There is no doubt whatsoever that operators are now sensing that the time is ripe to focus their efforts on figuring out how to engage and harness the huge opportunity that the thriving millennial demographic keeps in hold. Having said that, one cannot deny that ICE London 2020 represented a tangible shift in the approach undertaken by operators to tailor their iGaming strategies to attract this ever increasing consumer base.

Esports as a strong factor of engagement and interaction

Esports featured as one of the main attractions and crowd drawers at ICE London. And it is relatively easy to ascertain why. Raised in an era of rapid technological advancement, millennials are digital natives. Being more connected to technology than older generations, they are more keen on digital interaction and engagement. And it is these particular characteristics that operators and service providers alike ought to address in a feasible and timely manner.

Unsurprisingly, even though still in its early stages, the esports vertical has a highly

developed ecosystem of organisations, players, game developers, and hardware providers. A scenario that makes it even more appealing for operators to incorporate this fast-growing segment at the core of their business strategies in order to engage millennials like never before.

Another strong argument in favour of the integration esports as a primary pillar for the whole industry lies in the numbers themselves. It is a fact that cross-selling between esports and other sports is very limited. Why? Sportsbooks fail to address esports fans’ expectations, not only in terms of coverage but also in terms of on-site features and promotions amongst other aspects. Truth is millennials are keen to experience the tangible immersion, emotions, and engagement that esports is able to deliver, and that today’s sportsbetting approach simply does not.