INSIGHTS INTO LATIN AMERICA'S ESPORTS FANS
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INSIGHTS INTO LATIN AMERICA’S ESPORTS FANS
FOREWORD
Esports in Latin America has enjoyed plenty of success, particularly over the past few
years. Esports has quickly spiked in popularity across the region, and its fans are already
known for their pure passion and dedication to teams, events, and—of course—the games
themselves. Latin America has also produced some of the world’s most talented and
9.2M NEXT EDITION:
popular esports competitors, particularly when it comes to League of Legends and Brazil’s number of Esports October 2th-4th, Miami
CS:GO—two of the world’s biggest esports scenes.
Enthusiasts in 2019, the
Despite the region’s impressive growth so far, the scene is still very much in development. third-most in the world.
And while there are many fans in Latin America, the revenue generated per fan remains
limited. Most of the region’s scene is concentrated in Brazil, which accounts for the most
viewership and the biggest events. A major challenge for the South American esports
scene is to grow the scene beyond Brazil. This is already happening, with players like the
LVP setting up national leagues that in hopes of spreading esports fervor region-wide.
The outlook for Latin America’s esports scene is very positive. Not only is the region’s
economy growing in general, but the continent is hosting more and more (international)
esports events, especially in Brazil. What’s more, plenty of non-endemic brands are
securing sponsorship deals within the ecosystem, looking to leverage its highly engaged
fans. In this whitepaper, we profile that passionate fanbase, diving deep on the content
that engages them most.
JURRE PANNEKEET
Sr. Market Analyst
2
11%
of esports content on Twitch in 2018 was watched in
Portuguese or Spanish
ESPORTS IS A GROWING AND DEVELOPING MARKET
LATAM Esports Revenue in 2019 LATAM Esports Audience in 2019
TOTAL
TOTAL +17.5% AUDIENCE
$24M +19.5% REVENUES 19M 26M
YoY
$32M
YoY
45M
Brand Investment Revenues Occasional Viewers
(Media Rights, Advertising, Sponsorship)
Esports Enthusiasts
Game Publisher Fees
Merchandise & Tickets
Source: Newzoo Global Esports Market Report, June 2019
SPANISH IS THE LEADING LANGUAGE FOR ESPORTS FANS
SIZE BY SPOKEN LANGAUGE1 TOP 5 COUNTRIES
Online population & Esports Enthusiasts | 2019 BASED ON NUMBER OF ESPORTS ENTHUSIASTS
PORTUGUESE
PORTUGUESE
ONLINE POPULATION
Brazil
ESPORTS ENTHUSIASTS
Mexico
Argentina
OTHER
Colombia
SPANISH
SPANISH OTHER
ONLINE POPULATION ONLINE POPULATION
Venezuela
ESPORTS ENTHUSIASTS ESPORTS ENTHUSIASTS
Source: Newzoo Global Esports Market Report, June 2019
1 Based on main spoken language by country
LATIN AMERICA: NOTABLE ACTIVATIONS
FMCG
Gillette empowers new talent to go pro, thanks to a
slew of esports shoulder content.
Start Date:
March 9th, 2019
At the start of 2019, Gillette was announced as a sponsor
for the CBLOL, Brazil's top-tier league for League of
Legends. In addition to general sponsorship promotion
during broadcasts, Gillette also set up the “Path to Pro”
show, which follows six up-and-coming esports
competitors playing for teams INTZ and Pain Gaming.
The show documents the players’ lives as they try to
develop a career in esports.
‘’Path to Pro’’ is the follow-up to Gillette’s previous
esports shoulder content. In its previous show, ‘’Gillette
ULT’’, 20 hopefuls competed for six spots on the INTZ
and Pain Gaming talent roster. The six successful
players are the stars of ‘’Path to Pro’’.31% of Latin America’s population is aware of esports
PROFILE OF LATIN AMERICAN ESPORTS FANS
AGE-GENDER FAVORITE HOBBY
BRAND ATTITUDE
Esports Enthusiasts | 2019 OR INTEREST1 Red Bull | 2019
69%
1% 76%
(Very) Positive
9% 53%
31%
Film
36% 6%
(Very) Negative
1% 13%
4%
14% Esports Enthusiasts Online Population
23% Music
12%
Men 10-20 21-35 36-50 51-65 Sports
Women 10-20 21-35 36-50 51-65 1 Excluding video games
Source: Newzoo Consumer Insights in Brazil, Argentina, and Mexico – Based on people who watch esports more than once a monthALMOST TWO THIRDS WATCH GAMING CONTENT DAILY
FREQUENCY OF WATCHING GAMING CONTENT
Livestreamed video content of games
Pre-recorded or rerun video content of games
34% 61%
24%
22%
20%
22%
8% 9%
Daily A few times a week A few times a Less than once a Daily A few times a week A few times a Less than once a
month month or never month month or never
Source: Newzoo Consumer Insights in Brazil, Argentina, and Mexico – Based on people who watch esports more than once a monthLATAM ESPORTS FANS ARE ULTIMATE GAMERS
MOST POPULAR PERSONA
Latin American Esports Enthusiasts vs Global Online Population | 2019
#1 ULTIMATE GAMER
Global Online Population: Time Filler
#2 CLOUD GAMER
Global Online Population: Cloud Gamer
#3 ALLROUND ENTHUSIAST
Global Online Population: Popcorn Gamer
Newzoo Consumer Insights in Brazil, Argentina, and Mexico
Description of all gamer segments found hereMOST POPULAR PORTUGUESE LANGUAGE STREAMERS
RANK STREAMER HOURS WATCHED TOP GAME
Counter-Strike: Global FOLLOWERS ON TWTCH
1 gaules 19.9M
Offensive
2 mandiocaa1 7.6M League of Legends
0.7M
3 jovirone 7.4M League of Legends
TOP GAME
4 jukes 7.0M League of Legends
gaules
5 YoDa 5.4M League of Legends
6 ElmiilloR 4.7M League of Legends
7 LOLITOFDEZ 3.2M Fortnite FOLLOWERS ON TWTCH
8 SkipNhO 3.0M Apex Legends
1.9M
9 alexelcapo 2.8M Minecraft
TOP GAME
10 Cellbit 2.7M Grand Theft Auto V
LOLITOFDEZ
Live hours watched on Twitch in H1 2019
Source: Newzoo Game Streaming TrackerTOP GAMES BY PORTUGUESE AND SPANISH STREAMS
RANK GAME HOURS WATCHED TOP CHANNEL
TOP CHANNEL
1 League of Legends 83.3M RiotGamesBrazil
Counter-Strike: Global
2 32.2M gaules
Offensive
3 Fortnite 28.3M LOLITOFDEZ PC PLAYER SHARE1
4 Grand Theft Auto V 28.2M gaules
5 Apex Legends 8.7M SkipNhO
LoL 30.4%
PLAYERUNKNOWN'S
6 6.8M SkipNhO
BATTLEGROUNDS
TOP CHANNEL
7 Dota 2 6.6M BeyondTheSummit_PT
8 Tibia 6.1M Rubini
9 FIFA 19 5.3M DjMaRiiO
PC PLAYER SHARE1
Tom Clancy's Rainbow
10 4.0M ziGueira
Six: Siege Tibia 5.4%
Live hours watched on Twitch in H1 2019
Source: Newzoo Game Streaming Tracker
1 Based on core PC gamers in Latin America in June 2019THANK YOU FOR READING
THIS EXCLUSIVE
ESPORTS BAR WHITE PAPER!
About Esports BAR
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The Author
Newzoo – the global leader in games and esports analytics
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