INDEPENDENT CONTENT SERVICES
operators must prioritise accurate translation of content in order to achieve the levels of authenticity required to engage esports bettors.
T
potentially lucrative link between esports and betting
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numbers over the next few years. According to Eilers and Krejcik Gaming, for example, cash
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betting on esports could be worth $6.7bn this year and go on to reach new heights by the end of the decade, with the market potentially topping $13bn in 2020. So, what can sportsbook operators do to ensure they
capture this market more successfully than they have thus far? Here are our top tips:
Become immersed in the esports world
Sportsbook operators looking to engage with, and build trust among, members of the global esports community are going to have to ensure they have a significant presence at major events and tournaments. The most effective way of doing this is to sponsor players,
teams and competitions. It is a tactic that Betway has used to good effect – the operator recently extended its sponsorship deal with professional esports team Ninjas in Pyjamas for a further three years. Operators should also think about creating content
around esports ambassadors – just as they do with famous faces from the worlds of football, rugby and golf – to increase authenticity and connect with potential punters.
62 NOVEMBER 2018
Director at Independent Content Services, says sportsbook
Localising the esports
Andrew Morgan, International
here has been a lot written about esports and gambling, particularly when it comes to traditional sportsbook operators missing the mark and failing (to date) to unlock one of the fastest growing betting markets in the world. The reasons for this
There is a clear and
have been well documented – operators have failed to connect with esports audiences because they have lacked authenticity, not offering the high-value content and experience that esports’ predominantly millennial fans expect. Many bookmakers have just bolted an esports tab onto their sportsbooks and left it at that. This is a problem as not only does it treat esports as an afterthought, but it forgets that a large number of fans make esports their primary interest. Added to this is that many have a strong aversion or disinterest towards so-called ‘traditional’ sports and generally treat betting websites with suspicion. Despite this, there is a clear and potentially lucrative link between esports and betting, with market analysts forecasting very impressive
Furthermore, by creating dynamic written, audio and video content across a number of platforms, bookmakers can become an authority site and a must go to destination.
Adapt to the international nature of esports It is important to acknowledge the global nature of esports, with different leagues in different parts of the world. The largest tournaments attract a truly global audience – just like the World Cup does with football – and operators need to embrace this.
This means that sportsbook operators must consider an
international audience when it comes to creating and translating content and marketing campaigns. Most sportsbook operators don’t fully understand the
importance of accurately translating every word, phrase and sentence on their site. From the homepage to the odds, right down to the terms and conditions and banner ads, it must be word perfect. A poorly translated sentence or a misspelt word may seem
like a small thing, but neither are as they can cause a bookmaker to lose credibility and authority in an instant. This is important as the betting industry is viewed with enough suspicion as it is. Furthermore, like with betting, esports has its own
terminology and it’s vitally important to get this right across
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