Esports continue to take the world by storm, becoming one of the important markets online sportsbooks must have.
Many analysts predicted esports industry to have more viewership and revenue in 2020. This prediction could have easily become reality but the COVID-19 outbreak hit all industries globally, including the industry. It also did not help that betting on esports was victimized by coronavirus.
But despite the effects of the coronavirus pandemic, esports and esports betting survive the threat. The growth went through the roof gradually, and all thanks to good marketing and collaborations with famous sports teams.
What is Esports?
Esports (electronic sports) is a term that is referring to competitive video gaming. At its core, it is people that are playing video games against one another from their home but eSports took a course from just a simple gameplay and went professional.
So, after you got a brief idea behind eSports, it is really important to understand how eSports betting works and some of the games that are popular on the market.
#1 Know the Popular Esports Games, Tournaments, and Teams
Having knowledge on the games and strategies tied to them is extremely important for taking good betting decisions. You don’t have to be an expert gamer but you need to understand the basics of the games you are betting on. There are a lot of esports titles and tournaments, but in the paragraph below are the ones that make up a big chunk of the eSports industry:
Big eSports titles:
- Call of Duty
- Counter-Strike Global Offensive
- Dota 2
- FIFA Football/Soccer
- Heroes of Warcraft
- Heroes of the Storm
- League of Legends
- Overwatch, etc.
Major eSports leagues and tournaments:
- The International Dota2 Championships
- Capcom Pro Tour
- Call of Duty Championship
- Evolution Championship Series
- Major League Gaming, etc.
You should also be familiar with the teams and players because it’s important to know who you are betting on. You won’t bet on a team or players that you have never heard of, right? We hope you don’t.
It is essential to see the importance of esports betting as many companies now recognize it as one of the big things in 2020. In fact, Kyte Director Alan Aldren said in an interview with BestBitcoinCasino.com:
“We are seeing suppliers now specialize in esports content feeds, software being designed specifically for esports betting, and customers focused on esports betting. The younger generation would be the main customers and also players!! It’s the future of online betting”
Moreover, it is important for operator to know their target demographics, just like what Playtonia Co-Founder Abhijit Pattanaik told BestBitcoinCasino.com about the market they want to tap through Playtonia:
“Our players would be mostly from the age group 16-36 and they would be either school or college going kids or techie guys or the PRO Level Gamers by profession.”
In fact, more female players have entered the esports scene. Magnus Leppäniemi, VP of Marketing & Head of Esports at Esports Entertainment Group, told BestBitcoinCasino.com:
“I think that there are a lot of things that we, as a singular, global esports community could and should do better there. Mostly in how we approach and engage the female competitors, fans, and viewers. Esports and gaming in general need to create better conditions for female gamers to thrive in. I like initiatives like Dreamhack Showdown that give female players the same conditions and possibilities as they would for their male counterparts, but the opportunities for female competitors have been few and far between. I think only then, when there is a stable environment for female players to grow and thrive in, then we can see more female fans placing bets on esports matches.”
#2 Offer Different Esports Betting Types
Once you get all of that information on the table, it’s time to go through the different types of betting. There is real money betting where you place wagers on agreed odds and get paid if the selections are correct. There is also skin betting where you can sell, swap or buy in-game items (skins, armour, etc) and currencies within trade and auction websites.
Another type of betting is social betting which combines real money and items where friends can place informal wagers on eSports events between themselves. It is not a recommended type of betting because you might ruin a friendship or two over a Fortnite tournament.
The last type of betting we are going to cover is the challenge betting. This is the head-to-head betting where gamers compete with each other with items or real money. There are websites that organize such events formally and the players pay a fee to enter.
Meanwhile, operators can explore unique betting options in the world of esports betting. One of the known names in crypto esports betting is CSGO Empire, which features Roulette, CoinFlip, Match Betting, and SuperShootout.
These were some of the core ways to bet when it comes to eSports but these sports would have not been the same without their marketing.
#3 Explore Various Marketing Strategies
In one recent webinar sponsored by SIS (Sports Information Services) on “Building an esportsbook”, some experts discussed what operators should do when it comes to eSports marketing strategies.
Ian Smith, a commissioner of ESIC opened the session with his concern that operators don’t believe in eSports. He said:
“The guys who are at the top of the games we’re discussing today are as good at what they do as Lionel Messi and Ronaldo are good at football. If you don’t understand that you are kind of missing the point here. It’s very competitive and therefore creates a compelling betting product.”
The CEO at Esports Entertainment Group Grant Johnson said that sports events have much less percent of players who play or do that regularly. When it comes to eSports the percent goes up to 90 and engagement becomes higher and much more personal. As it turns out, traditional marketing doesn’t really work on an average esports fan as it did before.
Fans come together and create their own community information sources. This makes marketing experts dive deep into the communities and these experts have to have an eSports background. Why? Because their job is to deliver an authentic marketing strategy directly to those communities.
A good strategy is to create separate landing websites for anyone who wants to bet on eSports and not feel like they are a part of a sportsbook website. Social medias have to be created especially for the landing eSports websites, as well. This way the community is all bundled up in one place and can communicate effectively.
Another marketing strategy is to leverage influencers, celebrities’ support for esports, and good sponsorships. This is a similar tactic to the traditional sports betting, and the eSports community is responding quite well. According to Grant Johnson, it is possible to make revenue share deals within this industry.
Additional ways for operators to tackle eSports betting is a well-defined product that is tailored to the needs of eSports fans and gamers. A way to do that is via a well-designed eSports lobby or a hub. This is a place within a sportsbook where an eSports gamer can feel “at home”. Also, tactics like retention of existing customers, using eSports data actively for marketing, and direct live streams are ways to do marketing right.
But the most important thing is to use the “trial and error” method and fire up the best marketing method of combined tactics.
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