BLOG | by Alejandro Herrera

Esports interest sees huge growth among young Mexican consumers

Interest in esports has taken off among 18-34-year-old Mexicans since the Coronavirus pandemic began.

Video gaming did not register in the top ten for Buzz (a net score which asks if people have heard anything positive/negative about a sports property in the past two weeks) before March, as recorded by our YouGov SportsIndex tool. YouGov SportsIndex our online platform tracks the public’s perceptions of a range of sports leagues and events every day. Let us see what information it throws at us about the preference of sports properties by Mexicans.

In a ranking calculated over March to July among this group, esports have shot up six places, propelling it into eighth position, beating properties like the Mexican national football team and Serie A and placing it close to US major league sports like NBA and the NFL.

Esports are likely to have benefited from the reduction of the amount of traditional sport, which took place at the height of lockdowns around the world due to COVID -19. Our data tells us that 58% of esports fans sit within 18 to 34 age group and, as one of the few activities where competition remained possible; it is perhaps natural that esports should feature more strongly. As we can see in the table below, the age distribution of this group is almost double that of adults between 35 and 54 who expressed interest in esports; Key information that marketers interested in this business segment might consider.

As traditional leagues and events have returned, it will be interesting to see whether chatter about esports is sustain or falls away in the face of sterner competition.

For now it would be difficult not to agree on the great leap of the esports in relation to other sports properties which is in a very good position with sports fans.

Photo by Florian Olivio

BLOG | by Alejandro Herrera

 Alejandro Herrera 
Senior Sales Director, Mexico

“Mack” as he is known in the sports marketing arena, brings more than 25 years of experience in the sponsorship and sports marketing platform, with previous roles that cover numerous areas across the sports industry from top corporate positions in marketing/sport management, athlete marketing, to events production and sports marketing scholar. Mack is currently in charge of developing the Mexican market and opening the door in Latin America as the Senior Sales Director for both YouGov and YouGov Sport business.​

E alejandro.herrera@yougov.com

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