INSIGHT ESPORTS - BETEGY
How does affiliation work in esports?
Affiliates are very important – and their influence is growing rapidly. We’re seeing more and more influencers in esports via social media – many of whom are either involved via comments or pre-game shows that are used to promotionally drive interest.
What we’re finding particularly interesting is that affiliates in conventional sports betting are very different to esports. Twitch and the like are your primary channels – rather than say the more traditional football, where most content consumed by fans is still written, rather than streaming content.
So, for any operator brand looking to drive interest and engagement with esports fans, you need to be looking at giveaways, product placement and other areas that can truly resonate with the audience in question.
What, if any, are the technical barriers that need to be overcome for esports betting to reach its potential?
Official data feeds and quick data. Tis will produce faster odds and better markets which will result in an overall higher quality betting experience for the players.
We need to remember that the demographics we’re dealing with are the internet generation who entered their 20s during the 2010s, they are the most discerning in the world. Betting will need to keep up with esport’s lightning-fast format if they want to excite and engage.
What innovations within the esports betting space have caught your attention?
Platforms that can produce content based on data, sentiment, repurposed video content and the like are incredibly exciting. Using this together, content creators can instantly produce affiliates content that can work across multiple channels to engage players.
Conventional sports have a lot to learn from this in creating an immersive experience, as this is truly machine learning in action – the ability for software to learn and react to audience demand in real-time, and in turn create optimised content that can drive further engagement.
Does esports merit its own tab on the sportsbook?
Without a doubt. Esports should be seen as a value-added offering that increases punters’ sportsbook spend, rather than cannibalising spend from the traditional format of football, tennis and racing.
Te use case is simple: you place a bet on the ‘real’ Real v Inter, and now with two hours to cash out, you can entertain yourself with esports side bets that last 10 minutes per game. After all, no millennial watches a football match at home on TV without using their phone at the same time!
P114 WIRE / PULSE / INSIGHT / REPORTS
“We need to treat esports as a sporting discipline, and within that part of the wider sports betting regulated framework. There’s no logic with it not being so. Take basketball or
football – you don’t see that having its own regulatory
certificate from the MGA or UKGC. So, for an additional sporting discipline, that operates under a similar
environment (and indeed the same format of betting), which is traded upon and based on the same data integrity as other sports, is simply an additional part of sports
betting that has already been integrated.”
Does esports need a single regulatory body?
No. We need to treat esports as a sporting discipline, and within that part of the wider sports betting regulated framework. Tere’s no logic with it not being so. Take basketball or football – you don’t see that having its own regulatory certificate from the MGA or UKGC.
So, for an additional sporting discipline, that operates under a similar environment (and indeed the same format of betting), which is traded upon and based on the same data integrity as other sports, is simply an additional part of sports betting that has already been integrated.
What is the future of CS: GO?
CS: GO has excellent potential. It’s a real player mainstay and it’s a key part of the esports entertainment mix. Te notion of the game is the same as it has been for the last decade and it remains one of the best and most competitive sports.
When we work with clients the two we usually integrate first are CS: GO and DOTA – which is evidence of their popular demand, as it is no doubt one of our operator partners’ best performers.
What is the future for esports in Brazil as licences are handed out?
Consider the population and you have your answer! It’s all about traffic – the number of eyeballs and followers will decide its fate.
Commercial viability is what will drive its speed to market once it becomes available, we’re looking at a nation passionate about soccer – which means we’re quite possibly looking at the largest soccer-based esports market worldwide!
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92 |
Page 93 |
Page 94 |
Page 95 |
Page 96 |
Page 97 |
Page 98 |
Page 99 |
Page 100 |
Page 101 |
Page 102 |
Page 103 |
Page 104 |
Page 105 |
Page 106 |
Page 107 |
Page 108 |
Page 109 |
Page 110 |
Page 111 |
Page 112 |
Page 113 |
Page 114 |
Page 115 |
Page 116 |
Page 117 |
Page 118 |
Page 119 |
Page 120 |
Page 121 |
Page 122 |
Page 123 |
Page 124 |
Page 125 |
Page 126 |
Page 127 |
Page 128 |
Page 129 |
Page 130 |
Page 131 |
Page 132 |
Page 133 |
Page 134 |
Page 135 |
Page 136 |
Page 137 |
Page 138 |
Page 139 |
Page 140 |
Page 141 |
Page 142 |
Page 143 |
Page 144 |
Page 145 |
Page 146 |
Page 147 |
Page 148 |
Page 149 |
Page 150 |
Page 151 |
Page 152 |
Page 153 |
Page 154
