Few industries were prepared for the massive disruption that the COVID-19 pandemic caused throughout 2020, and even fewer were able to find a way to grow. The video game industry, however, did just that, with 82% of global consumers reporting that they played video games and watched game content during the height of the COVID-19 pandemic lockdowns. That heightened engagement has had a halo effect on the burgeoning esports landscape, which has grown into a significant opportunity for brand and sponsor investments. In fact, Nielsen forecasts that sponsorship revenue in the global esports industry may hit $1 billion by next year.
Apesar da onda de engajamento e investimento em patrocínio, os esportes eletrônicos ainda não ganharam a aceitação geral entre marcas e anunciantes. A oportunidade, no entanto, é significativa. Por exemplo, a League of Legends Championship Series da Riot Games agora ocupa a terceira posição em termos de popularidade entre as ligas esportivas profissionais, logo atrás da NFL e da NBA.
As part of Nielsen’s Cannes LIONS Live 2021 virtual experience, Matt Boyd, VP of Sports and Esports at Nielsen, joined an all-star virtual panel to discuss the size of the market, what types of opportunities exist, how digital and in-person activations complement one another, and plans to establish a singular metric for comparable engagement measurement across sports and esports. Matt was joined on the panel by Michael Goldstein, Head of Sponsorships, North America, at MasterCard, and Matthew Archambault, Head of Partnerships and Business Development, North America/Oceania, at Riot Games. Sara Fisher, media reporter at Axios, moderated the panel.
Assista à nossa gravação sob demanda desta sessão para obter mais informações sobre o mundo dos esportes eletrônicos.
Não deixe de conferir as gravações sob demanda das outras sessões da experiência virtual da Nielsen no Cannes LIONS Live 2021:
