Asian Games seen as further growth opportunity for esports
The 2024 Asian Games in Aichi Prefecture, Japan, will feature esports as a medal event for the second time, with 11 games including *eFootball*, *Gran Turismo 7*, and *Street Fighter*. Japan’s esports market is projected to grow to 16.1 billion yen ($101 million) in 2024, with organizers aiming to boost participation through the games.
The upcoming Asian Games in Aichi Prefecture, central Japan, will include esports as a medal event for the second time, reinforcing its role in competitive gaming. Scheduled from September 19 to October 4, the event will feature 11 esports titles, including *eFootball*, *Gran Turismo 7*, and a *Street Fighter* team competition. Esports previously debuted as a medal event at the 2022 Asian Games in Hangzhou, China, after being delayed due to COVID-19. Japan’s qualifier for the event was held in Tokoname, Aichi, in March, drawing around 10,000 attendees over two days. The tournament served as both a pilot competition and an esports-themed gathering. A Japan team member, Higuchi, expressed determination to leverage the home advantage and perform at their best. The Japan Esports Union (JESU) estimates the domestic esports fanbase—including viewers of matches and streams—at roughly 9.67 million in 2024. The market is projected to reach 16.1 billion yen ($101 million), marking a 9.9% increase from the previous year. Masato Ochi, vice chairman of JESU, hopes the Asian Games will expand player participation by increasing public awareness of esports. Organizers aim to capitalize on the event’s visibility to drive growth in Japan’s competitive gaming scene. The inclusion of esports as a medal event reflects its rising global recognition and potential as a mainstream sport.
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