Dojo Madness rebrands as Bayes Holding following B2B pivot

Esports data specialist Dojo Madness has announced that it will pivot to focus exclusively on B2B activities, which in turn will see the business rebranded as Bayes Holding.

While the business originally operated a B2C analytics solution for esports players, allowing them to assess and refine their gameplay, it has made the shift to pursue what it sees as much greater opportunities, created by offering two core products to corporate partners.

There is esports analytics arm Shadow, which works with professional teams, coaches, analysts and players, and Bayes Esports Solutions, a joint venture with Sportradar to develop data solutions for customers such as betting operators, esports broadcasters and media organisations.

“With our two business units, we have been able to build leading positions in the global market for esports data and analysis,” founder and managing director Jens Hilgers said. “Both divisions will receive our full focus now – also to maximise synergies.”

Bayes Esports Solutions managing director Martin Dachselt explained that there is currently a dearth of widely available data collected from professional esports competitions. This has resulted in Bayes developing BEDEX, an independent marketplace for in-game data, as it looks to ensure that it expands the range available to a wider number of partners, thus helping expand betting and media coverage. 

BEDEX acts as a central hub for data collected from competitions covering a range of tiles and tournaments, including Modern Times Group’s Electronic Sports League (ESL) and DreamHack events, and Riot Games’ League of Legends World and European championships.

Moving forward, the B2B-focused Bayes will ramp up investment in BEDEX and other technological solutions to further strengthen the esports ecosystem.

“I am convinced that with our solution, we can solve some of the underlying problems of esports,” Dachselt said. “Our neutral platform also offers smaller tournament organisers the opportunity to distribute and monetise their esports data.”