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AdColony Survey Findings | Mobile Usage During eSports

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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.

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Kunal Upreti qualifies for Trackmania at Esports Nations Cup 2026

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Kunal Upreti, known as Spark, has qualified for Trackmania at the Esports Nations Cup (ENC) 2026 after winning the Asia regional qualifier, securing India’s sole spot in the title. The nation-based event is scheduled to run in Riyadh, Saudi Arabia, from November 2 to 29, 2026, with the Trackmania competition set for November 19 to 22.

ENC 2026 Trackmania will feature 32 players competing for a USD 250,000 (~INR 2 crore) prize pool. The field includes 16 direct invites from the publisher-operated Trackmania Elite Cup Rankings, 14 regional qualifier winners from competitions across the Americas, Western Europe, Eastern Europe, Middle East & Africa, Asia, and Oceania, plus a Host Region Wildcard secured by Plink of the United Arab Emirates. One Solidarity Wildcard slot is set to be awarded later this year.

Upreti advanced from an Asia qualifier that featured 20 competitors and was run in two stages: a Time Attack seeding phase followed by a double-elimination Cup Mode playoff bracket. According to the release, Upreti entered the playoff stage with a direct seed based on his Trackmania Elite Cup ranking, then finished first in every playoff match, scoring 122 points in each of his first three rounds and 143 points in the Grand Final.

The qualification adds to a strong 2026 for the 22-year-old, who represents S8UL Esports. The release said Upreti recently qualified for the Trackmania event at the Esports World Cup (EWC) 2026 after placing second in the Asia & Oceania qualifier, making him India’s sole Trackmania representative at both ENC 2026 and EWC 2026.

Speaking about the result, Upreti said, “The ENC qualification means a lot because it gives me another opportunity to represent India on the international stage. The Asia qualifier featured some very strong competitors, so I’m pleased with how I performed throughout the event. The level of competition at ENC 2026 will be incredibly high, but those are exactly the events every player wants to compete in. I’m excited for the challenge ahead and looking forward to testing myself against some of the strongest players in the world.”

The post Kunal Upreti qualifies for Trackmania at Esports Nations Cup 2026 appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

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OS Studios names Ishaan Arya country manager to lead India expansion

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OS Studios has appointed Ishaan Arya as Country Manager for India, tasking him with leading the agency’s expansion across newly established hubs in Bengaluru, New Delhi, and Mumbai. The appointment was announced on 25 June, 2026 in Bengaluru.

OS Studios, a Project Worldwide agency, said it recently entered the Indian market and will deploy its ‘Fan Z’ approach for brands looking to engage with gaming, esports and live events audiences in South Asia. The company said the expansion will leverage the infrastructure and production capabilities of sister agency George P. Johnson (GPJ) India.

“The future of gaming will be shaped by the communities that care about it most, and few markets embody that more than India,” said John Higgins, CEO of OS Studios. “To build something meaningful, you have to be part of the culture, not looking in from the outside. Ishaan understands that better than anyone. He’s exactly the kind of leader we want building the future of OS Studios in India.”

In the role, Arya will oversee operations, drive strategic brand partnerships, and scale local capabilities, according to the company. “Brands are investing heavily in Indian gaming, but true fan experience is too often an afterthought,” said Rasheed Sait, Chief Growth Officer for India and South Asia at Project Worldwide. “Alongside GPJ India’s experiential footprint, OS Studios will set a new standard for fan engagement in the region.”

Arya previously co-founded The Esports Club and most recently served as Vice President of Partnerships at Nodwin Gaming, where he led Comic Con India. “A massive gap remains between brand intent and authentic community engagement in India,” said Arya. “I’m thrilled to leverage Project Worldwide and GPJ India’s operational strength to build culture-defining experiences for brands and fans alike.”

The post OS Studios names Ishaan Arya country manager to lead India expansion appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

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S8UL qualifies for Esports World Cup 2026 Free Fire after FFMIC runner-up finish

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S8UL Esports has qualified for the Esports World Cup (EWC) 2026 in Free Fire, adding a sixth title to its confirmed lineup for the event. The organisation said its Free Fire MAX roster secured the berth after finishing second at the Free Fire MAX India Cup (FFMIC) 2026 Spring.

S8UL’s recently acquired roster—Naitik Sharma (Troll), Prince Saini (Prinxz), Jay Verma (Bunny), Harshit Nain (Jack07), and Abhishek Gupta (Stiven)—earned one of three invitations allocated to Indian representatives at EWC 2026. Free Fire at EWC 2026 is scheduled for July 15 to 18 in Paris, France, featuring 24 teams and a USD 1 million prize pool (approximately INR 9.4 crore), according to the company.

FFMIC 2026 Spring ran a multi-stage format from City Qualifiers and In-Game Qualifiers through to Group Stage, Knockout Stage, Point Rush and Champion Rush. S8UL said the roster posted 186 points in Knockout Stage Week 1 to place sixth, then carried momentum into the final phase. In Champion Rush, the team entered with three Headstart Points from Point Rush and finished second overall after scoring 131 points and two Booyahs across eight matches. The result also delivered INR 17 lakh in prize money, S8UL said.

Prince Saini aka Prinxz, captain of S8UL’s Free Fire Max roster said, “What makes this team special is the chemistry we’ve developed over time. We have a shared understanding of how we want to approach the game, and that allows us to stay composed and adapt quickly in different situations. Qualifying for the Esports World Cup is an important milestone for us, and doing so as part of S8UL makes the opportunity even more exciting. We are looking forward to representing the organization on the global stage and showing what this roster can achieve against some of the best teams in the world.”

S8UL Co-founder and CEO Animesh Agarwal aka 8Bit Thug linked the qualification to the wider Indian mobile esports ecosystem, saying, “Free Fire MAX has been one of the driving forces behind the growth of mobile esports in India, helping create a highly competitive ecosystem and a pipeline of talented players. When those players get the opportunity to compete at an event like the Esports World Cup, it is not just a milestone for the team but also a reflection of how far the Indian scene has come. Facing the world’s best teams provides invaluable experience and helps raise the overall standard of competition back home. At S8UL, we remain committed to identifying and supporting Indian talent, and we are proud to see our Free Fire MAX roster earn the chance to represent both the organization and the country on one of esports’ biggest stages,”. The organisation added it is also confirmed for EWC 2026 in Apex Legends, Chess, Fortnite, Honor of Kings and Trackmania, and remains in contention in EA SPORTS FC, Fatal Fury, Street Fighter 6 and Tekken 8. EWC 2026 runs July 6 to August 23 with a stated total prize pool of USD 75 million (~INR 714 crore).

The post S8UL qualifies for Esports World Cup 2026 Free Fire after FFMIC runner-up finish appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

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