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How BETBY is enhancing the esports product

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2 years ago

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Reading Time: 4 minutes

 

Brands are placing more of an emphasis on enhancing their esports offering within and with the news of a new CS:GO game to continue the popularity of that title, we got the views of Ivan Sazanov, Project Coordinator at BETBY, to find out about the added importance of esports within the brand’s strategy.

 

How important is the esports offering to your brand and the wider gambling industry?

It is no longer possible for gambling brands to have a competitive sportsbook that does not have an esports offering that sits alongside that.

Moreover, as the popularity of esports increases, brands should capitalise on the popularity and provide content to significantly improve its product portfolio.

Naturally for us, esports is one of the most important elements of the modern sportsbook. BETBY’s fully-fledged product suite satisfies the demand of a diverse esports audience, currently containing about 20 sports, including classics with Starcraft and Warcraft III alongside mobile games like Mobile Legends, Wild Rift, and Arena Of Valor.

But in order for an esports offering to be considered high-quality and attractive to end users, it is no longer enough to cover just the most recognised titles like CS:GO, Dota 2, League Of Legends, FIFA and Overwatch. Aiming to broaden and strengthen esport offer, BETBY created a unique and special product – Betby.Games, a proprietary esports offering.

This unique collection, driven by artificial intelligence (AI), organizes tournaments across popular sports such as Football, Cricket, and Basketball. The game mechanics of well-liked gaming titles in Betby.Games are entirely controlled by AI, eliminating the need for any human interaction to sustain the tournaments. This aspect guarantees the longevity of the collection, making it an invaluable asset to our sportsbook offering.

 

Has the perception of esports changed?

I think it would be fair to say that esports has turned from a niche activity into a strong and competitive industry in its own right.

You only need to look at the budgets of the biggest esports tournaments, the sizes of the audience, the broadcast coverage garnered and other indicators that continue to grow from year to year.

There is however one important point. Over the years, when esports gained momentum, its audience was constantly replenished with young people. Naturally, that audience grew up with the games, as they entered adulthood.

Having this following has helped the esports audience become more financially reliable and solvent, which has a direct impact on the betting industry.

The time when esports in betting was perceived as something that was not very profitable is over. Experienced online bookmakers understand that the average user registering on their sportsbook will most likely depend on how good the complementary esports content is.

 

What further developments do you anticipate in esports betting?

The ratio of the number of bets and the total turnover on esports to regular sports will continue to grow. Esports has already become an integral part of the betting industry, but it can and will still develop.

I expect greater technological advancements to make esports more of a professional and sought after form of online betting.

This includes potential agreements with more data operators to enable real-time trading without delay, which is currently a key hindrance to esports becoming a more attractive proposition for players.

Obviously, the breadth of markets for esports events does not yet reach the classic sporting events, even considering the fact that in popular tournaments it is common to bet on ‘Player Props’.

Within the games, there is a huge amount of different information that can be used to generate various unique markets. There is a huge opportunity for the first company that can implement this effectively will make a splash not only in the field of esports betting, but in the entire industry.

CS:GO 2 has generated a great deal of interest in the global community. A new, updated game in this popular series will not only to attract new players and viewers, but also the return of old ones, which will increase demand in the market.

We expect an increase in the number of semi-professional tournaments and teams that are created not for the sake of increasing interest, but with the aim of profiting from dishonest play and ensuring matchups are competitive.

This is happening on a regular basis already, and it will require more attention from both the tournament organisers and the risk management departments of betting companies to curtail irregular activity.

 

Has having your own in-house product allowed you to stand out in the market, rather than relying on major competitions and tournaments for traffic?

Our competitive advantage is encapsulated with the Betby.Games product that we created during the pandemic.

Despite forecasts that with the return of real sports traffic would begin to decline and the content would lose its relevance, it continues to develop and attract an ever-increasing audience. This in large part is thanks to its flexibility and customer-oriented approach.

Betby.Games has turned from a part of our sportsbook into a stand-alone and in-demand product. By generating a large amount of traffic, it makes a significant contribution to our customers who use the sportsbook in its entirety, and to individual companies outside of BETBY, to which Betby.Games supplies its product as a feed provider.

 

What is needed to convince operators that a gap can be bridged between traditional sports bettors and esports bettors?

From my perspective, esports has become so firmly integrated alongside sports betting that there is practically no difference between players who bet on CS:GO and Soccer.

The Super Bowl, and the concluding tournament on the Dota 2 circuit, The International, will attract millions of people from all over the world. The audiences of these most popular events will not overlap with each other, and you must be able to find a solution that appeals to both audiences.

If an operator wants to attract a large audience and, moreover, to continue to compete with other betting companies, it must be able to provide users with a high-quality offering for both regular sports and esports to engage players.

The numbers do not lie. In the world of betting, esports already occupies a significant share of all sports. Bookmakers that do not pay enough attention to its esports products are already losing money, and it will only be more difficult for them to compete in the future.

 

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Asia

NODWIN Gaming Partners with Sony LIV for Streaming Rights of Esports World Cup 2025

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3 hours ago

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July 28, 2025

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NODWIN Gaming, South Asia’s leading esports and gaming company, has announced that Sony LIV has acquired the Hindi and English language media rights for select matches of the Esports World Cup (EWC) 2025, further amplifying the tournament’s reach and representation across India.

As part of the partnership, Sony LIV will stream select matches from the Esports World Cup in India, bringing the action to millions of fans in languages they resonate with. The Hindi-language broadcast will be available exclusively on the Sony LIV app and official website.

In addition, Sony LIV will also stream the weekly shows, behind-the-scenes features and player interactions spotlighting EWC athletes and teams, curated for both core and casual esports audiences. This collaboration follows NODWIN Gaming’s recent partnership with the Esports World Cup Foundation (EWCF) to manage media rights and regional distribution across South Asia.

Akshat Rathee, Co-Founder and Managing Director of NODWIN Gaming, said: “Our goal is to bring the Esports World Cup to as many passionate fans across South Asia as possible, and this partnership with Sony LIV is a major step in that direction. It combines Sony LIV’s incredible reach with NODWIN’s focus on building localized, fan-first esports experiences. With both Hindi and premium English content, we are creating a viewing experience that feels personal, immersive, and truly regional.”

With the addition of Sony LIV as the exclusive Hindi broadcast partner and NODWIN Gaming as the strategic regional media and marketing partner, the EWC is poised to reach unprecedented heights in South Asia. This aligns with the mission of making esports more inclusive, accessible and locally relevant.

With top-tier Indian talent competing across multiple titles, the Esports World Cup 2025 presents a unique opportunity to showcase India’s growing presence in global esports and to unite audiences around a shared national dream.

The post NODWIN Gaming Partners with Sony LIV for Streaming Rights of Esports World Cup 2025 appeared first on European Gaming Industry News.

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eSports

eWear launches aim.one – the world’s first functional gaming wear for esports athletes and gaming-fans

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3 hours ago

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July 28, 2025

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From hoodies to short-sleeved jerseys: the entire collection has been developed to meet the specific needs of gamers – uncompromising, highest-quality and thought-out down to the last detail.

“There is the right functional clothing for every sport – for soccer, tennis, golf… Gaming used to have this gap. Not anymore!”, say the founders.

The debut collection features 4 products and thus offers the right piece for all gamers: hoodie, longsleeve, shirt and pants. Each combines innovative functionality with comfort and style. Smart gadgets – including special ventilation zones, padding and other features to promote reaction, focus and grip – make this clothing a real support in the game.

Developed from the ground up specifically for playing at a PC, “aim.one is for everyone who wants to take their gaming to the next level – from high-end eSports pros to hobby gamers,” say the founders. “With this collection, gamers finally get their own clothing tailored to their passion!”

 

The product launch will take place via Kickstarter on the 5th of August!

Until launch, Gamers can unlock MVP status for only a €/$1 donation. This grants up to 35% discount during the campaign — plus a free nickname print on their apparel.

The post eWear launches aim.one – the world’s first functional gaming wear for esports athletes and gaming-fans appeared first on European Gaming Industry News.

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eSports

Stake strikes international esports partnership with Team Vitality

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4 hours ago

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July 28, 2025

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  • Team Vitality is proud to unveil a landmark multi-year partnership with Stake, the world’s leading online casino and sportsbook platform, in a major seven-figure agreement.

  • As the official international betting partner of Team Vitality’s Counter-Strike 2 roster, Stake will benefit from a comprehensive activation plan: prominent jersey placement, high-impact brand campaigns across social media, innovative content production, and exclusive access to players.

  • Unveiled at IEM Cologne 2025, one of the most prestigious events on the Counter-Strike calendar, the partnership marks a new chapter in Stake’s ongoing expansion into esports. It also highlights the increasing appeal of the industry to global brands seeking visibility, high-value engagement, and premium positioning on the international stage.

Team Vitality today announces a major multi-year agreement with Stake, a global leader in the betting and gaming sector. Through this partnership, Stake becomes the official international partner of Team Vitality’s CS2 team, with the ambition of establishing a strong presence in the esports ecosystem. The two organisations will collaborate on exclusive content and bold creative activations. First stop: IEM Cologne, where the team will debut its new jersey featuring Stake’s branding at one of the most iconic events in competitive Counter-Strike.

With this collaboration, Team Vitality joins the ranks of established global sports such as Formula 1, MMA, and football, solidifying its place in the mainstream sports landscape and taking another step forward in the global recognition of esports.

 

STAKE JOINS FORCES WITH THE BEST TEAM IN THE WORLD

This alliance comes at a landmark moment for Team Vitality’s Counter-Strike 2 roster, which has made history this year by winning multiple consecutive titles, including the prestigious ESL Grand Slam and Blast Austin Major last month. Recognised as a global powerhouse in the CS2 scene, the team embodies a culture of bold ambition, elite performance, and the thrill of competition – values shared by Stake. This partnership brings together two brands that place intensity and excellence at the core of their identity.

Stake will play a key role in supporting the CS2 roster throughout the world’s most prominent international competitions. First, the brand will be featured across Team Vitality CS’s digital platforms. Second, the two brands will co-create premium content activations and provide fans with exclusive player access year-round. Lastly, Stake’s logo will appear on the front and left collarbone of the team’s official jersey.

 

PARTNERSHIP KICKS OFF IN COLOGNE

As the reigning champions of last year’s tournament, Team Vitality is launching this partnership at a pivotal moment in the competitive calendar. IEM Cologne is one of the most iconic and widely followed tournaments on the Counter-Strike circuit, with the 2024 edition attracting over one million viewers – making it the second most-watched CS event of the year.

This event gathers a passionate global audience and provides a powerful platform to associate Stake with the highest level of competition and emotion. It is a strategic opportunity to activate the partnership during a peak moment of tension, spectacle, and performance – creating a strong, authentic connection between the brand, the team, and Vitality fans worldwide.

“This partnership with Stake is historic: not only for its scale but also for its symbolic value. It reflects the success of our ambition to establish Team Vitality as a leading global esports brand, alongside the biggest names in their respective industries. At a defining point in our Counter-Strike journey, this collaboration will allow us to create innovative experiences, offer exclusive content around our team, and support our CS2 roster as it reaches new competitive heights,” said Vas Roberts, co-CEO of Team Vitality.

“This partnership brings together two industry powerhouses: Stake, a global leader in betting and entertainment, and Team Vitality, the reigning CS2 world champions. This collaboration adds esports to our globally renowned portfolio of sports and entertainment partnerships, with Team Vitality representing exactly the caliber of world-class partner we seek as we enter the esports arena,” said Akhil Sarin, Chief Marketing Officer at Stake.

The post Stake strikes international esports partnership with Team Vitality appeared first on European Gaming Industry News.

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