Esports is one of the fastest growing verticals in iGaming.
In 2023 the global market was valued at £1.56 billion (US$2bn). And, with a projected CAGR of 23.7 percent between 2024 and 2032, it’s predicted to reach £10.17 billion (US$13bn) by the end of the decade.
This explosive growth has been fuelled by a rise in competitive gaming and advancements in streaming and data technology, resulting in a lucrative opportunity for operators.
Yet navigating this rapidly-evolving market is no easy task. The complexity and unpredictability of esports games make it more challenging for operators to master these intricacies, provide competitive odds and effectively engage with–and retain–players.
So how can operators unlock the full potential of this booming market? Create a more competitive offering? And increase retention rates?
In this exclusive Q&A iGF Head of Content Curtis Roach posed these very challenges to Rostyslav Likhtin, Product Manager of Trading and Esports at DATA.BET, as they explored common errors made by many operators in the esports space, discussed strategies for driving consumer loyalty and highlighted how DATA.BET’s leading-edge Bet Builder is reshaping the esports betting experience.
Keeping esports fans engaged is a continual challenge for operators. What are some of the biggest mistakes you see esports betting brands make when trying to acquire esports bettors?
“One major mistake is investing too heavily in broad acquisition campaigns without focusing on retention. Esports audiences respond best to sustained engagement strategies and retaining existing bettors often proves more profitable than attracting new ones.
“Bookmakers miss out on a stable and loyal user base by failing to provide consistent, meaningful engagement through relevant, real-time data and flexible betting tools. Additionally, overlooking 24/7 live coverage, varied content that spans beyond Tier-1 tournaments, and meaningful marketing tools can reduce an operator’s long-term appeal.
“Effective retention strategies centre on continually engaging users with content they can rely on, tools that enhance their experience, and opportunities for personalisation through features like Bet Builder.”
How can incorporating new betting features such as Bet Builder help attract new players while maximising engagement?
“Bet Builder enables operators to create deeper connections with existing users by offering customisation within each event, increasing engagement and fostering loyalty.
“While attracting new players is always a goal, focusing on retention is often more rewarding, especially through versatile, player-centric tools.
“By enabling users to create personalised bets, Bet Builder provides an interactive experience that resonates with esports fans who enjoy diving into the specifics of game statistics and player performance.
“Paired with diverse content offerings and extensive live coverage, Bet Builder empowers operators to keep their audience engaged continuously, which ultimately drives retention and higher profitability.”
How easy is it to integrate tools like this into an operator’s current platform? Will they need a complete systems overhaul?
“At DATA.BET we offer a flexible back-office system that allows operators to incorporate these features without needing a major system overhaul.
“Our integration process is API-driven, which means operators can select and implement the specific functionalities they want while maintaining their existing platform structure.
“The modularity of these features makes it easy to add Bet Builder to a platform in phases, enabling operators to gradually enhance their offerings without disrupting their current setup.
“We’ve prioritised compatibility to ensure bookmakers can keep up with evolving player demands without overhauling their systems, ultimately making these features accessible to operators of various sizes and capacities.”
Features such as Bet Builder are already very prevalent in traditional sports betting. Are there any other aspects from this sector that esports operators can use to enhance player engagement?
“Traditional sports betting has perfected loyalty programs and personalisation strategies, which are vital for player retention.
“Esports operators can adopt similar approaches, such as offering rewards for player loyalty or providing dynamic, customised recommendations based on betting history.
“Another area worth exploring is data-driven insights.
“Providing bettors with detailed stats and predictive insights based on official data can boost interest. For that, esports suppliers adapt in-play betting tools from traditional sports, allowing fans to stay informed and bet continuously throughout a match.
“Furthermore, transparency around data accuracy and bet settlement is already a standard in traditional sports, and this is also essential for building trust with esports fans and elevating engagement in the esports betting sector.”
Editor’s Note:
One of the biggest mistakes operators in the esports space make is prioritising acquisition over retention, asserts Rostyslav.
“Esports fans are loyal–often making retention more profitable than acquisition–but only when operators provide meaningful content and the right tools to enhance their experience,” he says.
DATA.BET’s Bet Builder is such a tool. And it’s a leading solution in this space.
Bet Builder facilitates customisation within events, making esports more interactive and personalised. This resonates with bettors, who follow games and player performance more closely than traditional bettors.
And when paired with extensive coverage and a diverse offering–a prerequisite for any esports operator–, it increases engagement and retention.
Moreover, thanks to its modular design, DATA.BET’s solutions can be easily integrated with existing systems, meaning no service disruption or tech overhaul.
Bet Builder may be transforming the esports betting sector. But the concept is not new. So, what other iGaming retention strategies does Rostyslav believe the esports sector can adopt?
Many.
Among them: Implementing loyalty rewards and customised recommendations, providing real-time data-driven insights, like detailed game stats, and enhancing bet accuracy and settlement transparency to increase trust.
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