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Williams duo Russell and Latifi are first Formula 1 drivers confirmed as Virtual Grands Prix return for charity

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Williams Racing’s George Russell and Nicholas Latifi are the first Formula 1 drivers to confirm their spots as F1 Esports’ hugely-popular Virtual Grands Prix return this weekend. The Virtual Austrian Grand Prix takes place on Sunday 31 January, kicking off a trio of special live events as team’s battle it out for a share of a charity prize pot that they will donate to a cause of their choosing.

Russell is no stranger to the Virtual Grands Prix after winning last year’s series, following a number of impressive performances, as the online racing action took the place of real-life competition when the pandemic first struck. Russell and Latifi will be representing the current crop of F1 drivers in the first event, alongside some former stars of the sport and future prospects, but the Williams Racing duo will be joined by fellow drivers from the 2021 grid in upcoming events.

Alex Albon, Red Bull Racing Test and Reserve Driver and Wings for Life ambassador, was a firm favourite in last year’s Virtual Grands Prix and returns alongside Jeffrey Herlings, Red Bull KTM Factory rider and MXGP World Champion. Pietro Fittipaldi made his Haas F1 debut last season in Bahrain and will represent the American team in this week’s race, alongside his brother Enzo, whilst former F1 drivers Stoffel Vandoorne and Tonio Luizzi will represent Mercedes and AlphaTauri respectively. Renault academy drivers Christian Lundgaard and reigning FIA F3 champion Oscar Piastri will drive for Alpine, whilst Virtual Grand Prix regular and Belgium goalkeeper Thibaut Courtois returns this year for Alfa Romeo. The full line-up will be announced across the official F1 social media channels over the coming days.

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While the return of Virtual Grands Prix will give fans around the world excitement ahead of the Formula 1 season starting in Bahrain, the primary focus of this year’s three-race competition is to donate money to charities chosen by the teams. Each nominated charity will receive a significant donation from the overall prize fund, regardless of whether the team finishes first or last in the standings after the three events.

This year’s Virtual Grand Prix events will begin with a sprint-race, featuring the team’s talented F1 Esports Pro Series drivers, to decide the starting grid, before the teams’ pairings, made up of motorsport stars, sporting heroes and celebrities, will take to the track and get ready to race. Silverstone and Interlagos will also play host to upcoming virtual races on Sunday 7 February and Sunday 14 February respectively.

The Virtual Austrian Grand Prix will be broadcast from 18:00 GMT on Sunday 31 January on the official Formula 1 YouTube, Facebook, Twitch, Huya (China) and Weibo (China) channels, as well as broadcast by international television partners including Sky Sports, ESPN, FOX Sports and Ziggo.

Julian Tan, Head of Digital Business Initiatives & Esports at Formula 1 said:

“We are thrilled to be bringing the Virtual Grands Prix back to keep fans entertained during the off-season as we look forward to the year of racing ahead. Last year’s virtual events were a huge success for F1 Esports and we can’t wait to see the F1 drivers and famous faces back in action once again, and this time all in the name of charity!”

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eSports

FeedConstruct Announces New Partnership with Betinvest

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FeedConstruct has announced an innovative new partnership with Betinvest, integrating Betinvest’s exclusive esports and fast sports solutions to enhance FeedConstruct’s innovative Odds Aggregator Platform. Due to this partnership, bettors will now enjoy access to over 30,000 monthly events, expanding their choices with a wide range of unique sports and esports content.

Extending the Fast Sports Options

As part of this collaboration, Betinvest delivers exclusive fast sports solutions to FeedConstruct across several popular sports:

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Table Tennis: With the TT EURO.CUP and WINCUP leagues, table tennis fans can now enjoy a constant stream of top-tier events, featuring reliable odds and real-time data.

Short Football: The thrilling Winners Goal Pro Cup offers a fast-paced football format, perfect for bettors seeking quick outcomes.

Beach Volleyball: The Winners beach volleyball series adds vibrant matches to the betting world, attracting the growing fan base of this sport.

Enhancing Esports Betting

Alongside fast sports, Betinvest will bring its extensive esports portfolio to the table. Events like CyberLive!Arena and Esport Pro Club will offer top-tier esports action, complete with rich data, reliable odds and premium live streams. With the esports sector’s growing popularity, the partnership ensures that bettors gain access to high-class tournaments and comprehensive statistics to enhance their betting experience.

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The Value of This Partnership

Through its partnership with Betinvest, FeedConstruct’s Odds Aggregation Platform will cover a broader range of events, ensuring an engaging betting experience. In addition, FeedConstruct’s platform offers Betinvest the chance to reach a larger audience, boosting its market presence and visibility.

Odds Aggregation Platform provides extensive coverage with a wide selection of odds from leading providers. What distinguishes FeedConstruct’s platform is its simplicity and efficiency, offering a single point of access to multiple odds providers without the need for complex, individual integrations.

Dmytro Hnoievyi, CEO of Betinvest, said: “As we continue to push the boundaries of innovation at Betinvest, our partnership with FeedConstruct marks a significant milestone. By integrating our exclusive fast sports and esports solutions, we are becoming part of a groundbreaking platform that represents the future of sports betting.

FeedConstruct’s commitment to delivering cutting-edge sports data and streaming solutions aligns perfectly with our vision. Their reliable technology, vast experience, and dedication to accuracy make FeedConstruct an ideal partner for expanding our offering. We will definitely set new standards in sports and esports betting, and we are utterly confident that together we will make it happen. We are excited about the future and the value this partnership brings to the sports betting industry.”

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Narek Harutyunyan, CEO at FeedConstruct, said: “It’s a great opportunity to enter into this partnership with Betinvest, an international sports entertainment tech provider. We are confident that this partnership will enhance the sports entertainment experience for audiences worldwide, and we look forward to a successful and dynamic collaboration.”

The post FeedConstruct Announces New Partnership with Betinvest appeared first on European Gaming Industry News.

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IESF Concludes 16th Ordinary General Meeting in Riyadh

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The International Esports Federation (IESF) held its 16th Ordinary General Meeting (OGM) on November 18, bringing together over 150 delegates from the member federations in Riyadh, Saudi Arabia.

Before the official start of the assembly, IESF welcomed representatives from the Saudi Olympic & Paralympic Committee (SOPC) and the Esports World Cup Foundation (EWCF). Abdulaziz Baeshin, CEO of SOPC presented Saudi Arabia’s progress in Esports and sports development and their vision moving forward. Frank Weber, Director of Corporate Marketing at EWCF discussed the success of the EWCF and highlight upcoming plans for the future.

In his opening speech, IESF President HRH Prince Faisal bin Bandar bin Sultan Al Saud expressed gratitude for the number of delegates who attended the assembly. He reflected on the federation’s success and achievements over the past year, the key areas for improvement, and the necessity of continued close collaboration among members.

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The first session of the assembly continued with reviewing motions submitted by the members and voting on their acceptance or rejection. The members also voted to grant Full Membership status to Canada, Germany, Latvia, and Malta.

The second session of the OGM was dedicated to electing key positions within the IESF Board and committees. The results are:

  • Board Member: Mr. Samart Benjamin Assarasakorn

  • Treasurer: Mr. Daniel Wen Jun Loy

Membership Committee Members:

  • Mr. Soufiane El Filali

  • Mr. Jaroslav Melishek

Audit, Risk, and Governance Committee:

  • Chair: Mr. Tomas Gabris

  • Members: Mr. Jacopo Ierussi and Mr. Stevan Nenad Rosic

Regulatory Committee Chair:

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  • Mr. Ido Orel Brosh

In his concluding statement, IESF General Secretary Boban Totovski congratulated the assembly on a productive and democratic meeting. He expressed his appreciation for the valuable insights shared by members and their dedication to the growth of the IESF.

“This year’s assembly demonstrated the strength of our community and the shared vision that drives IESF forward. I thank everyone for their contributions to a democratic and smooth process, and I look forward to welcoming more member federations to our family next year and even greater success” said Totovski.

The OGM 2024 in Riyadh was another step forward in IESF’s mission to unite the Esports world under a shared vision. With the growing number of national federations, the IESF continues to cement its role as the largest Esports family.

The post IESF Concludes 16th Ordinary General Meeting in Riyadh appeared first on European Gaming Industry News.

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Chad Kinlay Chief Marketing Officer TrafficGuard

Influencers, Content and eSports: Unleashing the Power of Dynamic Strategies in the eSports Ecosystem

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The sports betting industry is undergoing significant growth worldwide with restrictions loosening and new markets emerging. New opportunities create fierce competition among sportsbooks, and this has led to them devising increasingly expensive and aggressive advertising campaigns.

Public figures and influencers have become a popular go-to for sportsbooks promotions, such as Michael Jordan partnering with DraftKings or Jamie Foxx with BetMGM. Big names are costly, and sportsbooks haven’t realised the ad spend used on these campaigns is going to waste. Without the right precautions in place, up to 22% of ad spend is lost to fraud according to Juniper Research.

The big budgets behind high-profile brand campaigns need to translate into real user engagement. To achieve this, sportsbooks must ensure their digital channels are optimised to capture the surge in interest these campaigns generate. Without proper management, this potential can be lost to inefficiencies like invalid traffic, diluting the impact of their investments.

 

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Ad Budgets Going to Waste

In today’s competitive landscape, sportsbooks need to make every click count. In 2023 alone, The American Gaming Association estimated that over $1.9 billion was spent on advertising campaigns in the US. With such a large amount of spend in play, it’s crucial that sportsbooks see as big a Return on Advertising Spend (ROAS) as possible.

Pay-Per-Click (PPC) campaigns are vital for sportsbook growth but can be disrupted by invalid traffic (IVT). IVT includes both malicious activity, like fraudulent bots, and unintentional actions, such as users repeatedly clicking on ads without intent to convert. These interactions inflate impressions and skew campaign performance data, leading to higher customer acquisition costs (CACs) and inefficient allocation of ad spend. Effectively managing IVT ensures that ad budgets drive genuine engagement and measurable growth.

Investing into influencers and celebrities also forces sportsbooks to bid on brand keywords to prevent their competitors stealing potential users searching for them. Up to 29% of PPC budgets are spent on this bidding according to Wordstream. As competition for brand keywords increases, PPC budgets are depleted without generating any new net revenue.

As campaigns become more expensive than ever, sportsbooks can’t afford to let profits fall to ad fraud. Instead of cutting budgets, sportsbooks should focus on analysing their campaign strategy.

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Problematic Navigational Traffic

Navigational traffic is also presenting a significant challenge to sportsbooks alongside ad fraud. Navigational traffic refers to existing customers clicking on branded keywords to log into their accounts. While this seems convenient and harmless enough, this behaviour drastically inflates CACs. Like ad fraud, this can skew the effectiveness of PPC campaigns. By utilising paid search results instead of organic links to navigate to the site, costs are driven up without contributing to new user acquisition.

In addition to the challenges posed by navigational traffic and ad fraud, the competitive landscape for first-time depositors intensifies the need for strategic bidding on Google search. Brands investing heavily in influencers or sponsorships of major sporting events to generate awareness and drive potential users to search for them. However, without securing top placements in paid search results, these prospective customers may be intercepted by competitors before reaching the organic search listings. This creates a critical juncture where the effectiveness of a brand campaign hinges on converting that intent-driven traffic into first-time depositors, ensuring marketing spend achieves its goal of meaningful user acquisition.

First-time depositors are a critical metric for sportsbooks, and this issue directly impacts the cost efficiency of acquiring them. High CACs make marketing budgets less effective, reducing overall ROI.

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Shoring Up Your Defences

Before launching costly ad campaigns, sportsbooks should adopt a multi-faceted approach to address ad fraud. IVT typically goes unnoticed, so to prevent this sportsbooks should monitor and analyse their campaign traffic for any suspicious activity. It is possible to identify IVT by looking out for signs such as irregular spikes in traffic from unknown locations or high pageviews. Fraudulent traffic can then by highlighted and removed.

The advancement of technology has made ad fraud more difficult to identify, and legacy fraud tools fail to detect IVT. They don’t analyse traffic at the impression level or consider the context of the business advertising. Sportsbooks can leverage ad-verification platforms to compensate for this. This allows sportsbooks to analyse and report suspicious traffic in real-time. Fraud can then be blocked before it has a chance to harm budgets.

Sportsbooks can also deploy tactics to reduce the impact of navigational traffic on CACs. Methods include encouraging existing customers to use mobile apps or direct bookmarks to log into their accounts instead of paid search campaigns. This decreases their reliance on PPC campaigns for navigation and protects budgets.

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Keeping Profits in Sportsbooks’ Hands

Influencer and celebrity campaigns have proven to be a popular and useful tool in reeling new users and profits. However, if sportsbooks don’t have the essential precautions in place, they risk losing these profits to advertising fraud.

To make the most of their advertising efforts, sportsbooks need to prioritise their traffic. Implementing sophisticated tools to analyse traffic and filter out fraud will allow sportsbooks to protect their interests and focus on driving future growth. This way, they can secure their position in an increasingly competitive landscape.

 

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Written by: Chad Kinlay, Chief Marketing Officer, TrafficGuard

A driven, open-minded, creative senior marketer with a strong sense of dedication and commitment. With over 15 years of progressive international experience in marketing and communications management, Kinlay has a credible history of commercial success.

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