Scientific Game

Engaging millennials still the elusive key to eSports industry success

Wednesday, 14 March 2018 06:48
Visit us

Engaging fans is key to the eSports industry, while customizing the gaming experience is key to engaging gamers. Those were some of the conclusions drawn at a panel discussing the potential of eSports betting during the 10th iGaming Asia Congress in Macau on Tuesday.

Faced with a unique demographic and the ongoing puzzle of trying to slot eSports into the model of traditional gaming, Paul Polterauer, CEO and co-founder of Herocoin, said the first step was understanding the nature of the eSports audience.

“The eSports audience is different from a normal audience,” he said, noting that it was important to make eSports fans feel special in interactions with them. “You need to understand the people you are targeting,” he added, keeping in mind that the younger generation has grown up surrounded by a huge array of entertainment options.

Providing eSports platforms with elements that take customization to deeper levels is one factor that contributes to making gamers feel different and, eventually, making businesses successful.

The use of specific marketing campaigns tailored for eSports fans is also a component of the way to success, the panel conveyed. The use of influencers and internet-based channels such as YouTube or other social media outlets has proved to be more effective in terms of transmitting authenticity than any traditional method.

With the eSports industry thriving all over the world, but particularly in Asia, engaging gamers has become a key focus for companies in the iGaming.

Engagement is the secret to success and, according to CEO of eSports Pools Scott Burton, if done well may prompt eSports fans to also gamble on more traditional games.



What's new

SKYCITY signs construction agreement for Adelaide Casino expansion

SKYCITY signs construction agreement for Adelaide Casino expansion SKYCITY Entertainment Group has signed a construction agreement with Hansen Yuncken for the AU$330 million redevelopment and expansion of Australia’s Adelaide Casino. The agreement with the leading building contractor covers a 27-month construction period from the date of commencement and include... Monday, 21 May 2018 07:14

POGO rules hurt LRWC 1Q18 results but casino division strong

POGO rules hurt LRWC 1Q18 results but casino division strong Leisure & Resorts World Corporation (LRWC) – the Philippines gaming company looking to partner with Galaxy Entertainment Group in developing an integrated resort in Boracay – saw its revenue fall slightly by 2% to Php3.86 billion (US$74 million) in 1Q18, its online operations taking a hit fr... Monday, 21 May 2018 07:00

VIDEO: G2E Asia 2018 highlights

VIDEO: G2E Asia 2018 highlights Inside Asian Gaming takes a visual look back at G2E Asia 2018 . Monday, 21 May 2018 06:44

Aquis granted Canberra extension as Justin Fong quits

Aquis granted Canberra extension as Justin Fong quits Australian-listed Aquis Entertainment has been granted an extension by the ACT government to the original 14 May deadline to submit a revised proposal for its planned multi-million dollar expansion of Casino Canberra. But the company will have to complete any such proposal without one of its key di... Saturday, 19 May 2018 18:49

Current Issue

Macau and Japan: Licensing looms large

Macau and Japan: Licensing looms large The next few years are set to be the most crucial period ever in the Asian gaming industry – one which will lay the ground rules for decades to come in the world’s largest gaming market and what’s set to become the world’s second largest. By Ben Blaschke and Andrew W Scott Macau and Japan ... Monday, 30 April 2018 12:39

Pachinko: Japan's Unlucky Loser

Pachinko: Japan's Unlucky Loser Japan’s preparations for integrated resorts are hitting pachinko harder than the actual casinos ever will. By Muhammad Cohen Japan won’t open its first integrated resort for years, if ever, but the IRs already have their first loser, the country’s unique and ubiquitous pachinko business. Pac... Monday, 30 April 2018 12:33

Responsible Gaming in Japan: Bill to be key to Japan’s Gaming Market

Responsible Gaming in Japan: Bill to be key to Japan’s Gaming Market Global Market Advisors’ Brendan D Bussman runs through the pros and cons of Japan’s problem gambling legislation. By Brendan D Bussmann As Japan continues to look at the development of integrated resorts (IR), many people engaged and following the market are focused on the IR Implementation Bi... Monday, 30 April 2018 12:28

Safety First

Safety First The International Association of Gaming Advisors (IAGA) will hold its 37th annual International Gaming Summit during G2E Asia from 14 to 16 May at Four Seasons Macao. Among the many insightful seminars and events that will comprise IAGA’s summit is a responsible gaming workshop to be held on Wedne... Monday, 30 April 2018 12:12