitte’s “Let’s Play 2022” report is based on a representative survey of 14,000 people in Europe, 1,267 of which were in Switzerland, about their gaming use and behaviours.
Esports: increasing recognition – pandemic-related usage
In 2022, 84 percent of Swiss people are familiar with the term esports, and 42 percent can even define it correctly. At the beginning of the pandemic these figures were 74 and 35 percent respectively. This is almost the same as the European average with differences being minimal.
According to the study, 45 percent of the Swiss population said they had played a video game at least once in the last six months. In Europe the figure is 55 percent. Switzerland’s gamers play more than eight hours a week on average. In Europe video games are played almost twice as much at around 15 hours a week.
40% of the Swiss population regularly spend money on esports events and gaming – on average CHF 25 a month.
Users do not only get involved in active play themselves, but also watch virtual tournaments. In 2022, 8 percent of those surveyed in Europe were found to be regular esports viewers, in Switzerland that figure is 5 percent. Compared to the beginning of the pandemic, the figures are declining in both Switzerland and Europe.
With over 20 years of experience advising clients in the national and international sports, fitness and esports industry, our work draws on Deloitte’s global network. It combines expertise in auditing, tax and legal, financial and risk advisory, and consulting with the industry expertise of the Sports Business Group. This multidisciplinary approach combined with digital competence in all areas enables us to tailor our work specifically to the needs of our clients.
Three percent of Swiss-based respondents were heavy viewers who have watched e-sports for at least one hour per day in the past six months. They spend an average of CHF 29 per month on this, compared to CHF 14 for regular viewers.
From a European comparison, Austria, the Czech Republic and Switzerland round out the bottom in terms of e-sports viewership. Poland and Spain are the frontrunners thereby indicating the enormous potential of the e-sports market: 29 percent of respondents in these two countries have watched e-sports events at least once per week in the past six months.
Esports: the target group
The fan community is of above-average education, has an above-average income and mainly comes from Millennials and Gen Z. These viewers are value-conscious and digitally connected and are found less and less on traditional channels.
Timo Helbling, Assistant Manager Deloitte Sports Group Switzerland
Read the study: Gen Z teens see big benefits from video gaming
Read the study: 2022 Digital media trends
When it comes to the channels that esports viewers use, the Twitch streaming platform dominates the market both in terms of reach and viewing time – closely followed by YouTube Gaming.
Esports: special interest target group
Unsurprisingly, the esports target audience has an above-average interest in gaming and everything that goes with it compared to the general population. Crypto/NFTs, trading apps and betting are much more relevant for esports viewers than non-viewers.
Due to increasing awareness and healthy growth prospects, the attractiveness of the esports sector for investors has recently increased significantly. To continue the successful advance of esports in terms of reach and profitability in the Swiss mainstream, the industry must continue to grow in the future and retain the fans gained during the pandemic in the long run.
Deloitte Switzerland Sports Business Group
Deloitte’s Sports Business Group is the go-to resource for players in the esports and traditional sports industries, as well as organisations looking to engage with the ecosystem at every stage of their esports involvement – from building market expertise to advising on complex matters with a particular focus on commercial and financial issues.
With more than 20 years of experience in advising clients in the national and international sports, fitness and esports industry, we can harness Deloitte’s global network as a backing for our work. We combine expertise in the areas of auditing, tax and legal advice, financial and risk advice, and consulting with the industry expertise of the Sports Business Group. This multidisciplinary approach, combined with digital skills in all areas, allows us to tailor our work specifically to the needs of our clients.
Deloitte Switzerland Sports Business Group
