Short-Form Content Like TikTok Fuels Esports and iGaming Growth

The esports industry has seen dramatic growth over the past seven years, more than doubling in size since 2018, reflecting both the rise of data-driven engagement and the shifting consumption habits of younger audiences. Moritz Maurer, co-founder and CEO of esports-focused platform Grid, says the timing has never been better for companies looking to enter the market.

Key Points

• Esports market growth: The industry has more than doubled since 2018, fueled by data and accessibility.

• Gen Z engagement: Younger audiences prefer esports and short-form content over traditional sports, driving new wagering habits.

• Micro-betting potential: Constant in-game action creates frequent, meaningful betting opportunities unmatched by live sports.

Maurer, who previously led esports at Genius from 2015 to 2018, recalls a period when few companies had the marketing budgets or infrastructure to support esports initiatives. “At the time, you had to make a strong case to even get involved,” he notes. Today, nearly every operator has some form of esports offering.

After leaving Genius in 2018, Maurer founded Grid with a focus on addressing the challenges within esports, particularly the lack of accessible, democratised data. He credits this shift toward data-driven operations as a key factor behind the sector’s rapid expansion. “The appetite for esports is growing, but understanding the audience is crucial,” Maurer says. He divides the demographic into two broad groups: older players who once played video games but now primarily watch and bet, and younger players in their 20s who are actively gaming and consume shorter, more dynamic content.

n esports, important events happen constantly—creating more compelling wagering opportunities for the TikTok generation.

The Future

Attention spans, he argues, are central to engagement. Many in the younger demographic have shifted away from traditional live sports, which often contain long periods of low-action. While micro-betting on corners or throw-ins is available in football, Maurer says these moments lack the excitement necessary to hold this audience’s attention. Esports, by contrast, offers frequent, meaningful events that materially affect game outcomes, creating more compelling wagering opportunities.

High-profile partnerships with game developers and rights holders have further strengthened the vertical. Maurer observes that rights holders are now more receptive to collaboration, opening previously blocked sponsorship avenues. He attributes this alignment to Grid’s ongoing effort to make data more accessible, allowing rights holders to see tangible benefits from working with esports platforms.

With data infrastructure improving, audience engagement shifting, and sponsorship opportunities expanding, Maurer maintains that esports presents an attractive entry point for operators. “There is no better time for someone on the fence to take the plunge,” he says, underscoring the sector’s readiness for continued growth.