Esports bookmaker Unikrn has tapped Genius Sports subsidiary BetGenius to power a big expansion of its offerings, by adding automated odds and in-game wagering technology in all major events in the world’s top esports titles. Seattle-based Unikrn currently offers only pre-match odds, but BetGenius’ database will allow players to place bets on a wide range of games. That opens the door to a style of gambling that more closely reflects the esports spectating experience itself. Unikrn CEO Rahul Sood said that a dynamic, game-style version of betting is crucial to the gambling industry’s hopes of keeping Millennials and younger generations engaged. “Together we’re creating a new betting platform that brings on a lot more opportunities to place bets, a lot more micro-transactions and a lot more gamification,” Sood said. "This audience loves the idea of micro bets and they love instant gratification. What they don’t like is chance betting and slot machines that aren’t very intuitive.” The in-game wagering will be made available in all major competitions in "League of Legends," "DOTA 2," "Counter-Strike: Global Offensive," "Call of Duty" and "Overwatch." Unikrn offers real-money wagering in Australia and the U.K. and virtual wagering in the U.S. BetGenius Head of Esports Moritz Maurer said the deal is a massive expansion of the data analytics shop’s role in esports. Along with being a business opportunity in its own right, he said the Unikrn deal can help demonstrate what its data analytics products can offer to sports media -- i.e., predictions, insights and analysis to enhance live game coverage. “It’s an expression of what we try to do in a media and sports-facing business,” Maurer said. Terms of the multiyear deal were not disclosed, but it is envisioned that the companies work together over the long term, Maurer said. “We’ve built a structure that incentivizes both companies to share and contribute to the full extent,” he said.
