The impact of big events for esports betting – Esports
Major esports events captivate massive audiences and significantly influence the competitive landscape of each title. As in-person events regain momentum, understanding the implications for esports betting becomes crucial.
By HB Duran
The Significance of Major Events in Esports Betting
The absence of traditional sporting events in 2020 made audiences yearn for competition, drastically impacting the betting landscape. Traditional sports betting plummeted by 70% year-over-year in April 2020, while esports wagering skyrocketed, exhibiting a staggering 100% growth during the same period. The arrival of 2021 brought renewed optimism for in-person events, leading to a resurgence in esports betting activity.
The “Big Three” esports titles—League of Legends, Dota 2, and Counter-Strike: Global Offensive (CS:GO)—account for approximately 85% of the total betting handle, as reported by Narus Advisors and Eilers & Krejcik Gaming. While CS:GO remained a popular betting option pre-pandemic, its return to live events has garnered even greater attention from bettors.
According to EsportsBattles, during July 2021, the IEM Cologne 2021 CS:GO tournament witnessed a remarkable 40% increase in active bettors. Much like traditional sports, wagering on the outcomes gives audiences an enticing reason to engage with and invest in the events.
This year, The International 10—Dota 2’s most prestigious tournament—returns in October, boasting a record-breaking prize pool that continues to grow thanks to fan contributions. At the time of writing, the total pool has reached an impressive $40 million (£29.6 million), with the champion set to receive an eye-popping $16 million. Such high stakes enhance the drama and excitement surrounding esports betting.
The Importance of Content Creation for Betting Operators
Each esports title presents unique characteristics, making tailored content essential to educate bettors. For example, League of Legends typically employs a “best of three” format, while CS:GO consists of 30 rounds, where the first team to secure 16 victories claims the match.
Betting operators should focus on creating content centered around major events for several key reasons:
- Educate bettors about the games
- Generate excitement and anticipation
- Highlight factors that may influence match outcomes
- Encourage informed betting decisions
Take GG.bet, for instance, which actively provides pre-event news coverage ahead of the World Championship. Their coverage encompasses updates on new playable champions and the event’s venue, equipping bettors with insights into team histories and strategic elements that could affect match dynamics.
Furthermore, well-crafted content builds trust, allowing bettors to cross-reference insights with odds and make informed decisions. This transparency fosters confidence in their wagering choices, leading to more engaged and loyal customers.
Leveraging Sponsorships for Increased Engagement
For operators looking to build brand awareness within the esports community, strategic sponsorships present an excellent opportunity. YouGov Profiles data reveals that esports fans are more attuned to event sponsorships than soccer fans, with a notable 74% awareness compared to 58%. Notably, over half of German esports fans express a fondness for their favorite teams’ sponsors, far exceeding the 31% of soccer fans who feel similarly.
Betting operators can opt for single-event sponsorships or commit to long-term partnerships across a series. A prime example includes ESL naming 1xBet as the official global betting partner for its entire ESL Pro Tour CS:GO and the ESL One Dota 2 events. Other reputable sponsors within the esports domain include Vie.bet, Fun88, Parimatch, Betsafe, GG.bet, Pinnacle, and Unibet.
Alternatively, sponsoring an individual team can also yield significant benefits. For example, Betway solidified a two-year partnership with the renowned G2 Esports organization in Berlin, launching initiatives like co-created show matches, live streams, fan activations, giveaways, and a diverse array of video content.
As the esports industry continues to grow, betting operators must adapt and evolve their strategies, harnessing the excitement of major events and engaging content to meet the dynamic needs of bettors.
