Independent measurement will help demonstrate ROI for brand activations, monetize esports platforms
New York, NY — June 27, 2019 — Riot Games, the publisher, developer and esports tournament organizer for League of Legends, will use Nielsen (NYSE: NLSN) for comprehensive sponsorship valuation measurement across the company’s multiple esports leagues and competitions around the world. The move will help Riot Games demonstrate the monetary value of exposure provided to brands currently activating or considering association with its League of Legends events. The research will also support brands in achieving the greatest return on investment through Riot Games.
As part of the agreement, Riot Games will provide access to its aggregated streaming viewership data to support Nielsen’s independent brand exposure measurement. This includes the new Pro View experience that offers fans the ability to follow individual players during League of Legends competitions. Metrics will be incorporated into the industry-leading Nielsen Esport24 syndicated sponsorship valuation product.
Brand involvement in esports is growing as marketers look to connect with this hard-to-reach, tech-savvy segment of young adults who utilize online ad blockers and are less likely to watch traditional television. According to recent Nielsen research, one in five fans globally began following esports in the past year, and nearly 60% of U.S. esports viewers on Twitch say they don’t watch television on a weekly basis.
“As esports continues to gain momentum with brand marketers and advertisers, the need for independent, third-party verification of audiences and brand exposure is critical,” said Nicole Pike, Managing Director, Nielsen Esports. “With this agreement, we have the opportunity to help monetize Riot Games’ platform and validate this growing market.”
League of Legends Esports is a premier global sport that attracts the attention of millions of fans around the world through 13 regional leagues which consist of over 800 professional players and 100 professional teams. Each regional league comprises approximately 10 teams that compete year-round against one another over the course of two seasonal splits. The sport is globally integrated through three international events: The World Championship, the Mid-Season Invitational and the All-Star Event.
Nielsen will measure brand exposure throughout 2019 and 2020 including the North America League of Legends Championship Series (LCS), League of Legends European Championship (LEC), the League of Legends three international events and select regional leagues in Asia.
“Trust and transparency are vital components of building and maintaining relationships with brand partners,” said Doug Watson, Head of Esports Insights, Riot Games. “As major companies invest in our tournaments, we want to help them see the value of their exposure and identify how best to engage with our passionate fan base.”
During the past 12 months, League of Legends Esports has signed on multiple prominent partners which include Mastercard, Dell/Alienware, State Farm,and Nike. Additionally, Riot Games has launched multiple premium products including Pro View, Team Pass and Fan Pass, which supplement the viewing experience on watch.lolesports.com—the viewing portal developed by Riot Games specifically for League of Legends Esports.
Riot Games is a member of the Nielsen Esports Advisory Board and has been actively leading efforts to standardize metrics for esports viewership and sponsorship valuation.
Nielsen Holdings plc (NYSE: NLSN) is a global measurement and data analytics company that provides the most complete and trusted view available of consumers and markets worldwide. Our approach marries proprietary Nielsen data with other data sources to help clients around the world understand what’s happening now, what’s happening next, and how to best act on this knowledge. For more than 90 years Nielsen has provided data and analytics based on scientific rigor and innovation, continually developing new ways to answer the most important questions facing the media, advertising, retail and fast-moving consumer goods industries.
An S&P 500 company, Nielsen has operations in over 100 countries, covering more than 90% of the world’s population. For more information, visit www.nielsen.com.
About League of Legends Esports
League of Legends Esports is a premier global sport that attracts the attention of millions of fans around the world. There are currently over 800 professional players on more than 100 professional LoL Esports teams competing across 13 leagues globally. Each regional league is comprised of approximately 10 teams that compete against one another year-round over the course of two seasonal splits. Teams earn championship points in order to qualify for the two major international competitions: the Mid-Season Invitational and the World Championship, which in 2018 saw an Average Minute Audience of 19.6M during the Finals. For more information, visit www.lolesports.com.