Market Insights Advertising & Media Esports

Sponsorship & Advertising - New Zealand

New Zealand

In New Zealand, revenue in the Sponsorship & Advertising market market is projected to reach €2.0m in 2024.
Revenue is expected to show an annual growth rate (CAGR 2024-2029) of 5.15%, leading to a projected market volume of €2.5m by 2029.
Although, with a projected market volume of €267.9m in 2024, most revenue is generated China.
The average revenue per user (ARPU) in New Zealand is expected to amount to €0.4.
In New Zealand, the eSports sponsorship and advertising market is increasingly attracting local brands seeking to engage with a younger, tech-savvy audience.

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

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Analyst Opinion

The eSports market in New Zealand is seeing minimal growth in the Sponsorship & Advertising sector. Factors such as limited audience size and lack of mainstream acceptance are impacting the market's growth rate. However, with increasing interest in eSports and the potential for targeted advertising, the market is expected to see a steady rise in the coming years.

Customer preferences: As eSports continues to gain popularity in New Zealand, there has been a noticeable shift in the way companies approach sponsorship and advertising within this market. With a growing number of young adults and teenagers participating in eSports, brands are now focusing on creating more authentic and relatable partnerships that resonate with this audience. This has led to a rise in influencer marketing campaigns and collaborations with eSports teams and players, as well as a shift towards more interactive and immersive advertising experiences. As the gaming community becomes more diverse and inclusive, companies are also incorporating cultural nuances and targeting specific demographics to better connect with their target audience.

Trends in the market: In New Zealand, the eSports market is experiencing a surge in sponsorships and advertising, with major brands investing in this rapidly growing industry. This trend is expected to continue as eSports gains mainstream recognition and attracts a diverse audience. Additionally, with the rise of online streaming platforms, advertisers are increasingly targeting eSports events to reach a tech-savvy and engaged audience. This trend not only opens up new revenue streams for eSports organizations but also presents opportunities for brands to tap into a highly engaged and influential market. As a result, we can expect to see a further increase in sponsorship and advertising investments in the eSports market in New Zealand in the coming years.

Local special circumstances: In New Zealand, the Sponsorship & Advertising market within the eSports Market is heavily influenced by the country's strong sporting culture and its tech-savvy population. The popularity of traditional sports, such as rugby and cricket, translates to a high demand for eSports events and sponsorships. Additionally, the country's strong focus on sustainability and ethical practices has led to the rise of eco-friendly and socially responsible eSports sponsorships and advertising. Furthermore, the country's strict regulations on gambling and advertising have limited the involvement of betting companies in the eSports market, creating a unique landscape for sponsorships and advertising.

Underlying macroeconomic factors: The Sponsorship & Advertising Market within the eSports Market in New Zealand is heavily influenced by macroeconomic factors such as the country's economic health, global economic trends, and fiscal policies. With a strong and stable economy, New Zealand provides a favorable environment for businesses to invest in the eSports market. Additionally, the increasing popularity of eSports globally has led to an increase in sponsorship and advertising opportunities, driving market growth. However, uncertainties in the global economy and changes in fiscal policies could impact the market in the future. Furthermore, the country's investment in digital infrastructure and regulatory support for the eSports industry also play a significant role in the market's performance.

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.