The Mall Is Dead. The Kids Went Gaming.
Esports is no longer just a gaming property - it's one of youth culture's most powerful commercial ecosystems. Nearly 400 million Gen Z consumers play, and where they gather, discovery, belonging and buying now happen in the same place.
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400 million people participate in esports.
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8,000 fans surveyed: 85% notice brand partnerships, 74% are influenced to buy, 66% shop through esports collaborations.
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South Africa is becoming an esports hub.
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The 2025 Esports World Cup drove 340 million viewing hours.
Gaming is the new mall. Esports is no longer simply a gaming property - it's becoming one of youth culture's most powerful commercial ecosystems. A new whitepaper, The Esports Generation: Who They Are & Why They Spend, by Niko Partners, ESL FACEIT Group (EFG) and Hero Esports, reveals how brands can authentically engage the nearly 400 million Gen Z consumers who actively participate in esports worldwide.
More Than a Numbers Game
Surveying 8,000 Gen Z fans across eight global markets, the study found that 85% notice brand sponsorships within esports, 74% say esports influences their purchasing decisions, while 66% have purchased products through collaborations with esports teams, creators or games. More than 76% made esports-related purchases in the past year, demonstrating that esports has evolved beyond awareness into a measurable driver of commerce.
The findings also challenge outdated perceptions of gaming audiences. Nearly half (47.5%) of esports fans are equally passionate about music, alongside streaming entertainment, traditional sports, fitness and fashion, positioning esports as a broader cultural platform rather than a niche gaming category.
Log On to Local
South Africa is already reflecting this shift. Toyota's Gaming Engine evolved from event sponsorship to a strategic platform linking schools, Comic Con Cape Town, and the African Gaming Championship, making competitive gaming inclusive, shoppable, and measurable. Acer anchored AGC 2026 as the primary hardware partner, while HONOR and RGB Gaming built structured esports programmes in township schools, turning access into a brand asset.
It's a Global Cultural Movement
That cultural momentum is mirrored globally. DreamHack Dallas 2025 attracted more than 60,000 attendees and generated 22 million hours watched, while the 2025 Esports World Cup welcomed approximately 3 million visitors and delivered 340 million viewing hours.
As traditional media and retail continue losing relevance among younger audiences, esports is becoming where entertainment, creators, community and commerce converge. For brands, the opportunity is no longer about sponsoring gaming, but participating in one of youth culture's fastest-growing ecosystems where discovery, belonging and purchasing increasingly happen in the same experience.