Oliver Niner is Head of Sales for PandaScore, an esports data solution provider. He sees a clear opportunity for bettors to provide esports services in Australia.
Australian sportsbooks are one of the best markets to be in. Australia is a well-respected market that offers a variety of betting options, including greyhounds, horses, and sports. It also has strong regulation, making it a profitable and stable place to operate a business.
The Australian esports scene may be small in the larger global context but it is vibrant and connected. Australian fans are united across most esports titles and will support their fellow countrymen when they take to the stage.
Australia’s betting market is large and well-established. This makes it well placed to help support an Australian esports scene. It just requires long-term sustainable investment.
Information for the Australian Market
If we look at the maturity of Australia’s market, especially online, it is estimated that 1 in 3 Australian adults engage in some type of gambling online. The island nation is a very lucrative market, with an average per capita gambling spend of $1,277.
The rise of sports betting has influenced many major codes. These include regional focus such as Aussie Rules or Rugby League, and international ones like basketball and football. Online sports betting is common in Australia, a nation with high smartphone penetration. Around 86% of all Australian sports betting takes place online.
Although live betting has been a major source of income in Europe, it is not so for Australia. You can only legally place a wager during live sporting events in Australia by calling the sportsbook. This is a rare option compared with many mature markets around the globe.
Online sports betting means that operators must have an engaging, high-quality prematch offering, with good odds. Additional tools such as betbuilders can help increase player engagement. Multis, also known as betbuilders or multis, are very popular among Australian punters. The punters who place bizarre, nearly story-book-length multis are a source of viral, organic marketing that draws headlines at major media outlets.
The Australian Esports Bettor
Esports is closely linked to the Australian betting market, which means that it benefits from the same gambling culture and behavior. Gambling Research Australia’s 2021 report portrayed the face of an esports betor in Australia.
They are generally between 18 and 34 years old, have a better education and higher income than average.
The majority of esports betting is online at 96%. More than half the bets are placed through a smartphone app. This includes large operators like Bet365, Sportsbet, and Ladbrokes. According to our clients’ feedback, the five most popular games for players were CSGO and League of Legends. Dota 2 Valorant was also a hit. Rainbow Six: Siege is another favorite.
Operators should be aware of how smartphones are being used in sports betting. They must provide an engaging and smooth mobile experience to attract and retain esports customers.
Operators have the opportunity to grow along with the market
It has been difficult for the Australian esports scene to create consistent revenue streams and more stable revenues than other markets. This has resulted in many low lows and high highs.
Operators and suppliers can support growth in the Australian esports industry by supporting a well-established betting culture and passionate fans.
Similarities exist to Brazil’s market. It is crucial for those looking to build their business that they meet the Australian esports community at their own terms. This includes investing in tournaments, teams and building community.
This is what we’ve already seen, as Rivalry has invested in Australian infrastructure since the acquisition of its Australian license. They have been a market leader in local CS:GO events, including Insanely Awesome CS:GO Tournament, Clash of Rivals Series and Insanely Awesome CS:GO Tournament. It’s not just about putting your logo on the tournament. Content marketing is also important. This includes connecting with local teams’ social media channels and improving fan experiences.
We’ve observed that esports verticals can only succeed in markets around the world if they are able to connect with fans and provide a quality betting experience.
Australian esports are looking for long-term investments to help them build their infrastructure. The unique opportunity for operators to invest, collaborate and help build Australian esports is presented to them.