Vie.gg, the flagship esports betting platform owned by Esports Entertainment Group (EEG), received a formal go-ahead to launch its full product on Monday in New Jersey, United States. The approval comes after EEG received a conditional waiver from the New Jersey Division of Gaming Enforcement (DGE) in January and has been planning a soft launch over the past months.
Following successful completion of the trial period, the DGE has deemed the Vie.gg product safe enough and in line with industry standards to allow the full rollout of the esports betting platform. This means that anyone who is of the legal betting age in the Garden State now has access to a range of esports, including Overwatch, Call of Duty, CS:GO, Dota 2 and League of Legends.
These are the five most-bet sports according to affiliate companies. Meanwhile, Vie.gg expects the global esports betting market to reach $205 billion by 2027. The numbers have not been confirmed independently, but EEG is confident enough to bet on the future of competitive video gaming.
Vie.gg is fully adjusted to meet the needs of esports bettors in New Jersey, providing a fresh and modern look as well as full mobile compatibility for Android and iOS devices. Grant Johnson, the chief executive officer at EEG, has welcomed the launch and its significance for the betting market in the US.
Johnson explained that the company has successfully gone through the soft play period mandated by the regulator and was now looking to deliver the full range of esports betting experiences that Vie.gg maintains and leverages.
The entry into New Jersey is important for Vie.gg as the platform is effectively arriving in a market that Johnson described as a "gold standard" for sports wagering in the US. Esports has been an important aspect of the strategy of many betting companies.
Few out there have chosen an "endemic" approach, meaning that their entire offer is focused on competitive video gaming. Betway, a prominent sponsor and backer of esports betting and the industry in general, has created a dedicated part of its website that comes close, though.
Recently, the Super Group-owned operator teamed with data and odds provider Oddin.gg to further bolster its own esports betting options. Entain appointed Brian Lancey as head of its Unikrn esports betting brand which is focusing on the North American market and is currently undergoing a restructuring before it’s relaunched at some point in 2022. The North American esports betting market is heating up as legislation acknowledges this segment's untapped potential.
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