可靠的数据和洞察力可为投资于快速发展的电竞世界的主要利益相关者提供支持
New York, NY – Aug. 17, 2017－Nielsen (NYSE: NLSN) today announced the launch of Nielsen Esports, a new business vertical focused on competitive gaming that will leverage the company’s expertise and leadership in media consumption and valuation. Nielsen Esports will provide sponsorship valuation, fan insights, custom industry research and consulting services to rights holders, media platforms and brands around the world that are moving this fast-growing market forward.
在过去几年中，电竞运动在全球范围内经历了大规模的增长，蓝筹赞助商、游戏发行商、媒体公司以及体育联赛和球队都对电竞运动进行了大量投资。电竞粉丝群也在迅速扩大，根据尼尔森电竞研究的最新数据，近三分之一的粉丝在过去一年里开始关注电竞。
"尼尔森娱乐总裁Howard Appelbaum表示："市场对可靠、独立的电竞价值衡量有很高的需求。"我们很高兴能加强我们的客户服务，为行业提供解决方案，帮助指导和优化这一令人兴奋、不断发展的领域的投资决策。
尼尔森认识到电竞赞助商需要一致的赞助估价，因此开发了针对电竞比赛的联合赞助跟踪服务 Esport24。该服务采用与传统体育版权持有者和品牌量化价值和业绩基准相同的方法，衡量品牌在代表各种赛事、活动形式和地理位置的电竞比赛中的曝光率。
截至目前，Esport24 对 2017 年主要电竞比赛季后赛进行了测量，得出的赞助价值从 7.5 万美元到近 1700 万美元不等，这强调了对标准衡量标准的需求，以帮助行业参与者了解他们通过电竞品牌活动提供、接受或错过的价值。
In addition to Esport24, custom holistic sponsorship valuations are demonstrating significant returns on investments. A recent Nielsen valuation conducted for RFRSH Entertainment on behalf of Astralis, a professional Counter-Strike: Global Offensive team, showed high-profile sponsor Audi received more than a 10x return on sponsorship exposure during the ELEAGUE Finals and DreamHack Las Vegas earlier this year. While live broadcast exposure (Streaming + TV) was the primary driver of value for Audi, nearly 40% of the brand’s return was driven by non-broadcast exposure, including mentions and images on RFRSH Entertainment’s and Astralis’ social and digital platforms.
尼尔森电竞还将在全年发布全球粉丝洞察，2017年的新研究将覆盖美国、英国、德国、法国、日本、韩国和中国。
作为这一新的垂直业务的一部分，尼尔森成立了一个由行业利益相关者组成的电竞咨询委员会，他们将提供见解，帮助塑造电竞观众测量和估值的未来。成员包括来自 ESL、ESPN、Facebook、FIFA、Major League Gaming/Activision Blizzard、NBA 2K League、The Next Level、Sony PlayStation、Turner、Twitch、Twitter、联合利华和 Google YouTube 的代表。
“Nielsen has done a stellar job establishing itself as a popular and respected source for data, making its foray into the esports industry an exciting endeavor,” said Kristen Salvatore, VP/Commercial Director, Esports and Event Sponsorships, Twitch. “With Twitch being an online epicenter for the live viewing of esports content, Nielsen’s research will tie directly to our community and makes our participation in the advisory board a natural fit.”
“The global, digital and young nature of esports fan base audience represents advertising’s most highly sought after segment, yet consistent and high quality data has been a challenge to measure and define,” said Craig Levine, CEO of North America, ESL. “As ESL has been pioneering esports for the past 15 years, we have witnessed the incredible growth and enthusiasm of our audience. We’re excited to partner with Nielsen and other industry leaders to guide the framework to measure esports sponsorships, shape the industry, and help further accelerate the esports industry overall.”
尼尔森体育北美地区董事总经理斯蒂芬-马斯特（Stephen Master）和尼尔森游戏副总裁妮可-派克（Nicole Pike）扩大了他们在尼尔森娱乐集团的现有角色，共同领导尼尔森全球电竞业务。
ABOUT NIELSEN
Nielsen Holdings plc (NYSE: NLSN) is a global performance management company that provides a comprehensive understanding of what consumers watch and buy. Nielsen’s Watch segment provides media and advertising clients with Total Audience measurement services for all devices on which content—video, audio and text—is consumed. The Buy segment offers consumer packaged goods manufacturers and retailers the industry’s only global view of retail performance measurement. By integrating information from its Watch and Buy segments and other data sources, Nielsen also provides its clients with analytics that help improve performance. Nielsen, an S&P 500 company, has operations in over 100 countries, covering more than 90% of the world’s population. For more information, visit www.nielsen.com.
