Creating Esports Gambling Products
How to create the best Gambling Product for Esports
The esports industry is experiencing tremendous growth worldwide, especially during the COVID-19 pandemic while most sporting events are on hold. In 2019, the esports audience reached just over 454 million, including both casual viewers and enthusiasts, and it’s set to surpass 645 million viewers by 2022. In terms of revenue, esports is predicted to reach $1.8 billion by 2022, which makes it a highly lucrative market for many brands targeting millennials who are interested in video games.
What is Esports?
Esports is competitive video gaming, where professional teams compete both online and in front of live audiences for a prize. Esports takes place predominantly online which allows for a wider reach and is accessible directly from viewers’ homes.
The esports audience is mainly 16-34 year olds (women account to about 30%) who like to play video games, and enjoy watching live games and tournaments. The fans are very engaged and consume lots of content around their favourite games and teams. They mainly interact on subreddits, game forums, on Twitch chat and Discord for each game.
There are lots of esports games out there, but the most popular are currently League of Legends, DOTA 2, CS:GO and Overwatch. The games are available to play on PC, Xbox and PS4 consoles, and can be watched on streaming platforms like Twitch, YouTube and Mixer.
Esports can be divided into the following categories:
- Publishers (Valve, EA, Riot Games, Blizzard)
- Streaming platforms (Twitch, YouTube, Mixer)
- Sponsorships (Corsair, Logitech, HyperX)
- Content providers (GGRecon, Dotesports, Liquipedia, ESPN, GosuGamers)
- Betting operators (GG.Bet, Betway)
The content around esports ranges from tournament games and live streams, game announcements, videos, team updates and podcasts.
Betting is relatively new to esports and has historically taken place in-game on games like CS:GO with players betting on weapon skins. However, we can see that more traditional operators are now including betting on esports as part of their verticals. Pinnacle, Betway and GG.Bet are currently the biggest operators in esports. Pinnacle was one of the first operators to stat offering betting on esports, and has since forged a number of partnerships with the industry. Betway is the next growing operator in esports that sponsors a number of tournaments and is massively present across the CS:GO market. GG.Bet is a younger brand that has already grown popularity among the esports punters. Other operators simply list betting markets, but haven’t tried to engage with the audience further.
Winning Customer Trust
As with any highly engaged audience and rapidly growing revenues, brands will want to take a share of the market. The key to winning over the audiences is understanding them and adding value with each product.
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