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EMAC 2023 Regional Conference

Segmenting eSports Players: Consumer Profiles of Generation Z eSports Enthusiasts

Published: November 22, 2023


Claudia Brauer, Management Center Innsbruck; Anita Zehrer , MCI Management Center Innsbruck | Family Business Center; Kirsten Hallmann, Deutsche Sporthochschule Köln


This study examines generation Z's love for gaming and the growing importance of esports as a marketing platform. It seeks to segment generation Z esports enthusiasts and create consumer profiles using an online survey of 429 individuals. The survey collected data on motives, socio-demographic information, and behaviours. A two-step cluster analysis was conducted, revealing four clusters: excitement lovers, sportscape experience seekers, immersed players and spectators, and entertainment and excitement adorers. Differences emerged in age, gender, hours played per week, games played and watched, and other behaviours. This study contributes to the limited research on esports consumer segmentation, specifically for generation Z.