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AdColony Survey Findings | Mobile Usage During eSports

Published

5 years ago

June 15, 2021

Reading Time: 3 minutes

Esports is a fast-growing industry that involves professional, competitive video gaming between individuals or team players, often in an organized league. Viewers can tune in to watch these competitions on sites like Twitch and YouTube, streaming them live or watching later. AdColony wanted to discover how users are watching esports, what they are doing while watching, and how they feel about brand advertising and sponsoring teams and during broadcasts. Discover more about esports viewers and their mobile activities from the Esports Survey, and keep scrolling to see the infographic!

According to GWI’s latest research, by 2023 there will be 646 million esports viewers globally and almost $1.8 billion in revenue generated. When users could not engage with traditional sports as much during the pandemic, esports took off as an entertainment replacement, and this new activity is here to stay. GWI also indicates that esports viewership is not just for Gen Z and Millennials, as 38% of Gen Xers also follow esports indicating that they attract users of all ages, not just the younger generations. When thinking about esports as an activity, 40% of viewers think of gaming as just as legitimate a pastime as traditional sports like football or basketball.

Highlights from the Study

Users of all genders watch esports — Esports appeals to people of all genders as respondents who said they watch esports at least once a month were split pretty evenly with 44% female and 56% male viewers.

Mobile is one of the top devices for watching esports — 31.1% of users responded that they watch esports on a Mobile Device, which is slightly above Connected TV (Apple TV, Roku, Chromecast) at 30.5%. Desktop or Laptop Computer follows those two platforms with 20% of respondents viewing esports through this channel.

Almost half of viewers agree it’s important to keep up with esports on multiple devices — 46% of users plan on watching and keeping up with esports information on more than one device. In addition, users are likely to be playing games on a mobile device while also watching esports with 26% of users responding that they play mobile games while watching esports, following browse social media (45%) and text (41%).

Viewers are more likely to play games on mobile while watching esports — 40% of respondents indicated that they are playing a game on mobile, which is up 10% from the viewers who said they would play a game on a computer while watching esports.

Brands can make a significant impact by advertising through esports — 61% of esports viewers said they would research a brand they saw featured while watching esports, and 45% of viewers believe that brands featured in esports are ahead of the curve. What’s more, 31% of viewers are likely to look up an ad that aired during esports and watch it again.

Brands that work to be featured in esports and sponsor teams can reach a valuable audience that is receptive to brand advertising and ready to connect with innovative ideas and creative content. Moreover, this audience will take the time to research brands that they felt made an impact and learn more about the brands and products that they saw while viewing esports.

Brands looking to reach an engaged audience should continue to value mobile games as a prime channel for advertising as a wide variety of users are viewing esports on mobile devices and also playing games on mobile while watching esports. Viewers are keeping up with esports across more than one device, creating even more touchpoints for brands to connect with users. Users who are playing games on a mobile device are actively engaged with their device, in a good mood, and receptive to brand messaging. Users playing mobile games are more likely to be engaged with brand messaging since they are actively interacting with their mobile device instead of passively consuming content through communication tools like text, social media, email, etc. Many consumers are watching esports, and when they are doing so, they are looking to mobile devices to watch the game, stay informed, and be entertained throughout the streaming process, so brands can leverage this space to interact with more consumers and create conversions.

eSports

Esports Foundation names Faker Game Ambassador for EWC and ENC through 2028

Published

5 hours ago

July 15, 2026

Wladimir P.

esports-foundation-names-faker-game-ambassador-for-ewc-and-enc-through-2028

Lee “Faker” Sang-hyeok joins Cristiano Ronaldo and Magnus Carlsen in the Esports Foundation’s Ambassador Program.

The Esports Foundation (EF) has appointed Lee “Faker” Sang-hyeok as a Game Ambassador for the Esports World Cup (EWC) and Esports Nations Cup (ENC) through 2028, the organization said on July 15, 2026 in a statement issued from Riyadh and Paris.

EF said Faker joins Cristiano Ronaldo, listed as the Foundation’s Global Ambassador, and Magnus Carlsen as part of the Esports Foundation Ambassador Program. The Foundation said Faker will represent “the perspective of esports players” across its international events, athlete initiatives, media engagements and leadership forums.

“You can’t talk about esports without mentioning Faker. He is the defining athlete of competitive gaming: a champion whose excellence, discipline and longevity have inspired an entire generation,” said Ralf Reichert, Chief Executive Officer of the Esports Foundation. “As our Game Ambassador, Faker represents something fundamental to the Ambassador Program: esports creates its own global sporting icons. Across EWC, ENC and NGSC, he will help ensure that the players who built this sport have a voice in shaping where it goes next.”

Faker said: “Competition has shaped my life, and I am proud to join the Esports Foundation as Game Ambassador. I want to continue competing for the biggest titles with T1 while representing the players and fans who have helped esports grow worldwide. Through the Esports World Cup, Esports Nations Cup and the Foundation’s wider platforms, I hope to inspire the next generation to pursue excellence, remain resilient and believe in how far competitive gaming can take them. There is still much more to achieve.”

EF highlighted Faker’s competitive record, describing him as a six-time League of Legends World Champion, EWC 2024 winner, two-time MSI champion and ten-time domestic champion with T1. The Foundation also said Faker became the first esports athlete to receive the Blue Dragon Medal in 2026, describing it as the Republic of Korea’s highest sporting honor awarded by President Lee Jae-myung.

The post Esports Foundation names Faker Game Ambassador for EWC and ENC through 2028 appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

Brand Partnerships

Midnite signs as Middlesbrough FC principal partner for 2026/27 season

Published

12 hours ago

July 15, 2026

Wladimir P.

midnite-signs-as-middlesbrough-fc-principal-partner-for-2026/27-season

Midnite has agreed a partnership with Middlesbrough FC that will see the UK bookmaker become the club’s principal partner and front-of-shirt sponsor for the 2026/27 campaign, which Middlesbrough describes as its landmark 150th season.

The companies announced the deal alongside a fan activation at Riverside Stadium on Thursday, July 9, branded “This Season’s On Us”. The initiative offered supporters prizes including 2026/27 season tickets, 2026/27 shirts, match tickets, or a £25 club shop voucher, with fans required to answer Middlesbrough trivia and complete a football challenge.

Middlesbrough former players Craig Hignett and David Wheater attended the event, and, according to the company, took bonus attempts on behalf of participants who missed out.

Andrew Mook, Midnite’s Head of Brand Marketing, said:

“Middlesbrough have a storied history and we’re delighted to announce this partnership during such a monumental year with the club celebrating their 150th anniversary.

“It was great to see so many Middlesbrough fans at the “This Season’s On Us” activation, we hope they enjoyed taking part and meeting club legends, with David Wheater hitting top bins on several occasions and allowing fans to win big with season tickets.

“We can’t wait to get to Riverside Stadium in August to kick-off a new season and we’re excited to say that we have plenty of new and captivating campaigns planned.”

Lee Fryett, Middlesbrough FC Chief Commercial Officer, added:

“We’re delighted to welcome Midnite as our new Principal Partner.

“We’re looking forward to working closely with Midnite to develop engaging campaigns, content and unique experiences that bring our fans even closer to the club.

“We’re confident this partnership will provide real value for our supporters while supporting our ambitions both on and off the pitch.”

The post Midnite signs as Middlesbrough FC principal partner for 2026/27 season appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

AGCO

ThrillTech secures AGCO supplier licence for Ontario launch

Published

12 hours ago

July 15, 2026

Wladimir P.

thrilltech-secures-agco-supplier-licence-for-ontario-launch

ThrillTech has been awarded a Gaming-Related Supplier licence by the Alcohol and Gaming Commission of Ontario (AGCO), clearing the company to launch in Ontario’s regulated market.

The licence allows ThrillTech to deploy its opt-in side bet jackpots technology with regulated online casino, sports betting and lottery operators across the province.

Benjamin Bradtke, Co-Founder of ThrillTech, said: “Securing our AGCO licence is a major step in our mission to transform how jackpots are delivered at scale across regulated markets. This latest certification is testament to our robust technology and trusted compliance frameworks, allowing us to continue our global growth trajectory. We are thrilled to bring our proven, compliant jackpot technology to Ontario, empowering locally licensed operators to uplift revenue without cannibalising existing spend.”

The company said its “ThrillPots” mechanics sit as an independent, player-funded side bet and do not alter the underlying game’s return-to-player mathematics.

ThrillTech said the Ontario approval enables its existing multinational partners that also operate in the province to launch its side bet jackpots locally, while it also holds talks with potential new operator partners. The company lists its regulated footprint as including the United Kingdom, Sweden, the Netherlands, Romania, Malta, Gibraltar, Brazil and Peru.

The post ThrillTech secures AGCO supplier licence for Ontario launch appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.