ESLとDreamHackがニールセンと包括的なエスポーツ測定契約を発表

esportsの研究水準をさらに向上させ、esportsのスポンサーシップにさらなる信頼を提供するためのコラボレーション

(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
• esportsの視聴率測定とベンチマークに標準化された指標を活用

また、この合意により、ESLとDreamHackは、ニールセンの業界をリードするクオリティ・インデックス（QI）メディア手法に基づき、ブランドパートナーや広告主に金銭的評価を定期的に報告できるようになり、他のesportsや伝統的なスポーツとの信頼性の高いベンチマークが可能になります。Nielsen Esports Advisory Boardのメンバーとしての活動を継続しながら、ESLとDreamHackは、すべてのデジタルおよびリニアesports放送の標準的な視聴者指標の確立もサポートします。

“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.”

「スポンサーや広告主は、私たちがESLに提供しているグローバルなブランド露出指標を理解し、自信を持って取引することができます。「ESLがニールセンを信頼し、視聴率とメディア価値を報告するための業界標準をサポートする取り組みをリードしてくれることをうれしく思います。

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.