Milan, 22 November 2024 – Today, during Milan Games Week & Cartoomics 2024, the new report Esports in Italy 2024: Market Trends and Streaming was launched. The report, produced by Deloitte in collaboration with IIDEA, the trade association representing the Italian video games industry, was presented with insights from speakers including Kim Lachmann, Director of Deloitte’s Sport Business Group, Federico Brambilla, President and Co-Founder of Exeed, Pierluigi Parnofiello, CEO & Founder of PG Esports, Carlo Barone, Supervisor, Brand Management Italy at Riot Games, and Thalita Malagò, General Manager of IIDEA.
THE ESPORTS BUSINESS IN ITALY
The report provides an overview of the business surrounding competitive gaming. The main revenue streams for Italian eSports operators come from advertising (80%), consultancy projects (60%), content creation and influencer marketing (60%) and ticket sales for tournaments and events (60%).
The games that create the most value for stakeholders include League of Legends and Valorant (both at 80%), followed by EA Sports FC (60%), with Rocket League and Fortnite trailing at 40%. In addition to Italy, key markets for current presence and future growth include Saudi Arabia and Switzerland.
The majority of commercial partnerships in e-sports are currently in the hardware, entertainment and sports sectors. However, there is potential for growth in collaborations with brands from other industries. According to operators interviewed by Deloitte, the opportunity to connect with a receptive audience passionate about esports makes the sector even more attractive for future commercial partnerships.
THE ITALIAN ESPORTS FANBASE
The Italian e-sports audience is substantial, with 7.3 million people having engaged with e-sports content online, on TV or at live events at least once in the last six months. Of these, 3.3 million are weekly viewers. The typical eSports fan in Italy is predominantly male (68%) and under the age of 45. Gen Z (16-24 years old) makes up 19% of the audience, while Millennials (25-44 years old) make up 47%. Most eSports fans are from smaller urban areas, are full-time professionals and often have a background in business and economics.
ESPORTS CONSUMPTION IN ITALY
The report also examines the purchasing behaviour of the esports fan base, which is highly receptive to advertising content. Hardcore esports fans – those who follow esports for more than 10 hours per week – spend more on industry-related products than any other type of fan. Fans are categorised as heavy (7-10 hours per week), regular (4-6 hours) and occasional (1-3 hours). The choice of content to watch is primarily influenced by the specific game in competition.
YouTube Gaming (47%) and Twitch (43%) are the leading platforms for esports in Italy, followed by Free TV (31%), Facebook Gaming (29%) and Pay TV (23%).
“Esports in Italy offers a unique opportunity for brands, with a young, ad-friendly audience that values subscriptions and makes frequent purchases,” said Kim Lachmann, Director of Deloitte’s Sport Business Group. “Despite recent fluctuations, engagement levels remain high, positioning e-sports as a powerful channel for commercial activation and lasting connections.”
Thalita Malagò, General Manager of IIDEA, added: “Deloitte’s study highlights a transitional phase for the e-sports sector, with challenges both globally and in Italy. However, this transformation is opening up new opportunities for innovation. Industry players are adapting to new business models and developing creative solutions to ensure sustainable growth. Now more than ever, it is crucial to create the conditions that will allow esports to develop and reach its full potential, including in our country”.