Esports: The New Oil in Betting Advertising
Esports is a rapidly expanding industry with a multi-million-strong global audience. Its explosive growth is the result of continuous investment influx from sponsors, the flourishing culture of streaming and content creators, and, of course, the increasing interest in online entertainment.
In this article, we will explore the potential of esports for driving traffic, the characteristics of its audience, and the most sought-after content formats among fans of CS2, League of Legends, and other disciplines.
Seven reasons to drive traffic with esports
Massive reach and financial potential. The esports audience exceeds 640 million viewers, and the projected betting volume is set to hit $2.41 billion by 2033, underscoring the high monetization potential of this niche.
The perfect betting audience. The core esports fanbase consists of young adults. They are tech-savvy, spend a significant amount of time online, and are already accustomed to online payments. For esports fans, placing a wager is a natural way to become more deeply immersed in their favorite game.
Global popularity. Every region has its own strengths for traffic generation and its own popular games. Asia leads in the number of esports viewers, North America in the average audience income, while disciplines like CS2 and Dota 2 are traditionally strong in the CIS region. This allows for flexible GEO targeting and content adaptation based on local preferences.
High interactivity. Streams with live chat, in-broadcast drops, and real-time polls transform the passive viewer into an active participant. Every click in the chat is a chance to direct the user to the bookmaker's website.
Year-round, non-stop events. There is no "off-season" in esports. While major Tier-1 tournaments create peak hype, numerous lower-tier events happen much more frequently, ensuring a continuous flow of content and news hooks. Top teams can play from 7 to 20 matches per week, participating in various online leagues and qualifiers.
Spectacle and content virality. Players' emotional reactions, incredibly executed gameplay moments (highlights), and intense rivalries — all of this creates vibrant, dynamic content that is perfect for viral distribution across social media.
1win Team: own esports team. 1win is actively developing its esports presence: our team regularly signs new promising players, participates in top-tier tournaments, and wins prize money. Content related to the 1win Team will make your betting promotion more native.
Audience profile
Gaming performance and emotional control: many esports viewers are active players themselves and aspire to compete at a high level. Therefore, they focus on maintaining concentration, reducing stress, and improving reaction time. Content related to life hacks for game improvement and emotional management is highly sought after by this audience.
Technology and gadgets: the esports audience strives to stay informed about the latest innovations in devices, PC components, peripherals, and software. Content about upgrading gaming hardware, reviews of popular gamers' gear, and setup tips are popular.
Pop culture: esports is closely linked to mass media. Music, TV series, memes, streamers, and influencers play a vital role in shaping the audience's opinions and tastes. Formats where gaming intersects with music, memes, and films resonate well with fans.
Digital lifestyle and the metaverse: many view gaming not just as a hobby but as a lifestyle and a means of social interaction. Users become part of digital ecosystems, ranging from Discord to metaverses.
The popularity of esports is global but has distinct regional characteristics that should be taken into account when launching projects targeting specific GEOs:
Asia: the largest market by viewer count (over 57% of the global total). The MOBA (e.g., League of Legends, Mobile Legends: Bang Bang, Honor of Kings) and mobile games dominate here;
Latin America (Brazil, Argentina, Mexico): a fast-growing market where CS2, League of Legends, and Valorant enjoy the greatest popularity;
North America (Canada): first-person shooters (FPS) such as Valorant, Call of Duty, and CS2, as well as the Battle Royale genre (Fortnite, Apex Legends), and League of Legends are the most popular;
CIS: CS2, League of Legends, and Dota 2 hold strong positions.
Key esports genres
To better understand audience preferences and the specifics of major events, it's enough to grasp a few key genres. Each has unique dynamics and gameplay that directly influence content and analytical approaches. Here is a brief breakdown of each.
MOBA (Multiplayer Online Battle Arena)
A 5v5 team strategy game on a single map, with the goal of destroying the opponent's base. It requires deep tactical thinking, which creates a foundation for analytical content and complex betting markets.
Key games of the genre: League of Legends, Dota 2, Mobile Legends: Bang Bang.
FPS (First-Person Shooter)
Dynamic team-based shooting games where reaction time, accuracy, and tactics play a key role. Ideal for creating spectacular highlights and viral clips.
Key games of the genre: Counter-Strike 2, Valorant, Rainbow Six: Siege.
Battle Royale
Survival matches where up to 100 players, solo or in teams, fight on a large map until only one player or team remains. The genre is characterized by high variability and an element of randomness, which sparks interest in betting on "dark horses".
Key games of the genre: Fortnite, PUBG, Apex Legends.
RTS (Real-Time Strategy)
Real-time strategy games where players build bases, manage economies, and command armies. The genre attracts an older, more analytical audience that values deep tactical analysis.
Key games of the genre: StarCraft II, Warcraft III, Age of Empires.
Traffic sources and content formats
This is the core of the entire esports ecosystem and the primary way content is consumed.
Main formats:
Official tournament broadcasts. Here, commentators (casters) and analysts play a key role. They explain complex gameplay, emphasize emotional moments, build hype around matches, and provide analysis that can directly influence betting interest;
Co-streams. Unofficial broadcasts hosted on the personal channels of popular personalities and former professional players, usually in agreement with the tournament organizers. Their audience is often comparable to, or even surpasses, the official channels;
Gaming streams. Players and content creators host their own game broadcasts where they interact with fans, create entertainment content, and monetize their activity.
Usage: streams and casters' predictions are suitable for creating your own content; you can track trends through popular co-streamers and increase your platform's credibility by quoting influencers. You can also stream key events yourself or just play — even with your subscribers.
Twitch — the main hub for live broadcasts and co-streams, offering maximum interactivity;
YouTube — convenient for broadcasts that can subsequently be used for analysis and highlights;
Kick — a platform focused on entertainment content and personal streaming, with less strict moderation for advertising;
W.TV — a new project from 1win that combines the best achievements in online streaming. A creative platform for streamers with unique capabilities:
a zero-commission subscription system (streamers receive 100% of the revenue);
complete freedom for profile customization;
the ability to launch "streams for friends" (limited-access broadcasts);
an Amazon-based infrastructure guaranteeing minimal ping for viewers worldwide;
freedom of speech and minimal restrictions;
detailed statistics and analytics on streams and revenue;
comprehensive data protection for streamers and viewers;
the opportunity to communicate directly with the team and influence the platform's development.
News and updates
Timely coverage of events maintains the relevance of your source and forms a habit for the audience to return for fresh information.
Includes: results of just-completed matches, breaking news about team roster changes (transfers), crucial game updates (patches) that directly affect game balance and strategies. During major tournaments, this also includes textual live-updates with score progression and descriptions of key match moments.
Usage: to keep the resource current, retain the core audience, and generate a constant stream of news-driven traffic.
Analytics, reviews, and tournament previews
In-depth analytical content attracts the most engaged and enthusiastic segment of the audience — those who place bets thoughtfully. High-quality analysis positions your resource as expert, increasing user trust.
Includes: analysis of teams' current form, head-to-head statistics, breakdown of strong and weak maps for each team (in CS2, Dota 2, Valorant), and assessment of the match format's impact. The analysis should be supported by statistics from authoritative resources like HLTV.org or Liquipedia. To produce faster and more accurate analysis, you can prepare an assistant in ChatGPT.
Integrating the betting content: the presentation should be as native as possible. Instead of direct calls to action like "bet on Team X," use analytical phrasing: "Team Spirit's high win rate on the Nuke map makes them the clear favorites in this matchup," or "The odds reflect the team's recent Major victory...".
Usage: for attracting and retaining the most solvent audience interested in wagering; increasing the resource's authority.
Highlights and clips
Includes: spectacular frags, funny glitches and unexpected twists, clips from tournaments and fan events featuring emotional moments.
Usage: for attracting a young audience, and developing recognition for you and your source through viral content.
Educational guides
This type of content works for the long term, educating newcomers and deepening the knowledge of experienced fans, thereby building a loyal community around your resource.
Guides and in-depth breakdowns can target:
newcomers: clear explanations of the rules, objectives, and basic mechanics of popular games (CS2, Dota 2, LoL, Valorant). A separate and critically important section is explaining the fundamentals of betting: types of odds, bets types (handicaps, totals), and basic principles of bankroll management;
experienced gamers: detailed articles about top teams and star gamers, covering their history, playstyle, key achievements, and current form.
Usage: publish guides to attract and educate a new audience, increase the loyalty of the existing one, and strengthen your project's expert status. This is crucial for turning a simple viewer into a knowledgeable player.
Platforms: YouTube for educational video content, both in the format of 15–30 minute videos and short Shorts clips. TikTok and Instagram Reels are suitable for short, engaging content like "Top 3 Rookie Mistakes" or "Quick Tips." Dedicated websites with information for players also work well.Esports season structure
These tournaments form the foundation of the esports calendar. Numerous online leagues, qualifiers for Tier-1 events, and regional championships are held almost weekly. Their sheer quantity allows for sustaining audience interest in the run-up to the major events of the year. Here are some notable Tier-2 events:
ESL Challenger. A series of international CS2 tournaments that serve as an intermediate level between local leagues and major Tier-1 championships. Teams from various regions participate;
European Pro League (EPL). An online league for CS2 and Dota 2 with regular seasons, focused on second-tier teams from Europe and the CIS. The high match density and frequent broadcasts make this league popular among bettors, especially in the gaps between Tier-1 events;
Valorant Challengers Leagues (VCL). Regional second-division leagues from Riot Games, where teams compete for a spot in the Ascension tournament, which provides an opportunity to advance to Tier-1 matches. VCL seasons take place twice a year;
European Regional Leagues (ERL). Regional European League of Legends leagues, such as LFL (France), Prime League (Germany), and Superliga (Spain). They have a huge local fan base, many re-broadcasts, and betting interest remains consistently high.
Tier-1
These are the culmination of the competitive seasons in the leading disciplines — the most prestigious and spectacular tournaments with the largest prize pools and maximum viewership. Audience interest in betting peaks during these periods.
CS2 Majors. The premier Counter-Strike 2 tournaments, held twice a year under the auspices of the game developer, Valve. Prize pools start at $1,250,000, and the venues constantly rotate (e.g., 2024 was Copenhagen and Shanghai, 2025 is Austin);
League of Legends World Championship (Worlds). The annual world championship that concludes the season in the most popular esports discipline. The tournament is famous for its record-breaking audience; in 2024, it gathered 6.8 million viewers;
Dota 2 The International (TI). The annual Valve tournament, historically renowned for its prize pools reaching tens of millions of dollars. The venue also rotates globally: for example, 2025 was Hamburg, and 2026 is Shanghai;
Valorant Champions Tour (VCT) Champions. The final of the global competitive season for the Valorant discipline from Riot Games. The tournament features the 16 best teams in the world, with a prize pool of $2.25 million.
Understanding the match format is critically important for analysis and prediction.
Best-of-1 (BO1): the outcome is decided in a single game/map. This is the most unpredictable format with the highest chances for an unexpected result (upset), as the favorite has no room for error. It is ideal for content about "dark horses" and potential sensations;
Best-of-3 (BO3): a team needs to win two maps to secure victory. This is the most common format, which better reflects the teams' true strength, allowing them to adapt to each other throughout the match;
Best-of-5 (BO5): a series requiring three wins, typically used for tournament Grand Finals. A true test of a team's resilience: stamina, psychological stability, and the breadth of strategic preparations are crucial here.
Key influencers: teams and players
The popularity of esports is highly personalized. Fans follow not just the games, but the stories of specific teams and star players whose names attract millions of followers. Audience loyalty is often directed toward individual players who may switch teams but retain their fan base.
1win Team
The 1win Team is not just our investment in the development of esports, but also your free, powerful tool for driving betting traffic.
Why native 1win Team ads are effective:
trust and social proof: the esports audience is far more loyal to advertisers who invest in and shape the industry. Content related to the 1win Team increases the brand's expertise in the eyes of the audience, making them more engaged and receptive to betting;
safe promotion: content related to the 1win Team is perceived by platform algorithms as esports content, not direct betting advertising. This helps increase reach and mitigates the risk of platform moderation blocks;
ready-made news hooks: any event in the life of the 1win Team, whether a victory, a player interview, a behind-the-scenes story, or a high-profile transfer, can easily be turned into promotional content with a strong emotional anchor;
multiple promotion channels: the 1win Team competes in several disciplines — CS2, Dota 2, PUBG Mobile, and Valorant. You can launch a separate project dedicated to the 1win Team for each esports discipline.
The 1win Team was founded in 2020. It is best known for its CS2 rosters, which won CCT Season 1 Online Finals #3 and Exort Series #8, and its Dota 2 squad, which placed 9th at The International 2024 and 2nd at Elite League 2024 Season 2. The organization is also present in the PUBG Mobile discipline, actively expanding its presence in the esports scene and regularly conducting player transfers to continuously improve its roster. Audience: VK – 72k; TG – 10k.
Leading teams
Team Spirit. An organization famous for its victories in Dota 2 (two-time champions of The International 2021 and 2023) and CS2 (champions of IEM Katowice 2024). Their first TI victory went down in history as a true "Cinderella story". Audience: IG — 220k, X — 150k;
FaZe Clan. One of the most influential and media-savvy organizations in the world, initially rising to fame in Call of Duty. Today, they are known for their star CS2 roster, which won PGL Major Antwerp 2022 and completed the fourth Intel Grand Slam. Audience: IG — 10.9М, YT — 8.4М, X — 5.6М;
Natus Vincere (Na’Vi). One of the most recognizable teams in esports history. Na’Vi became the first-ever champions of The International for Dota 2 in 2011 and won the PGL Major for CS:GO in 2021 and CS2 in 2024. Audience: X — 795k, IG — 1.1М;
T1. A synonym for dominance in League of Legends. It is home to the greatest player in the discipline's history — Faker. T1 is a multiple LoL World Champion, including victories at Worlds 2023 and 2024. Audience: X — 1.1 М, YT — 1.55M, IG — 1.5М.
Star players
s1mple (Oleksandr Kostyliev, CS2). Considered one of the greatest players in CS:GO and CS2. A World Champion and holder of numerous individual awards, he is known for his incredible skill and massive media presence. Audience: IG — 1.6M, X — 830k, Twitch — 4M.
Faker (Lee Sang-hyeok, LoL). The "Unkillable Demon King," a living legend, and the greatest player in League of Legends history. A five-time World Champion, he has become a global esports icon with unparalleled athletic longevity. Audience: IG — 1.9M, YouTube — 2M, X — 714k.
TenZ (Tyson Ngo, Valorant). A Canadian player who became a superstar at the dawn of the professional Valorant scene. A winner of multiple international Masters tournaments, he is known for his exceptional mechanics and massive popularity as a streamer and content creator. Audience: Twitch — 4.4M, YouTube — 2.5M, X — 1.4М, TikTok — 2.3M;
Bugha (Kyle Giersdorf, Fortnite). One of the most recognizable Fortnite players, who became the World Champion in 2019. Kyle has a huge following due to his fame in one of the world's most popular games. Audience: X — 1.9 М, YouTube — 4.7М, IG — 4.3М;
Shroud (Michael Grzesiek, Valorant and CS:GO). A former professional player who transitioned to streaming and became one of the most popular casters and analysts for shooters. Audience: Twitch — 11М, YouTube — 6.8М, X — 1.8М, FB — 226k.
Conclusion and recommendations
Esports features a young and active audience, a huge variety of formats, high content interactivity, and a constant flow of event-driven traffic. To maximize effectiveness in this niche, adhere to these simple recommendations:
Focus on popular disciplines and regions. Concentrate your efforts on creating content around the most popular games (League of Legends, CS2, Dota 2, Valorant, Mobile Legends) and always consider regional preferences;
Use the event calendar as a foundation. Plan large-scale campaigns around the biggest Tier-1 tournaments (Majors, Worlds, The International) to capture the audience at peak interest. Simultaneously, maintain a constant content flow by covering the more frequent Tier-2 and Tier-3 events to retain the core audience year-round;
Build content around stars. Actively leverage the popularity of leading teams (Team Spirit, FaZe Clan, Na'Vi, T1) and star players (s1mple, Faker, TenZ). The stories of their rivalries, analysis of their form, and their personal brands are the main magnet for fan traffic. Remember that loyalty in esports is often tied to specific players, not just the teams;
Invest in quality analytics and education. Create deep, data-driven analytical content. In parallel, provide educational materials for newcomers, explaining both game fundamentals and the basics of betting. This builds trust and converts casual viewers into loyal users;
Integrate betting subtly and expertly. Avoid direct and intrusive betting advertisements. Instead, weave the betting component into high-quality analytical content through the lens of probability analysis, statistical data, and justification of bookmaker's odds. The goal is to help the user make their own, informed decision;
Engage the community. Use interactive formats such as polls, quizzes, and prediction contests to boost engagement. Actively work with the audience on social media and encourage discussions, creating a lively community around your resource.
The long-term strategy for traffic generation in esports is based on becoming a reliable and authoritative source of information for the audience. This requires a focus on content quality rather than short-term conversion, but this approach will ensure stable, high-quality traffic and high RevShare on a long-term basis.
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