Market Insights Advertising & Media Esports

Merchandise & Ticketing - Worldwide

Worldwide

Revenue in the Merchandise & Ticketing market market worldwide is projected to reach €224.8m in 2024.
Revenue is expected to show an annual growth rate (CAGR 2024-2029) of 8.14%, resulting in a projected market volume of €332.5m by 2029.
With a projected market volume of €82.4m in 2024, most revenue is generated China.
In the Merchandise & Ticketing market market worldwide, the number of users is expected to amount to 30.4m users by 2029.
User penetration will be 0.4% in 2024 and is expected to hit 0.5% by 2029.
The average revenue per user (ARPU) is expected to amount to €8.5.
Worldwide, the eSports merchandise and ticketing market is witnessing a surge in consumer engagement, driven by increased digital integration and fan-driven content creation.

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

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Analyst Opinion

The eSports market within the Merchandise & Ticketing industry is currently experiencing steady growth, influenced by factors such as the rising popularity of online gaming, increasing awareness of eSports, and convenience of digital ticketing and merchandise purchases. This mild growth rate is impacted by the growing interest in competitive gaming and the demand for unique merchandise and experiences.

Customer preferences: As the eSports market continues to expand globally, the demand for merchandise and ticketing has also seen a significant rise. This can be attributed to the growing popularity of competitive gaming among a younger demographic, as well as the increasing availability of online streaming platforms. Additionally, the rise of social media and influencer culture has also played a role in driving sales, as fans are eager to show their support for their favorite players and teams through branded merchandise. With the rise of e-commerce and digital payment options, purchasing tickets and merchandise for eSports events has become more convenient and accessible for fans around the world.

Trends in the market: In the eSports industry, there is a noticeable trend towards the integration of merchandise and ticketing services, allowing fans to purchase official team merchandise and tickets through a single platform. This trend is expected to continue, with the global eSports merchandise and ticketing market projected to reach $1.8 billion by 2023. This shift towards a more streamlined and convenient purchasing experience is significant for industry stakeholders, as it can increase fan engagement and drive revenue growth. Additionally, with the rise of online shopping and virtual events due to the COVID-19 pandemic, the demand for eSports merchandise and tickets is only expected to increase. As such, companies in this market should prioritize investing in robust e-commerce platforms and innovative marketing strategies to capitalize on this trend and remain competitive.

Local special circumstances: In the Merchandise & Ticketing Market within the eSports Market, the global reach of eSports competitions is heavily influenced by the unique cultural preferences and regulations of individual countries. For example, in South Korea, where eSports is considered a national pastime, the popularity of merchandise and ticket sales for major tournaments is driven by the country's high internet penetration and tech-savvy population. In Japan, the market is shaped by strict regulations on gambling and sponsorships, leading to a focus on the sale of licensed merchandise and event tickets.

Underlying macroeconomic factors: The performance of the Merchandise & Ticketing Market within the eSports Market is heavily impacted by macroeconomic factors such as global economic trends, national economic health, fiscal policies, and financial indicators. Countries with a strong economy and supportive fiscal policies tend to see significant growth in this market, as there is more disposable income for consumers to spend on merchandise and tickets. On the other hand, regions with economic challenges and limited consumer spending may experience slower growth in this market. Moreover, the increasing popularity of eSports globally has resulted in a growing demand for merchandise and tickets, especially in countries with a large population and strong eSports fan base. This trend is expected to continue as the market for eSports expands and becomes more mainstream.

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.