Cherchez la femme: esports needs women!

At first glance, it seems that electronic sports are a male domain. But in history, there have never been cases where women did not infiltrate and master fields considered typically male. Just think of high heels, which were initially designed for men. A similar trend is emerging in esports...

From hundreds of thousands to billions: how has the esports audience evolved?

Esports is a relatively new field. In Ukraine, it was officially recognized only in 2018, which immediately affected the level of play and investments. For example, businessman and investor Maksym Krippa first started working with electronic sports assets in 2018. His first investment of this kind was the purchase of shares in the Maincast studio, which today occupies a leading position in the Ukrainian market. Maksym Krippa remains a shareholder in the company, but the size of his stake is not disclosed.

The example of Maincast studio fully aligns with the global trend of the development and growth of the electronic sports industry and its audience. In 2015, only 800,000 people worldwide were aware of the existence of esports; by 2018, that number had grown to 1.43 billion people, and by 2020, it reached 2 billion people.

However, awareness should not be confused with enthusiasm, although the loyal esports audience is also growing. Most esports fans are in the Asia-Pacific region—over 57%. Europe and North America lag significantly, with shares of 16% and 12%, respectively.

The esports industry has excellent growth potential, as reflected by the growth of its audience. In 2020, the global esports audience was around 435 million people; currently, it numbers about 544 million people, and by 2025, it is expected to reach 640 million people.

In Ukraine, the esports community numbers around 2 million people, and the figure is growing. Notably, after the events of 2022, the leading esports broadcasting studio Maincast switched to Ukrainian language broadcasting, increasing its share to 64%. The growth of Ukrainian-language broadcasts in the first year of the full-scale war exceeded 1000%.

More women: how is the esports audience structure changing?

The esports audience is not only growing but also changing. Just 6-7 years ago, 90% of esports fans were men aged 16 to 20. Now, the average age has significantly increased—22 years (audience aged 16 to 36). Additionally, the percentage of women who enjoy watching esports has changed.

In 2020, researchers found that one-third of the global esports audience consisted of women. The number of women’s esports teams has also grown. Europe and North America led in this regard, with up to 40% of esports fans being women. In Ukraine, it was 25%. However, currently, the Ukrainian female fan base has significantly increased, making up over 37%.

Moreover, well-established women's esports teams have emerged in Ukraine: Violet by Secret (Dota 2), Rescue Rangers (Counter-Strike), and NAVI Javelins (Counter-Strike). The latter is a striking example of women pushing men aside. The NAVI Javelins team was created in 2021 under Maksym Krippa esports organization Natus Vincere (NAVI). Its creation was part of the organization's and Maksym Krippa strategy to support and develop women’s esports. In its first year, the "Javelins" took first place at the ESL Impact League Season 1: European Division.

Different preferences: what and why do women watch?

Men and women prefer different esports disciplines. Women often prefer MOBA (Multiplayer Online Battle Arena) and MMORPG (Massively Multiplayer Online Role-Playing Games) games such as League of Legends and World of Warcraft. Men, on the other hand, lean more towards FPS (First-Person Shooter) and Battle Royale games like Call of Duty and Fortnite.

It is believed that women are attracted to esports for the socialization and communication opportunities, while men are drawn by the excitement and spectacle. However, there are disciplines that appeal equally to both men and women: Overwatch and League of Legends.

It’s all about the money: the revenue structure of esports

It’s no secret that all businessmen value an audience not for likes and subscriptions, but for the ability to convert attention into revenue. This is very evident in the electronic sports industry. After all, most of the market's revenue comes from advertising contracts. Maincast studio openly states that about 90% of their income comes from sponsorship contracts. And sponsors won’t come or bring money if there isn’t an audience. And ideally, that audience should be well-structured, solvent, and ready to make purchases. And, of course, women are much more preferred in this regard.

According to analysts, female esports fans worldwide buy more esports-related merchandise. Almost half of the female audience buys team clothing and memorabilia. Additionally, the presence of women in the audience structure gives teams and broadcasting studios more room to maneuver when choosing a sponsor.

Today, the esports market revenue has reached $3.8 billion. In the coming years, it is expected to double. The revenue of the Ukrainian esports market is estimated at $50 million. For comparison, this is the same amount generated by the Ukrainian music concert market.

Esports is becoming increasingly important for the Ukrainian economy, largely thanks to good players and professional investors. For example, Maksym Krippa has rescued several companies from difficult economic situations, which are now operating stably. For instance, Maksym Krippa invested in NAVI in 2018 after the founders of the esports organization announced a lack of funds. NAVI now fully belongs to Maksym Krippa and is a leader in the Ukrainian electronic sports industry.

A similar situation occurred with GSC Game World, which could not complete work on S.T.A.L.K.E.R. 2: Heart of Chornobyl due to a lack of funds. The company is now owned by Maksym Krippa, and the game’s release is scheduled for September 2024.

For the development of Ukrainian esports and the expansion of its audience, the right conditions are necessary. It is, of course, impossible to solve all the problems alone. But according to insider information, Maksym Krippa has already started implementing a project to create a large esports hub.

Summary:

Esports needs women: playing, engaged, commenting, buying. Ukrainian esports, in particular, needs women, as it significantly supports the economy during wartime. So: everyone to the match!