How esports can expand betting operators into new markets

How esports can expand betting operators into new markets

Thursday, October 19, 2017 Posted by Joseph Streeter
The new style of punter that has been brought onto sportsbooks specifically searching out esports’ betting markets, is far different from the more traditional sportsbook punter

As a betting product the rise of esports has been significant, it has ushered in a new category of punter that betting operators need to focus on.

The new style of punter that has been brought onto sportsbooks specifically searching out esports’ betting markets, is far different from the more traditional sportsbook punter. According to Unikrn CEO Rahul Sood, not only does esports attract a younger audience, but also an audience that possesses a better grasp of technology and thrives focusing on numerous markets at the same time.

Speaking on a panel at Betting on Esports 2017, Sood emphasised that “esports has a much younger median age compared to the average MLB consumer, which is 51, and the average PGA consumer, 64. If you’re ignoring the esport audience, you’re ignoring your future customer".

Detailing Unikrn’s approach to attracting esports customers, Sood added: “In the last three years we took a different approach to building a bookmaker, instead of going out and licensing odds and throwing odds up on website somewhere, we took the approach of saying let's really go out and be part of the community and we built a brand that very quickly became part of the esports community, we’re involved in teams, we do our own tournament series, we run our own tournaments inside casinos and we create our own content, so we have our own written and video content that we have created.”

Also speaking on the panel was Kasper Nemeth, head of esports at Danske Spil, who reiterated how pivotal a role esports could play in helping operators reach a younger market, emphasising the idea that operators should ‘meet esports consumers in their space’.

Totally Gaming says: Esports can provide the key the industry desperately needs to attracting a millennial market, with the correct education the new market can become important consumers for operators, especially as many of the mechanics that are required in esports are also prominent in online gambling. 

Currently, Betway, Unikrn, Sky Bet, William Hill, Pinnacle, Marathon Bet and Bet365 are just some of the most renowend operators that offer a range of esports markets, however compared to other sports markets the offering is minimal, something that operators will need to change if expanding the range of esports punters is seen as a priority. 

On the agenda at this month's EiG conference is a panel that further analysis the difference between the esports punter and the more traitional punter. Register at eigexpo.com in order to meet, network and share ideas with the leading gaming industry professionals attending EiG 2017.

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