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 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.