How to innovate in esports

Synergy Flavours, the global manufacturer and supplier of flavourings, extracts, and essences, has published a report entitled ‘Fueling the future of esports’ ​in which its industry experts discuss the fast growing and dynamic sports and video gaming markets and the opportunities therein.

According to he report, the global gaming market is now worth around $152bn but continues to register significant (9.6% yoy) growth. Not only that, but gaming has near global appeal, with large markets in most parts of the world.

Unsurprisingly, the largest share of that market is in Asia Pacific ($72.2Bn) but $34.7Bn of the market comes from Europe and Africa, with an impressive 11.5% YOY growth (Nutrition Integrated​).

Despite a significant flurry of launches in this space, Synergy says innovation has been heavily weighted towards one product type – energy drinks – which accounted for 48% of these launches.

The firm therefore undertook its own research in an aim to understand the different cliques within the gaming community and how their needs differ from one another, with the aim to make suggestions for innovation which can drive the category to the next level.

A Motley Crew

“The first thing to understand is that gaming groups are far from homogeneous, despite most media analysis often attempting to portray them as such,” the report explains.

Gaming data analysis firm NewZoo broke the gaming market down into six broad demographics based primarily around frequency of gaming: The professional gamer (esports athlete), the mega-influencer (streamer), the micro-influencer (content creator), and the gaming enthusiast (gaming).

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