eSports
Young entrepreneurs booming business moves into gaming and esports
A young entrepreneur in the UK who set up his business at the age of just 17 with £300, has moved into the gaming and esports industry due to huge consumer demand pressures.
George Greenhill, Founder of Protein Package, established the healthy snack brand business in 2017 from his parents’ home in Wolverhampton whilst he was still at secondary school.
The business provides a ‘pick and mix’ style approach to ordering a variety of nutritional supplements and snacks online which are sourced from all over the world. The company really took off in 2020 owing to an increase in online consumer habits during the pandemic.
This recent growth has resulted in gamers and esports fans requesting that Protein Package expands into the gaming supplementation space to accompany their wide range of sports supplements and ‘better for you’ snacking options.
In November 2021, Protein Package decided to answer consumer calls and make the move, commenting on the expansion into the gaming sector, George said: “We’re very excited to be entering this ever-expanding market, especially one with innovative brands popping up all of the time. We made the progression from selling only high protein products to general healthy snacks back in 2019 and felt now was the right time to dive into the gaming and esports supplement market.
We’ve been getting requests daily to help improve the range of gaming supplements in the country and it’s a community I have always had close ties with. After looking into the UK market, we felt it has been neglected and left behind due to the lack of top brand availability such as GFUEL, CTRL and Razorwire when compared to America and Canada. At Protein Package, we want to change that so gamers don’t have to wait for weeks to receive international shipments which can face lengthy delivery and expensive unexpected customs charges.”
Sophie Edwards, Brand Manager at Protein Package said: “We’ve been working closely with various companies around the world to import all the best gaming supplements into the UK and offer the largest range. Many of the products have energy-boosting properties like the sport-focused supplements we currently stock so believe many of our existing customers will benefit from being able to try these brands out as a pre-workout.”
As of last week, Protein Package already has GFUEL Energy listed on their website that includes all the bestselling flavours and the popular collaboration flavours with industry heavyweights KSI and PewDiePie. GFUEL’s other products such as Energy Crystals, Ready-To-Drink Cans and Hydration Formulas will be imported and introduced online in the coming days.
George and Protein Package are aiming to have several other brands added to the store before the start of the New Year and prioritise offering the most competitive prices with fast UK delivery.
Powered by WPeMatico
Angela Bernhard Thomas
CAPCOM’S STREET FIGHTERTM 6 GOING TO COLLEGE THIS FALL
- CSMG will create and operate College Street FighterTM Tour in North America for the 2024-25 academic year
- College conference Street Fighter 6 champions will punch their ticket to the national Collegiate Esports Commissioner’s Cup (CECC) & May Madness in 2025
eSports
R&D rethink needed for sportsbooks to harness esports’ power
Esports betting is still grappling with a perception problem amongst operators. Despite the leaps and bounds in product development made by suppliers – particularly in the last two years – esports hasn’t shaken off the image built in the late 2010s.
Our good friend, Oliver Niner, Head of Sales at PandaScore, has been kind to share the below article with us.
There’s scepticism around esports betting’s value, how well it can actually perform and what’s needed to make it appeal to bettors. A big part of that comes down to perception, which shapes the research and development (R&D) choices made by each operator.
Self-fulfilling prophecy?
Operators who have put the research and development (R&D) resources into esports are seeing excellent growth, while others are still treating it like part of a long tail. The lack of a uniform approach to esports often translates into hesitancy to be bullish and invest in esports.
Whereas in the United States, post-PASPA sports betting has exploded and operators are seeking to capture as much territory and market share as possible because in most cases, you switch the lights on and the money comes in. It’s, of course, good business sense to take opportunities like this – you can apply the same templates used elsewhere on an incredibly lucrative market.
This kind of approach has been attempted for esports and hasn’t found the same success. Granted, the legislation for betting on esports has been somewhat slower than that of sports betting and iGaming.
However, bullish operators have acknowledged the fact that esports hasn’t found the same success in regulated states and asked what can be done differently, while for others, esports has been thrown into the too-hard basket or relegated to the bargain bucket.
For the latter, the fate of the esports vertical becomes a self-fulfilling prophecy – especially if an operator already using a budget esports product that throttles its very growth.
It takes two to tango
When esports is discussed in broader betting circles, you’ll often hear different versions of the same talking point: the problem with esports is no one is doing it well, it doesn’t innovate.
This argument is a case of the pot calling the kettle black. Esports is a driver of innovation, and it is sportsbook R&D that is holding it back.
Multiple suppliers on the market are investing significant resources into R&D, and bullish operators are leveraging these product innovations to acquire new customers and create engagements made for the internet age.
There are understandable reasons why sports betting doesn’t innovate. It’s largely because operators focus on acquisition, entering new territories and spending money on data rights. But the actual R&D on sportsbook products is left lacking, with ever-increasing cost-per-acquisition (CPA) numbers a clear symptom of this.
It means that if an operator does decide to use or acquire an esports specialist supplier but does little to cater its product and attempts to just lay the sports betting template over the top, of course performance will be throttled.
It’s like putting a Ferrari engine in a Prius – no offence to Toyota or Prius owners.
The same problem exists on the platform supplier front. Platforms are understandably focused on compliance and getting customers live, not necessarily improving models or their products.
Even the idea that if you just acquire an innovative company the problem is solved or you have found the solution, doesn’t hold water. In many cases, the company is acquired and plenty of noise is made about it, but there’s little organisational investment in R&D afterwards.
It’s not just in esports
These problems extend to customer acquisition and marketing for most emerging markets, not just esports. There’s a rush to use the same old playbook in newer sectors because it’s easy.
The fantasy vs. house sector in the US is already experiencing an acquisition arms race. As analyst Dustin Gouker points out, deposit match bonuses for new users on fantasy vs house products have jumped from $100 to as high as $500 in some places.
This is the same race that played out in sports betting and despite the costs, there’s little effort from most operators to try something different. There’s less work when you just put the same acquisition template on an emerging sector and call it a day. This seems to be an accepted practice in the industry, for better or for worse.
Esports betting success requires ongoing dialogue
Rather than attempting to wedge esports into hegemonic sportsbook approaches, sportsbooks need to take a completely unique approach.
The fact is the betting sector has barely scratched the surface – communities of esports fans are still dormant. Canadian operator Rivalry has built a successful, esports-first business by embracing the ever-changing internet culture that esports inhabits. French esports organisation Karmine Corp recently sold out a 30,000-person stadium for an event with no prize money up for grabs.
Innovative products developed on the supplier side like microbetting and betbuilders are only half of the equation.
Maximising esports revenues requires institutional investment, ongoing R&D and collaboration between suppliers and operators to create products and experiences. This includes having staff on the operator side that can drive and push the product further, and crucially, rethinking current sportsbook strategies and practices.
Building experiences for betting’s greatest emerging market – one that caters to your future core audience – takes investment, innovation and a willingness to experiment. If the industry wants to make the most of the Millennial and Gen Z audience that will become its primary customers, investment into R&D and close collaboration between suppliers and operators is needed. Many hands makes light work.
eSports
ESIC Announces Establishment of Global Esports Industry Advisory Board
The Esports Integrity Commission (ESIC) is pleased to announce the establishment of its Global Esports Industry Advisory Board, designed to enhance integrity and ethical practices across the esports landscape. The Advisory Board will serve a pivotal role by providing expert advice to ESIC’s Chief Executive Officer on a range of critical industry issues.
The primary function of the Advisory Board is to create a robust framework for integrity and fairness, setting a global benchmark for ethical conduct and fair competition in esports. The board will offer strategic insights, help shape policies governing fair play, liaise with key industry stakeholders, and act as ambassadors advocating for ethical practices.
ESIC has appointed two highly esteemed members to inaugurate this board:
- David Neichel, Senior Vice President of Public & International Affairs at ESL FACEIT Group (EFG), joins the Advisory Board with over fifteen years of experience in the video games industry, including significant roles at Activision-Blizzard and Electronic Arts. David’s profound impact on international and public affairs initiatives makes him an invaluable addition to the board.
- Robbie Douek, CEO of BLAST, also joins the Advisory Board, bringing a wealth of experience from his roles at Google and Disney, along with his leadership through major acquisitions. Robbie is celebrated for his strategic leadership and his instrumental role in elevating esports to a significant global entertainment platform.
The formation of the Advisory Board is an engagement that underscores the commitment of its members to upholding and promoting the highest standards of integrity within the esports industry. The board will meet as required to address strategic challenges and ensure that ESIC’s initiatives effectively meet current and future industry needs.
“Both David and Robbie bring a remarkable depth of knowledge and a passion for advancing the integrity of esports,” said Stephen Hanna, CEO of ESIC. “Their expertise will be crucial as we navigate the evolving landscape of esports and strive to maintain the integrity that our community expects and deserves.”
Robbie Douek, CEO at BLAST, said: “I’m honoured to be given the opportunity to support the Global Esports Industry Advisory Board and ESIC in their ambition to create the best and fairest environment possible for players, teams and fans.”
David Neichel, Senior Vice President of Public & International Affairs at ESL FACEIT Group (EFG) also commented: “It is a true honour to join the Global Esports Industry Advisory Board and support ESIC’s successful journey. Fairplay and integrity are at the core of esports. We owe it to the players and to the fans and for a better endemic industry governance”
The post ESIC Announces Establishment of Global Esports Industry Advisory Board appeared first on European Gaming Industry News.
-
Andre Filipe Neves7 days ago
Salsa Technology Hails Hugely Successful BIS SiGMA Americas
-
Africa7 days ago
Kiron Interactive strengthens Ethiopian performance with Hulu Sport deal
-
BiS SiGMA Americas7 days ago
Sportingtech Places New Local Talent Front and Center at BiS SiGMA Americas
-
Asia7 days ago
Delasport Signs a Sports Deal with Philippines’ Leading Regulated Operator OKBET
-
Latest News7 days ago
Games Global and Fortune Factory Studios™ release feature-filled 333 Fat Frogs Power Combo™
-
Baltics7 days ago
HIPTHER Announces the BALTIC & Scandinavian Gaming Awards 2024 Shortlists
-
Compliance Updates7 days ago
Arizona Department of Gaming Releases February Sports Betting Figures
-
Asia7 days ago
Uzbekistan Legalises Online Betting and Lotteries