How are industries engaging Gen Z bettors via esports betting?
The esports’ betting industry has witnessed significant growth, particularly among Gen Z bettors. In the fiscal year 2024, Gen Z accounted for 44 percent of esports betting activity, surpassing millennials at 36 percent. This demographic shift highlights the importance of understanding Gen Z’s preferences and behaviours to engage them effectively in esports betting.
Key trends in esports betting among Gen Z
Dominance of popular titles: According to the Global Esports Betting Monitor by Abios and Sharpr, Counter-Strike 2 (CS2) led the esports betting market in 2024, commanding 64 percent of the total betting volume in Q4. This dominance was further evidenced by the Shanghai Major, which alone accounted for 28 percent of the total Q4 betting handle. League of Legends maintained a solid position with a 26 percent market share, while Dota 2 experienced a decline, dropping to 10 percent. VALORANT showed notable growth, increasing its market share to 5 percent from 3 percent in the previous year.
Live and in-play betting: Gen Z bettors, aged 18–27, have emerged as the leading demographic in esports betting. In 2024, they represented 44 percent of the total betting volume, overtaking millennials, who comprised 36 percent. This trend reflects a growing preference among younger audiences for esports betting platforms. Interestingly, 46 percent of bets on CS2 were placed live, showcasing Gen Z’s preference for real-time betting experiences. This trend highlights Gen Z’s preference for real-time engagement and dynamic betting experiences.
Integration of cryptocurrency: Gen Z bettors are tech-savvy and privacy-conscious, and the use of cryptocurrency in betting platforms provides them with speedier transactions and increased anonymity.
In 2025, TALON Esports partnered with Flipster, rebranding their Dota 2 team as “Flipster Talon” and launching co-branded fan initiatives. Gen.G collaborated with Bithumb to explore Web3 integrations and enhance fan experiences. EsportsBet teamed up with Huobi to enable crypto-based betting with fee discounts. Bitget became the official crypto partner of the Dota 2 Bali Major, promoting digital asset education. Meanwhile, Bybit expanded its esports presence by partnering with Astralis and Alliance, integrating pro players into its World Series of Trading competition.
Gamification and social interaction: When it comes to wagering, Gen Z emphasises social interaction and entertainment. Generation Z’s betting decisions are heavily influenced by micro-influencers, who are more successful than traditional advertising techniques because of their genuine support and strong relationships with their audience. Recent reports from Techopedia and Uplatform indicate that Gen Z bettors are not only taking over the esports betting market but also changing the way that people view it.
This generation wants more than simply traditional betting, as evidenced by the 94 percent of esports bettors under 30 and the 91 percent of all bets placed on games like League of Legends, Dota 2, and CS: GO. In fact, 53 percent of Gen Z bettors prefer to bet with friends or family—far more than the 34 percent of millennials—highlighting their strong preference for social, interactive, and gamified betting environments.
The rapidly evolving digital landscape, which is attracting Gen Z bettors through esports, requires more than just a basic understanding of the market.
In an exclusive conversation with SiGMA News, Robert Ford, Managing Partner & EVP of Corporate Communications at 5WPR, stated, “It’s not just about reaching Gen Z, it’s about reaching them in context, with cultural fluency and tailored messaging that resonates where they are and how they engage.”
Challenges in engaging Gen Z bettors
Despite the promise, it is challenging to attract Gen Z gamblers. It is especially hard to navigate the intricate and diverse legal environment within various areas. Moreover, fair play and measures against match-fixing are indispensable to ensure credibility in esports betting. Being a fairly new market, esports betting also needs ongoing investment in infrastructure and customer education to realise its full potential. These issues need to be addressed for the long-term growth and success of the industry.
Ford emphasises that companies must employ strategic communications that resonate authentically with this unique demographic.
He further stated,“To successfully attract Gen Z bettors through esports, companies need a strategic communications partner that not only understands this unique market segment but also knows how to connect with them authentically.”
Future directions in esports betting
The future of esports betting is likely to be influenced by several factors. Through the integration of virtual and augmented reality technologies, bettors will potentially be able to experience esports events differently and in richer ways through immersive betting experiences. In addition, the growth of Daily Fantasy Sports (DFS) among esports suggests the potential for fantasy league expansion, providing bettors with more interesting and diverse options.
Additionally, the use of big data and machine learning has the potential to deliver greater insights and more precise predictions, boosting the overall betting experience. These developments are poised to make esports betting more interactive, data-savvy, and enjoyable for fans.
