TikTok presents grand opportunity for esports betting operators – Esports

The most significant evolution of TikTok came to fruition in early July, empowering its one billion active monthly users to post videos lasting up to three minutes.

By Josh Walfish

TikTok’s meteoric rise can be attributed to its unique focus on microcontent. Previously, the platform maintained a strict one-minute cap on video length, a limitation that often constrained content creators seeking to convey more complex messages. The extension to three minutes not only enhances content depth but also boosts viewer engagement, allowing creators to present tips, tutorials, and narratives that require a more comprehensive format.

While the traditional one-minute videos remain popular, the additional time provides an excellent opportunity for creators to engage their audience without partitioning their content into multiple segments. This shift reduces the friction associated with users having to scroll through feeds for subsequent parts, enhancing the overall experience on the For You Page.

Moreover, TikTok is ripe for further growth, as highlighted by a recent poll from Interpret’s VideoWatch. The data revealed that a mere 13% of respondents actively use TikTok for video consumption, while a notable 79% prefer shorter content formats yet do not engage with TikTok specifically.

Implications for Advertisers and Brands

The landscape for advertisers remains promising as TikTok represents a relatively untapped frontier in digital marketing. Despite nearly two billion app downloads, TikTok’s integration into broader advertising strategies is still evolving.

A key advantage for TikTok’s advertising model is its advanced artificial intelligence system, which tailors user feeds based on their viewing habits, enhancing the likelihood that ads will resonate with target audiences. This predictive capability allows brands to maximize retention rates and effectively reach consumers without the clutter of indiscriminate advertising.

Notably, the esports sector stands to benefit from TikTok’s burgeoning presence. In October 2020, TikTok partnered with esports team Tundra, marking a significant initiative aimed at demonstrating how esports can thrive on the platform. According to Cyril Etienne, a media planner at esports-focused Hurrah Group, this partnership serves as a case study in the profitability of combining brands with esports teams.

By collaborating with Tundra, a team rooted in FIFA content—which has amassed over 3.3 billion views—TikTok is capitalizing on an existing appetite for esports. Tundra co-founder Michael Munro commented, “The partnership is a natural fit since it seamlessly bridges the digital and physical worlds.” This strategy underscores the potential for brands to capitalize on already proven interests on the platform.

Should Esports Bet on TikTok?

Esports betting operators would be wise to consider integrating a TikTok marketing strategy into their outreach. Leaders in the industry, such as Riot Games and ESL, have successfully leveraged TikTok for promotional purposes during major events, showcasing a path that other operators could easily follow.

At the very least, betting operators can repurpose existing YouTube content into shorter, more digestible clips that can engage a wider audience. Highlights from recent tournaments or concise tutorials about games serve dual purposes: they not only generate interest in the esports betting market but also foster brand loyalty among younger bettors.

While it’s true that TikTok’s user base skews younger—many of whom may not yet be of legal betting age—establishing brand recognition now could yield long-term dividends. This platform allows betting operators to connect with the esports community effectively, crafting familiar and engaging content intended for future adults.

TikTok has also made strides to cater to businesses through its TikTok For Business initiative, offering tools designed to enhance brand engagement and audience building. These premium advertising options can yield substantial impressions—up to eight million daily—depending on placement and budget. Additionally, TikTok provides assistance in connecting advertisers with influential creators who can amplify brand messages, creating a symbiotic ecosystem for brand promotion.