The shutdown of sports leagues and casinos caused by COVID-19 elevated esports wagering and online gaming to the forefront, and the organizers of the Casino eSports Conference said that’s a lesson the casino industry should heed as they look to broaden revenue streams.
The fourth annual CEC will be held Sept. 29-30 and this year’s version will be a 3D networking and sales conference that feels like you’re in a video game with your personal avatar.
Panel discussions will deal with how esports is a target for casinos moving beyond nightclubs, investment in online gaming and esports platforms, esports wagering, and marketing. You can see the agenda here.
“There was an uptick in wagering (during the pandemic) when it comes to esports,” said Ari Fox, who along with his brother Ben founded the CEC. “It’s something I think people have taken a lot of notice of. During this conference, we’ll show them how to leverage and find a lifesaver in esports.”
Ari Fox said while esports betting, for example, is a small part of the casino industry today, that’s going to evolve.
“When all other conventional sports were closed and there was nothing else to watch, esports was the superstar, foreshadowing how it’s going to grow,” Fox said. “We’re showing people how esports promises to be a big part of the future. Once we get COVID under control, it will have a major impact on how you get new customers of a younger demographic back into the land-based casinos.”
One panel discussion will focus on how to market to video-game players. Ari Fox said there’s no need to wait until the casino industry returns to normal before reaching out to this group.
“You can start marketing to gamers right now,” Ari Fox said. “Video gamers and enthusiasts are online right now. It was an explosion during the quarantine where igaming was also very big because casinos were shut down. If there was an online gambling component to that land-based casino, it had a better opportunity to survive with some kind of return.”
Fox touted that growth in New Jersey igaming.
“If you look at our event and the platform we’re using, you can see a future opportunity for the gambling and casino world if there happens to be another shutdown,” he said. “So much going on at our event covers not only the video gaming and esports worlds, but the development and utilization of technology to improve the gambling industry’s ability to keep their doors open and continue to make money. And not to have to lose money in a world that is uncertain on whether you can survive.”
Ari Fox pointed to the recent announcement by MGM Resorts International laying off 18,000 people nationwide and the difficulty the hospitality industry is facing. “Give the carrot of hospitality to those who want to be online. That helps engagement of your future customers and current customers to have them continue to visit. If it’s not in person, it can be on a computer. That’s the biggest takeaway for the CEC this year.”
Ben Fox added that when it comes to marketing, casinos should embrace esports immediately, even if it’s online for now. “They will have a marketing tool like they’ve never seen before. Their marketing departments need to get people to our event to start talking about how to leverage even the conversation about esports with the general public. The first place that starts talking about it and promoting it will get all the attention. They’ll get the marketing power of two generations by utilizing video gaming and esports.”
Ari Fox said the reason the sports betting industry is growing is that people can make bets on their phones and computers. No one has to go into a casino to place a bet. If professional sports are postponed, esports can continue, because players don’t need to be in an arena, but can play from home online. Since people can participate from home, there is no shutting down esports, he said.
“This is something you need, even if it’s not huge right now,” Ari Fox said. “You’ll definitely need need it in the future, and if you don’t have it as part of your the offering in your casino, you’ll lose a huge amount of money. At the end of the day, it’s about the money.”
Ben Fox said many casino companies want answers to pinpoint how to make money in esports. The Fox brothers’ response is: There is a way to do it.
“We’re here to let them step through the door and walk into this new virtual world that can consist of being physical and virtual. Video gaming and esports offer both at the same time. There’s nothing else out there like that,” Ben Fox said. “Video gaming hasn’t decreased during the pandemic. It’s increased significantly. If you can put some energy into this market, you can make a big splash. Make noise and let people know you’re engaging in a new way, even if you only use it as a marketing tool. A lot of people are noticing that now.”
The entry level for casinos is minimal and the return can be great, Ben Fox said.
Ari Fox said a lot of consultants are advising casinos, but many aren’t directing them onto the right path to follow when it comes to esports. “You don’t have to throw a lot of money at the wall to make it happen,” Ari Fox said. “It can be done in a tactical and smart way.”
Getting people engaged with esports and video gaming beats sending out mailers telling people to come back to their properties, Ben Fox said. “The event we’ve created is in a video gaming format and shows them how to navigate this world. We’re bringing an experience people have never had before online with a more personal feel. That’s what we’re about — bringing this new technology that is relevant to gaming online. We’re practicing what we preach.”
People can wander the hall in avatar form and see the LinkedIn contact information of others in the room to approach for a text or video chat. Booths will be staffed with sales reps and video and informational material and available 24-7.
Panel discussions will cover a range of topics, including investment, skill-based games, legal, technology, hosting, and monetizing, among others. Attendees can ask questions and participate in the video discussions. There will even be fun time with the ability to play games with one another and a social setting where the avatars can get a drink and dance.
Tickets start at $179 per person with group rates of four, eight and 10.
The conference starts on Sept. 28 with an orientation on functionality. Purchase your tickets prior to Sept. 24 for a sneak-peek show that day.
For more information, visit casinoesportconf.com
