Sky Betting And Danske Spil Ramp Up Action On E-sports

By Brian Cullingworth, Last updated Sep 2, 2016

"This is the future of sports, and we have to focus on that so we don't get left behind," says Sky Betting exec

The increasing focus on eSports by two major online sports betting companies – Danske Spil and Sky Betting – was the subject of media reports on Bloomberg this week, with Sky Betting's Adam Smith going so far as to predict: "This is the future of sports, and we have to focus on that so we don't get left behind."
The reports note that most regulated sports books outside the United States have started to offer betting on eSports events, and that the recent and questionable 'skin-betting' scandals in the young industry are likely to encourage more regulation… and drive eSports punters to established and well-regulated operators.
The independent industry monitor and analysts Eilers & Krejcik Gaming and Narus Advisors have predicted that the currently unregulated eSports market will top $7.4 billion this year. That's a factor of twelve times larger than current eSports betting at regulated sports books, giving some idea of the potential that this vertical represents.
However, observers warn that not all of that betting bonanza will migrate – only an estimated $2.2 billion will find its way to more traditional betting channels, because much of the $7.4 billion comes from underage punters wagering in skins.
Sky Betting's Smith revealed that the company was devoting more marketing budget to the eSports vertical in order to reach the relatively young male demographic that makes up much of the market.
He pointed out that these were mostly young men who don't consume sports in the traditional manner, and prefer online and mobile delivery, with a penchant for live betting action.
Operators are offering more betting options per e-sports match, including live betting, in order to attract a distinct demographic, Smith commented:
"So far our e-sports user base has grown organically. We're looking to change that now," he said.
Danske Spil's dedicated eSports manager Kasper Nemeth revealed that his company has redesigned its eSports book, creating a presentation more in line with what video gamers are used to.
Additions include embedded broadcasts with e-sports analysis, a chat function and team rankings, all alongside the odds on offer.
Referring to eSports punters, Nemeth observed:
"We can't approach them the same as our normal bettors, because eSports bettors are a group by themselves. Instead of trying to make them traditional sports bettors, we're giving them their own playground."

Online Casino News Courtesy of Infopowa

Brian Cullingworth

Infopowa news was a staple of Casinomeister’s news from 2000 until 2019. Brian Cullingworth was the main writer, contributor, and was one of the most knowledgeable persons I have ever known involved in the online casino industry.

We first met in January 2001 at the ICE in London where I observed him going booth to booth interviewing online casino, software, and licensing jurisdiction representatives. Brian was also heavily involved with our forum as “Jetset“, he was involved as an informal consultant to eCOGRA, the OPA, and was a player advocate who assisted countless aggrieved players with his connections to industry folks. He also published “Casino Cautions” via Infopowa news for quite a number of years. These can be found in our news archives.

His passing in February 2019 was a dark day for us. He will be forever missed.


Latest News

Casinomeister Went Down, But Not Out — The Website’s Back in Action

Casinomeister website experienced some downtime, and as always, we’re here to tell you exactly what happened.

By Natasa Milojevic, Last updated Feb 12, 2025
Casinomeister Went Down, But Not Out — The Website’s Back in Action

Extra Love From Pragmatic Play: Win Up to 4 Amazon Vouchers

This Valentine’s Pragmatic Play has brought extra love for Casinomeister players. Cast your line and win up to 4 Amazon vouchers!

By Natasa Milojevic, Last updated Feb 12, 2025
Extra Love From Pragmatic Play: Win Up to 4 Amazon Vouchers

Lottomart Celebrates Casinomeister Award Win With an Exclusive Bonus

Lottomart won the Casinomeister Award for the best customer service in 2024, and they decided ot mark this occasion with an exclusive promo.

By Filip Colovic, Last updated Feb 12, 2025
Lottomart Celebrates Casinomeister Award Win With an Exclusive Bonus

It’s That Time of the Year Again: Casinomeister Awards 2024

It’s that time of the year again! Casinomeister Awards for 2024 have been announced, and we give you all the highlights.

By Natasa Milojevic, Last updated Feb 5, 2025
It’s That Time of the Year Again: Casinomeister Awards 2024

New Rating System for Sweepstakes Social Casinos — Now Live!

Casinomeister has a introduced a detailed new rating system for sweepstakes casinos, making it easier to find the right place to play.

By Filip Colovic, Last updated Feb 3, 2025
New Rating System for Sweepstakes Social Casinos — Now Live!