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Parimatch drives eSports engagement through video content and fan forum strategy

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Parimatch drives eSports engagement through video content and fan forum strategyReading Time: 3 minutes

 

Currently, eSports is the most dynamically developing sport in the world and as the surplus of digital platforms increases, eSports fans can be overwhelmed with content, whether it is generated by influencers, sports media outlets or eSports leagues themselves. As one of the first betting providers to identify the opportunity to bet on cybersport events, Parimatch continues to blaze a trail in customer engagement with its latest consolidated approach and according to Stepan Shulga, Head of eSports at the leading international betting company, that’s just the tip of the iceberg.

 

Where do you see the next big wins in terms of keeping fans loyal and how do you balance up creating engaging content with driving revenue?
With so many digital platforms from so many groups it is important to produce the most engaging and varied content possible – and for us, at the moment, this is video.  However, moving forward, we are looking how we can offer more interactive content and help support deeper engagement with the customers. We believe that there is a lot that we can learn from the popularity of forums with eSport gamers.

With regards to eSports, you’re making waves with your Virtus.Pro partnership, can you discuss Parimatch’s investment strategy in eSports?
Our entire business strategy is unified by one ultimate aim – to connect our customers with both mainstream and niche sports through the best quality betting products. For that reason, we do not have a separate business or investment strategy for eSports; our approach is to ensure first and foremost that our customers experience an excellent online service.
eSports is one of the fastest growing sports in the world, and we were among the first betting providers to identify the opportunity to bet on cybersport events. As a market leader in this regard, we know the field well, and what eSports fans are most interested in.  We also work to ensure our brand resonates with millennial audiences, who follow eSports most closely. Our partnerships with Virtus.Pro, one of the most established international eSports organisations, and some of the most popular and high-quality video games, such as DOTA2, exemplify this strategy.

eSports is still seen as a relatively new phenomenon to mainstream audiences, what’s the key to interacting with current fans whilst targeting new customers to the sector?
There is no magic key – but in order to engage current fans it is important to closely follow and analyse the eSports market to anticipate emerging trends. We work with eSports experts and specialists, and they help us identify audience patterns and create insights. This is a continuous and systematic process and ensures we stay ahead of the curve, and therefore maintain customer loyalty.
For targeting new customers, we first conduct market research to understand who this audience might be. Understanding the customer has to be the first stage in the process, before identifying channels and content. In the digital age, social media is more important than ever for reaching new potential customers – and it is important to cut through with strong brand personality. We recently underwent a bold rebrand, which helped us to stand out from the crowd.

The younger millennial market is a key focus for eSports in the US, Asia, Africa and beyond, how is your team targeting this segment of players responsibly?
At Parimatch, we believe betting companies are accountable for customer welfare, and therefore champion responsible gambling principles. We have introduced measures in the business to ensure all customers are protected, through 24/7 customer support, collaborating with responsible gambling organizations, limitations on betting accounts, and sharing information on the dangers of gambling addiction on Parimatch owned channels.

eSports wagering seems to be a key focus for the sector at this time, where do you see the possibilities and issues ahead for bookmakers?
The window of opportunity, as it may seem to many, is not opening now, it is fully opened, and it may soon be closing. The key opportunity is learning. We learn to meet the interests of a young audience, including through eSports. Theories are tested within one day; the response of the audience comes at an incredible speed. There are plenty of difficulties in this market for bookmakers, the most important thing to understand is respect for customer choice. We often underestimate the power of gamers’ loyalty to their entertainment. We believe gaming to be something irrational, teenage. This is the main difficulty, if you do not treat them like others — if you don’t give them enough attention, you will lose the game.
From a sector perspective, the lack of uniformity and established rules and federations for eSports, as in traditional sports, makes it difficult to plan and predict. The lack of adequate expertise and experience of managers in eSports is also a significant problem.


Source: Latest News on European Gaming Media Network
This is a Syndicated News piece. Photo credits or photo sources can be found on the source article: Parimatch drives eSports engagement through video content and fan forum strategy

George Miller (Gyorgy Molnar) started his career in content marketing and has started working as an Editor/Content Manager for our company in 2016. George has acquired many experiences when it comes to interviews and newsworthy content becoming Head of Content in 2017. He is responsible for the news being shared on multiple websites that are part of the European Gaming Media Network.

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BGaming donates to Brazilian art institute in support of creative children’s projects

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Popular iGaming content provider BGaming has bolstered its ongoing commitment to grassroots arts by making donations to the A7MA Galeria Institute in Sao Paulo, Brazil, which supports children’s creative development.

As part of its ‘When Art Meets Gaming’ project, BGaming has collaborated with several local artists to create murals for industry events over the last year. For SiGMA Americas in April, the studio also chose to give back to the host city by funding art projects for children.

BGaming made a donation to support three charity initiatives. A portion was donated to coordinate a visit to the A7MA Gallery, where children from the Felicidarte Project took a tour of popular tourist attraction ‘Batman’s Alley’ and learnt about the art. Later, A7MA funded an activity where children were invited to transform the facades of their homes into colourful murals.

Another part of the donation was allocated to renovations for Felicidarte Project’s warehouse space, to revamp the area so it can invite school groups each week and distribute food to the underprivileged areas.

The significant charitable push follows a successful SiGMA Americas in Sao Paulo from 23rd to 26th April, where BGaming collaborated with artistic duo, Clandestinos Art, to reinterpret BGaming’s iconic game heroes, and create a limited edition merchandise collection, branded gifts and their stand design.

Marina Ostrovtsova, CEO at BGaming, said: “At BGaming, it brings us so much joy to see our donations promoting art among the young people of Sao Paulo.

“As we have proven over the past year with our ‘Art Meets Gaming’ project, creativity unites us all and we were delighted to hear how much the children enjoyed the activities provided. We can’t wait to hear about these budding artist’s creations in the future.”

Marcos Ramos Enivo, Artist and Counsellor at A7MA Galeria Institute, said: “We are grateful to BGaming for their support of our work at A7MA. The activities exceeded our expectations, with 47 artists present and 46 facades revitalised by the children.

“It was an absolute success. People in the favelas who are sometimes invisible to the government can now feel seen, recognised and valued.”

 

BGaming is a fast-growing iGaming content provider converting gambling into gaming. Thanks to an expert team and a player-driven approach, the studio creates innovative and engaging products featured on reputable platforms and 1,100+ online casinos worldwide. BGaming is the world’s first to support cryptocurrencies and offer Provably Fair games. Today the brand’s portfolio includes 150+ products with HD graphics and a clear user interface for every device. The studio is also known for its brand exclusives created in partnerships with leading operators in the industry.

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Global Esports onboards sports psychologist Dr. Michelle Pain to its BGMI Team

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Global Esports, a leader in South Asia’s gaming scene, proudly welcomes Dr. Michelle Pain as the official Sports Psychologist for their newly formed BGMI team (Battlegrounds Mobile India). Dr. Michelle is geared up to facilitate the mental training sessions for the GE players as they embark on the highly-anticipated new BGMI season, the ‘BGIS 2024’ (Battlegrounds Mobile India Series 2024). Her role is centred on cultivating a positive mindset among Esports players, helping them navigate the challenges of competitive gaming while leveraging sports psychology principles. The BGMI lineup includes experienced IGL – Harmandeep “Mavi” along with young talents like Tanjot “Ninjaboi” Singh, Raghuraj “Slug” Singh, Harshit “Beast” Yadav and Akshit “Arclyn” Kumar.

A seasoned private practitioner in sports psychology working in traditional sports, her tenure as a tertiary lecturer at Monash University, Victoria University, and Deakin University adds invaluable experience to her illustrious career. Dr. Pain is also known for her pioneering work in developing innovative and accessible resources tailored for athletes and coaches, such as the acclaimed Pocket Psychology series. She has also authored an eBook ‘Sport Psychology Tools for Every Coach and Athlete’ that encapsulates her wealth of practical insights and knowledge. She also conducts educational workshops in sports psychology, catering to coaches at all levels and empowering them with effective strategies to optimize athlete performance.

Dr. Rushindra Sinha, CEO and Founder, Global Esports, said, “Dr. Michelle Pain’s innovative approach to addressing players’ psychological needs aligns perfectly with our vision to continuously innovate and empower our athletes and grow as professional players. Her invaluable guidance and rich experience will equip our players with the focus, resilience, and emotional balance needed to become the best version of themselves as they embark on this BGIS journey.”

With an extensive career spanning over three decades, Dr. Michelle brings unmatched expertise in empowering elite athletes and coaches across diverse sports organisations to optimize mental resilience and achieve peak performance levels. She aims to assist players in coping with stress, mind fitness training, making sound decisions under pressure, improving communication, and regulating emotions to elevate their overall performance on the global stage. Her appointment underscores Global Esports’ commitment to nurturing excellence and maximizing potential within the Esports community.

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Revolut unveiled as presenting partner for the BLAST Premier Spring Final at London’s OVO Arena Wembley

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Esport entertainment company BLAST has revealed the global financial technology company Revolut as presenting partner for the BLAST Premier Spring Final, ahead of Counter-Strike’s long-awaited return to the United Kingdom in the summer.

The partnership with BLAST is Revolut’s first foray into esports – an industry known for its next-level global entertainment and world-class experiences. It is part of the fintech’s strategy to provide unique experiences to a global audience of tech-savvy gamers.

With more than 40 million customers worldwide in 38 countries, Revolut’s popular online banking platform aims to revolutionise the way people spend, send, save and interact with money.

Revolut comes on board as the Official Finance and Payments Partner of the BLAST Premier Spring Final, which is due to take place at London’s OVO Arena Wembley from 12-16 June. Revolut will feature heavily across the event, with both digital broadcast integration across BLAST.tv, Twitch and YouTube, with dedicated Revolut broadcast segments and physical branding and activations at the arena.

The Spring Final 2024 will be the biggest Counter-Strike event to take place in the United Kingdom since the London Major 2018, which took place in the OVO Arena Wembley and saw Danish organisation Astralis crowned champions.

Fans online will enjoy an economy focussed broadcast segment as well as a bespoke giveaway with fantastic prizes. Revolut will be kicking off the Spring Final action with an opening party on Friday, 14th June. A Revolut booth on-site will allow fans to sign up to exclusive discounts for Revolut customers and exclusive perks including queue skip for meet and greets with professional esports players.

Alexander Lewin, SVP, Commercial Revenue at BLAST said: “We’re thrilled to mark the historic return of CS arena events to the UK with a groundbreaking presenting partnership. Revolut has been at the forefront of digital banking and financial innovation for nearly a decade, and shares BLAST’s dedication to creating fantastic experiences for fans and customers. As presenting partner, Revolut will feature prominently across our entire broadcast and arena experience, and we look forward to incorporating their innovative digital-first approach. This partnership is testament to the value esports can bring to a leading global brand, and we are delighted Revolut has chosen BLAST for their first entry into competitive gaming.”

Deborah Wajsbrot, Head of Growth – Strategic Partnerships & Sponsorships at Revolut, said: “We’re delighted to be able to unveil Revolut’s marketing partnership with BLAST – our first in esports. BLAST is a world-class esports tournament and an iconic event for the gaming community. Just like Revolut, the gaming industry is at the forefront of innovation worldwide. This partnership is the beginning of our efforts to bring unique and unforgettable experiences to Revolut customers and gaming fans – not just at Wembley, but worldwide.”

The BLAST Premier Spring Final gets underway on Wednesday, 12th June, with eight of Counter-Strike’s best teams descending on the UK’s capital to battle for a total prize pool of $425,000. The winning team will qualify for the BLAST Premier World Final later this year.

Participating teams: Astralis, FaZe Clan, G2 Esports, Natus Vincere, SAW, Virtus.pro, Team Spirit and Team Vitality.

The post Revolut unveiled as presenting partner for the BLAST Premier Spring Final at London’s OVO Arena Wembley appeared first on European Gaming Industry News.

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