So why do so many sportsbooks still miss the mark in how they deliver esports to this audience?
From players to punters: Why esports feels natural
The journey from gamer to bettor isn’t as big a leap as some operators think. Esports titles like LoL, Dota 2, and Counter-Strike 2 (CS2) are structured, competitive, and deeply tactical — just like traditional sports. But the key difference is access. Anyone with a PC or console can play these games. That first-hand experience makes the move from playing to watching, and eventually to betting, feel much more intuitive.
Esports fans don’t just watch — they analyse, strategise, and engage. That kind of familiarity builds confidence when betting. They know the meta. They follow the teams. They’ve played the maps.
Contrast that with traditional sports, which often feel more distant to younger audiences — something you watch on TV rather than actively take part in. For a generation used to hands-on interaction, the barrier to entry is simply higher.
What Millennials and Gen Z expect — and why legacy models fall short
These generations are wired differently. They grew up in a world of instant access, custom experiences, and social engagement. They’re used to streaming tournaments on Twitch while chatting on Discord and watching highlights on YouTube — sometimes all at the same time.
That kind of digital multitasking doesn’t align with the slow, fixed-format model of traditional sports betting. Waiting for kickoffs or halftime markets just doesn’t cut it. They want speed, control, and interactivity.
And most of all, they want betting to feel like the other platforms they use every day. That means intuitive interfaces, always-available options, and the ability to personalise their experience.
Traditional sportsbooks often try to bolt esports onto their existing platforms — but without understanding the expectations of this audience, it rarely clicks. It’s not about having esports as an option. It’s about delivering it in a way that mirrors how digital natives already engage with content.
What the data actually shows
This isn’t just theory — it’s backed by real numbers. At Oddin.gg, we’ve been tracking this evolution through our partners since 2018.
In a recent year-over-year comparison of 161,706 s, we saw a 70% increase in esports betting volume. And that lift didn’t come from acquiring new s — it came from existing ones betting more often, more confidently. In other words, esports deepens engagement.Wider market data also tells the same story. The Business Research Company projects the global esports betting market to grow from $11.22bn in 2024 to 412.66bn in 2025 — a nearly 13% year-on-year rise.
Viewer engagement s this too. The 2024 League of Legends World Championship Grand Final pulled 6.94 million peak viewers. Valorant Champions 2024 did even better with 9.1 million. These aren’t niche numbers — they’re primetime figures.
And according to our Esports Betting 2024 Review, betting volume across top-tier titles — CS2, LoL, Dota 2, and Valorant — more than doubled year-over-year, with a 106% increase. Bet count also rose by 83%, highlighting greater engagement. Average stakes for major events reached €70 for LoL’s LPL 2024 Spring and €46 for CS2’s PGL Major Copenhagen 2024 — indicating that s aren’t just betting more often, they’re also betting with confidence.
These aren’t casual bets either. They show intent, familiarity, and long-term potential.
The right tech meets the right audience
Delivering the right product experience matters — and that’s where many operators fall short. At Oddin.gg, we’ve developed an end-to-end esports betting ecosystem built specifically with this audience in mind.
Our 24/7 Fast Betting Content offering reflects the nonstop nature of esports itself, always available and designed for quick-fire engagement. Our BetBuilder — an industry-first for both esports and eSimulators like eFootball — lets s create bets around their own insights and preferences, with virtually limitless combinations. And with tools like our live odds feed, iFrame, widgets, real-time risk management, and more, operators can offer a betting experience that moves at the same pace, with the same energy and immediacy that keeps esports fans coming back for more.
It’s an approach that delivers. Operators using this suite of tools recorded a 70% year-over-year increase in esports betting volume. They also achieved 91% margin efficiency in 2023, with up to a +10% GGR uplift driven by smarter, more responsive trading solutions.
Lead or be left behind
The gap is widening. Operators that understand the mindset of this new generation of bettors are already gaining ground. Those who treat esports as an afterthought will fall further behind.
This isn’t a space to watch from the sidelines. The shift is happening now — and sportsbooks that act today will be the ones leading tomorrow. Because in the eyes of Gen Z and Millennial bettors, esports isn’t the future. It’s where they already are.
Marek Suchar is co-founder and managing director of Oddin.gg, the leading B2B provider of esports betting solutions. With a background in finance and global business development, Marek has helped position Oddin.gg as a trusted name in iGaming. He regularly speaks at industry events on esports trends and operator strategy.
