eSports
Citizen Science Effort Launched for Gaming Community to Donate Computer Processing Power to Find Treatments for COVID-19 Virus
BALANCED Media|Technology (BALANCED) and Complexity Gaming (Complexity), one of North America’s most elite and longest standing esports organizations, have partnered to announce #WeAreHEWMEN, a new citizen science/crowdsourcing effort to encourage the video game community to donate spare computer processing power to find treatments to fight the COVID-19 virus. BALANCED, a crowdsourced healthcare artificial intelligence company bringing purpose to play, has launched the HEWMEN® Cell application, a free secure download that creates a virtual network to process drug discovery data for COVID-19. Leading esports team and sponsor, Complexity, is urging the gaming community to support the effort by downloading the HEWMEN cell application.
BALANCED’s HEWMEN technology creates a distributed network that processes data-driven problems such as drug discovery and medical research. The HEWMEN Cell application, which uses small amounts of volunteer computers’ unused processing capacity, has integrated BOINC, an open-source software platform used for volunteer resources developed by the University of California, Berkeley. It allows for the virtualizing of servers and applications inside a voluntary grid network and has been widely used with no security issues on millions of PCs. The HEWMEN Cell app was used by BALANCED and computational biologist John Wise, Ph.D., of Southern Methodist University’s Drug Discovery Lab, for finding co-medications to enhance the effect of chemotherapy in the treatment of recurrent, resistant breast and prostate cancers.
BALANCED, with John Wise, will harness the power of gamers to have the HEWMEN Cell app process information from more than 200,000 FDA-approved existing medications/compounds against models of the protein and enzymatic functions of COVID-19 to see which candidates prove most effective at reducing the virus’ pathology. Using these compounds, between 1.5-3 million virtual experiments will be run, simulating attempts to dock compounds to specific locations on the virus. By identifying the compounds with the highest probability of success, the effort will dramatically reduce development cycle time and get new treatments to market faster.
“If there’s one universal truth about gamers, it’s that they’re always looking for their next challenge,” said Robert M. Atkins, BALANCED CEO. “COVID-19 is the biggest threat to humanity and there’s no community in the world more engaged online than gamers. This makes them the perfect group to empower to help put an end to the COVID-19 pandemic. When they hear the call to help, they will answer. It’s the moment they’ve been training for since they booted up their first video game.”
The HEWMEN Cell app can also combine human intelligence with the system’s machine learning by injecting scientific datasets into videogames. As players interact with the games, they add human intuition and insight into the process as they act upon scientific datasets to solve complex problems or help a computer vision algorithm learn to “read” a certain type of image.
In an industry first, BALANCED recently put a medical research project on Twitch Interactive in partnership with Complexity for World of Warcraft‘s “Race to World First.” The livestream event invited viewers to become participants by playing BALANCED’s The Omega Cluster within Twitch streams while watching Complexity-Limit, the top World of Warcraft guild in the United States, become the first North American guild to win the “Race to World First.” During the 10-day tournament, participants logged over 900 hours – or 23 40-hour work weeks – playing The Omega Cluster, virtually processing medical compounds for cancer medicines through their gameplay.
“As with ‘Race to World First,’ we’re proud to partner with BALANCED to showcase the power of gaming and esports within our greater global community,” said Jason Lake, Founder and CEO, Complexity Gaming. “We’re grateful to continue working with BALANCED not only to create an engaging new experience but also to be a part of something meaningful as we strive to find a solution to this global pandemic.”
Other BALANCED efforts include the use of its technologies in an award-winning project by Chief Technical Officer Corey Clark, Ph.D., for the Barbara Bush Foundation’s Adult Literacy XPRIZE (2019) and the creation of an Eye in the Sky: Defender game for the Retina Foundation of the Southwest to improve the automation of interpreting Optical Coherence Tomography (OCT) scans used in the diagnosis and treatment of Age-Related Macular Degeneration.
About BALANCED Media Technology
BALANCED Media|Technology is a crowdsourced healthcare artificial intelligence company bringing purpose to play. BALANCED is focused on changing the way researchers, pharmaceutical and medical device companies leverage machine learning (ML) to advance the diagnosis and treatment of diseases. By crowdsourcing artificial intelligence through online communities and gaming via its HEWMEN platform, BALANCED hopes to aid researchers in investigating new treatments by creating AI-enabled technologies that reduce research time and cost and increase research effectiveness. BALANCED, a 2019 Tech Titan winner that has been recognized as an industry innovator by multiple groups including the Dallas Business Journal and Dallas Innovates, is also creating the 8 CELL video game that aids in medical/health education and research. The McKinney, Texas based company is headed by founders in data science, computing, video game development and the medical/healthcare industries.
About Complexity Gaming
Complexity Gaming is one of North America’s longest standing and most successful esports organizations, now owned by Jerry Jones of the Dallas Cowboys and investor John Goff. The esports organization is led by Founder and CEO Jason Lake, considered by many to be one of the founding fathers of esports in North America. Complexity Gaming has won more than 140 championships in nearly 30 game titles over it’s more than 15-year history. Staunchly committed to passion, professionalism, and a player-first mentality, Complexity Gaming has been continuously recognized as a global leader in modern esports.
SOURCE BALANCED Media | Technology
eSports
Wamba Technologies signs Borderlands Developer Aaron Thibault to Esports Project
Wamba Technologies, a think tank consisting of leaders in the online gaming industry, is excited to announce the appointment of Aaron Thibault as oversight for its upcoming esports venture, Gamers Oasis. This key addition comes as they move to launch their Gamers Oasis platform which allows gamers to compete for real money directly from their mobile devices.
Thibault began his gaming industry career in 1998, initially working as a sound designer and cinematic director at EA/Origin Systems. Today, he brings over 30 years of experience in game development and education. Thibault spent 16 years at Gearbox Entertainment as Vice President. There, he led major projects, including developing the billion dollar Borderlands franchise. Borderlands 3 was nominated for Best Game Design and Best Art Direction. Currently, Thibault serves as the director of games and esports at Texas A&M University. His industry knowledge will play a significant role in driving the development of Gamers Oasis, which aims to revolutionize online esports competitions.
Meanwhile, a platform like “Gamers Oasis” is only possible due to a patent that gives Wamba Technologies and Gamers Oasis the exclusive capability to offer “real money” capabilities into skill-based video games in the United States where players can actually compete for real money online (Patent 10,424,160). Their patent allows them (and ONLY them) to offer a software feature which will allow gamers to pay an entry fee into tournaments online, compete against each other, and actually win money back (where such capability is integrated into the game in some fashion). This will ultimately give developers previously untapped revenue streams and players the ability to win large amounts of real money while utilizing their skills from the comfort of their very own homes.
“At Wamba Technologies, we are committed to making esports accessible to everyone,” said Denham. “With Aaron’s oversight and experience, we will be able to move into the next phase of development and make Gamers Oasis a reality for dedicated esports players everywhere”
“What Gary and I are going to do with Wamba Technologies and Gamers Oasis has never been done before in esports,” said Thibault. “There is so much incredible potential in this patent, and we can’t wait to start putting it to use and creating a product that is going to completely revolutionize the esports industry.”
Online, real money competition (online esports) is still in its infancy, but Wamba Technologies is currently engaging with gamers, game designers, coders, programmers, esports influencers and financial consultants to aid in the development of Gamers Oasis.
In the United States alone, 215 million people play mobile video games and globally, more than 700 million people are involved with esports. Among those 700 million people worldwide, only a very small percentage are competing online when real money is involved, while the rest of the players are competing in real life (IRL) at physical locations. Wamba anticipates that when offered and monetized properly, a mere 10% of the global market share could generate $13B-$15B in annual revenue from tournament buy-ins and ad revenues alone.
Aaron is not the first major player recently signed on board by Wamba Technologies. Wamba has also previously signed Andy Ashcraft (God of War 2, God of War 3, Disney’s Cars 2, and more), Brian Upton (Lead game designer for Tom Clancy: Rainbow 6, Tom Clancy: Ghost Recon), Marty Denham (genius mind behind the Pentium wafers for Intel), Joe Bagdon (CSO, formerly Military Intelligence Cyber Security in Afghanistan), Jared Goetz (former Lionsgate VP), and a number of other “rock star” individuals behind, or working with, multi-billion dollar products/companies.
Canada
Cutting-edge esports betting solutions empower BET99’s expansion into the booming vertical
PandaScore, the premier provider of esports betting odds, data, and innovative products, has announced an exciting new collaboration with BET99, one of Ontario’s top-ranking sportsbook and casino operators. This marks another major milestone for PandaScore as it continues to build its network of high-profile operators.
The deal gives BET99 access to PandaScore’s industry-leading Odds feed, which delivers comprehensive coverage of the world’s most popular esports titles, including Counter-Strike 2 (CS2), Dota 2, and League of Legends (LoL). Powered by advanced algorithms and supported by a team of specialized traders, PandaScore’s feed enables operators like BET99 to offer competitive odds while hitting a standard-setting margin of 6%.
In addition to PandaScore’s Odds feed, BET99 will integrate cutting-edge features such as BetBuilder and MicroBetting markets. These tools empower players to customize their wagers and enjoy dynamic, fast-paced betting experiences, aligning perfectly with the demands of today’s esports audiences.
The move into esports betting comes at a pivotal moment for the sector, which continues to see exponential growth. PandaScore recently surpassed €1 billion in esports bets processed through its platform, underscoring its expertise and leadership in this space.
Oliver Niner, Head of B2B, PandaScore, said: “Esports betting is rapidly becoming a cornerstone of the betting industry, and we’re thrilled to support BET99 as they take this exciting step. With our powerful Odds feed and innovative products like BetBuilder, BET99 is uniquely positioned to deliver a premium esports betting experience to players across Ontario.
“Our collaboration with BET99 is representative of the incredible momentum PandaScore has built in expanding our operator network. We’re excited to collaborate with BET99 and support their ambitious plans to become a leader in esports betting.”
Andre Bewerungen, Head of Sportsbook, BET99, added: “At BET99, our mission has always been to deliver a world-class player experience through personalization and innovation. With esports rapidly emerging as a key vertical, we see an incredible opportunity to engage the next generation of bettors who are passionate about this dynamic space.
By collaborating with PandaScore, we can provide tailored, engaging, and cutting-edge betting options that resonate with esports fans. Their comprehensive odds feed and advanced betting tools allow us to create a seamless, interactive experience that enhances player engagement and builds lasting connections with this growing audience. We’re excited to collaborate with PandaScore and take esports betting to the next level in Ontario.”
eSports
Influencers, Content and eSports: Unleashing the Power of Dynamic Strategies in the eSports Ecosystem
The sports betting industry is undergoing significant growth worldwide with restrictions loosening and new markets emerging. New opportunities create fierce competition among sportsbooks, and this has led to them devising increasingly expensive and aggressive advertising campaigns.
Public figures and influencers have become a popular go-to for sportsbooks promotions, such as Michael Jordan partnering with DraftKings or Jamie Foxx with BetMGM. Big names are costly, and sportsbooks haven’t realised the ad spend used on these campaigns is going to waste. Without the right precautions in place, up to 22% of ad spend is lost to fraud according to Juniper Research.
The big budgets behind high-profile brand campaigns need to translate into real user engagement. To achieve this, sportsbooks must ensure their digital channels are optimised to capture the surge in interest these campaigns generate. Without proper management, this potential can be lost to inefficiencies like invalid traffic, diluting the impact of their investments.
Ad Budgets Going to Waste
In today’s competitive landscape, sportsbooks need to make every click count. In 2023 alone, The American Gaming Association estimated that over $1.9 billion was spent on advertising campaigns in the US. With such a large amount of spend in play, it’s crucial that sportsbooks see as big a Return on Advertising Spend (ROAS) as possible.
Pay-Per-Click (PPC) campaigns are vital for sportsbook growth but can be disrupted by invalid traffic (IVT). IVT includes both malicious activity, like fraudulent bots, and unintentional actions, such as users repeatedly clicking on ads without intent to convert. These interactions inflate impressions and skew campaign performance data, leading to higher customer acquisition costs (CACs) and inefficient allocation of ad spend. Effectively managing IVT ensures that ad budgets drive genuine engagement and measurable growth.
Investing into influencers and celebrities also forces sportsbooks to bid on brand keywords to prevent their competitors stealing potential users searching for them. Up to 29% of PPC budgets are spent on this bidding according to Wordstream. As competition for brand keywords increases, PPC budgets are depleted without generating any new net revenue.
As campaigns become more expensive than ever, sportsbooks can’t afford to let profits fall to ad fraud. Instead of cutting budgets, sportsbooks should focus on analysing their campaign strategy.
Problematic Navigational Traffic
Navigational traffic is also presenting a significant challenge to sportsbooks alongside ad fraud. Navigational traffic refers to existing customers clicking on branded keywords to log into their accounts. While this seems convenient and harmless enough, this behaviour drastically inflates CACs. Like ad fraud, this can skew the effectiveness of PPC campaigns. By utilising paid search results instead of organic links to navigate to the site, costs are driven up without contributing to new user acquisition.
In addition to the challenges posed by navigational traffic and ad fraud, the competitive landscape for first-time depositors intensifies the need for strategic bidding on Google search. Brands investing heavily in influencers or sponsorships of major sporting events to generate awareness and drive potential users to search for them. However, without securing top placements in paid search results, these prospective customers may be intercepted by competitors before reaching the organic search listings. This creates a critical juncture where the effectiveness of a brand campaign hinges on converting that intent-driven traffic into first-time depositors, ensuring marketing spend achieves its goal of meaningful user acquisition.
First-time depositors are a critical metric for sportsbooks, and this issue directly impacts the cost efficiency of acquiring them. High CACs make marketing budgets less effective, reducing overall ROI.
Shoring Up Your Defences
Before launching costly ad campaigns, sportsbooks should adopt a multi-faceted approach to address ad fraud. IVT typically goes unnoticed, so to prevent this sportsbooks should monitor and analyse their campaign traffic for any suspicious activity. It is possible to identify IVT by looking out for signs such as irregular spikes in traffic from unknown locations or high pageviews. Fraudulent traffic can then by highlighted and removed.
The advancement of technology has made ad fraud more difficult to identify, and legacy fraud tools fail to detect IVT. They don’t analyse traffic at the impression level or consider the context of the business advertising. Sportsbooks can leverage ad-verification platforms to compensate for this. This allows sportsbooks to analyse and report suspicious traffic in real-time. Fraud can then be blocked before it has a chance to harm budgets.
Sportsbooks can also deploy tactics to reduce the impact of navigational traffic on CACs. Methods include encouraging existing customers to use mobile apps or direct bookmarks to log into their accounts instead of paid search campaigns. This decreases their reliance on PPC campaigns for navigation and protects budgets.
Keeping Profits in Sportsbooks’ Hands
Influencer and celebrity campaigns have proven to be a popular and useful tool in reeling new users and profits. However, if sportsbooks don’t have the essential precautions in place, they risk losing these profits to advertising fraud.
To make the most of their advertising efforts, sportsbooks need to prioritise their traffic. Implementing sophisticated tools to analyse traffic and filter out fraud will allow sportsbooks to protect their interests and focus on driving future growth. This way, they can secure their position in an increasingly competitive landscape.
Written by: Chad Kinlay, Chief Marketing Officer, TrafficGuard
A driven, open-minded, creative senior marketer with a strong sense of dedication and commitment. With over 15 years of progressive international experience in marketing and communications management, Kinlay has a credible history of commercial success.
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