Expand the Casino Audience with the Help of Cybersport

Today, contests in the digital environment are a global sphere with millions of spectators and participants. This market has combined a passion for gambling products, competitive excitement, and the desire for professional growth.

The sector continues to rapidly expand its reach and is becoming increasingly attractive for investment and sponsorship. Interaction with the niche is a great way for operators to attract a new loyal audience, strengthen their reputation, and form a sustainable long-term promotion strategy.

Learn more about the interaction of 2 verticals from the 2WinPower studio. Our experts have prepared useful information on the most effective methods for increasing the customer base of virtual casinos through digital tournaments.

About eSports and Key Market Indicators

Professional video game contests are similar to traditional disciplines in many ways. Teams and individual participants also fight for champion titles and prize pools. These events usually last from 8 to 12 hours over 4–20 days.

They are organised by major media brands and independent operators, including:

• Valve;
• Blizzard;
• Riot Games.

For example, Valve holds and sponsors annual Dota 2 matches, The International. In 2019, the company set a record: at peak moments, the broadcast was watched by about 2 million spectators at the same time. There were more viewers than at Wimbledon and the Tour de France. The reward that year exceeded $34 million.

According to the Newzoo Global Esports Market report, the eSports audience worldwide has already reached 577 million people. Of these, 474 million are regular fans, and the rest are casual users who watch live matches occasionally.

The Nielsen marketing company has published interesting data: about 70% of customers who like cybersport are from 18 to 34 years old. That is, this category includes young, solvent clients.

For comparison, the average age of an Olympic Games viewer is 52. Most fans of such entertainment are men. In the Russian-speaking segment, this is 92% of users, and in English-speaking countries — 74%.

Given the impressive size of the market, the amount of investment in the niche is also increasing every year. Deloitte published details for the period from 2017 to 2018. During this time alone, the monetary injections in the sector grew by 837%, from $490 million to $4.5 billion.

Coca-Cola, Red Bull, and Adidas spend about $30 thousand per month on various advertising integrations during tournaments.

An excellent example of such collaboration is the Gucci brand, which became a partner of the Fnatic eSports team, the champion in the Counter-Strike discipline. The fashion house released a limited edition of watches with its logo.

The original solution was demonstrated by the Pepsi concern in 2020 at the WePlay! Bukovel Minor. During breaks between matches, the enterprise broadcast video clips in which Dota 2 characters danced with cans of the branded drink.

Viewers liked the ad so much that the videos were shared on social networks for several weeks after the end of the competition. Its organisers said that the development of one such video clip cost the sponsor from $2 thousand.

Another interesting example is the local integration of McDonald's. In the commercial, a donkey courier from Dota 2 delivered famous burgers to players, and in the final, spectators received a promo code for free delivery throughout Ukraine. The campaign led to a significant increase in sales both online and offline.

Such collaborations are beneficial for companies interested in attracting a solvent young audience.

How eSports Affects the Loyalty of Casino Visitors

The cyber niche has long ceased to be just entertainment. It is a global cultural society, which is constantly joined by people from all over the world.

Integration with the segment guarantees a record increase in engagement indicators for the owners of gaming sites. Key factors that contribute to high retention and loyalty of players:

1. Involvement in the community. The feeling of unity with millions of like-minded betting fans creates an atmosphere of warmth and mutual support. Such an environment helps to strengthen trust between providers and their clients.
2. Unique offers. The online casino’s product range can include exclusive bonuses and solutions aimed exclusively at the eSports audience. This creates additional value for a specific group of gamblers and encourages them to stay with the brand as long as possible.
3. Personal approach. The development of such content allows entrepreneurs to establish a strong connection with customers. The presence of exclusive deals can distinguish a company from its competitors, making it more popular.

The growth of the fans’ loyalty is confirmed by research and statistics:

1. Report of the Statista independent analytical agency. The document shows that the chances of attracting new users through collaborations with the eSports vertical increase by 2–3 times compared to traditional marketing programs.
2. Analytical summary from Newzoo. Experts reported that 72% of viewers have a positive attitude towards brands that sponsor cyber tournaments.

The Best Strategies for Uniting These Industries

The 2WinPower team has identified several key channels for the most effective interaction between the 2 markets.

Thematic Promotions and Bonuses

A good option is to independently organise an independent competition on an entertainment platform. However, such events usually require significant startup costs and the attraction of third-party investors.

At the initial stage, an acceptable alternative may be bets on well-known eSports matches, the rewards in which will be in-game functions and services, such as:

• free spins;
• promo codes for free sessions;
• increased cashback for burnt deposits;
• improved odds for bets in other sports;
• early access to new slots, etc.

Unique Betting Formats

Casino portals can increase their reach by adding exclusive bids on specific events within a match, for example:

• the number of wins of a specific athlete or team;
• first blood in the game;
• the winner in a certain round or location.

Another successful move is organising express bets. Entrepreneurs can offer fans stakes in several niche activities with increased odds. Such a strategy not only contributes to a significant increase in the interested audience but also encourages users to deposit large sums.

Sponsorship of Individual Teams and Contests

Supporting an eSports competition gives operators the right to create various advertising integrations during broadcasts. This is the best way to promote gambling products directly.

Organisers of such events can also provide investors with an opportunity to buy out media rights for further use and broadcast of the match recording. A similar scheme exists in the film industry: the studio shoots a movie and transfers the authority to show it to cinemas (not forever but for a certain period).

Casino owners can choose the most suitable option for using this service:

• broadcast the competition live on their digital resources with the addition of unique advertising inserts and branding elements;
• adapt the recording for a specific region and show it after overdubbing, etc. (This approach is usually preferred by entrepreneurs working in Asian countries).

Promotion on Streaming Resources

Entrepreneurs can build successful long-term partnerships with popular niche influencers.

As part of such cooperation, streamers need to perform several marketing actions:

• tell their subscribers about available bonuses;
• share promotional codes, discounts, and cashback for games on the exact platform;
• invite fans to participate in themed offerings, etc.

Influencers may not engage in direct advertising of entertainment sites but independently organise contests for viewers. Prizes in these events will be free spins, increased odds on bets, and other niche products provided by sponsors.

Addition of eSports Slots and Mini-Rounds to the Casino Catalogue

Business owners can order the creation of exclusive content aimed at fans of cybersport, including:

1. Slots with characters from Dota 2, League of Legends, or Counter-Strike. The solutions may include original thematic bonuses or locations that imitate elements of the original entertainment.
2. Mini sessions with a competitive component. For example, it is possible to offer players to complete a certain round by repeating the strategy of popular athletes or creating a unique path.
3. Non-game tournaments. In this case, bets are placed not on the outcome of the match but on the participant’s success or failure. The format resembles classic bids and is especially popular on streaming sites.

Such content expands the horizons of opportunities and attracts new users.

The Latest Statistics of eSports Betting Niche

Casinos and cyber competitions are becoming increasingly relevant. This can be explained by the significant growth of the entertainment sphere in general and the growing interest of a young audience in it.

According to Statista:

• This year, the global cyber betting sector will reach $2.5 billion, and by 2029, the industry’s capitalisation will be $3.5 billion. The CAGR will be recorded at the level of 5.43%.
• Europe is becoming the leader with projected revenue of $1 billion already in several months. The second place belongs to the United States with a GGR of $857.6 billion by the end of 2025.
• The APRU (Average Revenue Per User) indicator is $54.3 in Europe and $34.9 in the US.

The Investorideas online publication provides the following information:

• In 2024, eSports betting generated 57% of the total income in the cyber competition sector. In 2029, this share is expected to reach 59%.
• The number of active players that place bets on the outcome of virtual contests grew from 22 million in 2017 to 74 million in 2024. In 4 years, this figure will rise to 95 million.

Expansion of the Audience that Prefers Bids on eSports

Benefits and Risks Related to Cyber Tournaments

The combination of casinos and bids on virtual competitions is a great opportunity for gambling companies. Those who provide a smooth and secure connection of such solutions and take into account legal nuances will gain an advantage in the market in the next 3–5 years.

Reasons for Launching an eSports Line

Let us consider why many providers are currently adding such content to their catalogues:

1. Expansion of the audience. The placement of bids on cyber contests attracts young customers who are not alien to innovation. Such users may not have previously been interested in traditional gambling but thanks to successful integration, they become active clients in both fields.
2. Revenue growth through new verticals. Launching an eSports product line allows entrepreneurs to offer bids on tournaments, as well as individual matches and events within them. It is also possible to monetise virtual items (skins or tokens), which are an element of the cyber universe.
3. Image renewal. Thanks to betting on virtual contests, casinos can shed their image as “old-fashioned” establishments and become part of modern digital culture. To improve the reputation of their platforms, operators can sponsor teams and tournaments. This step will enhance the positive perception of such brands among young people.
4. Content gamification. This is the introduction of eSports mechanics into traditional casino products. In this case, it is worth using interactive tables, PvP modes, internal bonuses, and other options, thus increasing the involvement and retention of clients.

Integration Risks

Difficulties that entrepreneurs may face:

1. Legal restrictions. In many countries, eSports betting is regulated more strictly than traditional sportsbook entertainment or casino solutions. Therefore, it is important to obtain a separate licence for this type of activity. A similar practice existed, for example, in the US, where such a direction was prohibited in most states until 2024.
2. The risk of attracting minor players. To prevent this from happening, operators are required to implement strict age verification. Otherwise, they can face huge fines and reputational losses.
3. Technical nuances. The integration with eSports implies interaction with new types of information and real-time match streams. Errors in data processing can lead to financial damage or fraud. To prevent such situations, it is important to think over the project very carefully.
4. Reputational risks. If, for example, a casino is associated with unfair bids or scandals related to eSports, this can greatly affect its image. Therefore, it is necessary to be selective about partners and sponsored tournaments.

Real Cases of Gambling Companies

Let us consider how market leaders combine casino and cyber entertainment:

1. Unikrn. The American provider specialises in slots and card games. In 2021, the firm was acquired by the Entain International Holding, which allowed it to begin offering bids on digital contests using real money and tokens. The vendor sponsors the BIG eSports team from Germany and the DotaProHub statistics platform.
2. Casumo. The Maltese company's portfolio includes both casino and bookmaking services, as well as virtual competitions. For several years, the enterprise has been cooperating with Wembley Arena, which hosts famous events of this kind.
3. Roobet. The cryptocurrency portal organises its eSports tournament Roobet Cup in Counter-Strike: Global Offensive. The prize pool is $250,000.
4. Betway. The international bookmaker is the title sponsor of the CS:GO Blast Premier contest. The manufacturer integrates its brand into broadcasts and creates joint content with well-known organisations.

5 Steps Toward the Integration of a Casino with eSports

Let us consider how to make such a merger successful.

Market and Target Audience Research

At the first stage, entrepreneurs need to understand:

• which disciplines are the most popular (CS:GO, Dota 2, League of Legends, Valorant, etc.);
• what tournaments are of greatest interest to users, investors, and B2B partners;
• which are the main characteristics of their target audience (age, geolocation, behaviour, and preferences).

Selection of the Integration Format

Among the most popular options, we can highlight:

• adding a platform with bids on eSports;
• organising cyber tournaments with gamification elements;
• partnerships with streamers and professional teams.

An online casino can launch a betting portal for CS:GO and Dota 2, while simultaneously sponsoring amateur competitions among its users.

Development of Native Advertising Content

The most effective interaction formats include:

1. eSports challenges with bonuses from the casino. This is the organisation of mini-contests among subscribers with valuable prizes from the gambling brand and exciting tasks.
2. Streams with live bids. Professional players or amateurs try to predict the outcome of matches in real time, explain the logic of their moves, share emotions, and demonstrate the results. The integration of an iGaming portal should be native: through banners, chatbots, or links in descriptions.
3. Content on behalf of teams and customers. The group of eSports athletes operators collaborate with can prepare engaging materials. Match predictions, behind-the-scenes stories, and statistical summaries related to the topic of bids are suitable.
4. Gamified articles and quizzes. These are tests or surveys that include the offer to place a bet and receive a bonus.

Compliance with Regulations

It is important for entrepreneurs to check the laws in their target countries and whether it is legal to accept deposits on the results of eSports tournaments.

Some jurisdictions may require an additional licence. Such a practice exists, for example, in Malta (MGA) where gambling areas are controlled separately.

A mandatory moment is the addition of an age verification system (KYC) to make sure that minors or users with signs of ludomania will not visit a digital platform.

Tracking Results and Strategy Adjustment

It is better to use the following tools:

1. CRM systems. They provide information on registrations, authentication, and customer activity.
2. BI analytics (Power BI and Tableau). With the help of such an instrument, it is possible to visualise activity and profitability data.
3. UTM tags. These tools are used to track the effectiveness of native advertising and traffic sources (streamers, teams, and challenges).
4. Study of the website. Google Analytics and Mixpanel programs evaluate customer behaviour on the online portal and the application.

The first deep analysis should be carried out 2–4 weeks after integration. Operators can compare traffic channels, as well as adjust marketing and product strategy.

Integration of Casino and eSports Betting Options with 2WinPower

Our company has successfully implemented several projects that combine both gambling directions in Europe and Latin America. In 2024, we added cyber tournaments to a large entertainment platform, ensuring a 38% boost in the number of new registrations in the first 3 months.

Our team participated in advertising campaigns at the largest eSports competitions in Europe. We created recognisable native content and promo challenges for players of 18–30 years old.

The Main Things about Casino Audience Expansion Thanks to eSports

Cooperation with such a large and motivated community allows operators to attract more customers and strengthen their reputation in the long run.

It is worth remembering the most effective strategies for uniting 2 verticals:

• Thematic bonuses and promotions. For a winning bet on an eSports match, gamblers can receive rewards in the form of free spins, increased cashback, early access to new slots, and other privileges.
• Collaboration with streamers. Entrepreneurs can integrate advertising into live broadcasts or sponsor tournaments organised by influencers. The winners will get special offers and discounts in virtual casinos.
• Development of exclusive content. Popular characters from eSports disciplines or stylised elements of iconic gaming locations can be added to products to create a unique and recognisable user experience.

From us, it is possible to order the following useful products:

• scripts;
• lotteries;
• bookmaker franchises;
• poker rooms;
• decentralised platforms;
• free demo versions of websites with slots, and much more.