The following was curated from The Esports Observer and H.B. Duran provides an overview of how Riot Games is providing more viewership transparency through Nielsen to demonstrate the monetary value of brand exposure of current and potential sponsors.
- League of Legends brand exposure data will now be included in Nielsen’s Esport 24 syndicated sponsorship valuation product.
- Riot Games will give Nielsen access to its aggregated streaming viewership data, including Pro View.
- Nielsen will also measure brand exposure during select events throughout 2019 and 2020.
League of Legends developer, publisher, and esports tournament organizer Riot Games has partnered with Nielsen to measure sponsorship valuation across its global esports leagues and competitions.
Riot Games will provide Nielsen with access to its aggregated streaming viewership data, including the premium Pro View experience that was added in May. These metrics will be incorporated into Nielsen’s Esport24 syndicated sponsorship valuation product.
As part of the agreement, Nielsen will measure brand exposure during the North America League of Legends Championship Series (LCS), League of Legends European Championship (LEC), three international events, and select regional leagues in Asia throughout 2019 and 2020.
“Trust and transparency are vital components of building and maintaining relationships with brand partners,” said Doug Watson, head of esports insights at Riot Games in a statement. “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.”
Riot Games is already a member of the Nielsen Esports Advisory Board and has been “actively leading” efforts to standardize metrics for esports viewership and sponsorship valuation, according to a release.
In a March 2019 interview, LEC Business Development Manager Romain Bigeard told The Esports Observer that Riot had gauged the interest of 350 brands in the run-up to the 2018 season launch.
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