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Esports consumers – young, savvy and with propensity for betting

There’s huge potential for the gaming industry regarding Esports, which is still nascent despite being a multi-billion-dollar industry, say a panel of experts. Driven mostly by live betting and focusing on an audience with a disposable income and betting propensity, consumers are no longer living in their parent’s basement – but are savvy consumers, with a need to structure marketing campaigns accordingly – particularly based on region.


Find some of the highlights below:

00:25 – Definition of Esports and presentation by Marek Suchar.

01:43 – Competitions are comparable to traditional sports, over 20k attendees in the venues that are hosting the events. Prize pools are often higher than $1 million. Viewership online is in the tens of millions.

02:28 – Expecting over $20 billion handle by 2028, Esports betting for many punters is already 5-10 percent of their betting volume.

04:10 – Insights into Esports fans – infographic

05:08 – Lead titles are CounterStrike, League of Legends and DOTA – for Asia it’s mostly League of Legends for China, DOTA for Southeast Asia.

07:06 – Unlike traditional sports, Esports players can actively play the same games as their idols.

10:00 – Panel discussion

12:10 – Need to have both a decent product and know how to communicate with your audience – if you don’t break that you will never see any profit from Esports.

13:36 – The Esports audience is about authenticity.

14:40 – Sponsors often enter the market and structure their marketing campaigns around the product and not around the consumer/gamer. Must also have data, need to do an audience analysis. But also need to know brand exposure (KPI) to justify your spend and campaigns.

16:36 – Vastly different approach depending on the title (game). Depends highly on the region and what the players are following is important. On the integrity side there are still challenges.

18:50 – Esports players tend to be more inclined to gambling and betting – due to the Skin-betting scheme and Loot Boxes.

20:05 – Esports’ future is to further distinguish between titles, instead of being referred to as a whole – much like Basketball, Soccer, Tennis. Heavily depends on which region you are targeting.

21:50 – Esports odds creation: much like marketing, odds creation varies from title to title (for example a shooting game versus a strategy game).

23:00 – More than 80 percent of betting happens live, while the game is being played. Unlike in traditional sports, who is winning or losing can completely reverse within 10 seconds.

25:00 – There’s tournament organizers, teams and agencies and sponsors. Around 70 percent of teams actually overvalue their sponsorship packages, this can result in disappointed sponsors.

Divide KPIs into two categories – audience analysis and brand exposure.

Golden KPI is the media value that was created during an event.

27:05 – Different sponsorship options. If the target is conversion into betting volume, can make a very different decision on how you’re sponsoring.

30:30 – Integrity is a key issue for gaming-related companies.

31:45 – One of the top three sponsors of Esports is betting companies, every major team has a betting sponsor. But there’s been a shift in perception on behalf of publishers.

33:45 – Transparency is crucial for building partnerships – it’s a two-way street.

AGBrief Editorial
AGBrief Editorialhttps://agbrief.com/about-asia-gaming-brief/
The AGBrief Editorial Team is a group of contributors living around the world that are connected to Asia Gaming Brief. They are active members in pursuing the sources of our news, making them reliable and accurate for our readers.

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