Gartner Research

Capture the Elusive Affluent Millennial Cord-Cutter With Esports

Published: 24 January 2019

ID: G00384199

Analyst(s): Iconoculture Research Team


As the effectiveness of traditional sports media to reach young affluent men wanes, marketers can look to esports to make a connection. But only if they have the right playbook for reaching esports fans.

Table Of Contents


  • Key Challenges
  • Recommendations
  • Introduction
  • Analysis
    • Use Esports to Engage Affluent Millennial and Gen Z Men
    • Recommendation
  • Target Esports Players as Fans, Not Gamers, by Speaking to Relevant Drivers
    • Recommendation
  • A Simple Roadmap to Esports Marketing Success: Start Small, Partner Well and Respect the Sport
    • Start Small
    • Partner Well
    • Recommendation
  • Respect the Sport
    • Recommendation
  • Conclusion

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