Pulse
ESPORTS PANDASCORE WHITEPAPER
OVERCOMING THE DATA DISCONNECT
Te structure of esports data distribution is one of the most important challenges the esports betting industry faces: the esports data disconnect. PandaScore CEO, Flavien Guillocheau, breaks down the current esports data ecosystem, and how the disconnect between when the bookmaker receives the data and when the viewer sees what’s happening is throttling performance.
He argues further, that it creates an unfair environment where punters are betting on events they know have already happened, creating an unfair look and feel. With this in mind, Flavien offers solutions that improve the punter experience, protect the operator and unlock product innovation avenues such as microbetting.
“Te more the delay is increased the more the overall volume for live bets falls. Tis is because when viewers are placing in-play bets they’re being forced to use out of time odds that don’t accurately reflect the current state of the game. It’s absolute nonsense for punters to bet on odds that they know are miles ahead of what they know about the game. Significant stream delays are a big risk to the overall customer experience.”
CRACKING CUSTOMER ENGAGEMENT CODE
Incisive analysis from Rivalry CEO, Steven Salz gives readers a breakdown of how community, creative and the end-to-end experience are key ingredients for esports betting success. By first painting a picture of what an esports bettor looks like, followed by examples of success and failure, Steven points out that as a brand you can’t take yourself too seriously.
He continues noting if operators want to be successful in esports they need to leverage modern channels with quality creative in the places where their target market hangs out. With a decentralised model like esports, living in and providing a sense of community that isn’t explicitly linked to the betting motion.
“Tat’s the big shift: affinity or interest in a product has to somehow be elegantly decoupled from the corporate brand. People need to feel they’re part of a community that’s participating in your product. It’s a total rethinking of how you build a brand – you basically have to not be a corporate brand anymore.”
2021 PERFORMANCE AND MARKETING KEYS FOR 2022
Te PandaScore team reveals their 2021 performance numbers, breaking down the year’s turnover across metrics including split by game, prematch vs. live, most popular markets
P122 WIRE / PULSE / INSIGHT / REPORTS
Steven Slaz CEO, Rivalry
out the company’s rationale for investing in esports and unpacks some of the nuances with fan following in the online era across sports and esports.
Additionally, Eirik outlines how operator responsibility has changed over the last 10 years, what that looks like now for esports and the importance of responsible gambling responsibilities when building your esports vertical.
As an operator, I think you have to find a balance of creating products that Gen Z enjoys in terms of very quick registration flow, a one- stop shop where you pretty much have everything available. But you also have to balance making it easy for the bettor, accessible, with a good look and feel that gives them all the options they would want to gamble on.
Dr. Brett Abarbanel UNLV
REGULATION AND SAFER GAMBLING IN US ESPORTS BETTING
“Too many people
fundamentally think that you just stick esports in amongst your offering, and dress it up like a can of Monster, people will consume it. That simply doesn’t work.” Oliver Niner
by across the Big Tree titles of CS:GO, Dota 2, LoL as well as Valorant, the top 10 competitions of 2021 and the average bet size across 10 esports titles.
Te report is followed up with two key insights on how operators can market esports in 2022. PandaScore Head of Sales, Oliver Niner, points out that there are past lessons that sports betting can learn from, they just need to bring it into new channels. Elsewhere, Flavien highlights how the opportunities available to operators who embrace the consumption tastes of esports fans.
“Too many people fundamentally think that you just stick esports in amongst your offering, and dress it up like a can of Monster, people will consume it. Tat simply doesn’t work.”
BUILDING A SUSTAINABLE FUTURE THROUGH ESPORTS
Considering the ageing population of sports bettors more broadly, esports offers a long-term, sustainable channel for operators building for the future.
Pixel.bet CEO, Eirik Krisitiansen, lays
UNLV’s Dr. Brett Abarbanel dives into the nuances of betting regulation in the US and its ramifications for esports betting across the country. From Nevada’s position as an early adopter in 2016 to New Jersey and the regulatory specifics around the classification of esports, Brett offers a deep, well-rounded perspective on the matter.
Tere’s also enormous opportunities for operators to level up their communication of responsible gambling, Dr. Abarbanel argues, by utilising the new community systems and engagement channels that the medium of esports offers. In turn providing a better model for sustainability in the sector.
“Te tools and channels available through esports offer more holistic means for operators to deliver responsible gambling messaging in new ways. Operators can build more sustainable businesses by being responsible members of the gaming and esports communities.”
IT ISN’T JUST A YOUNG PERSON’S GAME: AGE COMPLIANCE IN ESPORTS
In the final piece of the esports betting whitepaper, Oliver Niner dispels some of the myths around player ages in esports. Namely that most of the players are just a bunch of underage kids.
Oliver pulls together the average ages of professional players across the biggest esports and sports in the globe, and finds that the average active player is older than you think. Considering this, he points out that all you need to stay age compliant is a diligent data supplier.
Esports has a reputation as a young person’s game and by-and-large the pool of professional players is young. You won’t find any pro players in their 40s, but there are pro Counter-Strike players in their 30s and you don’t have the same kind of player churn in esports that we saw even five, let alone 10 years ago.
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