In recent years, esports has grown from a niche activity into a global phenomenon. Professional players, often called esports athletes, are gaining fame and recognition comparable to traditional sports figures and entertainment stars.
Thanks to the viral nature of social networks, esports athletes often achieve rapid fame through standout performances or extraordinary gameplay moments, which are quickly shared and celebrated across digital platforms, especially in China.
As they become household names, these players bring previously untouched potential and opportunities to the industry.
Increased Viewership
Esports athletes act as magnets, attracting audiences not only for their gameplay but for their charismatic personalities. Fans flock to watch their favorite esports athletes in action, much like traditional sports fans do with superstars.
In 2019, during the Valve Major Championships in Berlin, the Grand Final between Astralis and AVANGAR attracted over 1 million concurrent viewers.
A large number of audiences were there to see Nicolai “dev1ce” Reedtz, widely regarded as one of the best Counter-Strike: Global Offensive players in the world. His skill, consistency, and leadership with teams have made him a fan favorite throughout his career.
The celebrity effect of esports athletes continues to elevate major tournaments. This year, the League of Legends (LoL) Mid-Season Invitational set a new viewership record: Korean broadcasts attracted 20.09 million viewers, surpassing the 19.21 million viewers of the English broadcasts for the first time.
The surge in interest was largely driven by the Korean team Gen.G advancing to the Grand Final, featuring standout players like Jeong “Chovy” Ji-hoon and Kim “Canyon” Geon-bu, who have risen to stardom through their exceptional talent and are now considered to be some of the best Korean players of all time.
Streaming as a Means to Connect with Fans
Alongside tournaments, online streaming platforms like Twitch, YouTube, and Huya have revolutionized how fans engage with esports. Celebrity athletes attract thousands of viewers who tune in not only to watch tournaments but also to follow their favorite athletes’ personal streams and gaming sessions.
These platforms allow fans to interact with athletes in real time, creating a deeper connection. Most LoL athletes regularly stream practice matches, giving viewers an exclusive look into their gameplay strategies, which boosts engagement and loyalty. Kim “Doinb” Tae-sang, who won the 2019 LoL World Championship, streamed for an impressive total of 2,520 hours across 339 days in 2020.
In addition to this, streaming platforms have been successful in transitioning many retired esports players into influencers, maintaining their relevance and fan base after their competitive careers.
After retiring from the professional League of Legends in 2020, notable North American superstar Yiliang “Doublelift” Peng leveraged his fame and expertise to become a full-time streamer and content creator. He currently has 1.8 million followers on Twitch and 702,000 subscribers on YouTube, remaining an opinion leader in North America’s esports industry.
Enhanced Revenue Streams
The star power of esports athletes not only draws massive audiences to live events and online streams but also directly fuels advertising revenue and merchandise sales.
With some players signing endorsement deals with global brands like Nike, Red Bull, and Louis Vuitton, esports athletes help drive significant revenue for the esports scene, their teams, and themselves.
In 2018, League of Legends star Jian “Uzi” Zihao became the first-ever esports athlete to collaborate with Nike. Nike featured Uzi in its “Dribble &” campaign, a significant moment that integrated esports athletes into mainstream sports branding and demonstrated the commercial power esports athletes now wield.
At the same time, brands are introducing custom peripherals, in-game skins, and collectibles that feature esports athletes, diversifying the merchandise ecosystem.
The popularity of limited-edition jerseys, hats, apparel, and tie-in products linked to star players frequently results in quick sellouts, demonstrating the strong loyalty fans have toward their esports idols. These merchandise drops have become pivotal in driving the financial success of players and sponsors.
Moreover, especially in Asia, esports events have begun to incorporate fan experiences, such as meet-and-greets and interactive sessions. By fulfilling fans’ desire to establish offline connections with their favorite athletes, these initiatives further broaden revenue streams.
Legitimization of Esports
As esports athletes gain fame, their influence draws significant attention from mainstream media. Impressions of leading esports athletes provide a positive image of the industry to the public.
Lee “Faker” Sang-hyeok, the winner of four League of Legends World Championships, was included in Forbes’ 30 Under 30 list in 2019, along with well-known actors and sportsmen. His humble demeanor and sportsmanship during matches contribute to his image as a role model, helping legitimize esports in the eyes of traditional sports media, investors, and the general public.
On top of a good foundation, continued promotion for the industry accomplished by iconic esports athletes plays a crucial role as well.
Tyler “Ninja” Blevins appearances on talk shows like The Tonight Show Starring Jimmy Fallon introduced esports to a wider and more casual audience, impacting the perception of esports and bridging existing gaps.
Nowadays, renowned esports athletes are becoming more and more connected to traditional sports athletes, legitimizing esports in popular culture.
In December 2023, Noah Lyles, known as the “world’s fastest man” after winning the men’s 100 meters at the 2024 Paris Olympics, named Faker as his favorite athlete in World Athletics’ fun Q&A session. He also later stated that his favorite team was the LA-based 100 Thieves. The underlying message – the nature of esports is not unlike that of traditional sports – was delivered to hundreds of people immediately.
Furthermore, famous esports athletes also participate in charitable initiatives to demonstrate how games can contribute to society.
When more and more star athletes organized fundraising streams during the COVID-19 pandemic, their commitment to the community, along with the social responsibility of the industry, are presented in a heartwarming way.
Michael “Shroud” Grzesiek, the former Counter-Strike: Global Offensive professional turned popular streamer, participated in the Twitch Stream Aid 2020 as a major contributor. The event raised over $2.7 million for the World Health Organization and other charities.
The Future is Present
Esports athletes are setting new standards for celebrity culture. In an increasingly digital world, they offer a model of engagement that is more interactive, tech-driven, and directly connected to fans.
Famous athletes are becoming increasingly visible in major international events. With the upcoming Olympic Esports Games and FIFA’s plans for a Rocket League World Cup, their presence on the global stage is poised to grow significantly.
Their adaptability and tech-savvy engagement strategies distinguish them from other celebrities. As new platforms like the metaverse emerge, esports athletes are primed to lead in these virtual environments, thriving in both online and real-world spaces.
The future of esports athletes is not just about gaming; it’s about their growing role in shaping mainstream entertainment and culture worldwide. As they continue to break barriers, their influence will reach far beyond the arenas where they first made their names.