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.
The CIS-based EMEA lineup brings past EWC experience and titles including PUBG Global Series 8 as S8UL targets Riyadh qualification.
S8UL has signed the Team Question Mark (QM) roster to represent the organisation in PUBG: BATTLEGROUNDS on PC ahead of the Esports World Cup (EWC) 2026. The deal was announced April 16 from Mumbai as S8UL prepares for the tournament in Riyadh, scheduled for July 21 to 26.
The CIS-based EMEA lineup includes:
- captain Roman Zinovev (ADOUZ1E),
- Andrey Ionov (Bestoloch),
- Mansur Tsimpaev (f1lfirst),
- Nikita Odobesku (Molodoct),
- and coach Yermek Torebekov (Ermaak).
S8UL said the roster will compete through the qualification pathway for a place in the 24-team event, which has a $2 million prize pool.
S8UL is adding a roster with a proven record in top-tier PUBG competition, including wins at PUBG Continental Series 7 Europe 2022 and PUBG Global Series 8 in 2025. The team has also posted a Top 3 finish at PUBG Global Series 2 in 2023 and a Top 7 finish at PUBG Global Championship 2022. The organisation said the roster has competed at both previous editions of the EWC in 2024 and 2025 and has amassed approximately $713,000 in total prize winnings.
Commenting on the move, Naman Mathur, Co-founder, S8UL said, “Signing the QM roster is a significant step for us as we continue to strengthen our presence in global esports. PUBG: BATTLEGROUNDS is one of the most competitive titles in the world, and this team has consistently proven itself against the very best. At a broader level, this move reflects the direction S8UL is heading in. Over the past year, we have focused on building depth across our rosters and competing consistently at the highest level. As we prepare for the Esports World Cup 2026, we are committed to providing the team with the right support and resources as they aim to make a strong impact in the qualifiers as well as on the global stage.”
Roman Zinovev aka ADOUZ1E added, “Becoming part of S8UL is a big opportunity for us as a team. As a team, we’ve always believed in our ability to compete with the best in the world, and having the backing of a global organisation allows us to push even further. With the Esports World Cup coming up, we’re focused on working through the qualifiers and making sure we deliver performances that match our potential.,”
S8UL said the announcement follows its selection as a Club Partner by the Esports Foundation (EF), placing it among 40 global organisations. The organisation has also listed 13 titles it plans to enter for EWC 2026, including PUBG: BATTLEGROUNDS, Apex Legends, Battlegrounds Mobile India (BGMI), Call of Duty: Warzone, Chess, EA Sports FC, FATAL Fury, Fortnite, Honor of Kings, MOBA Legends 5V5, Street Fighter 6, TEKKEN 8, and Trackmania.
Relevant data as follows:
- S8UL Esports: https://s8ul.gg/ Official organisation site for roster and announcement verification.
- PUBG Esports (PUBG: BATTLEGROUNDS competitive updates): https://pubgesports.com/ Authoritative source for PUBG: BATTLEGROUNDS esports circuits, event results, and qualifiers.
- Esports World Cup (official site): https://esportsworldcup.com/ Event organiser site for EWC 2026 schedule, formats, and prize pool confirmation.
The post S8UL signs Team Question Mark roster for PUBG: BATTLEGROUNDS ahead of EWC 2026 appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
The ex-Wasserman and former Excel Esports partnerships lead joins the London-based group behind the Esports Awards and MOBIES.
The Mobile, Esports and Gaming Alliance (MEGA) has appointed Patrick Collins as Vice President of Growth, the company said on April 15, 2026. Collins will lead growth strategy, including commercial partnerships and new business development, from London.
Collins joins from boutique agency Leapfox, which he founded in early 2022. Prior to that, he led commercial partnerships at UK esports organisation Excel Esports, securing deals with brands including BT, Sony, JD Sports, Neosurf and Chupa Chups, alongside partners such as HyperX, Anda Seat, Belong Gaming Arenas and Chillblast PCs.
Earlier in his career, Collins worked at sports marketing agency Wasserman, where MEGA said he helped secure EE’s six-year partnership with Wembley Stadium and advised brands including American Express, Vodafone and PepsiCo. The company also cited experience working with Premier League football clubs and brands including Barclays, Santander, Under Armour and Puma.
“I’m pleased to officially join MEGA at such an important time for esports and gaming,” said Patrick Collins, VP of Growth at MEGA. “Having worked across traditional sport, esports, and commercial partnerships, and founding Leapfox to bridge these worlds and guide my clients, I’m looking forward to applying my experience to support MEGA and our properties as we continue to grow.”
“We’re delighted to welcome Patrick to MEGA as our new Vice President of Growth,” said Michael Ashford, Co-Founder of MEGA. “His extensive experience, including founding Leapfox, uniquely positions him to shape the future of our company. With Patrick on board, MEGA is determined to accelerate our growth, embark on transformative partnerships, and deliver world-class experiences that will define the next era of esports entertainment.”
Relevant data as follows:
- MEGA (Mobile, Esports and Gaming Alliance): https://themega.global/ Official company site to support the appointment and provide background on MEGA.
- Esports Awards: https://esportsawards.com/ Official site for one of the properties referenced in connection with MEGA.
- MOBIES: https://mobies.com/ Official site for the Mobile Gaming Awards referenced alongside MEGA.
The post MEGA hires Leapfox founder Patrick Collins as VP of Growth appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
NODWIN Gaming, a leading esports and youth entertainment company, announced the appointment of Manish Agarwal to its Board as a Non-Executive Director. An executive who played a key role in scaling and taking public India’s only listed gaming company, Manish brings deep experience in public market readiness, governance and institutional growth as NODWIN accelerates preparations for a potential public listing. Notably, he has been associated with NODWIN since its early days leading Nazara Technology’s investment into the company, bringing a long-term perspective on the company’s evolution, strategy and category leadership.
Manish is a successful entrepreneur and ecosystem builder, currently Co-founder of KGeN (Kratos Gamer Network) – a verified human distribution network organizing micro-communities across the Global South to power engagement, commerce. KGeN is backed by leading global investors including Accel and Prosus, with its most recent private round valuing the company at approximately $500 million.
He is also the Founder of Humyn Labs, which works with frontier technology companies to transform signals from real-world communities into structured human intelligence systems for AI.
As a Non-Executive Director, Manish will work closely with the Board and leadership team to strengthen governance, strategic oversigh, and long-term value creation as the company scales across markets and builds institutional depth aligned with public market expectations.
Manish Agarwal, Co-Founder of KGeN & Humyn Labs, said: “Having seen NODWIN’s journey from its early stages to becoming a leading force in youth culture and gaming, it’s been exciting to watch its evolution. As the company now prepares for its next phase, including its path towards public markets, I look forward to contributing to building a globally relevant and institutionally strong platform.”
Akshat Rathee, Managing Director and Co-Founder of NODWIN Gaming, said: “Manish has been a long-time partner in NODWIN’s journey, from leading Nazara Technologies’ investment into the company to now joining our Board at a crucial inflection point. He is the leader who took Nazara public and created immense shareholder value, and brings that same mindset as we prepare for our own public market journey. Manish brings a rare combination of entrepreneurial vision and public market experience that is incredibly valuable at this stage of our journey. We are confident his strategic guidance will play an important role as we advance our pre-IPO round and continue creating long-term value for our stakeholders. We are delighted to welcome him to the Board at this important stage.”
NODWIN Gaming has been steadily expanding its footprint across gaming, creator ecosystems and youth culture, building a diversified platform spanning content, commerce and experiences. The company continues to invest in strengthening its institutional capabilities, governance frameworks and global presence as it prepares for its next chapter.
This appointment is part of a broader set of strategic moves by NODWIN Gaming as it prepares for its next phase of growth. Earlier this month, the company brought back Sidharth Kedia to lead strategy, capital planning and M&A, reinforcing its focus on disciplined growth and shareholder value creation.
Alongside bringing Arnd Benninghoff onto the Board and kicking off a $100 million pre-IPO fundraise, these moves reflect a deliberate effort to strengthen leadership, governance and strategic depth as NODWIN moves closer to the public markets. After posting a strong INR 524 Cr in FY25, the result of a consistent 50%+ CAGR since 2018, the company has already eclipsed that milestone. In the first three quarters of FY26 alone, revenue reached INR 530.3 Cr while maintaining EBITDA-positive operations, signaling a record-breaking year ahead.
The post Manish Agarwal Joins NODWIN Gaming Board as Non-Executive Director appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
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