Les Mills Asia Pacific Les Mills Asia Pacific (LMAP) have been setting the benchmark for providing professional fitness solutions across Australia and South East Asia since 1996. Our world renowned…read more
Nielsen launches eSports business to offer data and insights to key stakeholders
Global information, data, and measurement company Nielsen Holdings has 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.
eSports has experienced massive global growth over the past few years with major investment from blue chip sponsors, game publishers and media companies, as well as sports leagues and teams. The esports fan base is also rapidly expanding with nearly one in three fans beginning to follow esports just within the past year, according to new Nielsen Esports research.
Explaining the move, Howard Appelbaum, President of Nielsen Entertainment advises “there’s a high demand for reliable, independent measurement of value in eSports.
“We’re excited to enhance our client offerings and provide the industry with solutions that will help guide and optimize investment decisions in this exciting, growing space.”
Recognising the need for consistent sponsorship valuation in esports, Nielsen has developed Esport24, a syndicated sponsorship tracking service for eSports tournaments. The service measures brand exposure in eSports tournaments representing a variety of titles, event formats and geographic locations based on the same methodology that allows traditional sports rights holders and brands to quantify value and benchmark performance.
The playoff rounds of major 2017 eSports tournaments measured by Esport24 to date, yielded anywhere from US$75,000 to nearly US$17 million in sponsorship value, emphasiing the need for standard metrics to help industry players understand the value they are providing, receiving, or missing out on, via brand activations in eSports.
In addition to Esport24, 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.
Nielsen Esports will also release global fan insights throughout the year, with a new research offering spanning the USA, UK, Germany, France, Japan, South Korea and China in 2017.
As part of this new business vertical, Nielsen has created an eSports advisory board of industry stakeholders who will provide insight to help shape the future of eSports audience measurement and valuation.
Members include representatives from ESL, ESPN, Facebook, FIFA, Major League Gaming/Activision Blizzard, NBA 2K League, The Next Level, Sony PlayStation, Turner, Twitch, Twitter, Unilever and Google YouTube.
Craig Levine, ESL’s North American Chief Executive commented “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.
“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.”
Stephen Master, Managing Director of Nielsen Sports North America, and Nicole Pike, Vice President of Nielsen Games, have expanded their current roles within the Nielsen Entertainment group to co-lead the global Nielsen Esports business.
Images: eSports' League of Legends (top) and IEM ESL esports (below).
28th August 2017 - REPUCOM CO-FOUNDER APPOINTED SYDNEY FC CHIEF EXECUTIVE
15th August 2017 - MELBOURNE CITY FC SIGN A-LEAGUE’S FIRST FIFA ESPORTS PLAYER
11th July 2017 - TEG APPOINTS NEW DATA, DIGITAL AND TECHNOLOGY MANAGING DIRECTOR
18th May 2017 - AUSTRALIAN FIRST AS ADELAIDE CROWS ACQUIRE ESPORTS TEAM
11th May 2017 - CHINESE SUPER LEAGUE DELIVERS VIRTUAL REALITY IN LIVE BROADCASTS
5th May 2017 - AFL LOOKS TO ESPORTS TO ENGAGE WITH NEW AUDIENCES
28th April 2017 - ASIAN GAMES 2022 TO FEATURE ESPORTS EVENTS
19th December 2016 - NIELSEN SPORTS APPOINTS AUSTRALIANS TO GLOBAL LEADERSHIP TEAM
20th July 2016 - REPUCOM REBRANDED AS NIELSEN SPORTS AFTER $260 MILLION SALE
Asking a small favour
We hope that you value the news that we publish so while you're here can we ask for your support?
The news we publish at www.ausleisure.com.au is independent, credible (we hope) and free for you to access, with no pay walls and no annoying pop-up ads.
However, as an independent publisher, can we ask for you to support us by subscribing to the printed Australasian Leisure Management magazine - if you don't already do so.
Published bi-monthly since 1997, the printed Australasian Leisure Management differs from this website in that it publishes longer, in-depth and analytical features covering aquatics, attractions, entertainment, events, fitness, parks, recreation, sport, tourism and venues management.
Subscriptions cost just $90 a year.
Click here to subscribe.
The Complete Guide to Leisure Industry Products & Services.
Perfect Gym Solutions is a software as a service (SaaS) solution purpose-built to service the fitness industry, with over 1000 clients servicing over 2 million gym members across 40 countries making…read more
iEDM integrate Design, Engineering and Delivery Management services to convert existing spaces into exciting new entertainment venues. Our team consists of highly qualified professionals with diverse…read more
NovoFit is an exciting and dynamic new company born from two of Australia’s leading commercial fitness equipment suppliers. NovoFit combines over 45 years of industry expertise, delivering state…read more
BODY BIKE® International is a leading manufacturer of indoor bikes with a 20-year track record of creating the best indoor bikes. Stay connected with Body Bike Australia…read more
Smart Connection Consultancy is a boutique sport and recreation consultancy who has become one of Australia’s leading advocates for the use of synthetic sports surfaces as a vehicle to grow…read more
With its sleek good looks and easy-to-use yet powerful functionality, Envibe is the premium fitness club software for the Australasian leisure, recreation and fitness industry. We are the most…read more
get listed with our suppliers directory
Get your business noticed in our targeted directory. Viewed by 10,000 industry professionals per week!