This is a guest contribution by Alex Fletcher, founder & president at Entiva Group. If you would like to submit a contribution please contact Bill Beatty for submission details. Thank you.

The demand for eSports betting is real. Startups like Unikrn are joining incumbents like Pinnacle Sports, which took its first eSports bet in 2010 and announced its millionth in December 2014. Major UK betting operators like William Hill and Paddy Power also have skin in the eSports game. Understanding the trends shaping eSports is the first step. In order to profit from the eSports opportunity, gambling brands must execute subsequent steps to prepare for success.

Gain understanding of the opportunity

It’s easy to mistake the recent rash of media commentary focused on eSports, for true insight on the space. However, obtaining the correct level of domain-specific knowledge isn’t an overnight process. The best approach is to categorize areas from which key details can be surfaced. Since, while the concept is simple enough: playing video games, competitively, the specifics are immensely critical. The following is a guideline for a better understanding of the eSports opportunity: