Betby’s Kirill Nekrasov: keeping up the post-Euros momentum

With the Euros fast-approaching Kirill Nekrasov, Head of Betby Games, explains how operators can create a compelling esports experience that complements traditional sports betting. While much of the focus will be on betting during the tournament, he also advised operators to carefully consider the transition period between the end of the Euros and the start of the English Premier League.    

The Germany-hosted Euros will undoubtedly bring a flurry of activity for bookmakers, with a surge in betting and engagement. However, the challenge lies in maintaining this momentum once the tournament ends and before the domestic football season resumes. This period presents a critical opportunity for operators to explore new ways to keep bettors engaged and active on their platforms.

Unlike traditional sports, which are bound by seasonal schedules, esports operates year-round, offering a continuous stream of tournaments and events. This constant availability makes esports the perfect product to fill the gap in the sporting calendar. For bettors who joined during major tournaments like the Euros, esports can provide an ongoing source of excitement and engagement.

For operators, this means leveraging the post-Euros period to introduce new products and maintain the interest of players who signed up ahead of the tournament. Although this might seem complex, it opens up opportunities to offer a broader array of content to audiences. By integrating content-based esports titles such as eSoccer and eBasketball, operators can provide round-the-clock betting options, ensuring there’s always something for bettors to engage with.

The transition period between the end of the Euros and the start of the English Premier League is a month-long gap where operators need to find innovative ways to keep bettors engaged. This is easier said than done, as the absence of traditional football matches can lead to a drop in betting activity. However, this gap can be effectively filled by offering esports events, which can keep the excitement levels high and maintain bettor engagement.

Some operators may have concerns that adding esports to their portfolio could negatively impact their existing sports betting products. However, evidence suggests that esports does not cannibalise existing traffic but rather complements traditional sports betting markets. Esports primarily attracts a new demographic of bettors who are not necessarily looking to transition to traditional sports betting. Instead, esports establishes itself as a distinct product, appealing to a different segment of the market.

What we’ve observed is that integrating esports into a sportsbook does not detract from the number of players betting on traditional sports. On the contrary, esports becomes a valued addition to the portfolio, enhancing the overall betting experience. While esports can complement traditional sports betting, operators must adopt different strategies to engage bettors with each vertical.

There is a common perception that esports audiences tend to be younger. While this is often true, it’s important to note that games like Counter-Strike, which have been popular since the early 2000s, have developed a diverse and dedicated following. This opens up the possibility for traditional sports bettors to also engage with established esports titles, broadening the appeal and reach of esports betting.

Beyond content-led esports, there are additional considerations for creating a robust esports offering. The first is to develop a dedicated esports experience and effectively market it to the audience. While many operators have sections of their websites dedicated to esports, there’s a need to go further. This includes incorporating interactive features such as widgets, live streams, and localised, customisable content. 

Although these latter features are still in the early stages of implementation, they hold great potential for enhancing user engagement. For example, bookmakers who have offered Betby’s localised e-football tournaments have seen significant player engagement during gaps in the traditional local football league calendar.

Creating a dedicated esports experience involves more than just adding a new section to the website. It requires a comprehensive approach that includes interactive features, localised content, and customisable options amongst other aspects.

By focusing on these areas, operators can create a compelling esports experience that complements traditional sports betting. This not only fills the gap between major sports events but also expands the overall betting portfolio, providing more betting options and increasing engagement.