Segmenting e-sports players: Consumer profiles of generation Z e-sports enthusiasts

Generation Z people born between 1995 and 2006 cite gaming as their favourite media and entertainment activity. For this reason, e-sport continues to be developed as a key channel for interactive marketing. This study aims to segment generation Z e-sports enthusiasts and create meaningful consumer profiles. This exploratory study employed an online survey (n = 429) to collect data on generation Z e-sports enthusiasts. A two-step cluster analysis was conducted based on motives. Socio-demographic information and behaviours served as descriptor variables to create consumer profiles. Four clusters were revealed: excitement lovers, sportscape experience seekers, immersed players and spectators, and entertainment and excitement adorers. Differences across the clusters merged across age and gender, but also hours played per week, games played and watched, and other behaviours. This study adds to the still limited body of academic segmentation studies on e-sports consumers, focusing on generation Z.