Snai first Italian bookmaker to offer eSports betting

Snai says it will become the first Italian bookmaker to offer eSports betting thanks to a new partnership with data provider Betradar.

Under the terms of the agreement, Betradar will provide pre-match and in-play betting markets on all popular eSports events as well as live scores, statistics and match streams with the deal following regulation of the product in Italy earlier this year.

“Betting on eSports will play a key role in the future of sports betting and no bookmaker can afford to ignore it,” Snai CEO Fabio Schiavolin said.

“With the integration of Betradar’s eSports Betting Service, it’s not just about improving our company’s portfolio. It’s more a matter of responding to demographic changes in the betting business and we at SNAI are proud to play a leading role in recognising opportunities and identifying profitable market trends.”

The global eSports wagering market is estimated to be worth $23bn by 2020, while Pinnacle Sports claims betting volume on the discipline has doubled every year since 2010 and now represents its seventh largest sport.

“We expected betting on eSports to be at its very early stages but it’s already seeing incredible growth,” Lorenzo Caci, Sportradar sales director said.

“It’s the fast-changing and wide-ranging spectrum of eSports games with their inherent quick-fire mode engine that opens up staggering possibilities for sportsbooks in terms of betting markets and frequency. As one of the first bookmakers to have integrated our eSports Betting Service, SNAI will definitely capitalize on this great opportunity.”

The product launch gives Snai a point of differentiation in an increasingly competitive Italian market, after Amaya launched its BetStars sportsbook in the country last week, while rival operator Sisal was bolstered by a ?760m takeover by CVC Capital Partners on Monday.

Snai recently reported a 30% increase in in digital revenues in Q1 following the launch of a new website.