Advertising eSports Contests on Casino and Betting Sites

Experts from the Rosloto studio talk about cooperation between gaming sites and bookmakers’ offices with organisers of eSports events. You will learn why this format of interaction is gaining popularity and what its advantages are.

Features of Joint Product Marketing

Cyber tournaments and the entertainment niche have been intersecting for several years now. Collaboration between competitions, bookmakers, and online casinos is becoming increasingly popular and widespread.

Such partnerships help attract a new audience, increase engagement, and expand profit margins from bets and advertising.

Let us consider what types of cooperation exist in the market.

Sponsorship and Branded Integration

Bookmakers and iGaming platforms often act as general or title supporters of eSports tournaments. A prime example is the GG.BET provider, which has been funding events dedicated to Counter-Strike 2 and Dota 2 for many years. The company places ads in broadcasts and offers exclusive bonuses.

There are several branded integration options:

• the launch of commercials and native advertising during breaks between matches;
• creation of original game moments (it is possible to offer the best odds from an online casino);
• placement of logos (banners or merchandise) on streams or entertainment arenas.

Special Bets and Internal Forecasts

This is the development of exclusive lines and coefficients for tournament events.

Entrepreneurs can organise the acceptance of interactive bids in real time and offer unique pairs of odds. For example, a guess on the first defeat of the opponent, the total number of kills in the round, and other aspects.

Thus, special wagers have been provided by the Parimatch bookmaker for many years. The brand’s portfolio includes the original Bet Builder function. With its help, people can collect exclusive bets on eSports matches and receive prizes with increased coefficients.

Collaborations with eSports Teams and Streamers

Popular promotion options include:

1. Influencer marketing. This means working with famous streamers and players who can advertise bookmakers’ offices and online casinos among their followers.
2. Individual bonuses. These are exclusive promo codes from opinion leaders that allow gamblers to get additional multipliers and winnings.
3. Joint broadcasts and challenges. They take place in live mode and contain interesting tasks for customers. Rewards can be very different, from generous multipliers and free bids to tournament tickets and accessories with an iGaming brand’s merchandise.
4. Forecasts from professionals. They always attract clients and pay special attention to eSports competitions.

Gamification

One of the most popular options is to launch a loyalty system based on the results of cyber matches. For correct predictions, users will receive points that can be exchanged for free spins or multipliers. Another alternative is to create a referral program with incentives for invited friends.

Bookmakers often launch fantasy tournaments on their portals. At the beginning of the eSports season, people unite into virtual teams, and the season’s leaders win valuable prizes and additional bids.

Interactive Advertising Campaigns

Let us consider the main types of activities:

1. Challenges in social networks. For example, it is possible to guess the winner, share predictions, and get a good bonus.
2. Promotional events. Most often, they are held in Discord and Telegram. Players participate in various quizzes, surveys, and mini-quests, as well as receive a reward for their success.
3. Memes and game mechanics. These are short videos with match highlights and prize activities. They are distributed on TikTok, Twitter, and other social networks.

Non-Fungible Tokens and Internal Assets

One form of partnership is the introduction of NFT betting. Users can get rare digital items by placing bids on events from the eSports world (tournaments and meetings).

Entrepreneurs also create exclusive content of this kind in Counter-Strike 2, Dota 2, and other entertainment with a multi-million audience.

Advantages of the Joint Work

This format of interaction is becoming increasingly in demand since it is beneficial for all parties. Cyber competitions receive good funding. Gambling and betting platforms attract new visitors.

Positive Aspects of eSports Tournaments

Let us consider the main advantages of such cooperation:

1. Financial support. Owners of entertainment portals often act as general sponsors, helping cyber events develop and increase prize pools. Additional funding allows organisers to improve the quality of broadcasts, hold LAN events, and attract star players.
2. Audience growth. Partner bookmakers and casinos advertise competitions among their users, thus attracting new viewers. Operators hold various promotions with raffles of tickets or valuable items. Such activities attract clients and expand the audience of the eSports tournament.
3. Media promotion. Gaming and betting sites often use their streamers and ambassadors to advertise some events. Besides, they launch exclusive shows, interactive forecasts from analysts, and joint activities on social networks, which also increase their reach.

Benefits for Online Casinos and Bookmakers

Reasons why more and more operators are investing in eSports:

1. Access to a solvent audience. Fans of cyber competitions are tech-savvy users. They are familiar with cryptocurrency, e-wallets, and fast payment systems. Unlike people who like traditional disciplines, they are more open to various innovations, including blockchain betting, NFTs, or crash games.
2. Capitalisation of the eSports segment. The niche is growing faster than classic directions, such as football, basketball, or racing. According to forecasts, in 2025, the volume of bets on virtual events will exceed $30 billion. Therefore, cooperation with the sector is already profitable due to the rapid increase in revenue.
3. Enhanced loyalty. Interactive mechanics (forecast bids, fantasy leagues, and bonus systems), motivate customers to come back and play at higher limits. Entrepreneurs often distribute exclusive promo codes and incentives for tournament viewers. This also affects the conversion’s growth and makes the audience more loyal to the iGaming platform.
4. Effective marketing. Business owners can use tournaments to cross-promote slot machines and live content. Joint marketing helps them attract and retain clients since eSports and casino industries are strongly interrelated.

Benefits for Players

The main advantage is more fun and interactivity.

Viewers can not only follow the sports tournaments but also place bets, participate in contests, and make forecasts. Thanks to this, they receive generous bonuses, collectable skins, cryptocurrency, and cash prizes. It increases engagement and interest in cyber competitions.

Operators often form special offers for the most active users:

• free bets on eSports matches;
• additional spins in themed slots;
• VIP access to exclusive events.

How to Organise the Promotion of Joint Products

Advertising eSports tournaments with the help of bookmakers and online casino owners is a powerful marketing tool. It requires a clear strategy, a creative approach, and consideration of legal nuances.

Preparatory Stage

Aspects that are worth paying attention to:

1. Market and customer analysis. It is essential for entrepreneurs to determine the parameters of the target audience: age, interests, and level of engagement. Other necessary steps are the selection of top events for promotion and evaluation competitors along with their strategies. The greatest effect is achieved by cooperation with tournaments in CS2, Dota 2, Valorant, LoL, and other action games with a multi-million number of fans.
2. Studying legal subtleties. All countries have different laws on advertising gambling and betting. Therefore, businessmen need to make sure that such activities are legitimate in the state where the contest will be held. It is also necessary to study the rules of streaming platforms (Twitch, YouTube, and Stream) with which collaboration is planned.

An important point is the use of legally clean wording and the “18+” label (the exclusion of advertising aimed at minors). Besides, the policy of top resources (Twitch, YouTube, and Twitter) should be taken into account in terms of promoting gambling services.

Selection of Marketing Tools

The most common cooperation option is the integration of a casino and a bookmaker into a tournament. Most often, entrepreneurs choose general sponsorship with the placement of their companies’ logos on the screen, merchandise, and stage.

It is also possible to launch branded replays and highlights, accept live bets directly during broadcasts, and post predictions made by professionals.

Secrets of Successful Promotion

Popular life hacks include:

• using key moments of intense matches in advertising;
• posting successful forecasts (for example, a person placed a bet of $100 and won $5,000);
• creating a buzz (what the odds will be in the final of the competition, which team will become a leader, etc.).

It is important for operators to adapt the content to the requirements of specific markets. This includes translating text and video materials into the audiences’ language, accepting bids in the national currency, and collaborating with local streamers or influencers.

A win-win strategy is launching exclusive promotions for final matches.

Owners of entertainment platforms can:

• award free bets and bonuses for participating in discussions about tournaments;
• conduct flash promotions with increased odds for crunch games;
• raffle off skins and NFTs for activity on social networks;
• conduct interactive forecasts or votes in Twitch and YouTube chats;
• analyse direct betting options.

The Main Things about Advertising Gaming Sites and Cyber Contests

The joint promotion of eSports events by casinos and bookmakers’ offices is a winning strategy for all parties.

Key aspects that need to be considered:

• Competitions receive funding and media support. Operators attract new audiences and get a large volume of bets. The advantages for viewers are an interactive experience, pleasant bonuses, and involvement in the gameplay.
• Among the most effective marketing tools, we can name general sponsorship, as well as collaborations with eSports teams and streamers. Interactive advertising campaigns, gamification, and internal forecasts bring great results.

The Rosloto studio offers turnkey platforms, White Label projects, bookmaker scripts, and lottery software.

From us, you can also order the following useful services:

• development of exclusive slots;
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