ESL Gaming e Nielsen expandem relacionamento comercial abrangente de medição de esportes eletrônicos

Extensão de vários anos para enriquecer os padrões de pesquisa em esportes eletrônicos e avaliar a integração da parceria com a 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. 

O novo acordo amplia o relacionamento comercial já existente que começou em 2019 e continuará a impulsionar os padrões de pesquisa nos esportes eletrônicos, ao mesmo tempo em que fornece aos parceiros de marca atuais e futuros da ESL Gaming a confiança necessária para dar o próximo, ou primeiro, passo no setor de esportes eletrônicos.

O acordo permite que a ESL Gaming informe regularmente avaliações monetárias para parceiros de marca e anunciantes com base na metodologia de mídia Quality Index (QI) da Nielsen, líder do setor. Isso permite determinar o sucesso quantitativo de uma parceria e fazer um benchmarking confiável em relação a outros esportes eletrônicos e esportes tradicionais. 

O escopo do relacionamento comercial foi ampliado para acompanhar mais eventos por ano e mais transmissões por plataforma e canal. Cobrindo 17 eventos, incluindo o ESL Pro Tour em CS:GO e as propriedades de Dota 2 da ESL Gaming, bem como o ecossistema completo de esportes eletrônicos móveis da ESL Gaming, a colaboração se concentra em quatro áreas principais:

• 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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