Thomas Rosander: Operators need to target the right demographic to use esports

As the esports betting market continues to expand and jurisdictions such as Canada and the United States open up to betting, it provides operators with greater opportunities.

Just last week, the Canadian Senate passed Bill C-218 by a vote of 57 to 20 with five abstentions, potentially paving the way for the first legal stakes later this year.

Meanwhile, esports organizations are becoming more aware of the lucrative potential of entering into agreements with betting operators as the sector continues to expand and generate interest.

Dustin Gauker , co-host Legal Sports Report and Vice President of North America, Catena Media, spoke with Thomas Rosander , CEO lucky box , about opportunities in the eSports betting industry as the Canadian market emerges.

“There are a lot of numbers and speculation about how much it will cost, but sports and esports betting is estimated between 1.5 billion and 2 billion Canadian dollars,” Rosander said.

“What is missing here for esports betting to really start making money is that we have a lot of traditional sports betting sites that directly compare the numbers to what they are used to when placing sports bets, and this is a bit unfair as it is fairly new.

“I think what will really matter here is that this demographic that is part of the esports scene and is our demographic for Luckbox is Generation Z and millennials.”

He argued that this demographic takes a different approach to traditional sports bettors in terms of what content they view and how they view it.

While traditional sports bettors will attend a live match - or watch it on TV - and bet either at a major bookmaker or through the online vertical, eSports bettors are consuming "a lot of content". '' through streaming platforms such as Twitch, usually following the games, teams, or esports they are particularly interested in.

Rosander added: “We, as operators in the esports betting industry, need to provide a betting experience tailored to this demographic and this is what is happening and many companies are realizing it.”

The fundamental difference between eSports betting and sports betting, Rosander continued, is the difference in format between video games and traditional sports.

While the odds for traditional sports are almost an "excel sheet" in terms of odds, video games are a "completely different experience".

“I think the esports betting experience for this demographic should be more like video games,” he concluded.

Source - YouTube channel mediaedgetv

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