ESL Gaming e Nielsen ampliano la relazione commerciale per la misurazione degli sport di massa

Estensione pluriennale per arricchire gli standard di ricerca negli esports e valutare l'integrazione delle partnership di marca

Cologne/New York – ESL Gaming, the world’s leading esports company, and Nielsen, the global leader in audience insights, data and analytics, announced today the expansion of their comprehensive business relationship with an additional three years. 

Il nuovo accordo estende il rapporto commerciale già esistente, iniziato nel 2019, e continuerà a far progredire gli standard di ricerca negli esports, fornendo agli attuali e futuri brand partner di ESL Gaming la fiducia necessaria per fare il loro prossimo, o primo, passo nel settore degli esports.

L'accordo consente a ESL Gaming di comunicare regolarmente valutazioni monetarie ai brand partner e agli inserzionisti sulla base della metodologia Quality Index (QI) Media di Nielsen, leader del settore. Ciò consente di determinare il successo quantitativo di una partnership e di effettuare un benchmarking credibile rispetto ad altri sport elettronici e tradizionali. 

La portata del rapporto commerciale è stata ampliata per seguire più eventi all'anno e più trasmissioni per piattaforma e canale. Coprendo 17 eventi, tra cui l'ESL Pro Tour di CS:GO e le proprietà di Dota 2 di ESL Gaming, nonché l'intero ecosistema di esports mobile di ESL Gaming, la collaborazione si concentra su quattro aree principali:

• Media & Sponsor Valuation: Measurement and tracking of media value for brand and media partners across major live streaming platforms and broadcast languages to provide a “full picture” on audience and media value achieved for partners;
• Community & Fan Analytics: E-sports audience research analysis delivering quantitative and qualitative consumer insights and analytics;
• Utilizing standardized metrics for E-sports viewership measurement and benchmarking across all relevant global and local live streaming platforms;
• Mobile gaming & E-sports: Assessment of ESL Gaming’s recently announced Snapdragon® Pro Series, including evaluating broadcasts and partner integration directly within the corresponding mobile games. 

“Nielsen is a true market leader when it comes to sports research. The long standing relationship has already provided our business partners with many in-depth insights into and a great deal of standardized reliable data about esports communities, brand activations and measurable ROI,” said Tobias Vogt, Director Commercial Operations at ESL Gaming. “By expanding this collaboration and including more events, we keep innovating our ecosystems and the wider industry, and we are very excited to continue sharing our extensive knowledge with our existing and future partners.”

“We are proud ESL is trusting Nielsen as the reliable source to evaluate all of their global events,” said Timo Krueger, Commercial Director Esports & Gaming, Nielsen Esports. ”We are working closely with ESL to understand better their challenges to provide the best and most beneficial data around partner valuation and fan/consumer behavior in a rapidly developing entertainment industry around the world.”

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