INSIGHT ESPORTS - ABIOS
INSIGHT ESPORTS
Anton, in what ways do esports fans consume content differently from fans of 'traditional' sports?
Traditional sports are usually consumed through pay-per-view, subscription-based channels, at bars or live at event stadiums.
Esports, on the contrary, are broadcasted for free on streaming platforms, such as Twitch and Youtube. Tese giants are by far the largest and most popular, although there are other companies who’ve dabbled in the streaming market as well.
Te platforms have fuelled a rich streaming culture where fans can watch tournaments alongside their favourite streamers. Tis is called ‘co-streaming,’ where popular streamers provide commentary to competitive matches as they are played.
While larger esports tournaments can indeed be watched in-person as well, esports is an international phenomenon where fans of specific games and tournaments often span across all corners of the world.
Tere aren’t country-specific leagues in the same sense as in soccer for example, which makes it harder for fans to be at every event. Tis differs from soccer and similar sports, where avid fans often go to a lot of the events for their favourite team.
How does this translate when it comes to betting patterns and behaviour?
From what we’ve seen, the betting patterns don’t change too much between esports fans and sports fans, even though the majority might watch the events through different mediums.
While behaviour may not be all too different, the audience is. Terefore, we believe the user experience for esports fans should be different to sports fans.
Te esports audience is younger and more tech- savvy on average. While they might understand the user interface of a sportsbook, they are accustomed to the ones of Netflix and Spotify, where user experience is key. Terefore, they expect the same level of quality when it comes to a betting product.
What’s the optimal way of acquiring esports players?
Influencer marketing is as prominent in the esports world as in fashion, even if it looks slightly different. Many esports fans watch content from Twitch streamers.
In the same way as with other social media influencers, there is a very real possibility of brand collaborations. However, as many Twitch streamers have a younger following, it's important to tread lightly with this type of advertising.
P96 WIRE / PULSE / INSIGHT / REPORTS
Line of sight
esports betting
The leading esports exponents, Abios, Pinnacle Solution,
PandaScore, Betegy and Betby, discuss the issues facing the wider adoption of esports betting within traditional betting platforms and whether greater control of the sector is needed to ensure
protection of players and the industry itself.
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