Catena Media esports head: “Esports is a disruptive force” – esports betting

0
Esports_Arena-e1632837989402.jpg

Insights on Esports Betting: A Conversation with Gianfranco Capozzi, Head of Esports at Catena Media

Can you provide a brief overview of your background at Catena Media?

Gianfranco Capozzi: My journey in the esports wagering sector began in 2016, where I first engaged with a sportsbook and B2B casino provider. A year later, upon joining Catena Media through an acquisition, I took on a pivotal role, overseeing the coordination and launch of various projects that expanded our portfolio within the esports domain.

Noteworthy platforms such as Esports.net, EsportsBets.com, and JustGamers.net exemplify the successful initiatives we’ve developed over time. The rapid evolution of the esports industry is exhilarating, and it’s a privilege to contribute to it—especially from a responsible gaming standpoint.

How do you perceive the approach of affiliates and sports betting companies toward esports?

Esports is undoubtedly a transformative force in the iGaming landscape, boasting more viewers than many traditional sports and resonating deeply with Millennials and Generation Z. However, traditional betting platforms like Bet365, William Hill, and Unibet have only intermittently incorporated esports offerings, primarily due to two critical factors:

  • Knowledge Gap: A significant barrier is the lack of expertise in esports within the gambling industry. Few professionals have genuine experience with esports games.
  • Market Timing: The lengthy process of bringing an iGaming product to market necessitates early decisions regarding game selection, often resulting in missed opportunities for unadded leagues and events.

This dynamic has led to stagnant growth in esports betting, where neither affiliates nor sports betting firms fully capitalize on the potential. The gap between those willing to experiment with new markets and those possessing the necessary expertise continues to widen.

The Importance of Innovation

For seasoned affiliates and operators, especially those entrenched in traditional casino or sports betting, the gravest error is to adopt unchanged strategies and tools when addressing esports. An egregious misconception is that esports and traditional sports betting share more in common than they actually do. They are fundamentally different entities.

Esports audiences possess unique traits, tech-savviness, and distinct market demands. Therefore, tailored offers and products are essential. As discussed at a recent iGaming conference in Malta, treating them as comparable can hinder effective engagement.

Key Challenges for Affiliates Entering the Esports Space

Many affiliate managers endeavor to tap into esports betting, yet they encounter common pitfalls:

  1. Lack of Knowledge: Insufficient understanding of the esports and professional gaming landscapes.
  2. Data Underestimation: Ignoring the critical importance of comprehensive data analysis.
  3. Product Inadaptability: Launching products ill-suited for the esports enthusiast’s expectations.

Success in this arena commences with robust research and data exploration, establishing a solid foundation before product development. Entering the esports betting market requires more than merely adhering to conventional strategies. Affiliates should embrace a distinct process to study their audience, understand their behavioral nuances, and formulate a hypothesis tailored to their needs.

Embracing Creativity Over Imitation

Many affiliates fall into the trap of mimicking competitor strategies and structures, mirroring their branding without carving out their unique identity. This approach leads to uninspired product offerings that lack depth and innovation, resulting in predictable failure.

Creating effective betting strategies requires overcoming the temptation to opt for the easy route. The ever-evolving gaming landscape demands agility, innovation, and a nuanced understanding of user behavior. Simply copying existing models yields subpar results and perpetuates stagnancy.

Encouraging Innovation in Esports

Stakeholders in the esports industry must foster an environment conducive to agility and innovation. Prioritizing deep user insights and product customization is vital. A successful business in this sector must embrace creativity, not only as a strategy but as an imperative for sustained growth and relevance in a dynamic market.

Ultimately, the path to success in esports betting hinges on a balanced approach between data-driven insights and imaginative product development. Companies that can navigate this terrain effectively will undoubtedly find themselves at the forefront of this expanding industry.

Leave a Reply

Your email address will not be published. Required fields are marked *