Please use this identifier to cite or link to this item: https://doi.org/10.21256/zhaw-22297
Publication type: Working paper – expertise – study
Title: eSports Switzerland 2021 : a study by the Institute of Marketing Management under the direction of Marcel Hüttermann
Authors: Hüttermann, Marcel
et. al: No
DOI: 10.21256/zhaw-22297
Extent: 39
Issue Date: Apr-2021
Publisher / Ed. Institution: ZHAW Zürcher Hochschule für Angewandte Wissenschaften
Publisher / Ed. Institution: Winterthur
Language: English
Subjects: eSports
Subject (DDC): 658.8: Marketing management
Abstract: The eSports market has been growing for several years, with revenues likely to top USD 1 billion this year. This great potential has been recognized by a variety of companies investing in that market, and their interest has also caused eSports to become more professionalized. This is the second of our representative studies on eSports in Switzerland. Like the first, which was published in 2019, it investigates the status quo in e-sports in Switzerland and deals with issues that are relevant to market participants, such as the perceptions of companies in an eSports context, the professionalization of eSports in Switzerland, and the gaming, purchasing, and information-gathering behavior of eSports enthusiasts. In general, the awareness level, popularity, and professional standing of eSports, as well as its acceptance as a sport by the Swiss, have increased considerably: – 43.5 percent of Swiss residents know exactly what eSports is. – 41 percent have stated that, in their opinion, eSports should be considered as a sport. – 79.5 percent recognize that eSports in Switzerland is becoming more professional. – 565,620 Swiss residents are eAthletes (+ 248,530 people compared to 2019). – More than 110,000 succeed in gaining money with esports (+ 67,500 people compared to 2019). – The growth of the eSports phenomenon is sustainable and seems unaffected by the COVID-19 pandemic. Esports is mainly played or watched on PCs and laptops. Having fun is given as the main reason for playing eSports and gaming. According to eSports enthusiasts, eSports and gaming mainly train players’ reaction time. The most popular type of eSports in Switzerland are MOBA (multiplayer online battle arena) games. 49.1 percent of eSports enthusiasts stated that they regularly watch eSports games and tournaments, with the use of streaming platforms increasing significantly compared to 2019. 68.5 percent of respondents watch eSports via streaming platforms such as Twitch, YouTube, or similar providers, which means an increase of 36.3 percent; this is more than twice as much as back in 2019. 18.6 percent of eSports enthusiasts follow individual streamers. Companies are mainly perceived as being involved in streams or as sponsors of live events. Esports players and gamers spend almost CHF 523 a year on their passion, mainly on hardware, games, and fan merchandise. In the future, it will be exciting to see how eSports will develop in Switzerland and what new products and services will be launched. 45.5 percent of all 16- to 29-year-olds are in favor of promoting eSports in clubs, and 32.1 percent of Swiss residents imagine that it will be possible in the long term to find paid work within the eSports industry.
URI: https://digitalcollection.zhaw.ch/handle/11475/22297
License (according to publishing contract): CC BY 4.0: Attribution 4.0 International
Departement: School of Management and Law
Organisational Unit: Institute of Marketing Management (IMM)
Appears in collections:Marketing

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