42% of UK gamers are female, reveals Fast Web Media eBook

Brands are expected to spend over $500M on the eSports market this year. / BagoGames: https://www.flickr.com/photos/bagogames/22364914234/in/photostream/

Digital marketing agency Fast Web Media has published a free eBook to help businesses and brands looking to reach new audiences in the eSports market, revealing new insights into the true participants of the trend.

While many believe gaming is dominated by teenage boys, statistics reveal that 42% of the demographic in the UK is female, with 35% between the ages of 24-44. In order to navigate the intricate details, Fast Web Media developed colour-coded matrices to allow brands to determine their target market, be it casual gamers or avid eSport athletes.

eSports, where video games are played in professional competitions, is a fast growing industry, with brands expected to spend $517m globally this year. Investment is also expected to double by 2020, according to a recent report by gaming intelligence company Newzoo.

Fast Web Media’s eBook, Field of View – your Essential eSports Guide, takes a detailed look at the demographic of the industry, dispelling myths and encouraging businesses – from banks to clothing brands - to target their marketing and advertising in a more effective way.

Stephen O’Malley, head of agency at Fast Web Media, said: “The rise of eSports represents a great opportunity for businesses and brands looking to reach new audiences, but there is a lot of confusion and uncertainty about how marketers should approach this area in a meaningful way.

“Rather like the dawn of Facebook advertising, there is an understanding of the significance of this new route to consumers, but a lack of clarity when it comes to how to approach it or indeed the audience they are talking to.

“Our eBook aims to simplify the process of segmenting and targeting eSports audiences into a digestible framework that can be adopted by marketing professionals in any industry.”

Fast Web Media , based at MediaCityUK in Manchester, was acquired by the mporium Group PLC in 2015. The agency has built a reputation in the eSports industry, having worked with leading UK eSports business Gfinity and the inaugural eSports Industry Awards.

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Michael Feeley

Michael Feeley is The Drum Network's consultant journalist, advising and assisting member agencies on their editorial submissions and contributions to The Drum.

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