Twitch, MVPindex Enter Partnership To Value Branded Content

Posted on March 29, 2019 - Last Updated on October 4, 2022

Dallas-based social analytics firm MVPindex has partnered with streaming platform Twitch to value sponsorship across its global network. The collaboration aims to support companies entering esports by providing easier ways to value brand investment.

Bringing proven expertise to the esports industry

MVPindex’s proprietary platform will be applied to Twitch’s massive user and audience base to value branded content and engagement data. The deal includes access to MVPindex’s enhanced reporting and dashboards featuring comprehensive media valuations, stream performance data, and KPI reporting in near real-time.

“Historically, it’s been really tough for brands and agencies to value esports sponsorships because the majority of value is on digital and social, rather than traditional media and on-site activations,” MVPindex CEO Stan Woodward said. “That’s why we wanted to bring our proven expertise to the esports industry and offer properties and brands a trusted currency for valuing their sponsorships. The partnership with Twitch is a game-changer for us and for the industry.”

MVPindex was founded in 2012 as a social media index and measurement platform for the sports and entertainment industry. Since 2017, the company also actively operates in the esports segment. According to the news release, the MVPindex currently tracks more than 3,000 esports athletes and about 400 esports teams across various social networks and game titles. Adding Twitch, a massive pool of engagement and content data, the company will be able to tap into an even bigger accumulation of valuable insights, such as value hours watched, concurrent views, as well as lifetime follower and viewer growth.

“It’s crucial for Twitch and its partners to have reliable and meaningful audience measurement standards by which to value and monetize reach, engagement, and impact,” Twitch Audience Insights Senior Manager Colan Neese commented. “The scope of MVPindex’s data collection and engagement measurements across the esports ecosystem, including video and audio, is impressive. That and their ability to deliver critical engagement data in days instead of months will help us and our partners cultivate rewarding relationships between commercial brands and our community.”

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MVPindex’s proprietary Engagement Value Assessment™ (EVA) and new Attributed Valuation Assessment™ (AVA) methodology features AI and speech processing technology and should greatly improve Twitch’s ability to measure and value brand engagement on its platform.

Brand measurement moving into spotlight

Brand valuation and audience engagement metrics have been a topic in the esports industry for quite a while. Just like in other industries, companies having access to data that will help them measure Return on Investment is an important aspect of non-endemic, as well as endemic companies to move into a new space.

Activision Blizzard went a similar route last April when it partnered with market research company Nielsen. It was a further push for the entertainment company to open the gaming market for a wide variety of brands.

Moreover, SuperData, another research company, has also tapped into the space by launching its own viewership reporting tool. Using the new service, game publishers, brands, and sponsors can track ROI in the industry, which should help them fare better in their business endeavors. Then, SuperData was acquired by Nielsen last September, giving both companies an even bigger advantage in the space of brand valuation for esports.

Image credit: MARTIN BUREAU/AFP/Getty Images

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Dejan Zalik

Dejan has been involved in gaming for over 10 years. Moving from classics like Diablo 2, Lineage 2, and Warcraft 3, he found his passion in Dota 2, which he’s been playing ever since. He also likes to keep up to date by reading and writing about whatever is happening in the industry.

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