Market Insights Advertising & Media Esports

Merchandise & Ticketing - Europe

Europe

In Europe, the revenue in the Merchandise & Ticketing market market is projected to reach €69.9m in 2024.
This revenue is anticipated to demonstrate an annual growth rate (CAGR 2024-2029) of 8.98%, leading to a projected market volume of €107.4m by 2029.
While the projected market volume for 2024 is €82.4m, it is important to note that most revenue is generated China.
In the Merchandise & Ticketing market market, the number of users in Europe is expected to reach 6.1m users by 2029.
User penetration in Europe will be 0.7% in 2024 and is projected to increase to 0.8% by 2029.
The average revenue per user (ARPU) in this market is expected to amount to €13.0.
In Europe, the merchandise and ticketing segment of the eSports market is increasingly leveraging digital platforms to enhance fan engagement and streamline access to events.

Key regions: France, South Korea, Europe, China, United States

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Analyst Opinion

The eSports market in Europe is experiencing mild growth, influenced by factors such as the increasing popularity of online gaming, rising awareness of eSports, and the convenience of purchasing merchandise and tickets digitally. This trend is expected to continue in the coming years.

Customer preferences: With the rise of online streaming and virtual events in the eSports industry, there has been a growing demand for virtual merchandise and ticketing options. This has been further accelerated by the COVID-19 pandemic, which has limited in-person attendance at events. As a result, consumers are increasingly turning to online platforms to purchase merchandise and tickets for their favorite eSports events, highlighting the need for a seamless and convenient digital purchasing experience. This trend is expected to continue as the eSports market expands globally and reaches a wider audience.

Trends in the market: In Europe, the eSports industry is experiencing a surge in demand for merchandise and tickets, as the market continues to grow rapidly. This trend is driven by the increasing popularity of eSports events and tournaments, with a growing number of fans willing to spend on official merchandise and tickets. This trajectory is significant as it highlights the potential for revenue diversification and brand expansion for industry stakeholders. Additionally, the rise of online marketplaces and digital ticketing platforms has made it easier for fans to access and purchase merchandise and tickets, further boosting this trend. As a result, industry players are increasingly investing in partnerships and collaborations to enhance their merchandise and ticketing offerings, creating more opportunities for growth in the market.

Local special circumstances: In Europe, the Merchandise & Ticketing Market within the eSports Market is heavily influenced by the region's strong sports culture and tradition. This has led to a strong demand for merchandise and tickets for major eSports events. Additionally, the region's strong online shopping culture has contributed to the growth of the online merchandise market. Furthermore, strict regulations on gambling and betting have also impacted the ticketing market, with many countries having strict laws on online betting, leading to a shift towards traditional ticket sales.

Underlying macroeconomic factors: The growth of the Merchandise & Ticketing Market within the eSports Market is also influenced by macroeconomic factors such as consumer spending, disposable income, and overall economic stability. Countries with strong economic growth and high levels of consumer spending are likely to see a higher demand for merchandise and tickets in the eSports industry. Additionally, government support and favorable fiscal policies can also impact market performance. Furthermore, the increasing popularity of eSports and the growing fan base worldwide are contributing to the growth of the Merchandise & Ticketing Market, as fans are willing to spend more on merchandise and tickets to support their favorite teams and events.

Methodology

Data coverage:

The data encompasses B2C enterprises. Figures are based on the Merchandise & Ticketing market, which comprises revenues from ticket or merchandise sales relating to live Esports events. All figures are based on net revenues and exclude agency commissions, rebates, and production costs.

Modeling approach / market size:

The market size is determined through a bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party studies and reports, survey results from our primary research (e.g., Consumer Insights), as well as performance factors (e.g., user penetration, price per product, usage) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as various macroeconomic indicators, historical developments, current trends, and reported performance indicators of key market players. In particular, we consider average prices and annual purchase frequencies.

Forecasts:

We apply a variety of forecasting techniques, depending on the behavior of the relevant market. For instance, the S-curve function and exponential trend smoothing are well suited for forecasting digital products and services due to the non-linear growth of technology adoption. The main drivers are GDP per capita and consumer spending per capita.

Additional notes:

The data is modeled using current exchange rates. The market is updated twice a year in case market dynamics change. The impact of the COVID-19 pandemic is considered at a country-specific level. The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice a year. In some cases, the data is updated on an ad hoc basis (e.g., when new, relevant data has been released or significant changes within the market have an impact on the projected development). Consumer Insights data is reweighted for representativeness.