What's the Level of Senior Involvement in Esports? Survey Reveals Awareness, Appeal, and More

Neo Marketing Inc., a company that provides marketing support services focused on consumers, conducted and released the results of an online survey about "esports for seniors" for men and women aged 60 and older nationwide in Japan.

The Rapidly Expanding Esports Market: A Survey on the Reality of Esports for Seniors

In recent years, the esports market has been rapidly expanding, and interest is gradually increasing not just among young people but also among the senior demographic.
Specifically, esports for seniors is also gaining attention as a tool for rehabilitation and a place for social interaction, and its potential is beginning to be widely recognized.
Therefore, Neo Marketing Inc. conducted a survey about "esports for seniors" for men and women aged 60 and older nationwide in Japan, asking about the reality of esports from various angles, including awareness, participation, level of interest, and what they find appealing.
Regarding the effects of esports, it was revealed that 66.3% of the total found the revitalization of the brain and prevention of cognitive decline to be appealing.
Additionally, when asked what kinds of initiatives would help esports spread more among people of the same generation, they mentioned initiatives that would allow them to "enjoy it in their local community" and "not be left behind as a beginner."

Do you know about esports?

PR TIMES

Awareness of "esports" was 79.7%.
The fact that "I only know the name" accounted for 70.4% shows that the name "esports" itself is widely known among seniors.

Have you ever watched esports?

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The number of people who had "watched it at a venue" was 0.8%, while 27.0% had "watched a broadcast or video of it."
According to the Japan Esports Union, the esports market in Japan is expected to grow to 19.4 billion yen in 2024 and 21.7 billion yen in 2025, so it is anticipated that esports will be featured on mass media outlets like TV more and more.
It is also thought that the opportunities for seniors to be exposed to esports videos will increase even further in the future.

Have you ever participated in esports as a player?

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The result showed that 0.4% had played, and 4.3% were in the potential player demographic who "have not participated but want to."
It was found that the penetration rate of esports among seniors is still in its developing stages.

What do you find appealing about esports? (Free response)

Those who responded "watched at a venue" or "watched a broadcast or video on TV or online" in the previous question Have you ever watched esports?, or who responded "have participated" or "have not participated but want to" in the question Have you ever participated in esports as a player?, were asked to give a free-text response on what they find appealing about esports.
Their responses were as follows:

• You can participate even if you don't have stamina
• You can have fun even if you're not good at sports
• You can compete without a handicap
• Anyone has a chance

Are you interested in participating in esports as a player?

PR TIMES

In the world of esports, players in their 60s and older are also active, such as with Japan's first senior esports team, "Matagi Snipers."

平均年齢65歳以上！秋田のeスポーツシニアプロチーム「マタギスナイパーズ」が本格始動！

The respondents were then told the fact that "there are esports where players in their 60s and older are active" and were then asked again about their level of interest in participating in esports as a player.
After hearing this information, the number of people who said they were interested soared to 9.8% (the combined total of "very interested" and "somewhat interested"), more than double the previous answer.
If seniors see more opportunities on TV or in the newspaper where people of their generation are also active as players, this number is likely to increase even more.

Which of the following statements about esports apply to you?

PR TIMES

As 70.6% and 80.0% agreed with the ideas of "I don't think it's a sport" and "I think it's a game" respectively, recognition of it as a "sport" does not yet seem to have advanced.
However, 33.5% and 46.9% agreed with the positive ideas of "it seems to lead to social interaction" and "it seems like it can be enjoyed regardless of age or gender," respectively.
On the other hand, since around 20% of people agreed with the ideas of "I want it to spread" and "I want to participate if there is an opportunity to experience it," it was also found that some people are concerned about the opinions of those around them and the high hurdle of taking the first step.

Which of the following effects brought by esports do you find appealing?

PR TIMES

"Revitalizing the brain and preventing cognitive decline" was the top choice at 66.3% (the combined total of "very appealing" and "somewhat appealing").
It has been made clear in a verification experiment conducted by Kawanishi, a town in the Shiki District of Nara Prefecture, and a verification of effects announced by Tsurugashima, a city in Saitama Prefecture, that esports has a certain effect on maintaining and improving cognitive function, and the image of "esports = promoting health" seems to be widely known among seniors themselves as well.

What kind of initiatives do you think would help esports spread more among people of the same generation? (Free response)

• I think it would spread if there were people in the community who could teach you.
• I am hoping for a spread from places that are close to home, such as competitive games in the community.
• I think it would be easier to participate if more corporate sponsors increased and there were more tournaments in local communities. I also think it would become more familiar if tournaments were frequently broadcast on social media and TV.
• Tournaments that anyone can participate in are held for each community, and you can participate according to your skill level.

In this question, the keyword "community" stood out.
From the survey results, it can be said that creating places where seniors can learn in a familiar place without having to travel far is the shortcut to its widespread adoption.
There were also voices expressing concern about being left behind on their first try.
At this stage where esports is still in the process of spreading among seniors, for esports facilities to attract seniors, the key seems to be to alleviate their worries with courses marketed as "for beginners only" or "your first esports."

More details on the survey results can be found on the Neo Marketing official website.