The team behind leading esports betting brand Luckbox were celebrating as the company was set to begin trading on the TSX Venture Exchange in Toronto.
Luckbox’s parent company Real Luck Group Ltd was due to make its public market debut on Wednesday, December 16, at 2.30pm GMT / 9.30am ET / 6.30am PT under the ticker “LUCK”.
The public listing comes just 20 months after Luckbox accepted its first bet and caps an eventful year for the company as the Covid-19 pandemic pushed esports (and particularly esports betting) closer to the limelight.
With most of the world forced into lockdown and all major sports on hold, esports became one of the few forms of live entertainment to survive as tournaments moved online.
Gaming channel Twitch (owned by Amazon) saw its viewed hours increase to 5 billion in the second quarter of 2020. That was a 50% increase over the first quarter. Facebook, even though its viewed hours are about a fifth of Twitch’s, saw its viewership increase 75% over the same period.
Arguably the biggest beneficiary of the esports’ boom was the betting sector. Luckbox reported a 500% increase in turnover during the spring lockdown, accelerating its path to go public.
Now that day is here, Luckbox CEO Quentin Martin is looking ahead to 2021 with big plans.
He said: “The massive potential of esports is well documented and late last year PwC cited esports as having higher growth potential than any other sport. That was before we knew about Covid, of course, and the events of 2020 have put esports in sharper focus. Many who weren’t paying attention certainly are now.
“We’re at the forefront of the esports betting sector and we’ve seen first hand the impact it’s had on esports betting. It’s been huge – a large part of our reasoning to go public this year was the acceleration we saw during lockdown. “We saw a massive spike in players moving from betting on sports to betting on esports and, encouragingly, we managed to lock up some 75% of the gains we made. We have clear evidence that players who tried esports betting for the first time enjoyed it and stuck with us. “I think another indication of esports’ shift into the mainstream was our EGR Award in November. The EGR Operator Awards are the Oscars of the betting industry and for us, an esports-dedicated platform, to be named Rising Star shows that the egaming world is taking esports seriously and accepts it is very much a vertical to watch.”
So, how does 2021 look for Luckbox? Martin said the company has big plans for the year ahead. He said: “These are exciting times and 2021 will be a very busy year for us. So far, almost all of our growth has been organic and the potential for growth through marketing is huge. “We’ll focus strongly on content marketing, affiliates, partnerships, influencers and direct media and we’ll be strengthening our marketing team with more key hires.
“Luckbox is a bespoke website, built by our team to cater to the unique demands of an esports audience – that is to say, aged 18 to 38, well educated and extremely tech-savvy – and a big part of our efforts this year will be continuing to hone our product. We’ll be launching sports betting, working on a casino offering and many other cool features that will help attract and retain players.
“We also have big plans from a B2B perspective, too. We’re looking to bring odds compilation in-house and the most effective way for us to do that would be via a merger/acquisition. This would also make Luckbox an even more attractive as a B2B solution for one of the gambling industry’s behemoths, who, as I have mentioned, are finally realising the value of having a truly authentic esports betting product.”
