Online gambling operator signs eSports team

Online gambling operator Betway has bolstered its eSports activities by signing a sponsorship deal with one of the world’s top eSports teams, the Sweden-based Ninjas in Pyjamas.

The deal sees Betway become the first UK-based bookmaker to directly invest in an eSports team, with a high six-figure agreement that includes on-shirt branding, content usage rights, onsite branding at the NiP gaming house and full player access.

NiP is one of the oldest and most popular player teams in the world, winning multiple major titles since their founding in 2000.

Betway was the first bookmaker to launch a dedicated eSports microsite in 2015 and has since trebled its eSports-specific trading and content teams.

Spokesman Anthony Werkman said: “We have put a special focus on our eSports offering over the past few years by launching the first eSports specific microsite and content channels. Our agreement with NiP is another first and cements our position as an eSports bookmaker.”

Viewership of eSports events has grown rapidly in recent years, with the recent CS:GO Major Championship held in Columbus, Ohio generating 71 million video views including more than 45 million hours of live broadcast viewed.

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