Generation Z and the Coming Esports Tsunami
My son’s generation will make esports a top 2 global sport
According to Wikipedia, Generation Z (also known as Post-Millennials, the iGeneration, Founders Generation, Pluralist Generation, or the Homeland Generation) is the demographic cohort following the Millennials. For purposes of this article we’ll evaluate the younger spectrum of this iGeneration, focusing on the approximate ages 8–13. This segment will define the future and dictate what trends make businesses billions and what fads lead to financial ruin. Savvy marketers and prognosticators are already watching this generation closely, and so should any business person evaluating esports.
While I am confident the statistical data will back up my assertions, the true genesis of this article lies in the fact I’m a dad. My son Jordan is currently ten years old and his sister Allie is 12. Being a responsible parent in the internet age requires me to pay attention to what they’re into. What are their hobbies? Where do they spend their time? Where do they spend my money? Their active social lives also offer me a glimpse into the same trends for dozens of other children their ages. What makes this generation tick? They were born into the internet world and presented a nearly infinite list of entertainment options. Add to these the old school “stick and ball” sports of the past and a young person has many, many hobbies competing for his or her attention.
What do they choose? In my experience, youth of today overwhelmingly choose video games. Playing video games. Watching video games. Talking about video games. Buying video game merchandise. Even socially ranking each other based on ability in these games (similar to athletes of previous generations). Owning (or not owning) a certain console or new game release is a modern barometer of how “cool” you are. Your knowledge of basic video game culture and lore is much more valuable than understanding rules of American football or knowing last night’s Dodgers score.
In ever increasing numbers, this generation would rather watch a star Call of Duty player or Counter Strike professional gamer broadcast on Twitch than sit through a baseball or hockey game. I’ve found there is still some attachment to “analog” sports, but they have taken a back seat the vast majority of the time. Perhaps this is one reason we’re starting to see low numbers for the Olympics, the “decline of baseball” and even the mighty NFL showing shaky ratings.
“But it’s hard to overlook sports’ dropoff, as research by SportsBusiness Journal/Daily shows notable viewership losses for many major events and regular-season games across most sports.” — SportsBusinessDaily, October 2016
If this generation is choosing to shift its attention from traditional analog sports and entertainment in favor of the digital pixels and super charged video cards, where must modern marketers turn? For more and more early adopters the obvious answer is esports. Esports (or competitive gaming) has shot to the mainstream consciousness over the past five years. Simply google “rise of esports” and you are bombarded with statistical evidence of the now well established trend. Global video game revenues are already north of $100 billion. The average American spends nearly 28 minutes per capita per day playing video games. Despite the fact over 155 million Americans play video games regularly, the real opportunity is truly global.
When you evaluate the indisputable statistical evidence of the rise of video games and pair that with the age old human need for competition the picture become clear: esports is the new digital sport for this new digital Generation Z. Amazon saw this coming when it purchased the online streaming site Twitch for nearly $1 billion. Event after event boasts increasing viewership and digital engagement. Television networks are scrambling to secure a piece of the esports pie. Professional sports teams are buying up esports brands. Famous musicians are investing. ESPN now has an esports portal. The conclusions are simply inescapable: we are witnessing the coming of age of the world’s next major sport; a sport that many believe will eclipse all other professional sports up to and perhaps including international soccer.
Mountains of data and statistics might not be enough to convince my generation of the fact that video games can actually impact global sports and entertainment on such a deep rooted, significant level. To my generation, I simply say this: watch your children. Watch their friends. Open your eyes. The future is here and it’s already upon us. Esports isn’t a fad. Competitive gaming is the billion dollar global sport of today… and tomorrow. The tsunami of esports is transforming sports and entertainment like the internet and the iPhone transformed communication. The business world has now been warned. Adapt accordingly or risk missing the wave.
