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Engaging millennials still the elusive key to eSports industry success

Wednesday, 14 March 2018 06:48
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Engaging fans is key to the eSports industry, while customizing the gaming experience is key to engaging gamers. Those were some of the conclusions drawn at a panel discussing the potential of eSports betting during the 10th iGaming Asia Congress in Macau on Tuesday.

Faced with a unique demographic and the ongoing puzzle of trying to slot eSports into the model of traditional gaming, Paul Polterauer, CEO and co-founder of Herocoin, said the first step was understanding the nature of the eSports audience.

“The eSports audience is different from a normal audience,” he said, noting that it was important to make eSports fans feel special in interactions with them. “You need to understand the people you are targeting,” he added, keeping in mind that the younger generation has grown up surrounded by a huge array of entertainment options.

Providing eSports platforms with elements that take customization to deeper levels is one factor that contributes to making gamers feel different and, eventually, making businesses successful.

The use of specific marketing campaigns tailored for eSports fans is also a component of the way to success, the panel conveyed. The use of influencers and internet-based channels such as YouTube or other social media outlets has proved to be more effective in terms of transmitting authenticity than any traditional method.

With the eSports industry thriving all over the world, but particularly in Asia, engaging gamers has become a key focus for companies in the iGaming.

Engagement is the secret to success and, according to CEO of eSports Pools Scott Burton, if done well may prompt eSports fans to also gamble on more traditional games.



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