Activision Blizzard yesterday announced a partnership with data and measurement company Nielsen to value esports brand investments in the industry. The initiative puts the interactive entertainment company in a great spot to further attract non-endemic brands to the market.
Measuring brand exposure during esports events
The deal will see Nielsen apply its know-how in measuring brand exposure from the traditional sports scene to the esports market. The desire to value brands shows Blizzard’s continuous commitment to its advertisers and third-party verification. Nielsen will analyze data across several esports events representing Blizzard’s games, starting with Overwatch and Call of Duty.
“As esports continues to mature and reach its potential as a stand-alone business, we’re determined to lead the way and develop best practices for brands and advertisers,” said Activision Blizzard Esports Leagues CEO Pete Vlastelica. “We’re excited to partner with the most experienced and respected measurement service in Nielsen and continue building on our foundation of the best esports leagues in the world.”
The cooperation should deliver insights that could further attract non-endemic brands to the ever-growing industry of esports.
“Esports is booming and there’s huge market potential,” said Nielsen Esports Head and Managing Director Nicole Pike. “We’re thrilled to be working closely with Activision Blizzard, who has taken initiative in leading the market forward.”
Nielsen showing great interest for the esports industry
The UK-based media company that employs some 44,000 people in over 100 countries worldwide is going big on esports. Last year, Nielsen launched its own esports division along with issuing an analysis of the esports audience in Germany.
In October, the research firm issued its next report on the industry, analyzing topics like engagement and consumer habits of esports fans. Focusing on the U.S., U.K., French, and German market, the paper revealed that 71% of esports fans think that esports will become mainstream in the future.
A comprehensive analysis of brand valuation should help Nielsen and Blizzard bring the business of competitive gaming to a larger non-endemic crowd. Starting with highly popular events like Overwatch League™, Overwatch World Cup and Overwatch Contenders, and Call of Duty® World League, the companies have a great base for analysis and valuation. This should result in more investments flowing into the industry and help with further development.