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Growing Popularity of Esports Fuels Online Betting Boom, but Measuring ROI Remains a Challenge: Expert

March 29, 2023 AsiaWorld Sports

Esports has emerged as one of the most rapidly growing industries worldwide, generating billions of dollars in revenue annually. The popularity of this industry has not gone unnoticed by businesses, with more and more B2B clients expressing a keen interest in launching online betting operations focused on esports. According to Jane Guan, the COO of Pinnacle Solutions, the markets in Southeast Asia and Latin America are growing so fast that many companies are eager to invest in this industry.

Guan explains that online betting companies are now playing a significant role in financing esports contests, producing their own events, or sponsoring esports teams, all of which have varied degrees of success. However, assessing the return on investment for sponsoring esports competitions can be challenging for businesses as there is no direct data tracking on the volume of betting coming from the exposure of the brand.

To better leverage investment in esports, Pinnacle started arranging its own contests, the “Pinnacle Cup,” which focuses on well-known titles such as Dota and CS:GO. The COO notes that by providing its own competition, the firm can more readily collect data pertaining to sponsorships and more precisely analyze outcomes.

In the Esports industry, Jane advises sponsors to be very clear on their aim and strategy because each can produce a different profit based on the desired result. The success of the beverage firm Red Bull, whose significant branding placement depends more on the lifetime of brand awareness and not immediate direct cash, serves as an example of how investment in the esports industry should leverage brand exposure for eventual future consumption.

Despite the challenges, the esports industry has continued to grow, and Pinnacle is leading the charge in sponsoring esports events. With a prize pool of over $200,000, the company is supporting a new, months-long Dota2 competition taking place in Malta.

Esports has created a unique opportunity for businesses looking to invest in an emerging industry. By leveraging investment in esports, businesses can gain brand exposure and create new revenue streams. However, it is crucial for sponsors to be clear on their aim and strategy when investing in this industry, as each strategy can produce a different profit based on the desired result.

In conclusion, the Esports industry continues to grow at a rapid pace, with the markets in Southeast Asia and Latin America leading the way. While investing in esports can be challenging for businesses, the rewards are worth it. By leveraging investment in esports, businesses can gain brand exposure and create new revenue streams while expanding their customer base.

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