Nordic Network Group CEO Håvard Lehn recently spoke with iGaming Times about esports economics, creator partnerships, the changing affiliate landscape and the future of regulated iGaming.
In the interview, Håvard discussed Nordic Network’s move into esports with Nordic Partners Gaming, why he believes the traditional esports business model needs to change, and how operators can approach the sector more sustainably.
He also spoke about the evolution of Nordic.Partners, the growing role of technology and diversification, creator partnerships, regulation and where he sees the next phase of growth for the group.
Building a more sustainable esports model
One of the main topics of the conversation was the economics of esports and why Nordic Network decided to enter the sector directly.
Håvard argued that esports has not been run sustainably, with iGaming operators investing significant amounts of money without necessarily creating the right incentives for esports organisations to manage their costs.
“Do it properly, at the right price, and it can be sustainable. We’re here to help both esports organisations and iGaming operators achieve exactly that.”
With Nordic Partners Gaming, the aim is to build a proof of concept showing that an esports business can operate sustainably while creating genuine value for its sponsors.
More than simply owning a team
For Nordic Network, moving into esports was also about bringing knowledge and expertise into the group.
As Håvard explained in the interview, acquiring the Counter-Strike 2 organisation meant gaining an understanding of how an esports organisation actually operates, rather than approaching the industry purely as an intermediary.
The group plans to use that knowledge to develop NPG while creating another source of customers for its clients.
Finding the right creator partnerships
The conversation also covered creators and why reach or follower numbers alone are not enough when choosing partnerships.
Håvard explained that operator and creator partnerships need to make sense for both the brand and the audience, and that operators should approach them with a long-term perspective.
Nordic Network has also become more cautious about the partners it works with, prioritising the right fit over short-term results.
The changing role of affiliate networks
Håvard also discussed how Nordic.Partners and the wider group are adapting as traditional acquisition channels change.
Diversification has become increasingly important, particularly as businesses relying predominantly on SEO and PPC have faced a more difficult environment.
For Nordic Network, this means continuing to explore new traffic sources while helping operators identify and manage the right influencer and content creator partnerships.
What comes next
Looking ahead, Håvard identified esports and LatAm as two natural areas of growth for Nordic Network over the next three years.
The focus remains on building on the group’s existing momentum while continuing to develop new areas alongside its affiliate and technology businesses.
Read Håvard’s full interview with iGaming Times here: https://igaming-times.com/news/interviews/havard-lehn-esports-has-been-poorly-run-and-igaming-has-paid-the-bills
