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.
Editor’s Take
Why this matters: India has long been a mobile-first gaming market (thanks to PUBG Mobile/BGMI). But 2025 proved that PC esports is not dead; in fact, it’s thriving culturally. Riot’s ability to integrate VALORANT into mainstream Indian youth culture—from “topper” billboards on exam result day to hip-hop festivals—is a masterclass in localized marketing. The success of S8UL Esports in League of Legends also signals that South Asia is finally ready to compete in global Tier 1 events.
The Full Story
Riot Games has released a retrospective on 2025, describing it as the year gaming in South Asia “didn’t feel tucked away anymore,” but rather became an unmistakable part of mainstream culture.
From filled cafés during watch parties to billboards featuring “inside jokes” from voice comms, the publisher’s year was defined by a massive surge in engagement across India, Bangladesh, Sri Lanka, Nepal, Maldives, and Bhutan.
The Competitive Surge: LoL and VALORANT The year began with the launch of Legends Ascend South Asia, a structured pathway for League of Legends talent that the region had been demanding. Ninety-five teams competed, culminating in S8UL Esports lifting the trophy and qualifying for the LCP Wild Card Playoffs—placing South Asian talent directly into the global conversation.
Simultaneously, PC esports found its footing in India through VALORANT Challengers South Asia.
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The Numbers: The circuit recorded over 103 million live and non-live views throughout the season.
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The Finals: The LAN event peaked at 50,000 concurrent viewers, proving that the appetite for PC tactical shooters remains fierce in a mobile-dominated region.
Cultural Crossovers: V5 and Rolling Loud Midway through the year, VALORANT celebrated its fifth anniversary (V5) with a campaign deeply rooted in Indian student culture.
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“VAL Toppers”: On JEE results day (a major academic milestone in India), Riot reimagined the traditional “exam topper” billboards to celebrate Radiant-ranked players, sparking a viral conversation.
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Rolling Loud India: In November, gaming met hip-hop. Riot integrated VALORANT into one of the world’s largest hip-hop festivals, with karaoke pods and gaming zones operating alongside performances by Wiz Khalifa and Central Cee.
Management Commentary Anushka Bhatnagar, Publishing Lead for Riot Games India & South Asia, reflected on the shift:
“2025 felt like a year when India’s gaming and esports landscape stepped into the centre of cultural conversation. VALORANT turning five reminded us how deeply the community here has shaped the game. From grassroots watch parties to moments like Rolling Loud, the ecosystem grew with a confidence that felt distinctly homegrown.”
Grassroots Momentum Beyond the flash of festivals, the year was sustained by community energy. College events introduced first-time players to the ecosystem, while local watch parties turned malls into pop-up arenas, ensuring that the growth of South Asian gaming was built “together” rather than just broadcast from above.
The post From Rolling Loud to Riot Games: How 2025 Became the Year of Indian Gaming appeared first on Gaming and Gambling Industry Newsroom.
Editor’s Take
Why this matters: While many operators treat sports and esports as separate silos, GG.BET spent 2025 actively dismantling that wall. Their strategy isn’t just about slapping logos on jerseys; it’s about content crossovers. Events like the “Match of LeGGends”—where pro footballers played Counter-Strike against NAVI—demonstrate a sophisticated understanding that the modern bettor is often a hybrid fan. This cross-pollination strategy is likely the future of betting marketing.
The Full Story
GG.BET, the international betting brand, has released a comprehensive video recap of its 2025 activity, showcasing a year defined by major traditional sports sponsorships and innovative projects that blurred the lines between the pitch and the server.
The recap, which details the operator’s expansion in both the sports and esports verticals, highlights a strategy built on immersive content rather than passive branding.
Traditional Sports: Boxing and Football In the world of traditional sports, GG.BET secured high-visibility partnerships. The brand served as the official partner for the heavyweight clash between Usyk and Dubois II, executing a global media campaign at Wembley Stadium.
In Ukraine, a key licensed market for the brand, GG.BET solidified its football presence by signing a three-year contract with the legendary FC Dynamo Kyiv, alongside sponsorships of FC Polissya and FC Zorya.
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The “Dynamo 3.0” Campaign: To celebrate Dynamo Kyiv’s 30th championship, GG.BET hosted a “star-studded” press event featuring a short film on the team’s history, custom jerseys, and fan-centric activations, moving beyond standard sponsorship duties.
Esports Innovation: Mapping the Industry GG.BET continued to lead in its native esports territory. A standout project was the launch of the Interactive Esports Map in collaboration with Esports Charts. This tool provides users with retrospective data on global esports trends, including regional top disciplines and prize fund statistics.
The brand also focused on industry education, organizing the “Ukraine in Esports: Myth vs Fact” panel at the SBC Summit Ukraine and curating a unique “Esports Museum” to display legendary trophies and history.
Blurring the Lines: The “Match of LeGGends” Perhaps the most distinct initiative of 2025 was the “Match of LeGGends: Server Derby.” This crossover show match saw the current NAVI Counter-Strike 2 roster face off against footballers from Dynamo Kyiv inside the game server.
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The Format: GG.BET designed unique game modes and special rules for the event, which was streamed with commentary from major figures in sports and entertainment. The project successfully introduced traditional sports fans to esports mechanics and vice versa.
Industry Recognition The efficacy of this hybrid communication strategy was acknowledged by the wider industry, with GG.BET securing the Operator of the Year in CEE title at the EGR Global Europe Awards 2025.
The post GG.RECAP 2025: How GG.BET Bridged the Gap Between Football and CS2 appeared first on Gaming and Gambling Industry Newsroom.
- Team Vitality is kicking off the new LEC season with renewed energy and a hunger to prove themselves on the international stage.
- With superstar mid laner Marek “Humanoid” Brázda joining the lineup, alongside the support of an experienced coaching staff, the club is confident in its ability to compete at the highest level in 2026.
- The squad’s goal is straightforward: become a top team in the LEC and qualify for Worlds in North America next year.
- Next year marks a new chapter in the club’s long-term strategy to develop and elevate European talent, creating an environment built to deliver results.
Team Vitality is proud to present its new LEC roster for 2026. Throughout the upcoming season, the club aims to build on its existing core and further develop the team’s talent, while welcoming a new mid laner and a strategic Head Coach to elevate performance.
BACK WITH NEW FIREPOWER
The stage is set, and Team Vitality returns to the LEC more determined than ever. At the heart of this ambitious new roster is Kaan “Naak Nako” Okan, the Turkish superstar top laner, who will anchor the team. With the roster built around his talent, communication, and leadership, Team Vitality aims to make a deep run and achieve its first EMEA title.
Roster composition
- Kaan “Naak Nako” Okan (Turkish) – 20 years old: The centrepiece of Team Vitality’s project, Naak Nako is an incredibly talented player known for his versatility and impact. A former high-level volleyball player, he began his professional League of Legends career in 2022 with Fenerbahce. Team Vitality then picked him up in December 2023, spent a year developing in the academy, and promoted him to the main roster, bringing both potential and dedication to the LEC squad.
- Linas “Lyncas” Nauncikas (Lithuanian) – 21 years old: The hardworking engine of Team Vitality, Lyncas brings his relentless drive and consistency to the refreshed roster. Having played for several teams in the ERL and EMEA Masters, he was recruited by Team Vitality in May 2024. Now entering his third year in the LEC, Lyncas combines experience, adaptability, and a deep understanding of the league to power the team’s 2026 ambitions.
- Marek “Humanoid” Brázda (Czech) – 25 years old: A veteran of the LEC scene and one of its most consistent mid laners over the past five years, Humanoid is repeatedly ranked among the league’s top 3 midlaners and has qualified for Worlds multiple times with rosters such as Fnatic and MAD Lions. Joining the Hive, Humanoid reunites with longtime teammate and fellow Czech Carzzy, bringing renewed motivation, experience, and leadership that the club hopes will translate into success and lead them to the Worlds stage.
- Matyáš “Carzzy” Orság (Czech) – 23 years old: Consistently recognised as one of Europe’s best ADCs, Carzzy enters his seventh LEC year with a wealth of experience and a proven track record, having previously lifted three LEC trophies with MAD Lions. He brings a great personality as well as undeniable skill to Team Vitality. This season, he looks to flourish alongside his new teammate Humanoid, building strong synergy and impact in the hopes of bringing the teams to new heights.
- Kadir “Fleshy” Kemiksiz (Turkish) – 24 years old: Having played for Vitality.Bee for seven months, Fleshy was promoted to the main roster last year ahead of the Summer Split. He quickly made his mark in the scene by bringing stability and reliable performances to the bot lane, leaving a strong impression on fans and teammates alike. Now entering his first full year in the LEC, Fleshy is ready to fully prove himself and make a lasting impact on Team Vitality’s road to Worlds.
Coaching staff
- Patrick “Pad” Suckow-Breum (Danish) – Head Coach: A competitor through and through, Pad brings a lifelong passion for sports, having previously competed at a high level in football. He has been a coach in League of Legends since 2017, taking his first steps into the LEC with MAD Lions in 2020. Joining Team Vitality in December 2023 alongside Head Coach Mac, Pad is now taking the next step in his career as the team’s Head Coach, ready to lead Team Vitality to new heights with his experience, discipline, and vision.
- Danusch “Arvindir” Fischer (German) – Strategic Coach: An ambitious coach, Arvindir began his career in professional League of Legends as an analyst for top LEC organisations, including SK Gaming and Splyce, before transitioning into coaching. He has worked across all the major ERL leagues, including a 3.5-year tenure at BIG, before moving on to KOI and Team BDS Academy, where he led the team to victory in the 2024 EMEA Masters Summer Split. Joining Team Vitality in 2025 as the Head Coach of the LFL roster, he has proven his worth in developing Vitality.Bee, and has now been promoted to Strategic Coach of the LEC team.
- Luka “Lukezy” Trumbić (Croatian) – Assistant Coach: Lukezy has been involved in competitive League of Legends since 2014, initially as a semi-pro player before transitioning to coaching in 2023. He has previously worked with UCAM and NNO, gaining valuable experience across several competitive environments. Joining Team Vitality in December 2024, Lukezy now enters his second LEC season as the team’s Assistant Coach, where he has a hands-on role in player development.
”The addition of Marek to the roster reflects our strategic ambitions for the upcoming LEC season. Over the past 18 months, we have focused on developing Lynacs and Naak, making 2026 a key performance year for the team. We are confident that we now have all the pieces in place to compete for the top positions in LEC. While this season will be decisive, our team thrives under pressure, positioning us well to meet the challenge.” explains Patrick “Pad” Suckow-Breum, Head Coach of the team.
A NEW ERA BEGINS
With a clear goal in mind of reaching the international stage, Team Vitality enters 2026 determined to make this its breakthrough season. The team’s mission is bold, yet simple: establish itself as a top contender in each LEC split and secure qualification to Worlds. The organisation is committed to elevating European talent and building a team capable of competing at the highest level.
“We are building on the momentum from 2025, with results continuing to improve. We’ve added experience and an X-factor in a key position, in the hope that this will serve as a catalyst to confirm the potential of the young players we backed last year. We are confident that they can demonstrate that European talent is capable of competing for the qualifying spots at the World Championships.” says Fabien “Neo” Devide, President and co-founder of Team Vitality.
See you at the LEC 2026 Versus tournament in Berlin, starting on January 17th for the beginning of the competition!
The post TEAM VITALITY RUN IT BACK FOR THEIR 2026 LEC ROSTER appeared first on Gaming and Gambling Industry Newsroom.
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