ESL dan DreamHack Umumkan Perjanjian Pengukuran Esports Komprehensif dengan Nielsen

Kolaborasi untuk lebih memajukan standar penelitian dalam esports dan memberikan kepercayaan yang lebih besar dalam sponsorship esports

(Cologne) – September 26, 2019 – ESL, the world’s largest esports company, and DreamHack, the premier gaming lifestyle festival, today jointly announced a comprehensive agreement with Nielsen, the media industry’s single source of truth for esports sponsorship valuation and media measurement. The agreement will further advance research standards in esports and provide greater confidence to brands and properties that are considering making investments in esports events.  

ESL, DreamHack and Nielsen have worked closely over the past several years to establish the foundation  for delivering consistent and standardized esports measurement to media and advertisers alike. This new collaboration will focus efforts significantly across four key areas:

• Brand Impact: Holistic assessment of ESL and DreamHack brand partnerships, identifying and tracking brand partnership assets and impacts on audiences
• Media & Sponsor Valuation: Measurement and tracking of media value for brand and media partners
• Consumer Analytics: Esports audience research programs delivering quantitative consumer insights and analytics
• Memanfaatkan metrik standar untuk pengukuran dan tolok ukur pemirsa esports

Perjanjian ini juga memungkinkan ESL dan DreamHack untuk secara teratur melaporkan penilaian moneter kepada mitra merek dan pengiklan berdasarkan metodologi Quality Index (QI) Media Nielsen yang terdepan di industri ini, yang memungkinkan pembandingan yang kredibel dengan esports lainnya, serta olahraga tradisional. Melanjutkan pekerjaan mereka sebagai anggota Dewan Penasihat Esports Nielsen, ESL dan DreamHack juga akan mendukung pembentukan metrik audiens standar untuk semua siaran esports digital dan linear.

“It is very important for the esports industry to use standardized reliable data measured by an independent company like Nielsen in conversations with brand partners and broadcasters,” said Thomas Schmidt, CCO at ESL. “Our work with Nielsen reaffirms our commitment to shape the esports industry and build stronger relationships with media and advertising partners by driving the standardization of key performance indicators across the industry with an independent and reliable partner. Establishing KPI’s like average minute audience (AMA) and others will push the industry forward and make it more accessible for media partners worldwide.”

"Sponsor dan pengiklan dapat memahami dan bertransaksi dengan percaya diri berdasarkan metrik eksposur merek global yang kami sediakan untuk ESL," kata Nicole Pike, Managing Director, Nielsen Esports. "Kami senang bahwa ESL telah menaruh kepercayaan kepada Nielsen dan membantu kami memimpin upaya dalam mendukung standar industri untuk melaporkan jumlah penonton dan nilai media."

As part of the agreement, Nielsen will provide in-depth measurement around the recently announced ESL Pro Tour; a circuit that connects more than 20 Counter-Strike: Global Offensive tournaments and leagues from ESL and DreamHack.