Charlton Insights

A New Generation of Sports Fans Understanding esports fandom in Ontario

1 Key Insights

01 Esports is bringing sport fandom to a new generation of Ontarians Gen Z & Millennials see esports as a "sport for my generation" – allowing them to watch the games that they love played at the highest level of performance and also watch online where they spend the bulk of their time, since these generations are less likely to subscribe to traditional TV service Furthermore, esports is bringing in new fans who never really followed sports before

02 Ontarians are video gamers And in fact are more likely to be gamers than sports fans among younger generations Gaming lets Ontarians connect with their friends and family as well as the wider world, and also experience things that would be impossible in real life

03 Call of Duty is the #1 game in Ontario Gamers play Call of Duty to have fun, relax & unwind, and to spend time with friends There is anticipation for Toronto's upcoming Call of Duty team, as interest in Call of Duty World League is ahead of MLS among younger generations

© Charlton Insights 2019 2 Generation Z & Millennials (13-37 year olds) • Gaming is a huge part of daily life among these generations: they are significantly more likely to be gamers than traditional sports fans, and gaming ranks 3rd overall for unaided mentions of "preferred leisure activity". There is also significant interest in esports, which is seen as growing and a "sport for my generation" – providing a way to watch games that they love played at the highest levels of performance

Perceptions of Gaming & Esports 69% 67% 61% (% strongly/somewhat agree) PC/console gamers aware of esports sports fans I never really Esports is only Esports is a sport followed sports Top Games Top Leagues going to get for my before getting (% played in the past month) (% very interested) bigger in the next generation (37%) into esports 5 years (45%) (18%) 33% 28% 28%

I love that video 18% 16% 23% games let me go Playing online lets Playing makes places & do things me connect with me feel part of that would be people from a larger 14% 13% 19% impossible in the different countries community real world (58%) & cultures (44%) (42%)

12% 11% 16% Reasons for Playing Call of Duty (among those who have played in the past month) 11% 10% 11% To connect with It is fun! To relax & my friends (52%) unwind (48%) (41%) 10% 10% 11%

41% 9% 9% 10% use ad blockers

Base: June 2019, Ontario, 13-37 year olds (n=1035) © Charlton Insights 2019 3 Generation X (38-49 year olds) • The majority of Gen X are gamers; Call of Duty is the most popular game by a wide margin, which they play to have fun, relax & unwind, and to connect with friends. Gaming is a powerful source of nostalgia, bringing this generation back to a simpler time of their youth. There is also definite interest in esports, and in fact more than one in ten say they never followed sports before getting into esports

Perceptions of Gaming & Esports 60% 67% 69% (% strongly/somewhat agree) PC/console gamers aware of esports sports fans I never really Esports is only Esports is a sport followed sports Top Games Top Leagues going to get for my before getting (% played in the past month) (% very interested) bigger in the next generation (22%) into esports 5 years (39%) (14%) 25% 17% 35%

Play video games 16% 15% 30% I love replaying my I play as a way to get away from favourite games to connect the troubles in from when I was a with my family my daily life 14% 13% 21% kid (47%) (31%) (34%)

13% 9% 18% Reasons for Playing Call of Duty (among those who have played in the past month) 8% 8% 12% To connect with It is fun! To relax & my friends (63%) unwind (59%) (35%) 7% 7% 8%

39% 7% 7% 6% use ad blockers

Base: June 2019, Ontario, 38-49 year olds (n=422) © Charlton Insights 2019 4 1st Generation Canadians (born outside of Canada) • The majority of 1st generation Canadians can be considered gamers, on par with being traditional sport fans. Gaming also helps 1st generation Canadians develop a social community, in that it helps them connect with friends and gives them a safe place to be social with new people. There is clear interest in esports, with more than two in ten saying they never followed sports before getting into esports

Perceptions of Gaming & Esports 62% 64% 59% (% strongly/somewhat agree) PC/console gamers aware of esports sports fans I never really Esports is only Esports is a sport followed sports Top Games Top Leagues going to get for my before getting (% played in the past month) (% very interested) bigger in the next generation (28%) into esports 5 years (40%) (22%) 30% 21% 28%

16% 15% 16% Playing online lets Started playing me connect with Play as a way because it gave me people from other to connect a safe place to be 13% 10% 13% countries & cultures with friends social with new (41%) (38%) people (29%)

9% 8% 11% Reasons for Playing Call of Duty (among those who have played in the past month) 8% 8% 10% To connect with It is fun! To relax & my friends (61%) unwind (47%) (43%) 7% 6% 9%

39% 6% 6% 7% use ad blockers

• A total of 1,457 Ontarians aged 13-49 completed an online questionnaire between June 10 and July 2, 2019 • Results have been weighted by age and region to be representative of the population aged 13-49 • Research was conducted using a nationally established panel • The survey was offered in English only • Statistical testing was conducted at a 95% confidence interval • Margin of error + 2.6%, 19 times out of 20

Gord Hendren Direct: +1-416-480-0740 President Email: [email protected]

Kristin Crawford Direct: +1-416-480-2071 Director, Research & Email: [email protected] Insights

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