SBC SUMMIT BARCELONA Fira Barcelona Montjuïc
In recent years esports tournaments have vastly improved their production value - especially the tournament organisers at the top who have the money. Depending on what region you go to, esports events are just as big if not bigger. If you don't believe me google search "IEM RIO crowd" or "worlds 2022 crowd."
demographic of their existing audience and where it's heading, namely the ageing profile of football and horse racing punters. Where does the next wave of consumers come from? You'd imagine they'll come from esports, or certainly a significant element.
Tomas: No, it needs to evolve and we plan to be a big part of that.
Which acquisition methods are proving successful in attracting 'non-traditional' betting profiles from the passionate esports fanbase into betting? Has the needle markedly moved on the education piece of being able to bet on esports?
Tomas: Influencer-based content and event- based activities around key milestones in the calendar have proved fruitful - but there isn't a magical answer for that. It's the same as any form of marketing, trial and error, split test, compare geographies - it's not one thing, it's a multitude.
How do you compare the viewing experience and production set-up in esports compared to traditional sports? Where does it stand up and what can be improved?
Tomas: In recent years esports tournaments have vastly improved their production value - especially the tournament organisers at the top who have the money. Depending on what region you go to, esports events are just as big if not bigger. If you don't believe me google search "IEM RIO crowd" or "worlds 2022 crowd".
Trev: It's apples and oranges. Tere are a lot of similarities and differences. Traditionally, sport is consumed on PPV TV or subscription-based models. Tat lends itself to a strong production value because it's TV-first. With esports we are seeing it on Twitch and YouTube, but when you get to your top-tier Premier League equivalents in esports the production value is very high. People have perceptions of kids in bedrooms
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but that's just not the case. Tese are athletes. Tey want good set-ups and they're getting it.
Te production set-up for a top tier esports tournament is amazing. You get different point of view and aerial camera angle - everything that you get in traditional sport. You can switch between different player perspectives, follow the action top-down, see detailed analysis on the game and player profiles. From a spectator experience, esports has a slight advantage over traditional sports.
From an online audience perspective, esports has the freedom to incorporate visual enhancements such as overlays and animations. Even AR can be incorporated. Tey can do more than scoreboards and stats. I think visually and from a spectator point of view, the production value is up there with the best. Commentary in traditional sports has its equivalent with casting in esports. Overall, I'd say these are on par with one other. Casters are incredibly passionate, knowledgeable and are good storytellers whilst traditional sport has a longer history and more established personalities.
What influence is betting having on the rapid growth of esports? Conversely, what level of influence is esports having on the growth of sports betting?
Tomas: Despite many traditional betting brands trying to carve out a slice of esports for themselves, many of them have not achieved the growth they want because they treat it the same as football, tennis, or hockey - it's not. I think the financial support from betting is contributing to esports more than esports is contributing to betting - but that will soon drastically change. Once betting evolves to reflect the type of igaming that esports fans want, then that will switch and esports will accommodate for a huge proportion of the betting industry.
Despite many traditional betting brands trying to carve out a slice of esports for themselves, many of them have not achieved the
growth they want because they treat it the same as football,
tennis, or hockey - it's not. I think the financial support from
betting is contributing to esports more than esports is
contributing to betting - but that will soon drastically change.
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