Experts say E-Sports will shape the future of betting
At the SiGMA Europe 2024 day 3 conference on 14 November, Michele Magro, Head of Legal & Compliance at NSUS Malta, moderated a panel titled “E-Sports Betting: Does it live up to the hype?”. Supported by Gaming Malta, the discussion featured insights from industry experts Sergey Bidzan (CEO of Eden Esports), Glenn Camilleri (European & Esports Trading Manager at Betsson Group), and Juana Bischoff (Senior Business Development Manager at Oddin.gg) on the current and future state of e-sports betting.
Magro started the discussion by sharing an engaging overview of the rise of e-sports, highlighting how its popularity surged through free money playing. He painted a vivid picture of the excitement that enveloped the gaming community during that initial wave of interest. As he spoke, he underscored how, over time, as the frenzy subsided, players and audiences alike began to understand the game better.
“Everyone has his favourite game and everyone has his favourite team. So, the moment you bet on your team, it’s something from the heart.”
Glenn Camilleri, European & Esports Trading Manager at Betsson Group
While Camilleri emphasised that Betsson is striving to create a customer-centric platform, as they believe customers bet on their favourite teams with passion. He noted that e-sports has risen from seventh place a few years ago to a top five position in the betting market, thanks to its live and video game-based appeal. As engagement with e-sports increases, Betsson continues to innovate and enhance its customer experience offerings. He also stressed the importance of identifying the right market and betting options for newcomers before choosing a reliable provider.
Bidzan explained how e-sports has withstood the test of time. According to him, e-sports has found a niche market and effectively filled the betting gap. This is due to its availability 24/7, a wide range of data and information from live events and video games, and its appeal to younger audiences interested in such games. As the CEO of Eden Esports, he highlighted that they provide marketing services and exclusive data to make betting more efficient.
Given the current regulations, he also stressed the importance of being cautious with advertising, as underage individuals might access these ads. Additionally, he emphasised the crucial role of the data processing team, which operates between tournament hosts and game developers. This team is responsible for flagging suspicious activities and taking action to protect the industry’s integrity.
“If you do your job right, you can keep this client for the next 20, 30, to 40 years.”
Juana Bischoff, Senior Business Development Manager at Oddin.gg
Bischoff noted that there are three billion gamers globally, with the e-sports industry projected to reach $24 billion by 2026. She sees significant potential for e-sports in the betting sector, particularly among younger audiences. To capitalise on this, operators must build strong relationships with event coordinators to understand e-sports bettors’ needs better. She also mentioned using high-risk management practices, including close monitoring of bets and reporting suspicious activities. This approach aims to protect customers and uphold the integrity of e-sports.
This panel session is just one of many discussions scheduled for Day 3 of the conference. To learn more about the speakers and the topics they will cover, please visit the agenda page on SiGMA Europe’s website.
