The young, wealthy, millennial eyeballs that enjoy esports represent the largest reason the industry has grown and become more and more mainstream over the past few years. The trick for advertisers has been finding ways to successfully engage that audience, as shown in aNielsen reportreleased on Thursday.
The report, based on data Nielsen gathered from surveying 1,000 esports fans in the U.S., shows a fractured audience. Of the six methods of brand engagement Nielsen asked about, none of them resonated with more than 56 percent of the respondents. None of the engagement methods had less than 51 percent, however, which suggests that brands have figured out how to reliably engage with around half the U.S. esports fans for a given event.