ESL e DreamHack anunciam acordo abrangente com a Nielsen para medição de esportes eletrônicos

Colaboração para promover ainda mais os padrões de pesquisa em esportes eletrônicos e proporcionar maior confiança nos patrocínios esportivos eletrônicos.

(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
• Utilização de métricas padronizadas para medição e benchmarking da audiência de esportes eletrônicos

O acordo também permite que a ESL e a DreamHack relatem regularmente avaliações monetárias aos parceiros de marca e anunciantes com base na metodologia Quality Index (QI) Media, líder do setor da Nielsen, permitindo uma comparação confiável com outros esportes eletrônicos, bem como com esportes tradicionais. Continuando seu trabalho como membros do Conselho Consultivo de Esportes Eletrônicos da Nielsen, a ESL e a DreamHack também apoiarão o estabelecimento de métricas padrão de audiência para todas as transmissões digitais e lineares de esportes eletrônicos.

“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.”

“Os patrocinadores e anunciantes podem compreender e realizar transações com confiança com base nas métricas de exposição global da marca que fornecemos à ESL”, afirmou Nicole Pike, diretora-geral da Nielsen Esports. “Estamos satisfeitos por a ESL ter depositado sua confiança na Nielsen e estar nos ajudando a liderar os esforços no apoio a padrões setoriais para relatórios de audiência e valor de mídia.”

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.