Market Insights Advertising & Media Esports

Merchandise & Ticketing - Italy

Italy

In Italy, revenue in the Merchandise & Ticketing market market is projected to reach €8.8m in 2024.
Revenue is expected to show an annual growth rate (CAGR 2024-2029) of 9.35%, resulting in a projected market volume of €13.7m by 2029.
While the projected market volume in Italy is significantly lower than in leading markets, it reflects a growing interest in merchandise and ticketing services.
In this market, the number of users in Italy is expected to amount to 286.7k users by 2029.
User penetration in Italy will be 0.4% in 2024 and is expected to increase to 0.5% by 2029.
The average revenue per user (ARPU) in Italy is expected to amount to €34.6.
Italy's burgeoning eSports scene is increasingly prioritizing merchandise and ticketing innovations, reflecting a growing consumer appetite for immersive gaming experiences.

Key regions: France, South Korea, Europe, China, United States

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Analyst Opinion

The eSports market in Italy is seeing a steady growth rate due to factors such as the increasing popularity of digital gaming, rising awareness of eSports among consumers, and the convenience of online ticketing and merchandise sales. This mild growth is being impacted by the growing interest in competitive gaming and the availability of online platforms for purchasing tickets and merchandise.

Customer preferences: As the eSports market continues to grow in popularity in Italy, there has been a notable increase in demand for merchandise and ticketing options. This can be attributed to the changing preferences of consumers, who are now more inclined towards exclusive and limited edition merchandise, as well as VIP and premium ticketing experiences. This shift is also influenced by the rise of a younger and more tech-savvy demographic, who are more likely to make purchases online and through digital platforms. Additionally, with the rise of eSports as a form of entertainment, there has been a growing trend towards collecting and displaying merchandise as a way to showcase one's fandom.

Trends in the market: In Italy, the Merchandise & Ticketing Market within the eSports Market is experiencing a surge in online sales for virtual merchandise and tickets, with a growing number of fans opting for digital purchases over physical ones. This trend is expected to continue as the demand for convenient and contactless transactions increases. Additionally, the rise of live streaming and virtual events has led to a shift towards digital ticketing, providing easier access for fans and reducing operational costs for organizers. As the market continues to evolve, stakeholders should adapt to these trends by investing in digital platforms and partnerships to capitalize on the growing demand for virtual merchandise and ticketing services.

Local special circumstances: In Italy, the Merchandise & Ticketing Market within the eSports Market is heavily influenced by the country's strong passion for sports and gaming. The presence of traditional sports clubs investing in eSports teams has further boosted the market. Additionally, Italy's strict gambling regulations have limited the growth of online betting on eSports, leading to a stronger focus on merchandise and ticket sales as sources of revenue. Furthermore, the country's rich cultural history and love for fashion have resulted in unique and highly sought after merchandise offerings within the market.

Underlying macroeconomic factors: The growth of the Merchandise & Ticketing Market within the eSports Market in Italy is heavily influenced by macroeconomic factors such as consumer spending, technological advancements, and government policies. As the global eSports market continues to expand, Italy's strong economic growth and increasing consumer disposable income have contributed to the growing demand for merchandise and tickets. Additionally, favorable government policies and investments in digital infrastructure have also played a significant role in the market's growth. However, the recent economic uncertainties due to the COVID-19 pandemic have had a negative impact on the market's performance, as consumer spending on non-essential items has decreased. Despite this, the long-term growth potential of the Merchandise & Ticketing Market within the eSports Market in Italy remains strong, driven by the country's growing digital landscape and the increasing popularity of eSports among Italian consumers.

Methodology

Data coverage:

The data encompasses B2C enterprises. Figures are based on the Merchandise & Ticketing market, which comprises revenues from ticket or merchandise sales relating to live Esports events. All figures are based on net revenues and exclude agency commissions, rebates, and production costs.

Modeling approach / market size:

The market size is determined through a bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party studies and reports, survey results from our primary research (e.g., Consumer Insights), as well as performance factors (e.g., user penetration, price per product, usage) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as various macroeconomic indicators, historical developments, current trends, and reported performance indicators of key market players. In particular, we consider average prices and annual purchase frequencies.

Forecasts:

We apply a variety of forecasting techniques, depending on the behavior of the relevant market. For instance, the S-curve function and exponential trend smoothing are well suited for forecasting digital products and services due to the non-linear growth of technology adoption. The main drivers are GDP per capita and consumer spending per capita.

Additional notes:

The data is modeled using current exchange rates. The market is updated twice a year in case market dynamics change. The impact of the COVID-19 pandemic is considered at a country-specific level. The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice a year. In some cases, the data is updated on an ad hoc basis (e.g., when new, relevant data has been released or significant changes within the market have an impact on the projected development). Consumer Insights data is reweighted for representativeness.