Mia Gardner | 18 Sep 2018
In May of this year, Sydney’s Qudos Bank Arena did the previously unthinkable by drawing a crowd in excess of 18,000. No black cloth was needed in order to tactfully cover any unsold seats. And no, it wasn’t Katy Perry, Kendrick Lamar or even Pink who was responsible for the record ticket sales. It was the eSports spectacle known as the Intel Extreme Masters that had come to town.
eSports has taken the world by storm, and giant casino operators like LeoVegas have started to pay attention.
Group Chief Executive at LeoVegas, Gustaf Hagman, recently revealed the motivation behind the company’s $1.8 million investment in obtaining a 51% stake in the Pixel Holding group. The holding group owns eSports specialist betting operator, Pixel.bet. The site is currently offering services to bettors in the Nordic regions as well as in Sweden, but plans to extend its services to more world-markets soon.
Hagman confirmed the announcement made by LeoVentures and said that the major share in the Pixel Holding group would provide valuable insight into the rapidly growing eSports industry. Hagman, who also happens to be the co-founder of the LeoVegas Mobile Gaming Group, a business subscribing to the mobile-first model, said that the acquisition was a logical move for the group, especially considering the fact that the eSports sector engages millions of players and viewers every month.
Managing Director of LeoVentures and co-founder of the LeoVegas Mobile Gaming Group, Robin Ramm-Ericson, described Pixel.bet as the perfect partner, especially since the group was completely focused on the mobile model of gaming. The MD said that he was confident that together, the two corporate forces would be in a position to drive operations forward to the extent that Pixel.bet would become the premier home of eSports betting.
LeoVegas has also recently revealed that it views the emerging US market as a potential market in terms of company expansion in the near future.