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Short-form esports betting has transitioned from niche product to an established cornerstone of the sportsbook offering that drives consistent engagement. Peter Camden, Head of Competitive Gaming Product at SIS, shares how its growth was built on integrity, structure and the simple power of consistent play.

Previously used to fill the void left by the absence of live sporting events, esports is now firmly part of the sportsbook offering and valued by operators for delivering quick, dependable and consistently engaging betting entertainment.

Take a look at the homepages of major brands globally – a common theme sees the vertical feature prominently, illustrating its importance in grabbing bettor interest. The potential of esports betting has been discussed at length in recent years, and now the product’s importance is a reality because of its ability to drive business growth.

The question is: what turned the tide for esports betting? And how did a vertical that began as supporting content become one of betting’s most reliable formats?

The answer lies in how the industry, and its players have adapted. Confidence in the product has reshaped where it stands today, and that shift is clear to see in sportsbooks. What was once tucked away at the bottom of the sports menu now sits alongside the biggest sports, showing how visibility shapes perception, which is, after all, the true marker of progress. In the United States, for example, eBasketball often appears directly below the Big Four sports in the homepage menu. That speaks volumes as to how far the vertical has grown.

Its success comes from how naturally it fits the pace of modern betting. Sports simulated matches are quick, familiar and structured, offering a constant flow of action that is fair and transparent. Every game that we offer is properly refereed and monitored, which gives bettors confidence that what they see is fair and has integrity at its core. It is an experience that shows speed does not come at the cost of quality, proving that even the briefest contests can leave a lasting mark.

The format has also evolved with the audience. Popular sportsbook features such as player props, bet builders and live statistics have been incorporated to make the overall experience more interactive, giving bettors new ways to follow and engage with the action. They can now track rebounds, corners and assists just as they would with their favourite teams, blurring the boundaries between traditional sports betting events and simulated content. It is clear that the line between the sports sims and the familiar has never felt thinner.

Trust, once earned, is what turns a product into a permanent presence, and integrity has always been the key foundation on which we built and continue to build our product. Strong oversight and transparency have created lasting confidence among operators and bettors, helping transform short-form esports from an emerging concept into one of the sportsbook’s most stable and respected products.

SIS Competitive Gaming has been instrumental in defining the journey of esports betting to becoming an established fixture, delivering more than 140,000 eSoccer and 85,000 eBasketball events each year to the world’s biggest sportsbook brands within a framework designed for precision and control. It shows how scale, when managed with care, can sustain the highest levels of quality and engagement across every match.

The story of short-form esports betting is one of steady progress. It may have found its place, but its evolution is far from over. The next chapter will introduce new sports, richer markets and even greater scale, reinforcing its position as a permanent fixture within the sportsbook.

As technology continues to advance and data insights deepen, the product will only grow more sophisticated – giving operators innovative ways to engage their audiences and bettors even more reasons to return.

Its future, like the matches it delivers, promises to move fast and stay exciting.

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This year’s Safer Gambling Week runs from 17-23 November 2025, bringing the whole industry together to further promote safer gambling by highlighting the tools available to help customers stay in control, while signposting help and advice to those who need it.

Organised by the Betting and Gaming Council (BGC), BACTA and the Bingo Association, Safer Gambling Week is now in its ninth year. The initiative will once again deliver a range of safer gambling messages both online and in land-based venues, helping to spark a nationwide conversation about betting responsibly.

Analysis of last year’s successful campaign confirmed that more than 1.5 million unique accounts used a safer gambling tool during the week, representing a 22% year-on-year increase. Deposit limits rose by 14%, with nearly half set for the first time.

Last year’s Safer Gambling Week also set new social media records, generating more than 60 million impressions across major platforms including X, Facebook, LinkedIn and Instagram.

Baroness Twycross, Minister for Gambling, said: “As a Government, we are fully committed to reducing harmful gambling and protecting those at risk. That is why we have introduced a statutory levy aimed at providing funding to tackle this.

“We welcome the contribution that Safer Gambling Week makes. It provides a good opportunity to highlight the tools and support that is available to people who may need it.”

Andrew Rhodes, Chief Executive of the Gambling Commission, said: “Safer Gambling Week is an important moment for the industry to demonstrate its commitment to protecting customers and promoting responsible play.

“While progress has been made, we must continue to ensure that the tools and protections available to consumers are effective and widely promoted.

“Collaboration and evidence-based action remain central to making gambling in Great Britain fairer, safer, and crime-free.”

Louie French MP, Shadow Minister for Culture, Media and Sport, said: “I’m backing the Safer Gambling Week campaign to tackle gambling-related harm. This important initiative brings the industry together to support safe and responsible gambling.

“Millions of people safely enjoy a flutter every month, whether it’s on the horses, football, or the lottery. But for some, gambling can cause immense harm to their lives. It’s vital that the industry quickly identifies and supports these people.

“This initiative is one of the many examples of why Britain must stop the rise of the black market. If the Government taxes people away from regulated bookies, they’ll fuel unsafe betting online.”

Grainne Hurst, CEO of the Betting and Gaming Council, said: “As ever, the week sees the whole industry coming together to further promote safer gambling for the millions of people who enjoy a regular flutter.

“It’s a time to highlight all the tools available so that customers can stay in control. And to signpost help and advice to those who need it.

“Last year’s campaign was a great success with over 1.5 million unique accounts using a safer gambling tool during the week.”

Paul Swindon, Head of Governance and Compliance at the Bingo Association, said: “The Bingo Association is proud to support Safer Gambling Week.

“All our members across Great Britain are committed to promoting a safe, enjoyable, and responsible environment for all players.

“Bingo has always been about community and fun, and Safer Gambling Week is an important reminder that gambling should always remain just that – social, safe and within your means.”

Allaster Gair, Director of Communications at BACTA, said: “At the heart of Safer Gambling Week is the simple idea that everyone should feel safe while having fun. Our members take that responsibility seriously – offering support, advice and safe spaces where customers can enjoy themselves responsibly.”

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