Bayes Esports: more data means greater opportunities

The entire esports ecosystem is sitting on vast untapped potential when it comes to the use of data within the space, with broadcasting and monetisation being the two noteworthy underutilised domains, says Bayes Esports Director of Product Thomas Broemel.

The comments come as the company steps up its efforts to transform the entire experience for fans around the world via the provision of a range of data, service and products to customers on a global scale.

Speaking to SBC News, a deep exploration of the current role of data across the esports landscape is trodden. However, perhaps more crucially, the reasons why expansion opens the door for innovative market opportunities and enables creative boundaries to be pushed is investigated.

Broemal begins by looking at the current critical role that data possesses within the realm of competitive gameplay amid the immeasurable opportunities presented by global expansion.

Reshaping the sector

The importance of data in advancing product offerings and therefore heightening appeal to players is of huge significance across the entire gambling landscape. 

However, when looking at esports specifically, Broemel kicks things off by elaborating on just how crucial data and analytics are in revamping and overhauling the segment.

“Data is fundamental in esports as it can impact how fans engage with the game they love,” he says. “It has the power to enhance fan engagement and significantly improve a product offering.

“High-quality, accurate, and granular data is the foundation of strong products while ensuring integrity for all matches.

“Without robust data, the enjoyment and appeal of esports products would be compromised.”

Before moving on to explore the intricacies of the company’s future possibilities, Broemel reserved time to detail the specific types of data that impact the entire environment.

For example, granular live data permits viewers to witness detailed insights of each match, track achievements of players and teams, and create game-changing records.

Amid a confident declaration that “Bayes Esports provides unique data points that cannot be delivered by any other company,” Broemel also touched upon the importance of historical data.

He remarks: “Building a repository of past data enables analysis for statistics, predictions, and head-to-head match-up insights. Bayes Esports’ data science team has transformed the data into accurate analytics.”

Elevating fan experience for increased engagement

Sticking with the theme of granular data points, Broemel is keen to explore how increased access could swing open the door for additional innovative and market opportunities.

This, he notes, is far from a simple ambition to achieve due to centering around the overall complexity of esports, as well as how its betting differs from its traditional sporting counterpart.

“For example, Counter-Strike has multiple players spread across a large map and numerous actions occur simultaneously,” he comments. “The large premise of the game is that you do not know where the opponent is.

“This makes the granularity, accuracy, and speed the betting operator receives the data points significantly more important.”

Despite the above, one key question remains. What does this expansion of esports data mean from a player’s perspective?

With an increased maximised overall appeal sought, which would duly continue expansion on a worldwide basis, Broemel answers the aforementioned query in a variety of ways.

Firstly he adds that this would lead to more engaging products, a growth and retention of fans within gaming communities, activations driven around significant events, and sportsbooks permitted to offer more unique and engaging betting markets.

“If esports continues to incorporate advanced analytics, visuals, and data sets similar to those seen in any traditional sport, it will drive further global expansion,” he states.

“Such advancements can elevate the overall viewing experience, attracting new fans and investors to the sector.”

How do you unlock untapped potential?

This is a conundrum that has, and will continue to, puzzle many across the industry. Opportunities undoubtedly exist, but how do you correctly and fully unlock them?

Put simply, more data has the potential to markedly boost betting operations. Bayes Esports’ new data points, including kills through smoke and in-air kills, add much-needed depth to odds-making.

Broemel notes: “You can see the actions on the stream but with the granular data points direct from the server, you can turn it into odds immediately. Vital for in-play betting. Opportunity is endless.”

Furthermore, advanced analytics are also cited as critical in enhancing engagement strategies via a multitude of gamification techniques, such as pick-ems, predictors, and tournament brackets. 

However, this isn’t all, with Broemel keen to explain the opportunities that could emanate from the underutilised opportunities surrounding broadcasting.

“While many businesses have already leveraged data and analytics for their betting business, I believe there is still a significant amount of untapped potential, specifically around how esports is broadcasted and consumed,” he says.

“Data-driven broadcasts add a layer of depth and interactivity, whether that’s looking at a team’s performance stats leading up to a match, player-specific win probabilities in clutch moments, or 2D map positioning in post-match analysis.”

Esports prime for innovative monetisation

As the conversation draws to a close, attention inevitably turns to how what we are witnessing could shape the future direction of esports. Broemel continues with a multifaceted approach when adopting a product development perspective.

In addition to detailing an opportunity to shift from basic betting markets to highly engaging context-aware offerings, a step up in live data is also cited as being able to usher in faster and more accurate odds-making by allowing operators to adjust markets in real-time.

Furthermore, the familiar theme of granular data could create richer and more engaging experiences for fans and operators. This makes potential evolutions across interactive pick’em games, in-game analytics for broadcasters, and AI-driven predictions a distinct reality.

“Looking ahead, we expect further automation in content generation, personalised betting experiences tailored to user preferences, and deeper integration of esports data in interactive broadcasts and second-screen experiences,” he adds.

Before concluding on where the untapped potential for monetising content through advertising models lies.

“Unique data and analytics tools can create additional revenue streams. Imagine sponsored predictions or branded highlight replays,” Broemel concludes.

“Our customisable analytics tools create new ad space right where the audience is already viewing.

“There remains significant untapped potential across various use cases, making esports a prime space for innovative monetisation strategies.”