Market Insights Advertising & Media Esports

Sponsorship & Advertising - Belgium

Belgium

In Belgium, revenue in the Sponsorship & Advertising market market is projected to reach €6.1m in 2024.
This revenue is anticipated to exhibit an annual growth rate (CAGR 2024-2029) of 5.81%, leading to a projected market volume of €8.1m by 2029.
While the projected market volume for 2024 is €267.9m, it is noted that the majority of revenue is generated China.
Additionally, the average revenue per user (ARPU) in Belgium is expected to amount to €0.5.
Belgium's eSports sponsorship landscape is evolving rapidly, with brands increasingly recognizing the potential of engaging younger, digitally-savvy audiences through strategic advertising partnerships.

Key regions: South Korea, United Kingdom, India, Europe, United States

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Analyst Opinion

The eSports market in Belgium is seeing minimal growth due to factors such as limited sponsorship opportunities and a relatively small fanbase. Despite this, the market is still attracting sponsors due to the growing popularity of eSports and the potential for reaching a highly engaged audience. Additionally, the convenience of online advertising and the increasing use of digital technologies in the industry are also contributing to the market's slow but steady growth.

Customer preferences: The eSports industry in Belgium has experienced a significant increase in sponsorship and advertising opportunities as more brands recognize the potential of reaching a highly engaged and tech-savvy audience through this platform. With the rise of influencer marketing and live streaming, brands are leveraging the passion and loyalty of eSports fans to promote their products and services. Additionally, the integration of virtual and augmented reality in eSports events is becoming more prevalent, providing a unique and immersive advertising experience for both viewers and attendees. This trend highlights the growing importance of digital and experiential marketing in the eSports industry.

Trends in the market: In Belgium, the eSports market is experiencing a surge in sponsorship and advertising opportunities. This trend is driven by the increasing popularity of eSports among younger demographics and the rise of streaming platforms such as Twitch. As a result, brands are investing more in sponsoring teams, tournaments, and individual players. This trend is expected to continue as the eSports market continues to grow globally. The implications for industry stakeholders are significant, as they have the potential to tap into a lucrative market and reach a highly engaged audience. However, with the rise of strict regulations around advertising in the gaming industry, brands will need to carefully navigate this landscape to ensure their campaigns are compliant and effective.

Local special circumstances: In Belgium, the Sponsorship & Advertising Market within the eSports Market is heavily influenced by the country's strong beer culture and the popularity of traditional sports like football and cycling. This has resulted in a focus on creating unique sponsorship and advertising opportunities that incorporate these cultural elements. Additionally, the country's strict gambling laws have led to a limited presence of betting and gambling advertisements in the eSports market, creating a unique landscape in comparison to other markets.

Underlying macroeconomic factors: The Sponsorship & Advertising Market within the eSports Market in Belgium is significantly impacted by macroeconomic factors such as the country's economic health, global economic trends, and fiscal policies. The current economic climate and government policies play a crucial role in driving market growth by influencing the purchasing power and spending patterns of consumers and businesses. Additionally, the increasing popularity of eSports and the rise of online gaming platforms are attracting significant investments in the market, leading to the development of advanced advertising and sponsorship strategies. Furthermore, the growing digitalization of the economy and the rise of social media platforms are creating new opportunities for brands to reach a wider audience and engage with consumers through eSports events and tournaments.

Methodology

Data coverage:

The data encompasses B2C enterprises. Figures are based on the Sponsorship & Advertising market, which comprises revenues of teams and organizers via sponsorship deals. 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, consumer spending per capita, and 4G coverage.

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.