Esports betting is making its way out of the underground and into the mainstream and bookmakers are buckling down for a major influx of business from the competitive-gaming community.

Betting on competitive gaming is nothing new outside of the United States, the betting that does occur in the U.S. has been carried out through unregulated outlets that were on pace to reach $7.4 billion in 2016, according to Eilers & Krekcih Gaming and Narus Advisors.

These unregulated markets have been brought to light in recent weeks, most notably third-party gambling sites illegally betting on Counter-Strike: Global Offensive. Game developer Valve has cracked down on these sites in an effort to clean up the space.

As the illegal sites are uncovered and shut down, it is expected more bettors will move into the regulated market - around $2.2 billion head of esports at London-based Genius Sports Moritz Maurer estimates.

Genius Sports is a sports data company that provides “data-driven solutions to sports, media and regulated betting markets,” and with the growth of competitive gaming in the mainstream, Maurer says now is the time to start paying attention.

"We see this as a major opportunity," Maurer told Bloomberg.com. "If you want to invest in e-sports gambling, this is the time."

Danish gambling site Danske Spil is taking the investment seriously and customizing their betting opportunities for esports enthusiasts.

"We can’t approach them the same as our normal bettors, because the esports bettors are a group for themselves," Danske Spil’s esports manager Kasper Nemeth told Bloomberg.com. "Instead of trying to make them traditional sports bettors, we’re giving them their own playground."

This means macro betting options for each match but also micro options that include live betting for in-game situations that are constantly changing in real time.

As regulated esports betting becomes the primary options for gamblers, regulated esports betting sites will look for new ways to entice the audience. 

"This is the future of sports, and we have to focus on that so we don’t get left behind," spokesman for Sky Betting Adam Smith told Bloomberg.com. "We just need to put ourselves in the shop window a little more."