SBC SUMMIT BARCELONA Fira Barcelona Montjuïc - Thursday 21st September, 2023 Esports and more - bringing fresh faces to the betting dance floor Conference Stage 2, 12:20 - 13:00
fresh faces on the floor
How is interaction between teams, fans, brands, and sponsors evolving as the esports industry matures?
Tomas: After several teams got stung by bad partnerships in the crypto space, most teams are now becoming more brand conscious and using their name and ethos to drive awareness for companies that fit with them and their localised fans - not just the global esports audience drivers for collaborations. Fans are becoming more understanding and respectful of brands that move into esports - a recent Nielson study showed that fans were much more likely to try a brand that sponsors esports because they see it as support for something they care about.
Trev: Overall during the last few years, top tier ssports organisations have become more professional in their operations. Tey have implemented dedicated structures with managers, teams, coaches, and support staff which has led to better interactions and experiences with sponsors, brands, and fans. Esports teams have had to grow up a bit.
Despite the current landscape, brands and sponsors still recognise the potential of the esports space with partnerships being forged with teams and individual players.
Esports sponsorship has, over the last few years, expanded beyond endemic brands into non-endemic, which is good for the space. Tis diversification of partner, not only opens new revenue streams for the teams and players, but creates fresh opportunities for fans to be activated. Given their potential budgets and experiences at activating, It's non-endemic brands that bring partnership alive.
Fan engagement is not just a buzzword in P148 WIRE / PULSE / INSIGHT / REPORTS Esports and more: Studies show that younger generations identify more as "gamers"
than any other vertical. Are we in danger of creating a "lost generation" if we don't respond? Ahead of a session exploring how gamification and free-to-play games can be utilised to attract and educate non-
traditional betting profiles in the esports industry, panel moderator, Trev Keane, and speaker, Thomas Rosander, share their expertise.
Tomas Rosander CEO Luckbox
esports. For example, live streams are a core piece when they're not being competitive to build a rapport with fans, together with standard social media channels and community events. Tat direct interaction builds a loyal fan base and that's what we're seeing from top tier teams. I was at the
BLAST.tv Paris Major last month and to see 400 Team Vitality fans marching down the streets of Paris banging their drums on route to the stadium was amazing.
Is the betting industry doing enough to keep up?
Trev: Betting in esports is an interesting one. If you look at the likes of Luckbox and Rivalry they've built dedicated esports platforms.
Trev Keane Director Esports Strategy, EPIC Global
Tey've recognised the desires and approach of the esports betting consumer. I always think Rivalry's quarterly reports are worth looking at to see where spend is going.
If you look at your traditional bookmakers, the likes of Paddy Power and William Hill, they focus on their core markets of horse racing and football. Tey haven't looked at esports properly. Tey offer esports betting markets, but it's almost a cursory hat tip in the hope that something comes in later down the line.
A couple of platforms have led the way and are
quite visible at tournaments, but we haven't seen any traditional powerhouses get involved in the space - yet. At some point they're going to have to look at this space because of the
Esports sponsorship has, over the last few years, expanded beyond endemic brands into non-endemic, which is good for the space. This diversification of partner, not only opens new revenue streams for
the teams and players, but creates fresh opportunities for fans to be activated. Given their potential budgets and experiences at activating, It's non-endemic brands that bring partnership alive.
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 |
Page 155 |
Page 156 |
Page 157 |
Page 158 |
Page 159 |
Page 160 |
Page 161 |
Page 162 |
Page 163 |
Page 164 |
Page 165 |
Page 166 |
Page 167 |
Page 168 |
Page 169 |
Page 170 |
Page 171 |
Page 172 |
Page 173 |
Page 174 |
Page 175 |
Page 176 |
Page 177 |
Page 178 |
Page 179 |
Page 180
