APPROACHING ESPORTS FANS IN EU
Although esports fans are unique as a demographics , there are some way of approaching them , which can be similar to traditional sports - influencers and athletes . We can have a look at good example from the biggest sportsbook operator in Poland - STS . There are some criteria which has to be met in order to have successful cooperation .
RELEVANCY TO THE MARKET In the case of STS , they have chosen a League of Legends streamer / influencer Nervarien and CS : GO player Innocent . Both of them have connection to the polish market , where the advertisement is targeted . It is better to focus on globally lesser known influencers which have market relevancy , then to spend budget on big names without direct link to community . Innocent was part of top teams in Poland , x-kom and Illuminar . Nervarien is streaming in polish language for more than 500 000 followers . If you plan to connect with a community , do it where it matters .
“ Esports entered the top ten of the most frequent bets made by our punters , and it is still growing in popularity . This is the reason why we invest in increasing our recognition among esports fans – we are constantly developing our offer to meet the expectations of our punters , i . e . by sponsoring popular teams , players and events .”
Mateusz Juroszek
CEO of STS