Esports events might not be big earners in and of themselves – quite the opposite, actually – but the buzz surrounding the tournaments and the player engagement they generate has enormous benefits for game makers, according to a new study by Eventbrite.

“The gaming industry is seeing a cultural shift,” Eventbrite wrote in its report, which surveyed over 1,500 people who attended live esports tournaments from 2013 to 2014. “Instead of playing or watching eSports at home—alone or in small groups—fans are seeking more opportunities to come together in person by the thousands to sharpen their skills and watch their favorite players and teams compete live.”

According to Eventbrite, over 12 million gamers participate in live esports events in the U.S. and Western Europe, and that number continues to rise each year. A large portion of esports attendees responded that their primary reasons for going to the live events include participating in the gaming community and watching their favorite players compete. Others go to meet friends they met through the games online, and a few just want to watch the professional gamers to get tips on being better players.

Eventbrite also surveyed demographic info for esports fans, and the results are not especially surprising. On average, fans attending live esports events tend to be male and between the ages of 18-34. Nearly half are college students, and a full 34 percent of which are computer science majors.

Player engagement from esports “translates into real revenue”

According to Eventbrite’s report, gamers who attend esports are more engaged with the game community and are more likely to play longer hours and make more purchases, both from the games themselves and from sponsors of the tournaments they attend. 86 percent “feel more enthusiasm for the game overall.”

“This passion and sense of exclusivity translates into real revenue,” Eventbrite wrote in its report. “These live events effectively market games while also driving incremental purchases in person or in-game the next time attendees play. Gamers have shown that they spend more money and become even more avid fans after attending a live event.”

A full copy of Eventbrite’s study can be found here.

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