Activision Blizzard partners with Nielsen to measure eSports
Industry leading video game developer and publisher Activision Blizzard will partner with global measurement and data analytics firm Nielsen to apply the latter’s methodology to eSports. Nielsen will track and value eSports brand investment across Activision Blizzard’s “multiple leagues and titles” in the same way it tracks traditional sports brands.
Activision Blizzard’s share price has soared over the last five days
SOURCE: Yahoo Finance
Nielsen will start by tracking Blizzard Entertainment’s Overwatch League, Overwatch World Cup, and Overwatch Contenders, as well as Activision’s Call of Duty World League. All of these titles will be tracked throughout the year, and in 2019, Nielsen will “expand to other eSports programs.”
Activision Blizzard is quickly carving out a significant piece of the eSports industry for itself. This is a crucial strategy by which the company hopes to ensure further mid- to long-term growth. According to research firm Newzoo, the global eSports economy will grow to around $906 million in 2018. The majority of this revenue will be provided by “endemic and non-endemic brands investing in the industry directly via sponsorships and advertising.”
Pete Vlastelica, CEO of Activision Blizzard Esports Leagues, contextualized the Nielsen agreement within Activision Blizzard’s wider strategy, saying: “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. 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.”
Dominion holds Activision Blizzard in its Global Trends Ecommerce Fund.
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