The new Report on eSports in Italy in 2024, presented during the Milan Games Week & Cartoomics and created by Deloitte in collaboration with IIDEA, offers a detailed analysis of the sector, highlighting market trends, consumption habits and business opportunities. The study reveals that Italian eSports operators generate revenue mainly from advertising (80%), consultancy (60%), content creation and influencer marketing (60%), and event tickets (60%). League of Legends and Valorant are confirmed as the most profitable titles, followed by EA Sports FC, Rocket League and Fortnite. The most promising markets, in addition to Italy, are Saudi Arabia and Switzerland.
Commercial partnerships are currently concentrated in the hardware, entertainment and sports sectors, but the growth potential in other product categories is significant. Interest in the sector is fueled by the possibility of interacting with a receptive and open-minded audience. The Italian eSports fanbase has 7.3 million spectators who have enjoyed content online, on TV or at live events in the last six months. Of these, 3.3 million define themselves as regular viewers. The audience is predominantly male (68%) and under 45, with a strong presence of Millennials (47%) and Gen Z (19%). Fans mainly reside in small urban centers, are employed full-time and often have a background in business and economics.
The Report highlights a propensity to purchase on the part of fans, who are particularly receptive to advertising. “Hardcore fans”, who dedicate more than 10 hours a week to esports, show a greater propensity to spend on related products. The choice of content is mainly driven by the video game. YouTube Gaming (47%) and Twitch (43%) dominate the streaming platform landscape, followed by Free TV (31%), Facebook Gaming (29%) and Pay TV (23%). “Esports in Italy offers a unique landscape for brands, with a young audience open to advertising, who appreciates subscriptions and makes frequent purchases” said Kim Lachmann, Director Sport Business Group at Deloitte “Despite recent fluctuations, the levels of engagement remain high, positioning esports as a powerful channel for commercial activations and lasting connections.”
Thalita Malagò, General Director of IIDEA, added: “The Deloitte study highlights a transition phase for the esports sector, with challenges both globally and in Italy. However, this transformation is opening up new opportunities for innovation. Industry players are adapting to new business models and developing creative solutions to ensure sustainable growth. It is essential, today more than ever, to create the conditions to allow esports to evolve and reach their full potential, even in our country.”
