Utilising virtuals to bridge the gap between traditional sports betting & esports

Capturing the attention of a different player demographic outside the more traditional sports betting community was stipulated as a prime ambition by Inspired Entertainment and GRID after blending a rapidly evolving recreational activity with virtual sports.

The challenge, highlighted by the aforementioned co-developers, centres around how to make the art of competitive video gaming accessible and exciting for less involved fans and those who have never interacted with any esports content before.

The foundation of Re-Play eSports, which uses video footage and in-game data footage taken exclusively from the CS:GO’s global tournament, the Champion of Champions Tour, subsequently saw Kaizen Gaming’s Betano brand become the first operator to sign-up to utilise the product.

Following this development, SBC News sat down with Mikael Westerling, Chief Sales Officer at GRID, Ian Freeman, Chief Commercial Officer of Virtual Sports at Inspired Entertainment, and Vangelis Kalloudis, Gaming Senior Product Manager at Kaizen Gaming, to gain a deeper understanding of the product, and understand why the sky’s the limit when assessing its potential.

SBC News: could you explain to us what Re-Play eSports represents for you and why this could usher in the next wave of innovation in esports betting?

Mikael Westerling: Re-Play eSports represents a unique opportunity to bridge the gap between traditional sports betting and the rapidly evolving world of esports. By creating a product that delivers high-quality content around the clock, Re-Play not only fills the coverage gap for all time zones but also strongly emphasises integrity. 

What sets Re-Play apart is its use of official, tournament-level footage and data, which allows us to offer bettors exciting and trustworthy experiences. Combining official footage and data with a successful product framework creates a scalable betting solution, introducing new opportunities that reflect the dynamic nature of esports. 

It is a testament to the approach we always advocate for – understand your customers, find a way to bridge the gap, customise your solutions to meet their needs, and leverage unique qualities of esports data to create exceptional products.

Ian Freeman: The convergence of eSports and virtual sports betting has created a dynamic new sector, presenting exciting opportunities for operators eager to meet rising demand. 

Attending a live esports event, such as the recent one in June at Boxpark Arena in London, offers a vivid glimpse into the enthusiasm and following this category has garnered. Hundreds of events like this occur globally each year, reflecting a robust interest. 

Coupled with the age-old desire of audiences to support and bet on their favourite competitors and outcomes, it’s clear that there is significant latent demand.

This emerging sector offers numerous opportunities, particularly through the creation of customised virtual esports offerings. These provide a seamless and immersive experience for esports enthusiasts, allowing them to engage with their favourite games through a fresh and innovative betting approach.

Inspired’s Re-Play eSports product showcases exclusive archive footage from CS:GO’s Champion of Champions Tour, featuring professional teams from across the globe. Accessible through Inspired’s virtuals sportsbook and VPP platforms, this offering is designed to appeal to both new and existing players. 

By utilising official in-game data and video feeds provided by GRID, we enhance the Re-Play eSports experience. This strategic approach addresses intellectual property considerations while merging the excitement of eSports with the thrill of wagering.

Vangelis Kalloudis: Re-Play eSports represents a pivotal evolution in the world of virtual sports betting by blending immersive virtual content with the excitement of esports. 

Powered by GRID’s cutting-edge technology, Re-Play offers users the chance to relive iconic esports moments, all within the thrilling betting environment of Betano’s premium platform. 

This unique combination of virtual sports and esports could redefine how fans engage with esports, offering a more dynamic, continuous, and diverse betting experience that keeps them more connected to the action.

SBC News: Betano was the first brand to integrate Re-Play eSports and go live. What drew you to this product?

VK: What truly sets Re-Play eSports apart is its ability to present a completely unique concept – replaying historical esports matches in an innovative and highly engaging format. 

This enriches the user experience by expanding the range of available content while simultaneously unlocking new engagement opportunities for bettors. 

It aligns perfectly with Betano’s strategy of offering users a unique and unmatched experience, which has allowed it to become one of the world’s top betting and gaming brands.

SBC News: what prompted Inspired to team up with GRID to launch virtuals for esports?

IF: Our collaboration with GRID to launch the first virtuals for esports stems from their expertise in data and insights, which are vital for creating a reliable and engaging betting setting. 

We aim to position Re-Play eSports as a premier offering within the rapidly evolving esports betting market. By incorporating GRID’s official in-game data and video feeds, we enhance the overall user experience, providing our customers with high-quality content that enriches their players’ betting interactions.

Our shared commitment to innovation ensures we remain competitive in this dynamic industry, allowing us to adjust our offerings in response to market trends and user feedback. 

Ultimately, our alliance with GRID will propel the advancement of esports betting and deliver captivating experiences that resonate with both operators and players.

SBCN: what significant challenges were encountered during the development process, and how were these overcome?

MW: One of the most significant challenges was integrating official data into the product from day one, as no similar product had been created before using professional esports footage from top-tier tournaments. 

This required both our development and data teams to be incredibly creative in their approach. We had to develop a solution to map video footage and data in real time to identify the most action-packed moments across thousands of Counter-Strike matches. 

Our focus on integrity, being the first to develop a solution like this, meant we had to invest heavily in getting everything right – from ensuring fair play to creating a seamless, user-friendly betting experience. By overcoming these hurdles, we’ve built a product that sets a new benchmark for esports betting.

SBCN: what are your ambitions for the partnership and how does this fit with the wider vision of the group

IF: Grid and Inspired have aligned and have significant ambitions for the partnership. First, we aim to establish Re-Play eSports as an essential offering in the expanding esports betting market by delivering an unmatched experience that blends excitement with reliable data. 

Second, we seek to leverage our combined strengths to drive distribution and growth in regions with a strong appetite for esports gaming, including Brazil, Central Europe, and the greater Latin American markets. 

By working closely with GRID, we will continuously enhance our product offerings based on real-time insights and feedback, taking advantage of the significant opportunities in this emerging sector. 

Ultimately, we view our partnership with GRID as a catalyst for innovation in esports betting. Re-play eSports will become a tightly integrated part of the fabric of the esports gameplay experience, further empowering us to develop relevant content that meets the needs of both operators and their players. 

VK: Re-Play eSports aligns seamlessly with our vision of pushing the boundaries of entertainment for our users. 

By integrating virtual esports content powered by GRID, we are able to continuously innovate and deliver world-class gaming products that meet the evolving preferences of modern audiences. Our ambition is to remain at the forefront of innovation in the gaming industry.

Please visit Inspired Entertainment to uncover additional details about this first-of-its-kind combination of virtuals and esports.