These competitive video game competitions, iGaming, are known by half of the people aged 55 to 64. Sell-out venues and $100 million prize pools have enhanced esports’ exposure and alleviated any doubts about its long-term viability, serving as a striking reminder of how far the genre has progressed since the first professional competitions in the 1990s.

The recent year has seen a large portion of this rise. In the UK and the US, more than 60% of those who say they watch esports content do so at least once a week, with 3 in 10 admitting they had never heard of esports before a year ago.

In 2018, esports saw significant structural changes, with franchised leagues moving it closer to the structure of traditional sports. More and more people get to engage and participate in game shows online, including the Ladbrokes game shows.

This is helping to make esports a rather more integrated and accessible form of entertainment for new audiences and attract potential investors and sponsors looking for indicators of high revenue potential.

Advertisement

With all these structural changes in place, esports is on the verge of reaching a turning point in 2019.

What Next for iGaming?

Brand investments, such as marketing, sponsorship, and media rights account for a large portion of esports’ growth. Global businesses such as Toyota and Coca-Cola are joining in on the fun by sponsoring Overwatch league games; traditional sports leagues are establishing esports competitions. The question of whether advanced competitive gaming should indeed be made an Olympic sport is still being debated. Broadcasters are trying to follow suit, seeking ways to include esports into their programming.

However, if broadcasters wish esports to be as popular as traditional sports on television, they must modify the format to appeal to a broader audience.

Broadcasters should integrate esports into their program schedule because it makes total sense. Esports has its roots in the realm of internet video, which is a significant element of both millennial and Generation Z (Gen Z) viewers’ daily entertainment habits.

The esports material popular on streaming services like Twitch usually appeals to a narrow audience already well-versed in competitive gaming. This audience is highly interested in and knowledgeable about the most sophisticated games and will cheerfully watch a live event for hours and hours. Broadcasters must adjust their online model such that it is TV-friendly to make esports appealing to the public. Online games, for example, can be highly violent, difficult, and time-consuming. Broadcasters must change their focus to less aggressive and more straightforward titles like Street Fighter and Rocket League, which would allow them to cut the length of esports programming from hours to minutes, rendering the genre suitable with television time limits.

Advertisement

Broadcasters could also cooperate with traditional sports organizations to make esports TV more appealing. Taking advantage of the popularity of prominent sports like football and basketball can propel the genre’s growth among a wider audience and transform it into a global phenomenon.

Between esports and traditional sports, there has already been a lot of crossovers. The English Premier League began its foray into professional gaming in January when it launched the ePremier league. High-profile players like Arsenal’s Hector Bellerin and Juventus’ Andrea Pirlo, both passionate gamers, have helped promote the genre. Broadcasters make the genre more relatable to general audiences by introducing esports programs that incorporate generally known sports and employing high-profile traditional sports personalities as ambassadors for the genre.

How will the VR revolution affect the iGaming industry?

When you go into a land-based casino, the glittering slot machine lights, the jingling of money, and the exhilaration of playing at the casino tables engulf you. All of this is visually pleasing and encourages customers to play more. VR technology claims to replicate the same experience through sensory inputs based on a customer’s emotional and physical responses. After selecting a table, you can sit down as if you were in a real casino.

Virtual reality (VR) has already begun in the iGaming sector, with SlotMillion.com launching its VR Casino and other VR ventures in the works. They contacted numerous regulators to establish this new medium of VR, and the MGA (Maltese Gaming Authority) was the first to approve such practices. However, they insisted that clocks be placed on the walls so that clients do not lose track of time while in the Virtual Casino. There are no clocks in genuine casinos to distract you from glancing at the time. I like how some casinos are set up, some with the entrance on the 80th level of a skyscraper with a futuristic cityscape view. This has been a very remarkable experience.

Apart from Microgaming, several other iGaming businesses are exploring VR, including Topgame Technology, Lucky VR, NetEnt, and Google Glass’ new real-money gambling option called “Glass Betting.” It’s fascinating to see how these unique games are created, brought to life, and broadcast on mainstream media.

Advertisement