INSIGHT ESPORTS - PANDASCORE
Oliver, in what ways do esports fans consume content differently from fans of 'traditional' sports?
Esports fans have been brought up within the short media culture. Tey access streams all of the time and are highly engaged with data and short video clips. Traditional sports fans tend to subscribe to a number of media outlets to access content and they also like to discuss sports in a face-to-face social setting such as the pub. With esports fans, this is done online and via social media and chat platforms like Twitch, Discord and Slack.
How does this translate when it comes to betting patterns and behaviour?
It is very early days for esports and esports betting, so it is difficult to ascertain betting patterns and behaviours. We are monitoring esports customer behaviour and while it is embryonic there are some trends and patterns that are starting to appear. Tese will become much clearer as esports and esports betting reaches mass adoption and more data becomes available.
At present, there are no specific esports acquisition and conversion campaigns that we can draw insights from. Tis is mostly because the operators that have been successful in the esports betting space exist on their own so do not share their data; nor is there a prominent supplier that delivers content and marketing campaigns across multiple operators. Tis is a gap in the market that PandaScore is looking to fill.
What’s the optimal way of acquiring esports players?
From what we can see, taking a multi-channel approach to acquisition is the most effective approach but there are a number of different ways to go about this. Ultimately, it comes down to selecting the best channel for the specific territory being targeted and any restrictions that might be in place. Twitch is a powerful channel for engaging with consumers, and team sponsorship is good for brand awareness. Operators just need to ensure that the marketing activity they undertake engages the audiences they are seeking to target.
How does affiliation work in esports?
Tis is still in its infancy. Tere are some very successful sites in the market covering Counter Strike: Global Offensive (CS:GO) and League of Legends (LoL), some of which have been acquired by affiliate power players in multi- million-pound deals. But the CPA for esports betting remains low for the time being at least. Te sites that do well tend to be data-rich and provide users with reams of stats and information, as well as insights. Esports fans and bettors are data-savvy and data-immersed, so affiliates must provide stats if they are to capture player attention.
What, if any, are the technical barriers that need
Oliver Niner Head of Sales, PandaScore
PandaScore is building the data infrastructure of the world’s most nascent entertainment industry, esports. PandaScore aims to serve every part of the ecosystem by improving how they access and use esports data – from students projects to multinational brands - through a unique combination of an esports expert trading team and a data-driven, AI-powered approach.
“It is very early days for esports and esports betting, so it is difficult to ascertain betting patterns and
behaviours. We are monitoring esports customer behaviour and while it is embryonic there are some trends and patterns that are starting to appear. These will become much
clearer as esports and esports betting reaches mass adoption and more data becomes available.”
to be overcome for esports betting to reach its potential?
Latency is undoubtedly the biggest technical challenge being faced. In traditional sports, fans are at a stadium and they get to see the action live. For those watching on television, there is a slight broadcast delay of perhaps a second or two. With esports, there is a delay for those watching live and for those watching at home. More significantly, the delay is much longer – upwards of three minutes.
For punters, this creates a very different betting experience and one that stacks the odds very much in favour of the bookmaker. For many, it is enough to deter them from betting at all. Tis really does have to change and by working with regulators it is a challenge that can be overcome.
Another hurdle is competing for technical bandwidth with operators often stretching resources to launch their esports proposition. To be successful, they really should dedicate more bandwidth to rolling out their esportsbook but
WIRE / PULSE / INSIGHT / REPORTS P105
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