Did you know that the gaming industry's value is larger than music and movies combined at USD$184 billion?

And with the International Olympics Committee (IOC) creating the new Esports Olympics in 2027, it’s a clear sign that the sector is growing rapidly.

The Esports Olympics will take place in Riyadh, Saudi Arabia, the same location as the annual Esports World Cup (EWC) that’s currently underway. With a staggering prize pool of over USD$71.5 million – the largest in esports history – the EWC runs for seven weeks until August 24. The event is a festival of events, featuring 26 tournaments and drawing more than 2,000 athletes from over 100 countries, a scale comparable to a regional Olympic event.

High-profile ambassadors like Cristiano Ronaldo and Post Malone at the opening ceremony make their mark, too, framing the EWC not only as a tournament, but a statement of the scale and ambition of competitive gaming today.

Beyond the impressive prize pool and star-studded line-up, our dentsu Sports Analytics data shows that gaming connects over 2.4 billion people worldwide. When you’re capturing over a third of the world’s population, it’s a powerful audience for brands to engage with. The massive youth and Gen Z reach is clear, with the 2024 event generating more than 500 million total video views across platforms like Twitch, YouTube, and TikTok.

Our Decoding360  fan data reveals some key insights into the US market that further highlight why brands need to pay attention. We found that more US Gen Zs are interested in esports than in traditional sports like baseball (35% vs 32%) or ice hockey (29%). Similarly, 30% of US millennials are esports fans, a number on par with tennis fans. This demographic breakdown is crucial for brands looking to connect with younger consumers who are moving away from traditional media and sports. While older fans are less engaged, only 11% of US Gen X are into esports, they still provide a unique opportunity. For example, our data shows that US audiences who are likely to watch the FIFA World Cup are 1.7 times as likely to be esports fans as the general population. This suggests that decades of investment in console gaming have created a powerful crossover audience between gaming and live sporting events, a connection brands can leverage for major events like the 2026 FIFA Men’s World Cup.

The success of events like the Esports World Cup demonstrates that gaming has moved far beyond a niche hobby. It has become a dominant form of entertainment and a major economic force, creating a global stage for athletes, organisations, and fans to celebrate the future of competition.

Duane Mutu, General Manager, NZ

At MKTG, we see the growing nature of esports playing out across traditional sports, with video gaming creating new revenue streams. To support this demand, we’ve brought in Duane Mutu to focus on these opportunities. Duane comes with a wealth of experience, and according to Olympics.com is one of the top 20 most influential people in the video gaming industry. Mutu’s experience includes the publishing side of gaming, working with the likes of Ubisoft, EA, Warner Brothers, Disney, and THQ.

The team stretches globally, and the dentsu Sports Analytics EMEA team is proud to support the Esports World Cup (EWC) with ticketing analytics and insights – helping elevate one of the world’s premier celebrations of competitive excellence and sports fandom.

The Esports World Cup is a key indicator of esports’ arrival as a global force, where cultural influence and economic value now rival that of traditional media. As esports matures into its own distinct vertical, we’re excited to be part of this shift. With Duane Mutu’s expertise, we are ready to help brands tap into this massive audience, shaping the future of fan engagement and creating new revenue streams in the process.