Bookmaker companies remain one of the main partners of esports organizations. In 2023, when the whole world was going through self-isolation and quarantine, this partnership became even closer. Bookmakers came up with new ways to promote in the industry and ways to interact with the audience. Cybersport.ru has collected the most interesting cases of media activity of betting companies in esports.
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Parimatch hit the cam
Parimatch remains one of the most active bookmakers in the esports industry. In 2023, the company partnered with several major Epic Esports Events – EPIC League and OMEGA League. In addition, two seasons of the Parimatch League were organized. BC also continued to develop cooperation with Virtus.pro, HellRaisers and Team Spirit.
In the media space in 2023, Parimatch was noted for the video “Fist”, in which several well-known personalities from the industry participated at once – the former captain of the squad Natus Vincere CS: GO Daniil Zeus Teslenko, streamer Evgeniy Sh4dowehhh Alekseev and NAVI Dota 2 roster mid-leader Bogdan Iceberg Vasilenko. In addition to celebrities, the authors have added to the videos familiar to the audience references and memes related to video games. The video was published on the Parimatch esports channel on YouTube – in two months it collected more than 90 thousand views, as well as positive feedback from fans on social networks. The audience noted the good production, editing, the organic interweaving of jokes and the overall quality of the video.
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VulkanBet and Dendi with a hook
In November, Anna Dmitrieva, Communications Director of the VulkanBet betting company statedthat “esports is one of the most attractive disciplines in the review industry.” Her words were largely confirmed by the company’s strategy for 2023. VulkanBet actively integrated into the industry throughout the year – the company was a partner in broadcasting OGA Dota PIT Season 3, DOTA Summit 13 and a number of other competitions. BC also organized its own CS: GO tournament.
In addition, in 2023 VulcanBet entered into agreements with three eSports clubs from the CIS. In the summer, the company became a partner of Russian multigaming forZe and B8 Esportsby negotiating online and offline integrations. In honor of the conclusion of the contract, an animated video was released with the participation of Dendi… In it, the B8 mid lane attracts with the ability Pudge from Dota 2 a pennant with the VulcanBet logo, which has become the club’s title sponsor. The video was posted on the Vulkan Cybersport YouTube channel. For four months, the video has collected 1.4 thousand views.
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At the same time, unlike 1xBet, the companyVulkanBet is quite active on its own YouTube channel and fills it with entertaining content with players from its partner clubs. For example, a video with Dendi analyzing the NAVI – Nigma match, collected more than 37 thousand views. However, it is not known how VulcanBet will continue to integrate into eSports in 2023, since on December 15, 2023, BC announced that it would cease operations in the Russian market.
Dancing with GGBet
In 2019, GGBet released two commercials that were well remembered in the community for their viral songs. In 2023, the company even published 10 hour version New Year’s track. This year BC decided to continue developing in the direction of entertaining and memorable advertising. In the summer, GGBet organized the Summer Dance Challenge. Users were asked to record a video with a special dance and share it on social networks with the BK hashtag. The best creators could get a PlayStation 4 Pro, PlayStation v2 cameras, PlayStation Move controllers, Just Dance 2023, a game monitor, headphones or cosmetic items in CS: GO and Dota 2.
The contestants had to repeat a dance performed by well-known media personalities – bloggers DianaRice and Cartman, host Mrs. Marple and commentator Victor GodHunt Volkov… The video used a track similar to the one that sounded in previous BK commercials. The video was posted on the official GGBet YouTube channel. For six months, the video received more than 14 thousand views and received positive feedback from the audience.
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