Marketing Climate For eSports Betting Is Shifting To Online

• The eSports market is expected to be worth $1.8 billion by 2020.
• There is a large opportunity for growth in eSports marketing.
• Unibets, owned by the Kindred Group, signed a partnership to become the betting partner of Astralis, an eSports team.

TALLAHASSEE, Fla. – ESports is gaining popularity around the world with marquee games like Fortnite and Players Unknown Battleground (PUBG). Amidst the growth in interest and viewers is the change in marketing tactics. The climate for eSports betting advertising is beginning to shift to the online playing field.

The eSports market is expected to be worth $1.8 billion dollars by the year 2020, according to the website Statista. The world’s population is changing how they receive information, and the advertisers must change how they give it. Betway, a site tailored to eSports betting, was the first to hop onboard.

“This enabled us to offer a more tailored experience to our eSports users, without changing the way we engage with the rest of our customers,” Betway Marketing Director Paul Adkins said. “The market is developing exponentially and there are a plethora of brands getting into the space now.”

Online presence in today’s day in age is must for connection to a specific audience. Betting companies in the eSports field understand this full well. They understand the need to be familiar in the waters of eSports before tackling eSports betting in order to do well in the area.

“As a brand, you need to really understand eSports if you’re going to enter the space,” said Adkins. “Where we excel is that every one of our team are fans of eSports first and members of the Betway team thereafter.”

Marketing for eSports has taken a huge shift toward a bigger online presence with companies like Twitch, who pay video game players to live-stream their intense playing sessions on various games. Online advertising on eSports may just be getting started. One betting company, in particular, Kindred Group, has stuck their foot into the pot already.

Unibets, a legal sports betting site owned by its parent company Kindred Group, signed a two-year deal with the eSports team Astralis. The Kindred Group is looking to raise interest in eSports and is taking the necessary steps to get there.

“If you look at the performance and their growth, I think that [Astralis] really stands out from any other sponsorship and team out there,” says Elen Barber, CMO at the Kindred Group. “We want to raise the interest in this area and tap into the new potential audiences within eSports.”

Sports betting, now that it is becoming legal in more states, is creating more opportunity for advertising efforts in the field and eSports is becoming a big part of that. Whether it becomes bigger than people imagined cannot be determined just yet, but the revenue projected to be gained in the future from eSports betting advertising looks high for the time being.

News tags: eSports Kindred Group | Unibet