Major events play a crucial role in esports betting, especially in the absence of traditional sporting events in 2020. Traditional sports betting declined by 70% YoY in April 2020, whereas esports wagers experienced a 100% growth during the same period.
The return of in-person events, including esports, brought hope in the new year and resulted in an increase in betting activity. The top three esports titles – League of Legends, Dota 2, and Counter-Strike: Global Offensive (CS:GO) – account for 85% of the betting handle according to Narus Advisors and Eilers & Krejcik Gaming.
CS:GO, in particular, has gained significant attention from bettors with its return to live events. EsportsBattles reported a nearly 40% increase in active bettors during the CS:GO tournament IEM Cologne 2021 in July 2021. Similar to traditional sports, betting on the outcome of esports events provides viewers with a reason to watch and feel invested.
Dota 2’s biggest event of the year, The International 10, is scheduled to return in October, featuring a record prize pool of $40 million. The stakes and pressure involved in such events make them even more captivating for esports bettors.
Betting operators should focus on creating content around these major events to effectively educate bettors about the specificities of each game and provide insights on what to wager on. Content can help build anticipation, introduce factors that can influence the outcome, and encourage bets on the event.
Sponsorship is a valuable option for betting operators looking to establish awareness and connection with esports fans. Research shows that esports fans are more likely to notice event sponsors than soccer fans. Sponsoring individual teams or entire series can be beneficial. Notable esports sponsors include 1xBet, Vie.bet, Fun88, Parimatch, Betsafe, GG.bet, Pinnacle, and Unibet.
In June, Betway entered a two-year partnership with G2 Esports, a Berlin-based esports organization, to conduct various activities such as show matches, live streams, fan activations, giveaways, and video content.
