Russia’s largest lottery distributor Stoloto pursues esports audience
Stoloto, the largest distributor of lotteries in Russia (part of S8 Capital holding), and the tournament organizer Epic Esports Events (part of ESforce Holding), have signed a partnership agreement. Stoloto is going to support EPICENTER, the upcoming international tournament in Counter-Strike: Global Offensive set to take place on October 22–28.
Stoloto explains the decision by the need to rejuvenate its audience. Albert Usmanov, head of digital marketing for C8 Capital, said: “In the next 2–3 years we are planning to “reboot” the perception of lotteries as entertainment for older generations and to show that they can be a source of drive and enjoyment for young people as well”.
Stoloto chose to partner with ESforce, the largest esports holding in the CIS and the leader of computer sports in Russia. The upcoming EPICENTER tournament is going to gather the world’s best esports squads who will compete for the prize pool of $300,000. Stoloto will give away more than 100 prizes on-site. Guests who will buy a lottery ticket at the stoloto.ru website will also receive a chance to win a trip to an international Counter-Strike: Global Offensive tournament in Europe.
ESforce representative Irina Dorokhina said: “Strategic partnership with ESforce Holding helps Stoloto present their products to a new audience and also globally changes the positioning of the brand. It is rare for an esports sponsorship. I am glad to see a company draw inspiration from its target audience and change itself in accordance to it”.
Stoloto will also be updating game mechanics of their projects and platforms. “The young audience does not deem the current structure and gameplay of lotteries modern,” clarifies Varvara Basanovich, head of operational marketing for Stoloto, “We consider changing the format to make lotteries more appealing to the youth. One of the aspects we are focused on is gamification of our lotteries”.
According to PayPal and SuperData, Russia’s esports market is the largest one in EMEA. Both companies expect it to reach $45 million in volume and continue growing in 2019. According to the research center NAFI, there are about 12 million active esports fans who watch tournaments regularly and follow their teams. Working with this audience is a progressive answer of Stoloto to the changing realities of the market. The company plans to invest in gaming further, develop their product offering for video games and esports enthusiasts. Sport24.ru, owned by Armen Sarkisyan’s S8 capital, will be covering esports starting from EPICENTER.