Activision Blizzard teams up with Nielsen to value Esports brands

Activision Blizzard, a California-based video game publisher, has announced its deal with Nielsen, the global measurement and data analytics company,  to track and value esports brand investments.

Nielsen will utilise the same methodology that it deploys for tracking traditional sports brands to assess brand exposure in Activision Blizzard esports events across different titles, formats, and geographic locations. The company will begin tracking with Blizzard Entertainment’s Overwatch League, Overwatch World Cup, and Overwatch Contenders this year, along with Activision’s Call of Duty World League. It will then expand to other esports programmes in 2019.

The global Esports economy is estimated to reach $906 million this year, according to research company Newzoo. The majority of this revenue (77%) will come directly via sponsorships and advertising – that is, from endemic and non-endemic brands investing in the industry – and indirectly via media rights and content licenses. According to Newzoo, the companies will spend $694 million in 2018, a 48% increase from last year.

“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 Pete Vlastelica, CEO of Activision Blizzard Esports Leagues. “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.”

Source: variety.com