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Interactive ESPORTS - SIS


SIS: Esports ready for the mainstream


As esports continues to gain interest in the betting industry, Rohini Sardana, Head of Product Propositions at SIS, highlights the defining factors that will take the vertical to the next level to become a mainstream betting product


Te growing influence of esports within the global betting industry was clear to see at ICE London 2020, with huge areas dedicated to the world’s fastest growing sports vertical.


Rohini Sardana, Head of Product Propositions, SIS


A key challenge for the betting and gaming industry is engaging bettors to try a new experience, as they feel more comfortable wagering on events they know and understand.


Tere’s no doubt that it is grabbing the interest of the sector given the numbers of delegates taking the time to head over to the stands that were showcasing esports related products, as well as big crowds at the esports arena that was built at ExCeL to broadcast a live CS:GO tournament with a $250,000 prize pool.


While we continue to talk up the potential of esports, the challenge for many operators now is how to convert this popularity into significant revenues and profits.


Te real defining factor as to whether this vertical becomes a significantly profitable betting product for online and retail sportsbooks, is in driving engagement with existing bettors of other sports. In order to maximise the potential of betting on esports, the way in which the events are delivered to bettors needs to be optimised in a way that makes it appealing to them.


P116 NEWSWIRE / INTERACTIVE / MARKET DATA


MAKING ESPORTS RELEVANT FOR SPORTS BETTORS


A key challenge for the betting and gaming industry is engaging bettors to try a new experience, as they feel more comfortable wagering on events they know and understand. Many of the biggest esports tournaments feature games that are unfamiliar to bettors at large, therefore the game formats and markets aren’t obvious to them, meaning they are less likely to engage with the product.


While esports fans may enjoy the odd flutter, it is easier and cheaper for operators to convert existing sports bettors to esports than it is to acquire new esports bettors.


In order to cross-sell esports to existing sports bettors, the esports betting product must be presented in a way that is easy to understand. Our own esports betting product, SIS Competitive Gaming, was built with bettors in mind. When conducting market research into this space, it was the events on popular sports titles between qualified gamers that really resonated with existing sports bettors, appreciating that the games were similar to


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