There was a time when betting markets focused on world-renowned sports, and aside from these markets, there wasn’t really any demand for the niches that existed on the periphery.
The earliest days of sports betting were characterized by physical stores, minimal advertising, and innovative marketing ideas, some of which were more successful than others.
For instance, if you wanted to bet on combat sports like boxing, it was difficult to find extensive markets for events outside of the big crossover fights that take place half a dozen times over the course of a decade.
Even in those sports that did have a global audience, you couldn’t access the same, deep markets you can now. In-play ideas, accumulator bonuses, matched deposits, or which player will get booked or sent off-it was very rigid and minimal.
Navigating The Gambling Golden Age
Bring this industry forward a couple of decades, and we’re in the midst of a gambling revolution. Niche sports have extensive markets and offer a range of bonuses and promotions tailored to the niche, regardless of demand.
Today, we’re going to focus on eSports betting and how the world of professional video gaming and its underlying betting markets are becoming increasingly dependent on streaming platforms, social media influencers, and a global, digital form of marketing, rather than the specific, localized form that was once popular in traditional media.
Streaming platforms like YouTube and Twitch have become invaluable in the modern gaming marketing landscape. Just by taking a look at the top Valorant streamers to follow in 2025, you can get a good scope of just how influential they are when it comes to advertising the subdivisions that have emerged from the success of games like Valorant.
As was the case with top professional sports, as soon as gambling markets recognized the enormous demand for these tournaments and matches online, it wasn’t long before they began offering betting markets. Valorant match betting works in the same manner as any other betting market. While it may be a new market that lacks the traditional factors of conventional sports, streaming platforms have been able to bridge the gap and offer a route for millions of customers and bettors to watch the action unfold live.
The Power Of Streaming
Unlike legacy media, which churns out polished, expensive, and user-friendly advertisements, streaming platforms have broken down barriers, allowing users to directly connect with streamers and influencers whom they deem the most entertaining.
Due to this personalized approach, social media influencers, particularly those with a large enough following, can generate substantial profits from their advertising endeavors.
Now, from a betting perspective, this can pose its challenges. While many influencers fall short of directly advertising gambling companies, those that do bet on the outcomes of prominent eSports tournaments will watch the games unfold via Twitch or their favorite influencers.
It’s not just specific influencers, either. Netflix subscriber records recently broke the $300 million barrier, leading to a rise in prices. Nevertheless, it is yet another example of how legacy media and advertising appear to be being replaced by the new world of streaming. Gaming, eSports, and influencers are integral to this shift in consumer demand.
Tapping Into An Expanding Market
Despite professional video gaming establishing itself as a massive market at the beginning of the 2010s, it’s safe to assume that the market still has enormous potential to continue growing. Demand for video games remains at the highest level it has ever been, and with huge games like GTA 6 months away from their prospective release, the gaming industry is never far from the spotlight.
The crossover success of games like The Last of Us, which has managed to become a global phenomenon in the world of TV and video gaming, has added another string to the bow of this burgeoning industry.
When subdivisions within the gaming world are brimming with such enormous popularity, and they’re combining their global audience with a rapidly growing online betting market, then it feels as though the eSports betting world is on an unstoppable train to success.
Influencers, who offer a personalized, more cost-effective, and bespoke form of advertising and insight, hold all the cards from a marketing perspective. Gone are the days of having to pay for expensive TV spots and advertising billboards. As long as an eSports subsidiary can partner with the right influencer and get their market advertised on a large enough live stream, they stand a good chance of establishing themselves within the global market.
The Future of eSports Betting
Over the next decade, eSports will continue to grow in strength. Now, that’s not to say that the betting markets will immediately follow suit; there are other considerations there. But, so far, the omens look good. If prominent betting companies and influencers can find a mutually beneficial middle ground, then the potential for everyone to benefit is colossal.
