BETER's Strategy: Engaging Next-Gen Bettors with eSports Ahead of World Cup 2026

Adam Conway, General Manager of the Esports Business Unit at BETER, discusses the company's strategy to engage next-gen bettors ahead of the World Cup 2026. BETER is scaling its ESportsBattle eLeagues portfolio ahead of the FIFA World Cup 2026.

The World Cup is both a challenge and an exceptional opportunity to reach a broader audience, especially in the U.S., Canada, and Mexico. The recent expansion of eFootball content, with an additional 4,200+ monthly events focused on key U.S. betting hours, including World Cup–themed tournaments, is designed to ensure continued bettor retention when live broadcasts pause.

BETER’s Esports Unit focuses on eLeagues, especially the eFootball series, and the coverage of esports tournaments worldwide. eLeagues are structured live, human-player competitions, not AI simulations, in which real people compete within organised league formats. The primary growth driver for eLeagues content is traditional sports fans. eFootball mirrors familiar teams, leagues, and narratives, but delivers them in an 8-minute format. BETER’s portfolio at BETER is designed specifically to address that. With fast-paced eFootball, we create a continuous layer of football content that operates independently of live fixtures, while still mirroring them in structure, teams, and emotion.