Why Esports Events Are Becoming a Highly Profitable Format for Organizers
Two Worlds Converge: Esports Meets Live Entertainment
Recent events in France clearly demonstrate how esports and traditional live events are merging.
Last weekend, the TGS Occitanie Game Show welcomed tens of thousands of visitors to Toulouse. Historically centered on pop culture, this year’s edition placed a strong emphasis on esports, integrating tournaments, live demonstrations, and competitive stages directly into the event program.
The result was unmistakable: packed crowds gathered around esports matches, an electrifying atmosphere filled the venue, and spectators experienced competitions with the same intensity as traditional sporting events.
This momentum was reinforced days earlier when Gentle Mates, during its annual keynote, officially announced the relocation of its Call of Duty franchise to Paris in 2026. The organization also confirmed an international major tournament scheduled from June 25 to 28, 2026, in the French capital.
This large-scale format—combining elite competition, stage performance, and public ticketing—perfectly illustrates the evolution of esports. It is no longer confined to screens. Esports now fills arenas, creates shared emotion, and attracts major brands, including those from traditional sports.
A Rapidly Expanding Market Driven by Audience Power
Over the past decade, esports has become a major force in global entertainment.
A few figures highlight its scale:
- Over 6 million viewers watched the most recent League of Legends Worlds final
- More than 15,000 spectators attended the Valorant World Championship final at Accor Arena in Paris
- Nearly 30,000 fans gathered at La Défense Arena for KCX 4, organized by Karmine Corp
For brands and organizers, esports offers massive visibility in a space that is still relatively unsaturated compared to traditional sports markets.
Why Traditional Sports Brands Are Investing in Esports
Reaching a Young, Hard-to-Access Audience
Most esports fans are between 12 and 35 years old—a generation that consumes less traditional television, spends more time on platforms like Twitch and YouTube, and shows strong loyalty to teams, players, and creators.
For sports brands seeking relevance among younger audiences, esports provides direct and authentic access.
Global and Highly Engaged Communities
Esports teams operate without borders. A European organization can attract fans in Asia, North America, and Latin America simultaneously.
Sponsoring an esports team or event allows brands to achieve instant international exposure without managing multiple local campaigns.
Natural Synergy with Sports Equipment and Apparel
Although esports is not a physical sport, the emotional connection to teams mirrors that of traditional sports. Jerseys, colors, logos, and visual identity play a central role.
Collaborations around gaming chairs, performance equipment, and lifestyle apparel are increasing rapidly. Successful partnerships such as Celio x Karmine Corp and Lacoste x Gentle Mates demonstrate the commercial potential of this convergence.
Major brands like Nike, Adidas, and Red Bull are already well established in esports and continue to expand their presence.
Esports as a Laboratory for Marketing Innovation
Esports offers a unique environment where brands can experiment with new engagement formats, including:
- Interactive streaming activations
- Live audience voting during matches
- Immersive on-site experiences
- Branded virtual items and in-game skins
- Exclusive content reserved for fans
From storytelling and sponsorship to digital products and community-driven campaigns, esports allows brands to test and innovate at scale.
Esports Events: A Powerful Opportunity for Organizers and Ticketing
Spectacle at the Core of the Experience
Esports adopted the “show format” early on. Major tournaments feature massive stages, advanced lighting, concerts, cinematic visuals, and charismatic hosts who energize the crowd.
Each match becomes a full entertainment experience, not just a competition.
Strong Growth in Ticket Sales
Contrary to outdated assumptions, esports events sell tickets extremely well. Younger generations are not avoiding venues—they simply want experiences that resonate with them.
Events like the upcoming Call of Duty Major in Paris demonstrate the growing importance of esports in the ticketing ecosystem.
A Hybrid Model with Maximum Impact
Esports perfectly combines:
- A physical event with atmosphere, merchandise, and brand activations
- Free live broadcasts watched by millions
- Long-term content distributed on YouTube and social platforms
For brands, this creates exceptional return on investment.
For organizers, it represents one of the most profitable event formats available today.
The Future of Sports Is Hybrid
Esports is no longer a niche phenomenon. It is a fully structured industry, supported by major brands, traditional sports organizations, and millions of fans worldwide.
The success of events like the TGS Occitanie Game Show and strategic announcements from organizations such as Gentle Mates confirm one thing: esports has become a true live spectacle, with its own codes, audiences, and economic opportunities.
The sport of tomorrow will be hybrid, digital, community-driven, and event-focused—and traditional sports brands have every reason to secure their place in this ecosystem today.