# **Researching the Market: What Esports Fans and Players Want**

  



Whether you’re starting an Esports team, creating a merch brand, running events, or building content — **you need to know who it’s for** and what they actually want.

This page introduces the world of **market research** in a clear, real-world way. It helps students, teachers, and entrepreneurs understand how to gather insights, spot opportunities, and stand out in a competitive industry.

We’ll look at research types, tools, and how to apply findings to improve your ideas — from TikTok strategy to tournament formats.

  

## Why Research Matters in Esports

The Esports audience is passionate, fast-moving, and full of choice — if you don’t understand them, they’ll click away.

Good research helps you:

* **Know your audience**: age, habits, values, spending power
* **Stand out from competitors**: what makes your team, service, or stream unique?
* **Find your niche**: focusing on a smaller group often leads to more success

> Example: A merch brand found success by targeting **sim racing fans**, not all gamers — giving them a clear identity and loyal customer base.

In short: **guessing is risky, but data gives direction.**

  

## Types of Research

There are two main categories — **Primary** and **Secondary** — and they answer different questions.

  

### Primary Research

You collect this yourself. It’s direct, specific, and tailored to your needs.

#### Examples:

* **Surveys**: Use Google Forms, Typeform, or built-in social media polls
* **Polls**: Twitter/X, Discord, Instagram Stories
* **Interviews**: One-to-one chats with players, fans, or organisers
* **Focus Groups**: Group discussions to test new ideas or formats
* **Observation**: Watch how players act in lobbies or tournaments

**Pros:**

* Tailored to your specific business idea
* Can uncover deeper opinions or motivations
* Builds early community trust

**Cons:**

* Time-consuming
* Smaller sample size
* Needs good questions to be effective

  

### Secondary Research

You use information that already exists. It’s quicker, broader, and often from official sources.

#### Examples:

* **Industry Reports**: e.g. from [Statista](https://www.statista.com), [Newzoo](https://newzoo.com)
* **News Articles & Blogs**: from [Esports Insider](https://esportsinsider.com), [Dexerto](https://www.dexerto.com)
* **YouTube Comments/Reddit Threads**: sentiment and reaction data
* **Social Media Stats**: which teams or creators are trending
* **Google Trends**: shows rising search interest

**Pros:**

* Quick and often free
* Shows wider patterns
* Helpful for competitor research

**Cons:**

* May be out of date
* Not tailored to your specific idea
* Harder to ask follow-up questions

  

## Useful Tools and Techniques

To make your research easier, there are tools you can use without paying a penny — and techniques that help you turn research into **real insights**.

  

### Google Forms (or Microsoft Forms)

Create simple surveys with:

* Multiple choice
* Ranking answers
* Open comment boxes
* Demographic questions (age, location, etc.)

**Tip:** Keep it short (6–10 questions) and offer a reward if possible (entry into a giveaway, free shoutout, etc.)

  

### Social Media Insights

Platforms like Instagram, TikTok, Twitch, and Twitter/X give you built-in analytics:

* Best time to post
* Most engaging content
* Audience age and location
* Follower growth

These help you learn:

* What your audience likes
* Which formats to focus on
* Who is engaging and why

  

### Competitor Analysis Template

Studying your competitors can reveal what works — and where you could offer something better.

| Competitor | Audience | Strengths | Weaknesses | What Could You Do Differently? |
| ----------------------- | ------------------------- | ---------------------------- | ---------------------- | ----------------------------------------- |
| G2 Esports | Global fans, meme culture | Strong branding, elite teams | Not very grassroots | Focus on UK youth scene with local events |
| Local team on Instagram | Local gamers, friends | Personal connection | Low production quality | Offer pro-level content and overlays |

> Use this to spot gaps in the market and **refine your niche.**

  

### SWOT Analysis

Once you have data, try a **SWOT analysis** of your idea:

| Strengths | Weaknesses |
| --------------- | ------------------ |
| Passionate team | Small reach so far |

| Opportunities | Threats |
| ---------------------- | ----------------------------- |
| Rise of school Esports | Oversaturated streamer market |

  

## Making Research Work for You

Getting the data is great — but knowing how to **read it and act on it** is what turns research into results.

  

### Analysing Results

For surveys:

* **Use charts** to show results (pie charts, bar graphs)
* Look for common answers or surprising outliers
* Count how many people gave similar opinions

> Example: “60% of fans said they’d attend a monthly event” = strong support

  

### Interpreting Graphs

Visualising results makes it easier to:

* Spot patterns (e.g. younger fans prefer TikTok; older fans prefer YouTube)
* Prioritise features (e.g. if 80% want coaching videos, that’s a clear content lead)
* Segment your audience (e.g. casual vs competitive players)

Free tools:

* Google Sheets
* Canva graphs
* Microsoft Excel
* Online Pie Chart generators (just search “free pie chart maker”)

  

### Adjusting Ideas Based on Data

Once you’ve done the research, ask:

* What should I **change or prioritise**?
* What surprised me?
* What does my audience care most about?

**Refine your idea by:**

* Removing weak features
* Highlighting key benefits
* Matching tone, platform, and delivery to your audience

  

## Real-World Example

A college student wanted to run **a VALORANT bootcamp series**.

**Initial idea:**
Small LAN event with 3 coaches, open to all skill levels

**After survey research:**

* 70% of players preferred online coaching
* 50% wanted solo advice, not group sessions
* Most players were 16–19 and on TikTok

**Final idea:**
A hybrid TikTok/Discord-based content plan with one-on-one online feedback, live Q\&As, and a downloadable playbook

**Outcome:**
The idea grew into a paid coaching and content subscription group with real user interest and low startup cost.

  

## Final Thoughts

Understanding your market gives you **a huge advantage** in the Esports space.

Rather than launching blind, research helps you:

* Target the right people
* Find your edge
* Build loyalty
* Avoid wasted time and money

Start with simple surveys and competitor reviews, then evolve into deeper insights as your venture grows.

  

## Useful Resources

* [Statista – Esports Reports](https://www.statista.com/topics/3121/esports/)
* [Newzoo – Market Data](https://newzoo.com)
* [Esports Insider – Industry News](https://esportsinsider.com)
* [Google Trends](https://trends.google.com)
* [British Esports](https://britishesports.org) – UK-focused insight and education
* [Reddit – r/esports](https://www.reddit.com/r/esports/)