Riot Games Taps Nielsen for Sponsorship Measurement of League of Legends Esports Competitions

Independent measurement will help demonstrate ROI for brand activations, monetize esports platforms

New York,
NY — June 27, 2019 — Riot Games, the publisher,
developer and esports tournament organizer for League of Legends, will use Nielsen (NYSE: NLSN) for comprehensive
sponsorship valuation measurement across the company’s multiple esports leagues
and competitions around the world. The move will help Riot Games demonstrate
the monetary value of exposure provided to brands currently activating or
considering association with its League
of Legends events. The research will also support brands in achieving the
greatest return on investment through Riot Games.

As part of the agreement, Riot Games will
provide access to its aggregated streaming viewership data to support Nielsen’s
independent brand exposure measurement. This includes the new Pro View
experience that offers fans the ability to follow individual players during League of Legends competitions.  Metrics will be incorporated into the
industry-leading Nielsen Esport24 syndicated sponsorship valuation product.

Brand involvement in esports is growing as
marketers look to connect with this hard-to-reach, tech-savvy segment of young
adults who utilize online ad blockers and are less likely to watch traditional television.
According to recent Nielsen research, one in five fans globally began following
esports in the past year, and nearly 60% of U.S. esports viewers on Twitch say
they don’t watch television on a weekly basis.

“As esports continues to gain momentum with
brand marketers and advertisers, the need for independent, third-party
verification of audiences and brand exposure is critical,” said Nicole Pike,
Managing Director, Nielsen Esports. “With this agreement, we have the opportunity
to help monetize Riot Games’ platform and validate this growing market.”

League of
Legends Esports
is a premier global sport that attracts the attention of millions of fans
around the world through 13 regional leagues which consist of over 800
professional players and 100 professional teams. Each regional league comprises
approximately 10 teams that compete year-round against one another over the
course of two seasonal splits. The sport is globally integrated through three
international events: The World Championship, the Mid-Season Invitational and
the All-Star Event.

Nielsen will measure brand exposure
throughout 2019 and 2020 including the North America League of Legends Championship Series (LCS), League of Legends European Championship (LEC), the League of Legends three international events and select
regional leagues in Asia.

“Trust and transparency are vital components
of building and maintaining relationships with brand partners,” said Doug
Watson, Head of Esports Insights, Riot Games. “As major companies invest in our
tournaments, we want to help them see the value of their exposure and identify
how best to engage with our passionate fan base.”

During the past 12 months, League of Legends
Esports has signed on multiple prominent partners which include Mastercard,
Dell/Alienware, State Farm,and Nike. Additionally, Riot Games has launched
multiple premium products including Pro View, Team Pass and Fan Pass, which
supplement the viewing experience on watch.lolesports.com—the viewing portal developed by
Riot Games specifically for League of Legends Esports.

Riot Games is a member of the Nielsen Esports
Advisory Board and has been actively leading efforts to standardize metrics for
esports viewership and sponsorship valuation.