Pulse
BAYES ESPORTS ESPORTS
ecosystem needs professionalising
Despite the great interest in existing esports leagues and tournaments, what's remained missing is the necessary infrastructure and
professionalism that could help lesser- known esports titles get established as more
mainstream. Bayes Esports wants to change
that. Martin Dachselt, CEO and Managing Director of the Berlin-based tech startup, explains how.
UPWARD TRAJECTORY
Esports is growing steadily across different industries with growth of 50-100 per cent year over year, and none more so than the betting industry. Tis will accelerate as the audience grows older and, explains Martin, evidence of this can be seen in the fact that three of the oldest esports titles, CS:GO, DOTA and League of Legends, remain the most popular.
"In Asia and America, you have some newer titles entering the mix, but broadly speaking it's these three titles. Te industry needs time. Non-endemic sponsors need time to see the opportunity to reach customers. As players grow older, they take on more of a consumer role.
"When you were young, you played football on a Saturday. When you're an adult, you're more likely to be found watching it on the television, which entails advertising and merchandise - and you have more money to spend. It's exactly the same with esports. Tis is what attracts more sponsorship.
Bayes Esports has built a diverse ecosystem of over 350 data consumers for use cases such as analytics, media, distribution, and integrity.
P100 WIRE / PULSE / INSIGHT / REPORTS
Earlier this year, ESL Gaming and Bayes Esports expanded their strategic partnership, one that has been in place since 2019, to focus on the extension of content by adding additional game titles, the optimisation of coverage by achieving nearly 24/7 content availability and exploring possibilities for generating data-driven content and marketing solutions for existing and new partners of ESL.
PROFESSIONALISING ESPORTS
Despite the great interest in existing esports leagues and tournaments, what remained missing was the necessary infrastructure and professionalism that could help lesser-known esports titles get established as more mainstream. Trough their partnership, ESL Gaming and Bayes Esports are looking to fill those gaps.
"Professionalisation requires data and the application of data to retain customers. Esports is difficult because if someone watches soccer they know what's going on but this is less likely for esports titles. We need to invest, educate and create interesting storylines - and this isn't limited to consumers.
"Te esports industry itself needs educating too
"We are actively discussing this with tournament providers to ensure they announce in good time when tournaments and individual matches are occurring. It should be one year in advance, not last minute. If esports wants to replicate the success of traditional sports, it needs to consider more closely the needs of its audience. A lot can still be done."
BAYES BEGINNINGS
Bayes Esports' CEO and Managing Director Martin Dachselt has more than 20 years of top- level management experience in tech start-ups, including as CTO of Delivery Hero and VP for Click & Buy. It was during his stint at the former that led Martin to the world of esports in 2016 when he joined DOJO Madness, now Bayes Holding.
Martin Dachselt CEO & Managing Director Bayes Esports
Martin Dachselt is the CEO & Managing Director of Bayes Esports. Martin has over 20 years of top level management experience in tech startups. He served as CTO of Dojo Madness, Smartfrog and Delivery Hero, and as VP Operations for Click&Buy.
because a lot of companies in the space have come from grassroots. For instance, here is a casual attitude towards moving matches.
"Tis harms the audience. Tere could be supporters of a particular team who've set aside time to watch them play that then finds out the match was moved forward and they've missed it. It's disappointing and can stop people engaging with the sport.
Bayes Esports: the esports data
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