Esports betting needs to adapt to generation z, says Rohini Sardana

A next decade will mark the challenge for the industry to create stronger customer ideas and product interaction, as the sector approaches its “peak betting” level.

With UKGC CEO Neil McArthur, the 2020 agenda for the industry began detailing concerns that the confidence of the industry in customers has’ attained its lowest level’ while participation is decreasing.

Along with these influential issues, Generation-Z begins its market journey as the’ zoomer generation’ begins.

However, the industry is faced with tough questions of participation and connexion as the Zoomers avoid transforming into a jilted group. Lazy rhetoric and analysis point to sports as betting’s generational hook.

The head of the Sports Information Services (SIS) Sports and Product Ideas Rohini Sardana claims that the use of streaming and esports content is important for this critical audience.

Speaking about the SBC News, Sardana said, “a younger audience is used to content that is short-form and readily available, i.e. no paywalls. If you look at most of the websites actually on the betting market, there are dead zones on weekday mornings.

“Market statistics and our own market studies have shown that bettors are more interested in short form, easy to comprehend and easy-to-access products. This content would definitely cater to both modern sports betting players and conventional betting players.

“Inspired by sites, such as Twitch or the YouTube live systems, the concept of creating online betting services is. SIS aims to improve the overall betting experience for fans with interactive live-streaming services, with the goal that then they will be more likely to place a bet on their favourite sport or sports teams.

With the data services provider launching its competitive game-focused sports product in 2019, SIS has emphasised the esports betting market to be a key area of development. SIS limited its content to’ more conventional’ content in order to maintain its core audience and hit the casual sports pointer.

“Because of our betting and gaming background, we know that the excitement and familiarity is important, especially when new betting content is introduced to new or existing audiences. Sardana continues. With many niche markets, it is particularly those who are unfamiliar with the content and those who have a casual or fast betting background which can be intimidating for a lot of betters.

In the betting industry, there is a good deal to be done, so without a guarantee of positive business strategy, many businesses are able to incorporate a different method of overcoming those hurdles. “The hope is, that it is easy at first and that the company grows with interest from bettors combined with the performance data, maybe at a later date we introduce certain niche markets.”

The separation of the gambling industry and sports organisations is a big obstacle. Game titles such as CS: GO and Call of Duty have expanded the gaming market, but Riot Games, which runs the League of Legends, the world’s most-watched network, has banned teams from being involved.

The proposal’s head of sports and equipment suggests that such a partnership must be discussed and resolved if the two businesses are to survive.

According to Sardana, the SIS approach is to give priority to markets where the providers have access to data and information, which restricted niche markets but also offer exact odds in the process.

She emphasised: “It’s a fairly new vertical data and you have to speak to the right game/game data suppliers, negotiate with the tournament organisers to get an event/tournament data and then deal with an odds provider, if you think about what operators need when starting a product like esports.

“Today’s offer is very fragmented and it’s difficult for operators to lean in this field.” Nevertheless, while the market is hard to break into, the gambling industry is definitely worthwhile to contribute to obtaining a new generation of change with what is difficult to implement’ traditional’ methods.

This is why sports dedicated systems are built by suppliers like SIS because demand is there. Upon the introduction of new technologies, it is only a matter of time before a technique cements itself as a form of esports betting.