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Short-form esports betting has transitioned from niche product to an established cornerstone of the sportsbook offering that drives consistent engagement. Peter Camden, Head of Competitive Gaming Product at SIS, shares how its growth was built on integrity, structure and the simple power of consistent play.

Previously used to fill the void left by the absence of live sporting events, esports is now firmly part of the sportsbook offering and valued by operators for delivering quick, dependable and consistently engaging betting entertainment.

Take a look at the homepages of major brands globally – a common theme sees the vertical feature prominently, illustrating its importance in grabbing bettor interest. The potential of esports betting has been discussed at length in recent years, and now the product’s importance is a reality because of its ability to drive business growth.

The question is: what turned the tide for esports betting? And how did a vertical that began as supporting content become one of betting’s most reliable formats?

The answer lies in how the industry, and its players have adapted. Confidence in the product has reshaped where it stands today, and that shift is clear to see in sportsbooks. What was once tucked away at the bottom of the sports menu now sits alongside the biggest sports, showing how visibility shapes perception, which is, after all, the true marker of progress. In the United States, for example, eBasketball often appears directly below the Big Four sports in the homepage menu. That speaks volumes as to how far the vertical has grown.

Its success comes from how naturally it fits the pace of modern betting. Sports simulated matches are quick, familiar and structured, offering a constant flow of action that is fair and transparent. Every game that we offer is properly refereed and monitored, which gives bettors confidence that what they see is fair and has integrity at its core. It is an experience that shows speed does not come at the cost of quality, proving that even the briefest contests can leave a lasting mark.

The format has also evolved with the audience. Popular sportsbook features such as player props, bet builders and live statistics have been incorporated to make the overall experience more interactive, giving bettors new ways to follow and engage with the action. They can now track rebounds, corners and assists just as they would with their favourite teams, blurring the boundaries between traditional sports betting events and simulated content. It is clear that the line between the sports sims and the familiar has never felt thinner.

Trust, once earned, is what turns a product into a permanent presence, and integrity has always been the key foundation on which we built and continue to build our product. Strong oversight and transparency have created lasting confidence among operators and bettors, helping transform short-form esports from an emerging concept into one of the sportsbook’s most stable and respected products.

SIS Competitive Gaming has been instrumental in defining the journey of esports betting to becoming an established fixture, delivering more than 140,000 eSoccer and 85,000 eBasketball events each year to the world’s biggest sportsbook brands within a framework designed for precision and control. It shows how scale, when managed with care, can sustain the highest levels of quality and engagement across every match.

The story of short-form esports betting is one of steady progress. It may have found its place, but its evolution is far from over. The next chapter will introduce new sports, richer markets and even greater scale, reinforcing its position as a permanent fixture within the sportsbook.

As technology continues to advance and data insights deepen, the product will only grow more sophisticated – giving operators innovative ways to engage their audiences and bettors even more reasons to return.

Its future, like the matches it delivers, promises to move fast and stay exciting.

The post How esports betting became a sportsbook essential appeared first on European Gaming Industry News.

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The 2025 Esports Innovation and Communication Seminar, supported by the China Media Group (CMG) National Institute for Esports Development and hosted by CCTV Animation Group Co., Ltd., was held on October 17, 2025, in Mudanjiang, China. The event gathered experts, academics and industry leaders from China’s esports community, as well as participants from Europe, the Middle East, Southeast Asia and other parts of the world.

Through roundtable discussions and keynote addresses, the seminar explored key topics such as:

• “Breaking Barriers, Thriving Together: How Gen Z is Shaping and Growing Within Esports Culture”

• “Digital Bridges, Global Synergy: Esports as a New Platform for Cross-Cultural Exchange and Collaboration”

• “AI-Driven Innovation, Gear Revolution: Unlocking New Opportunities for the Sports Industry Through Esports”

Discussions at the event connected with concrete developments in China’s esports sector over the past year. China has hosted a growing slate of international tournaments, with three major esports competitions for League of Legends, Honor of Kings and CS2 scheduled to take place in the country in November.

The League of Legends 2025 World Championship traveled through Beijing and Shanghai before concluding in Chengdu on November 9. Global audiences saw a broadcast package featuring iconic sites such as the Great Wall alongside Shanghai’s city lights and Chengdu’s local culture, offering esports fans worldwide a multifaceted look at contemporary China.

Inspired, jungler for the LTA region’s top-seeded team FLY, shared in an interview, “My experience in China has been great, and I’m eager to see which teams we will compete against at Worlds.”

Such enthusiasm from international players is matched by the energy of Chinese fans. After a match at the League of Legends 2025 World Championship, South Korean competitor Chovy noted, “There were many Chinese fans in the arena cheering us on—we are truly thankful.”

This spirit of support, focused on performance rather than outcome, reflects the openness and professionalism of local esports audiences—an expression of cultural confidence. That confidence leaves a strong impression on global participants.

Brazilian player lux remarked in a June media interview, “Whenever I’m asked which city is my favorite, I always say Shanghai. It’s incredible. The fans are amazing, and so are the events.”

China’s capacity for hosting high-caliber esports events has also drawn international recognition. After attending this year’s KPL Grand Finals, German commentator Danny Engels said, “The production level is world-class. The stage screens are unique, and attention to detail is evident throughout.”

As esports continues to grow in global influence, these events convey not only competition, but also culture, image and values.

The post 2025 Esports Innovation and Communication Seminar Held in Mudanjiang, China appeared first on European Gaming Industry News.

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The company continues to drive revenue across the esports vertical

DATA.BET, a trusted sportsbook solution supplier, reports a significant increase in esports betting performance in the third quarter of 2025. The results demonstrate sustained market demand, disciplined trading operations, and growing player engagement across partner platforms, leading to revenue growth and commercial performance for DATA.BET.

In the third quarter of 2025, esports delivered strong results across all major performance indicators. Compared to Q3 2024, the stake volume improved by 60%, while total profit grew by 79%, supported by a 12% improvement in margin efficiency. Player activity also strengthened, with the total number of placed bets up by 33%, and multiples seeing a rise of 53%. The active player base expanded by 126%, and the average bet size increased by 22%, indicating higher confidence and deeper involvement from users.

Across major esports titles, performance dynamics show how player preferences and event availability shaped the quarter. CS2 maintained its position as the leading discipline, with results including a 26.7% uplift in turnover and a 55% growth in profit, while the number of bets grew moderately by 2.5%. League of Legends demonstrated significant momentum, moving from the fourth to the second most popular discipline, overtaking Dota 2. Turnover increased by 290%, profit by 416%, and the number of bets by 221%. Rainbow Six also strengthened its position within the top five disciplines due to broader coverage and regional expansion across LatAm, leading to a 126% enhance in turnover, a 504% jump in profit, a 12.4% rise in bets placed, and a 100% expansion in match coverage.

According to Bohdan Holovnov, Head of Esports at DATA.BET, this performance is linked to deliberate product and trading enhancements aligned with player behavior: “We focused on improving uptime for the most popular in-play markets, including ‘Map – Total Kills’, ‘Map – Duration’,  ‘Map – Winner’, and ‘Player – Total Deaths‘, especially in late-game phases where engagement peaks. This applies to both shooters and MOBA titles.  Additionally, interval-based kill markets were introduced in League of Legends and Dota 2, enabling more frequent and dynamic betting opportunities. Another major driver was the expansion of Player Props across all top-tier disciplines, including CS2, Dota 2, League of Legends, and Valorant, in both pre-match and live formats. In shooters, ‘Total Deaths’ became a standout exclusive market, while official data coverage allowed us to expand Player Props across all tiers as well. This combination boosts both activity and margin efficiency across our clients.”

This upward movement is not only reflected year over year, but also quarter-to-quarter growth, with a profit percentage up by 13% compared to Q2 2025. This consistency highlights both sustained user interest and the stability of DATA.BET’s esports offering, even after expanding into sports betting in June 2025.

Bohdan Holovnov, the Head of Esports, mentioned: “Esports has proven its strength and reliability as a betting vertical. Quarter after quarter, we see steady engagement, growing turnover, and tangible revenue impact for operators. We’re pleased with the performance and even more excited about the momentum ahead, and we are scaling it together with our partners.”

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