ESL Gaming expands Nielsen deal

Esports tournament organiser ESL Gaming has announced an expansion to its existing partnership with North American data and measurement firm Nielsen.

The measurement partnership will see an expansion of tracking more events and more broadcasts per platform and channel. The events that will be covered as the CS:GO ESL Pro Tour and Dota 2’s properties and the entire mobile esports ecosystem. The expansion of the deal also entails work on enriching the research standards in the esports industry, and Nielsen will also continue to provide ESL with present and future brand partners along with evaluation of the partnership integrations.

Tobias Vogt, Director of Commercial Operations at ESL Gaming, commented:

“Nielsen is a true market leader when it comes to sports research. The long-standing partnership has already provided our business partners with many in-depth insights into and a great deal of standardised reliable data about esports communities, brand activations, and measurable ROI.

“By expanding this collaboration and including more events, we keep innovating our ecosystems and the wider industry, and we are very excited to continue sharing our extensive knowledge with our existing and future partners.“

Timo Krueger, Commercial Director Esports and Gaming, Nielsen Esports, added:

“We are proud ESL is trusting Nielsen as the reliable source to evaluate all of their global events.

“We are working closely with ESL to understand better their challenges to provide the best and most beneficial data around partner valuation and fan/consumer behaviour in a rapidly developing entertainment industry around the world.”

The partnership, which started off in 2019, will continue for a further three years, focusing mainly on media and sponsor valuation, community and fan analytics, mobile gaming and esports viewership measurement.