G2 Esports, a Berlin-based esports organisation, has announced a collaboration with online bookmaker Betway.
The two-year deal will see Betway and G2 Esports engage on a series of fan-focused promotions aimed at ‘encouraging growth across numerous media,’ according to a press release. Conducting and co-creating show matches, live streams, fan activations, giveaways, and a range of other video content are all examples of this.
The deal’s financial specifics were not disclosed.
G2 Esports will join a list of notable organisations that have partnered with the online gambling provider, including FURIA, MIBR, PSG Esports, and BIG Clan. The Swedish Ninjas in Pyjamas, with whom Betway has partnered since 2016, are also included in this long list of team partnerships.
In response to the current flood of team-based relationships in the space, Adam Savinson, who represents Betway’s Esports division, told Esports Insider that these relationships allow the bookmaker to “give back” to the esports community.
“Partnering with global powerhouse teams like G2 gives us access to their superstar players, providing us with more firepower to give back to the community through market-leading content,” Savinson added. “We identify ourselves with the companies that the public loves with each landmark relationship, ensuring that we are supporting the industry and driving esports forward.”
When managing various team relationships, it’s important to consider how these arrangements might be distinguished from one another. It’s believed that everything for Betway is in the execution.
G2’s remarkable attention to detail when activating partners is underlined by Savinson, who goes on to say that the Berlin-based team’s deal is built on a “unique and original activation plan” customised specifically to its audience.
“Every club is different, and we worked together with G2 to develop a unique and inventive activation plan that works exclusively for their fans,” he stated. We attempt to push innovative marketing to the next level with each new Betway relationship, and you’ll see that same focus on audience engagement throughout the sponsorship.”
G2’s collaboration with Betway will be the company’s first gambling-related arrangement since 2018. ESP.bet had partnered with the organisation at the time for its debut entry into esports betting and fantasy sports.
“There is a lot of work going on behind the scenes right now, but what I can tell you is that our cooperation is going to be a lot of fun,” said Carlos ‘Ocelote’ Rodriguez, the founder of G2. “We’re working on a variety of unique experiences that will allow our fans and the rest of the community to experience esports in a manner they haven’t before.”
When the pandemic hit a year ago, esports was one of the last remaining live sports. This propelled esports betting into the spotlight, resulting in significant increases in volume and giving operators all around the world reason to take the category seriously.
The temperature has risen significantly in Ocelote’s favour of betting operators becoming a more established part of the ecosystem.
“Over the last year, there has been a larger focus on esports, and the industry has embraced the existence of betting as part of the ecosystem,” he said. Betting has various attitudes around the world; it is well-established in Europe, and it is gaining popularity in the United States. It’s quickly becoming a big component of the esports industry’s entertainment, and it’s fantastic to be a part of it.”
Savinson added that as the scene matures, the call for legitimate gambling sponsors is rising as fans become increasingly more concerned about protecting their industry from bad actors and shoddy wagering platforms.
In addition to the many content and fan activation components planned between the two, it’s said another ‘key aspect’ of the venture will be to educate people on responsible betting.