The esports industry is experiencing a period of normalisation and growth after a frenzied year in 2020. Leading operators such as Betway, Parimatch, 1xBet, Bet.GG, and Rivalry have recognized the opportunity to integrate themselves as organic supporters of the esports scene. They have signed deals with competitive squads and tournament organizers in 2021.
The return of LAN play has been a catalyst for increased involvement in esports. While many esports were restricted to online play in early 2020, popular games like League of Legends, Dota 2, and Counter-Strike: Global Offensive are now making a comeback in LAN events. Smaller esports stand to benefit the most from this shift, as their popularity will receive a substantial boost from LAN play. Rising titles like Valorant, Super Smash Bros. Melee, and League of Legends: Wild Rift are still in their early stages, presenting a huge opportunity for oddsmakers to get involved and potentially see long-term returns.
To capitalize on the triumphant return of esports, operators should first focus on adding new titles to their esportsbook. Investing in the infrastructure now will result in long-term benefits. Hearthstone serves as an example, as its esport scene is in its twilight years with limited third-party interest and growth. Operators who started offering lines for Hearthstone in 2015 are still receiving business, but there isn’t much incentive to enter the space now. Many other esports are currently in a similar phase, so operators should consider expanding their esportsbook. Valorant, with its similarities to Counter-Strike and backing from Riot Games, makes for an obvious first choice. Wild Rift, Siege, and PUBG are also stable esports worth considering.
In addition to adding new titles, sponsoring teams and partnering with tournament hosts are effective methods of attracting esports fans to betting sites. The opportunity to have a brand’s name associated with prestigious tournaments or featured on a champion’s jersey creates a strong connection between esports success and the betting site. Sponsorships and partnerships like the Electronic Sports League partnership by 1xBet are highly valuable as they surpass agreements between competitors and teams and ensure top billing for stream ads and special title segments. Single event partnerships provide a way to test relationships with tournament hosts, while team and personal sponsorships can be cheaper and easier due to the decentralised nature of esports.
Choosing the right organizations for sponsorships and partnerships, starting with yearly contracts, is essential to ensure compatibility with the intended audience and brand.
