Few industries were prepared for the massive disruption that the COVID-19 pandemic caused throughout 2020, and even fewer were able to find a way to grow. The video game industry, however, did just that, with 82% of global consumers reporting that they played video games and watched game content during the height of the COVID-19 pandemic lockdowns. That heightened engagement has had a halo effect on the burgeoning esports landscape, which has grown into a significant opportunity for brand and sponsor investments. In fact, Nielsen forecasts that sponsorship revenue in the global esports industry may hit $1 billion by next year.
Terlepas dari gelombang besar keterlibatan dan investasi sponsorship, esports belum mendapatkan penerimaan umum di antara merek dan pengiklan. Akan tetapi, peluangnya cukup besar. Sebagai contoh, League of Legends Championship Series dari Riot Games sekarang menempati peringkat No. 3 dalam hal popularitas di antara liga olahraga profesional, tepat di belakang NFL dan NBA.
As part of Nielsenโs Cannes LIONS Live 2021 virtual experience, Matt Boyd, VP of Sports and Esports at Nielsen, joined an all-star virtual panel to discuss the size of the market, what types of opportunities exist, how digital and in-person activations complement one another, and plans to establish a singular metric for comparable engagement measurement across sports and esports. Matt was joined on the panel by Michael Goldstein, Head of Sponsorships, North America, at MasterCard, and Matthew Archambault, Head of Partnerships and Business Development, North America/Oceania, at Riot Games. Sara Fisher, media reporter at Axios, moderated the panel.
Tonton rekaman on-demand kami dari sesi ini untuk mendapatkan lebih banyak wawasan tentang dunia esports.
Pastikan untuk melihat rekaman sesuai permintaan dari sesi lainnya dari pengalaman virtual Cannes LIONS Live 2021 dari Nielsen:
