Sports betting platform, Betway, and esports organisation, Ninjas in Pyjamas, have become almost synonymous names since partnering two years ago in September.
There’s a lengthy history of partnerships between bookmakers and professional sports organisations – teams have understandably historically been a large point of interest for the oddsmakers; and this is becoming increasingly common in esports too. In the case of Betway and NiP, we’ve the most established partnership of this type in the space. The two have a relationship that has activated beyond what other groups in similar alliances have been able to achieve.
Ahead of their joint panel discussing their partnership at ESI London (18-20th September), we were able to touch base with Betway Head of Esports Adam Savinson and NiP CEO Hicham Chahine to learn more about what has made this partnership so successful.
Esports Insider: When you think partnerships between bookmakers and esports organisations, you think Betway and Ninjas in Pyjamas – how does it feel to be leading the pack?
Adam Savinson: It is a great feeling to have such an iconic and successful partnership with NiP, however our ambition to be a long term market leader means that we certainly don’t have an opportunity to rest.
“..we are constantly looking for new and innovative ways to activate our partnership.”
We have strong competitors who continuously keep us on our toes, and we are constantly looking for new and innovative ways to activate our partnership.
Hicham Chahine: Betway represented a great opportunity for us at NiP, setting a leading example of how to establish an authentic and engaging partnership for our fans. The key focus from day one has been to activate the partnership for both parties to create value through good content creation that fans appreciate and want to consume.
When Betway approached us with their ideas of how to establish themselves in esports, we felt it was a very good fit for us. The partnership itself has been extremely successful for both parties, and we are very happy to have established good integration between Betway and NiP which enables us to deliver fun and amazing content.
ESI: How did the conversation of partnering up come up initially? Why Betway? Why NiP?
Adam: Approaching NiP regarding sponsorship was an absolute no brainer. NiP are one of the strongest brands in all of esports, and to associate with them gave us instant legitimacy.
Hicham: For NiP it was extremely important to have a legitimate partner in betting. We took a clear distance from unregulated bookmakers very early on.
“The reputation and legitimacy of Betway as a brand made it the “Rolls Royce” of bookmakers in esports, and we could not ask for a better partner.”
The reputation and legitimacy of Betway as a brand made it the “Rolls Royce” of bookmakers in esports, and we could not ask for a better partner. In addition, we believed in their vision to success in the space and saw a clear path to creating value for both parties.
September 20th at ESI London
Partner up – Ninjas in Pyjamas and Betway
A dual presentation between NiP and Betway
When it comes to partnerships between bookmakers and esports orgs, the longest lasting and most prominent is undoubtedly that between Betway and NiP.
From getting CS:GO and football pros to compete against one another in their own favoured pasttimes, to plenty more mischief and memes, this partnership is one which has been ‘activated’ ever so well.
Find out all about it here.
- Adam Savinson – Head of Esports – Betway Group
- Hicham Chahine – CEO – Ninjas in Pyjamas
ESI: In your opinion, what are the key reasons that has led to this partnership ‘activating’ so successfully?
Adam: When creating content, we focus on showing authenticity and bringing our customers closer to the action. With all of the content that we produce, it is clear that Betway are part of the community and are doing their best to show an insight into NiP that the fans have never seen before.
Hicham: Good and engaging content.
“..it feels like one company at times.”
Great personal chemistry between the people working at Betway and NiP, it feels like one company at times. Lastly, the players really enjoy some of the ideas which makes them more engaged in what we do.
ESI: How critical is it for bookmakers and esports organisations to establish healthy relationships with each other?
Adam: Just like in any partnership, in esports or in other industries, I believe that a healthy relationship is of the utmost importance.
“We don’t want to be seen as a customer or a client, but instead working as a team to create mutual benefits for both parties.”
When we work with NiP, we don’t want to be seen as a customer or a client, but instead working as a team to create mutual benefits for both parties. In this partnership, I can happily say that both NiP and Betway have both gained a huge amount of value.
Hicham: When approaching this partnership, we were a little nervous regarding reaching the fanbase which is under 18.
“Our relationship has these healthy characteristics due to the tight communication channels where we can discuss our ideas, challenges and concern.”
Along the way, we have established good routines and processes with Betway to tackle this challenge. I believe our relationship has these healthy characteristics due to the tight communication channels where we can discuss our ideas, challenges and concern.
ESI: What do you two plan to discuss at your panel “Partner up – Ninjas in Pyjamas and Betway “ at ESI London? What made you decide to take to the stage to discuss it, and and why are events such as this important?
Adam: I am hoping to give a bit of background information about our Journey together, as well as an insight into our strategy.
Hicham: We would like to give an insight to how to successfully engage with the esports audience, creating value for all parties involved.