How to innovate in esports

Synergy Flavors, the global manufacturer and supplier of flavorings, extracts and essences, has released a report titled ‘Fueling the future of esports’ in which its industry experts discuss the dynamic and fast-growing markets for sports and video games and the opportunities that exist.

According to the report, the global gaming market is now worth around $152 billion, but continues to post significant growth (9.6% YoY). Not only that, but the games have almost global appeal, with large markets in most parts of the world.

Unsurprisingly, the bulk of that market is in Asia Pacific ($72.2 billion), but $34.7 billion of the market comes from Europe and Africa, up an impressive 11.5% year-over-year growth. (Nutrition Integrated).

Despite a significant flurry of launches in this space, Synergy says innovation has been heavily skewed toward one product type, energy drinks, which accounted for 48% of these launches.

Therefore, the firm undertook its own research with the aim of understanding the different cliques within the gaming community and how their needs differ from each other, with the aim of making innovation suggestions that can take the category to the next level.

A motley crew

“The first thing to understand is that gaming groups are far from homogeneous, despite the fact that most media analysis often attempts to portray them as such.” explains the report.

Gaming data analytics firm NewZoo divided the gaming market into six general demographic groups based primarily on the frequency of gaming: the professional gamer (esports athlete), the mega-influencer (streamer), the micro-influencer ( content creator) and the gaming enthusiast. (player).

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