ESL e DreamHack annunciano un accordo completo di misurazione degli Esports con Nielsen

Collaborazione per far progredire ulteriormente gli standard di ricerca negli esports e fornire maggiore fiducia nelle sponsorizzazioni di 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
• Utilizzo di metriche standardizzate per la misurazione e il benchmarking dell'audience degli sport.

L'accordo consente inoltre a ESL e DreamHack di comunicare regolarmente ai brand partner e agli inserzionisti valutazioni monetarie basate sulla metodologia Quality Index (QI) Media di Nielsen, leader del settore, che consente un benchmarking credibile rispetto ad altri esports e agli sport tradizionali. Continuando a lavorare come membri del Nielsen Esports Advisory Board, ESL e DreamHack sosterranno anche la creazione di metriche di audience standard per tutte le trasmissioni digitali e lineari di esports.

“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.”

"Gli sponsor e gli inserzionisti possono comprendere e operare con fiducia sulla base delle metriche di esposizione globale del marchio che forniamo a ESL", ha dichiarato Nicole Pike, Managing Director di Nielsen Esports. "Siamo lieti che ESL abbia riposto la sua fiducia in Nielsen e che ci stia aiutando a guidare gli sforzi per sostenere gli standard del settore per il reporting dell'audience e del valore dei 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.