Esports tournament organiser ESL Gaming has announced the expansion of its measurement partnership with North American data and measurement company Nielsen.
The scope of the partnership has been expanded to track more events per year as well as more broadcasts per platform and channel. The events covered include the ESL Pro Tour in CS:GO, ESL Gaming’s Dota 2 properties and its complete mobile esports ecosystem.
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Moreover, the new agreement extends the initial partnership from 2019 by three additional years.
According to the release, the multi-year partnership aims to enrich research standards in the esports space. Moreover, the deal will see Nielsen continue providing ESL Gaming’s current and future brand partners with evaluations of brand partnership integrations.
Based on Nielsen’s Quality Index Media methodology, ESL Gaming will be able to regularly report monetary valuations to its brand partners and advertisers.
Tobias Vogt, Director of Commercial Operations at ESL Gaming, spoke on the announcement: “Nielsen is a true market leader when it comes to sports research. The long-standing partnership 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.
“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.”
The collaboration focuses on four areas, namely media and sponsor valuation, community and fan analytics, esports viewership measurement, as well as mobile gaming and esports. The latter includes an assessment of ESL Gaming’s recently announced Snapdragon Pro Series.
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Timo Krueger, Commercial Director Esports and Gaming, Nielsen Esports, added: “We are proud ESL is trusting Nielsen as the reliable source to evaluate all of their global events.
”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 behaviour in a rapidly developing entertainment industry around the world.”
Esports Insider says: In recent years, Nielsen has undoubtedly been vital in ESL’s growth. The expansion of the partnership will see more high-quality data be produced for ESL Gaming events in the future. Aiming to enrich research standards within the esports industry, Nielsen also previously partnered with the likes of Riot Games and Activision Blizzard.