"One of the founders and investors in Delivery Hero created a company, DOJO Madness. One customer we provided data science services to was Sportradar who, at that time, was moving into the esports space and discovered just how different esports is from traditional sports. It's faster and you cannot trade manually.
"Tey asked us to help, and we delivered the model and data science predictions. After a couple of years, Sportradar still felt that esports wasn't fitting into their traditional workflows with tournaments on a weekly basis. In March 2019, we entered into a joint venture that marked the beginning of Bayes Esports."
ENTER BEDEX
Bayes Esports’ proprietary global data platform, BEDEX, offers a range of official data coverage, serving high-profile clients such as Google and Bet365 with more than 10,000 live matches per year.
"Essentially, our remit was to take over the esports business of Sportradar and make it successful. As I learnt more about the betting industry, game publishers and tournament providers, I came up with the idea of BEDEX, a marketplace that enhances, optimises and segments data according to individual requirements.
"We built an ecosystem where we have the game publishers and tournament providers bring data to the platform, whilst on the demand side we have the betting industry, media and teams. Bringing all of this together in one platform solves the biggest problem: integration.
"Tere are companies who deliver live streaming with upwards of 30-40 integrations which is a nightmare to negotiate, deliver operationally, and maintain. BEDEX offers a single point of contact with all the relevant content in one integration. Ten, everyone involved can focus on their core business."
P102 WIRE / PULSE / INSIGHT / REPORTS
"We were the first company to sign such a deal and it has been extremely successful. This helped us to kickstart and substantialise. We worked hard to make it work. We started with around 1,000 matches per year - now we are offering over 10,000 exclusively licensed live matches. Streamlining operational
procedures and working with game publishers requires investment on all sides.”
FEEDBACK CYCLE
Riot Games and Bayes Esports recently teamed up to develop a first-of-its-kind centralised hub that will deliver competitive esports data sustainably to professional League of Legends Esports teams, Riot Games’ partners, and to the community.
Te LoL Esports Data Portal will provide access to a wide variety of data to power teams, partners, and fan experiences, and will enable long-term growth for the wider esports community. Securing the exclusive distribution rights for LoL three years ago has served as a fundamental platform from which the tech start-up has built.
"We were the first company to sign such a deal and it has been extremely successful. Tis helped us to kickstart and substantialise. We worked hard to make it work," says Martin. "We started with around 1,000 matches per year - now we are offering over 10,000 exclusively licensed live matches. Streamlining operational procedures and working with game publishers requires investment on all sides.
"It's a feedback cycle that does more than create new revenue streams. Viewers leads to sponsors, sponsors create revenue, revenue pays the teams betting and professionalises the
industry. Tis helps create a pathway from amateur to professional level and future-proofs esports."
STRATEGIC INVESTMENT
In May, Bayes Esports announced the closing of a financing round of €6m. After the Berlin tech start-up cracked the run rate of €10m last year, this figure is to be doubled in 2022. Interestingly, the main investor is the US-based preeminent developer and operator of integrated resorts, Las Vegas Sands.
Besides Sands, BITKRAFT Ventures is also involved in the financing round with its funding experts from the esports, gaming and sports industry.
As esports continues to grow, the complex ecosystem within the industry requires a collaborative and community driven approach which allows for partners to innovate and sell together. With the fresh money coming in, Bayes Esports is looking to double its strategic partnerships and investments in product development with the help of 25 new hires.
"Some of the money goes into product development. We want to add 25 employees to our current 50. We need to work on our sales and business departments, but a lot goes into engineering. We have many products in the pipeline, including an innovative content generation product for the betting industry," explains Martin.
"We are in a pilot phase at the moment and have received fantastic feedback from all sides. All the teams participating in Riot Leagues have the opportunity to access our data to professionalise, train, scouting and build their own analytics tool.
"We continue to work with them on creating new features. We are still a small company with a broad product portfolio. Ultimately, we want to step up and fulfil our vision."
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