Gaming companies and eSports: a growing symbiosis

E-sports has become a global phenomenon in recent years, with millions of followers and huge prize pools. Gaming companies have been quick to recognise the potential of this growing industry and have started sponsoring e-sports teams and events. It is a symbiosis that has changed the landscape for both betting companies and e-sports.

Betting companies' interest in e-sports can be explained by several factors. Firstly, e-sports has a young and tech-savvy audience, making it attractive for marketing. In addition, e-sports offer a platform where betting companies can reach out to a global audience in an efficient way. But what does this mean for e-sports as a whole? Can this type of sponsorship affect sport in a positive or negative way?

Historical development of esports and sponsorship

The history of eSports dates back to the 1970s, but it was only in the 2000s that it started to gain real momentum. Early competitions such as the Cyberathlete Professional League and the World Cyber Games paved the way for today's major tournaments such as The International and the League of Legends World Championship.

Sponsorship in e-sports has also evolved significantly. In the early days, it was mostly technology companies that sponsored events and teams. However, with the growing popularity of e-sports, other types of companies, including betting companies, started to show interest. One example is Betway, which has sponsored several major esports teams and tournaments. Their involvement has helped to increase prize pools and improve the infrastructure for esports.

This development has not only benefited esports financially but also contributed to its legitimacy as a serious form of competition. However, it has also raised questions about ethics and responsibility, particularly in relation to gambling addiction and the exposure of young people to gambling adverts.

Economic impact of betting company sponsorship

Betting company sponsorship has had a significant economic impact on esports. For many teams and events, betting company sponsorship has provided a stable source of income. This has allowed teams to offer better salaries and facilities for their players, which in turn has raised the level of competitions.

According to a report by Newzoo, a leading e-sports research firm, the global e-sports market is expected to generate revenues of over USD 1.5 billion by 2023. A significant portion of this revenue comes from sponsorship, and gaming companies make up a large part of this category.

In addition to contributing financial resources, gaming companies have also helped increase the visibility of esports by promoting events and competitions on their platforms. This has attracted more viewers and fans, which in turn has led to higher advertising revenues and bigger prize pools.

But it's not just the big teams and events that have benefited. Smaller teams and local tournaments have also received an economic boost, helping to broaden the base of esports and make it more accessible to more players.

Ethical considerations and controversies

Despite the economic benefits of betting company sponsorship, there are also several ethical considerations and controversies to take into account. One of the biggest criticisms is about gambling addiction. The presence of gambling companies in e-sports can contribute to the normalisation of gambling among young people, which can lead to increased gambling addiction.

Another controversy is the potential conflict of interest. When gambling companies sponsor teams and events, questions can arise about the integrity of the competitions. Is there a risk of match-fixing or other unethical behaviour? While there is no evidence that this is a widespread problem, it is an issue that needs to be taken seriously.

There is also a debate on whether gambling adverts should be allowed in e-sports, especially given the young audience. Some countries have already introduced restrictions on gambling advertising, and it is possible that more will follow suit. This could affect the ability of betting companies to sponsor e-sports and thus also affect the financial stability of many teams and events.

The future of betting company sponsorship in e-sports

What does the future hold for betting company sponsorship in e-sports? One trend that is already taking shape is increased regulation. More countries and organisations are introducing rules on how and where betting companies can advertise in e-sports. This could lead to a reduction in betting company sponsorship, but it could also open the door for other types of sponsors to step in.

Another possible development is that gambling companies start to focus more on responsible gambling and social responsibility. By implementing measures to combat gambling addiction and promote responsible gambling, they can reduce criticism and improve their reputation.

Technological advances, such as blockchain and cryptocurrencies, can also play a role in the future of sponsorship. These technologies offer new ways to finance and promote esports, which could lead to new types of partnerships and business models.

Finally, we can expect esports to continue to grow and evolve, which will create new opportunities and challenges for sponsors, including gaming companies. How this balance between economic benefits and ethical considerations will be managed remains to be seen, but it is an issue that will be central to the future of eSports.

A look ahead

With an ever-growing audience and increasing revenues, eSports faces an exciting future. Gambling companies have played an important role in this development, but their involvement has also raised important questions about ethics and responsibility. How these issues are addressed will be crucial to the continued success and legitimacy of eSports.