• Betway invests further in promoting eSports betting
• Internal reshuffle sees head of eSports become a director
• Site extends sponsorship of Brazilian eSports team for 12 months
• Underpins strategy to increase eSports betting revenues

If anyone still doubts the importance of eSports to the future of sports betting, they should note Betway’s latest moves in the market.

First, the global online gambling company extended its partnership with a leading Brazilian eSports team for another year. Second, it announced that its head of eSports, Adam Savinson had been promoted to director level, giving the gaming sector an even higher profile within the business.

There is no doubt that eSports continues to explode globally. According to a Newzoo report, viewers of global events are expected to rise by 14% in 2021 to 557 million. Despite that fan base, and most leading sportsbooks now dipping their toes into eSports betting markets, it’s reckoned the sector contributes only around 1% to overall sports betting revenues.

But consider that for one minute. From almost a standing start, and up against mainstream sports betting, 1% is a serious wedge of the pie.

Barriers to entry for sportsbook operators are not so much the popularity of eSports; the numbers speak for themselves after all. But more so educating existing customers that they can bet on eSports and why they should bother.

eSports Fans Age is No Barrier

With the average gaming fan being 31 years old, much older than many will think, they are a ripe target for betting companies.

The age is significant, too, because it is so much younger than traditional sports fans. The Sports Business Journal put these ages on the typical US sports fan:

• MLB, 57
• NFL, 50
• NHL, 49
• NBA, 42

That’s an average of 53, making the younger eSports fans an attractive target. Of course, young people have less disposable income to spend on betting. But many might enter sports betting via eSports and mature into a broader sports betting punter for years to come.

Betway eSports Visibility

Betway’s promotion of eSports goes right to the top – literally. eSports now has its own place in the main site navigation, alongside Sports, Casino, Live & Real, Vegas and Promotions.

The company’s extension of its deal with Brazilian eSports team MIBR (Made in Brazil), a leading Counter-Strike: Global Offensive team, has two benefits: it invests Betway not just into the eSports market, but also into the Brazil market, one of the huge potential growth territories for global sports betting.

Yuri “Fly” Uchiyama, Director of MIBR, said: “We are very happy to continue our partnership with Betway. As MIBR prepares yet again to play in the biggest tournaments in the world, our partnership with Betway and their continued support of the CS:GO community, particularly in Brazil, has helped us grow the largest, most passionate, and engaged fan base in the world.”

Savinson added: “In 2018 we had the great honour of becoming founding partners at MIBR, helping to re-launch this legendary brand.

“Today, we are renewing our agreement to continue our fantastic relationship. At what is a really exciting time.”

As a further nod to eSports’ importance, Betway has two eSports specialists in its content team.

But that’s not to say the company is light in sponsoring other sports. It is the Premier League team West Ham United’s headline sponsor and has relationships with Cheltenham racecourse and World Snooker.