Türkiye’s Most Comprehensive Esports Study (Zula)

About the study

The “Esports Market Consumer Profile Study” was conducted in partnership with Marketing Türkiye and the Turkish esports game Zula, on a platform with more than 15 million active users. It measures esports consumers’ consumption habits, frequency of play, devices used, perceptions of media and advertising, and attitudes towards sponsor brands. Announced in October 2018, the study was completed in December 2018 and published in the Esports Special Supplement of Marketing Türkiye’s December 2018 issue; Ertan Aksoy presented the findings at the ESPORTS.con summit in January 2019.

Key findings

• 62.9% of respondents play games every day, and 89.7% play on a PC. Outside gaming, social media accounts for the most time spent online (86.6%).
• 62.2% feel an affinity with brands that sponsor the team they support. The elements that attract the most attention in online advertising are design/visuals and content (27.1% each).

Methodology

The study was conducted with a total of 1,917 esports players on the Zula platform; participants were predominantly aged 18–24, with 97.1% men and 2.9% women.