INSIGHT ESPORTS - BETEGY
Alex, do esports fans consume content differently from fans of 'traditional' sports?
Esports appeals to a unique niche, so if we assume that a traditional sports fan goes to generic sources such as BBC Sport, ESPN and the like to get the latest on their team. Tis is of course because all the information is there.
In comparison, esports fans go to dedicated websites to consume content – as you’ll be hard-pressed to find esports content in the mainstream sports press. As a result, when we’re looking at marketing and segmentation, we always need to factor in that esports is an entirely separate vertical of media entertainment compared to the more traditional offering.
Te community is also driven hugely by internal sub-groups – be it Reddit or anywhere else, which means that there isn’t a generic overview that can be applied in terms of strategy – with there being no substitute for real interaction with the content, designed specifically for that purpose.
How does this translate when it comes to betting patterns and behaviour?
It’s all driven by the media - although we need to remember that Esports has much younger demographics, which means we need to be very careful in the way such content is presented.
Given it’s mostly the millennial generation we’re dealing with, we see plenty of different channels for content, and certainly plenty of innovative ways of doing so. However, with esports, there’s a large proportion of younger viewers who are not the betting audience you are trying to reach, so you cannot embrace a blanket approach, such as one does for mainstream sport.
Tis also means that there are different triggers to place bets compared to the usual patterns of behaviour. Betting behaviour in this case is based far more on hunches and entertainment, rather than stats-based analysis and strategy one might see with racing or football.
What’s the optimal way of acquiring esports players?
It’s horses for courses, as they say in the UK. It’s all about personalisation. You need different channels for engagement – and tapping into, as well as segmenting the audience you’re reaching is key to that. Esports has an incredibly diverse range of disciplines, and they all attract different types of demographics.
So, let’s assume social, streaming, niche video content, sub-groups via discussion groups, and of course – influencers are all going to be your optimal channels of use. Alongside that, KYC plays a key role in acquisition and retention.
Your sign-up process needs to be as close as instant as possible. Make it too long, and you’ll be looking at 90 per cent bounce rates at best.
P112 WIRE / PULSE / INSIGHT / REPORTS
“Given it’s mostly the millennial generation we’re dealing with, we see plenty of different channels for content, and certainly plenty of
innovative ways of doing so.
However, with esports, there’s a large proportion of younger viewers who are not the
betting audience you are trying to reach, so you cannot
embrace a blanket approach, such as one does for
mainstream sport. This also means that there are different triggers to place bets compared to the usual
patterns of behaviour. Betting behaviour in this case is based far more on hunches and entertainment, rather than stats-based analysis and
strategy one might see with racing or football. ”
Alex Kornilov CEO, BETEGY
BETEGY is an automated content creation system which turns sports data into engaging graphics, animations, banners, widgets and texts. Founded in 2012, BETEGY continues to focus on analytics and data visualisations. For years, Betegy has worked at the intersection of big data, sports media and betting. The company’s list of clients includes: ESPN, Yahoo Sports, Kicker, Sportsbet, Bwin, Tipico, Ringer Axel Springer and others.
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