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Astralis and eSports.com Sign $2 Million Sponsorship Deal

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Astralis and eSports.com Sign $2 Million Sponsorship DealReading Time: 3 minutes

Running an esports organization has become an expensive endeavor in the last couple of years and securing sponsorships remains the preferred choice when it comes to financing this business. In securing big deals with sometimes surprising partners, RFRSH Entertainment , the Copenhagen-based agency behind Counter-Strike: Global Offensive powerhouse Astralis and the BLAST Pro tournament series, made a name for itself in this regard.

By signing eSports.com as Astralis’ latest sponsor—a deal valued at roughly $2 million over the course of three years, a source close to the deal told The Esports Observer—the agency, once more, demonstrated its negotiating skills.

Cashing in $650K per year, it’s the biggest partnership RFRSH and Astralis have signed to date—and that’s just money changing hands, not taking additional value from advertising and other activations into account. Last year, Astralis signed a number of notable sponsorship deals, including PanzerGlass in July, Turtle Beach in June, menswear brand JACK & JONES and Coco Fuzion 100 in September, as well as Audi in January, following a trial sponsorship activation the year before. Another sponsorship deal with Boomeo was cancelled after the platform shut down.

For eSports.com, raising $5.8 million in its Esports Reward Token ICO by the end of last year, the partnership with Astralis offers a chance to drive awareness and eyeballs to the website, as CEO Michael Broda puts it.

The partnership with Astralis and RFRSH is a significant investment, but we also expect a lot in return,” Broda said. “We have been looking for a strong partner who can help further establish eSports.com and bring exposure to the site and brand.

In the sponsorship announcement, Broda doesn’t grow tired to emphasize how important publicity for eSports.com is, at this point of time. Indeed, it’s probably now or never for the ambitious project, that aims to become “a key hub for all esports enthusiasts,” to reassure the community that it’s set to become a worthwhile project.

Acquiring the domain in May last year for a seven-digit figure, the company went on a bumpy road in developing its business. After being confronted with a lot of skepticism and critique towards its business model, confusion about whether it would be centered around betting or not, and even making misrepresentative statements in regards to an ESL partnership it claimed to have signed, eSports.com was framed as a non-starter by many.

Trying to put out the flames, the company announced changes in staff and strategy at the start of this month. Both original founders, Benjamin Föckersberger and Philipp Geppert, were ousted and left the company. Arne Peters, formerly Vice President Strategic Relations at ESL organizer Turtle Entertainment GmbH, was brought in—initially in an advisory role. This was, in fact, not the first time the company changed its management structure. Now-CEO Broda originally acted in an advising capacity, later switched to CFO, and—shortly after the ICO didn’t reach the targeted $25 million—took over the CEO role.

In putting the past behind, eSports.com is now upping its already significant marketing spendings once again. In November, it signed with THW Kiel, Germany’s Handball-Bundesliga record champions as a jersey sponsor. In January, the company booked an advertisement board at one of Bundesliga’s top games. A couple of days ago, it announced five-time world darts champion Raymond van Barneveld as a brand ambassador. Yesterday, the Astralis deal.

It’s safe to say that eSports.com is vehemently grabbing for attention. That said, it’s still unclear what the actual business model of the company entails. In interviews, statements, and in its whitepaper, eSports.com announced a potpourri of services and products. Its offerings range from live score displays, schedules, an event calendar, a merchandise shop, community-generated content, statistics, analysis, prediction, to user-offered training and coaching—all somehow entangled with blockchain technology and its cryptocurrency—and ultimately: “global leadership.”

Regardless whether the ambitious project comes anywhere close to its promises or not, the sponsorship deal with Astralis is a significant one, for both partners. Astralis, unarguably one of the world’s best CS:GO teams, fills up its war chest, and eSports.com makes sure to attach its name to a meaningful and positively perceived brand in esports. It will be interesting to see if eSports.com will be able to turn the tables with its new strategy, however. It’s certainly a costly one.


Source: European Gaming News

European Gaming News

Could the Gambling Commission ban wagering requirements?

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Wagering requirements; whether you love them or hate them, with the Gambling Review well underway, there’s never been a better time to debate if they still have a place in modern gambling and whether the upcoming review will ban them once and for all. But first, let’s look at their development and why they are a contentious issue in the industry. 

What are wagering requirements?

Wagering requirements are a common term and condition attached to a bonus that prevents players from taking a promotion and withdrawing it immediately. They are applied differently by each gambling brand. Some, like PlayOJO, Paddy Power, MrQ and Betfair, have revolutionised the casino scene by offering no wagering bonuses. In contrast, others take the predatory route and list bonuses with up to 100x requirements (the average is around 30x).

The requirement is the amount a player must wager at the casino before any winnings made with a bonus are valid for withdrawal. In the case of a £100 bonus, a 30x requirement would mean a player must wager a total of 100×30=£3,000 before they could withdraw any winnings. Most players would easily decimate their winnings before fulfilling the condition and, as most bonuses expire within 7-14 days, may well be forced to play for periods, or at times, they otherwise might not.

Why do wagering requirements exist?

In the early days of online casinos, bonus hunting among players became widely popular. It led to forums where players shared information on where and how to profit from the best welcome bonuses, earning money from the available offers available and never playing at a site again.

As casinos began to notice players taking bonuses and withdrawing without using them fairly, they combatted the practice with wagering requirements and other terms, such as the ability to withdraw a bonus and any winnings made if an account was suspect of this activity.

However, with no limits or official licensing rules to regulate wagering requirements at that time, things soon got out of hand as operators set high limits that were and still are unattainable to most players. Additionally, in many cases, the terms and conditions were not clearly displayed or explained, leading to the confiscation of bonuses and winnings without players understanding how or why they’d fallen foul of the casino’s rules.

Wagering requirements under fire with UKGC

By 2014, and following a flood of player complaints, the Gambling Commission weighed in, creating the Gambling (Licensing and Advertising) Act which prescribed operators were to advertise their bonus terms and conditions clearly and explain them to players. This led to some reducing their requirements to more feasible levels. However, not all operators followed suit, hence why we’re still discussing wagering requirements today.

More recently, in February 2022, the UKGC set its sights on reforming wagering requirements again, issuing new guidance regarding fair and transparent terms and practices, which acknowledged that wagering requirements could lead to excessive play, not in line with social responsibility rules for operators. 

The new guidance rules cited that licensees used potentially unfair terms, with examples including:

  • “terms that allow licensees to confiscate customers’ un-staked deposits
  • terms regarding treatment of customers’ funds where a licensee believes there has been illegal, irregular or fraudulent play
  • promotions for online games that have terms entitling a licensee to void real money winnings if a customer inadvertently breaks staking rules
  • terms that unfairly permit licensees to reduce potential winnings on open bets.”

It also stated that the Commission was aware of:

  • “terms and conditions that are difficult to understand
  • welcome bonus offers and wagering requirements which may encourage excessive play.”

While the guidance did not contain rules for abolishing or limiting wagering requirements, they instructed licensees to review their terms and conditions to ensure they fit consumer protection laws and that; “The LCCP requires rewards and bonuses to be constructed in a way that is socially responsible. Although it is common practice to attach terms and conditions to bonus offers, the Commission does not expect conditions, such as wagering requirements, to encourage excessive play.”

Will wagering requirements be banned?

With the Gambling Review white paper currently overdue and keenly expected by all industry stakeholders, many wonder if it will cover wagering requirements or, more specifically, exclude them from casino practice. The Gambling Review aims to update the 2005 Gambling Act, fit for the modern age, and wagering requirements would undoubtedly slot into the remit of what’s being discussed, which includes greater player protections and affordability checks.

While it’s clear that some big-name operators and affiliates like No Wagering are pioneering the way in bringing zero wagering bonuses to players, many sites have not followed suit. This is despite clear evidence that players favour fairer bonuses (PlayOJO is one of 39 brands operated by the same parent company, it is the only one with zero requirements, and it’s the most successful of all, according to the company).

Realistically, we’re not sure that the new gambling regulations will ban wagering requirements completely (as we covered earlier, they do exist for a reason), but it certainly wouldn’t be beyond the imagination for there to be a maximum cap applied in the view that excessive requirements equate to excessive play.

What’s next for operators and bonuses if wagering requirements are banned?

Bonuses are one of the most important factors for players in picking between casino sites, and they make players feel lucky to score something for free straight off the bat (even if the wagering requirements mean this is not really the case). 

If wagering requirements are banned, operators unwilling to offer bonuses without wagering requirements will have to return to the drawing board and reimagine rewards, especially welcome offers. Alternatively, they could begin competing based on other USPs, such as focusing more on the casino product to pull in the punters by offering unique games, making space for indie developers, having instant withdrawals, or gamified loyalty benefits and better loyalty clubs.

Moreover, it would present a fantastic opportunity for remote operators to move away from the tired system of matched deposit bonuses towards more exciting and fresher ideas like promo wheel spins, mystery gifts on first deposits, prize draws and so on. With brands including PlayOJO, Paddy Power, MrQ and Betfair already doing this, operators do not lack a blueprint to success, just the gumption to embrace a new model.

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Bulgaria

Betway Bulgaria officially launches, offers live and bet-builder options

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Another company has officially launched its activities in the growing niche of online betting in Bulgaria. But here we are not just talking about another operator licensed by national institutions, but about a leading brand worldwide. Betway is one of the largest bookmakers in Europe and globally, and the fact that it already offers its services in Bulgaria speaks positively about the development of the gambling business in the country.

Indications of an increase in the size of the industry appeared last year, when several operators received a permit to operate under Bulgarian jurisdiction. It is unlikely that this process will end with the official launch of betway bulgaria, rather the brand entering the country can be perceived by international operators as a positive assessment of the market in Bulgaria. What can we find at Betway besides the obvious – increased competition and of course more choice for consumers?

What do we find in the sports section?

Sports betting – this is the leading sector of the company, which started operations in 2006. The brand is associated with a number of teams in Europe such as Tottenham, Atletico Madrid, Leicester, Alaves, Belenenses, Werder, etc. Of course, the top championships in Europe are present in the latest betting platform, but that’s not all. Betway offers the opportunity to make predictions at less popular UEFA championships. The fans of the Bulgarian championship have options too. All matches of the First League are present in the bookmaker’s menu, and are offered with dozens of choices for each of them.

Real-time bets and long-term combinations

Live bets are a big thrill for many players. This option is present at Betway, and this also applies to the mobile version, of course. It is not difficult to detect current events – they come first when loading the platform. And with them the bookmaker really comes up with interesting offers, some of which are rare on the Bulgarian market. The outcome of the bets become clear in literally seconds if the next goal market or one of the performance options is selected.

In addition, the company accepts predictions with a much longer horizon. It is now standard to bet on who will be the champion in England, Spain, Italy or Germany. However, there are also specific markets and selections for certain teams – will Barcelona take the trophy this season, will Liverpool reach the final in at least one of the tournaments in which it participates, etc. And if users don’t find what they’re looking for in these offers, they can always turn to the betting menu. The bet-builder is still limited to one match, from which we can choose two or more selections until the desired odds are formed. This is the most appropriate way to optimize the bet according to personal preferences and therefore it is increasingly preferred by the players.

Betway’s first steps on the Bulgarian market are impressive. And this is just the beginning, we can expect even more in the near future.

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European Gaming News

EveryMatrix inks RGS Matrix agreement with Wild Boars

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EveryMatrix announces the second RGS Matrix partnership with Wild Boars, newly launched gaming studio that aims to bring creative storytelling and a fresh feel to the gaming industry.

Launched in 2019 as EveryMatrix sixth standalone solution, RGS Matrix enables gaming development teams to distribute, manage, and report upon a proprietary game product portfolio.

This ‘out of the box’ remote gaming server was built on an open architecture and caters for outstanding player experience, consistent deployment, and quicker content integration.

Mathias Larsson, Managing Director of RGS Matrix, says: “This is our second RGS Matrix agreement and it brings me a lot of joy to know that our solution starts gaining momentum in the market. Our remote gaming server aims to help the new generation of game builders by providing all the means to create, design, distribute and manage games.

“The team of Wild Boars is experienced, skilled and highly creative. I am looking forward to seeing their games live and appreciated by players in many countries.”

Oleksandr Yermolaiev, Managing Director of Wild Boars, comments: We truly believe that choosing a right partner is crucial for success. For us, RGS Matrix and its remarkable team is just that partner. We are excited to use EveryMatrix solution, focus on what we do best and bring our innovative games to a wide range of operators, territories and players. RGS Matrix is dashing ahead and we are happy to join the ride.”

RGS Matrix powers slots and table games, and is currently certified for Malta, Latvia, Lithuania, Estonia, Sweden, Spain, Denmark, Romania, and Colombia, with many jurisdictions to come in the upcoming years.

 

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