E-sports - the hottest topic of the last 12 months - represent huge growth potential for operators in various areas of the sports industry, but need to be approached in a different way.
That was the message from David Lampitt on the SB Weekly podcast this week when asked about growth opportunities for Sportradar, the global sports data and digital content provider which services media companies, bookmakers, sports federations and state authorities.
Lampitt is Managing Director for Group Operations at Sportradar and is leading its activities in the e-sports space.
"The demographic of those consuming traditional sport is ageing, so for sponsors, brands and media companies looking to get into the next generation of fans, e-sports appear to provide a window for that," he said.
"But the eco-system is very different - followers of e-sports don't follow it the same way traditional sports fans follow sport. It has grown up as a community around specific games, therefore it doesn't have a traditional team fanbase as most sports do.
"That presents a lot of challenges when it comes to tapping into that eco-system."
To hear more on e-sports, growth opportunities for Sportradar and reflections on Lampitt's career in football - which included stints at the English Football Association and as Chief Executive of Portsmouth FC - download the podcast from Wednesday June 8.