Perspective: Measuring Sponsorship And Advertising Performance In Esports

Evan Tipton, Esports Advisor, for NGame Esports talks about Riot Games partnership with Nielsen to measure League of Legends esports competitions.

Riot Games has selected Nielsen to measure League of Legends esports competitions. How important is it for esports to have companies like Nielsen measure advertising performance?

I have been working in measuring advertising and marketing within esports for a while now, and this is one of the most critical parts in bringing in sponsors and more investors to the industry. If we are looking to expand the industry, we need to take these steps to ensure our investors see Return on Investments. I believe most companies in esports should monitor their marketing and advertising campaigns.

From your perspective, what are esports leagues and competitions currently doing to measure advertising performance?

Organizations and teams are using multiple agencies and platforms to monitor their campaigns. I have seen a lot of popularity around Twitch chat, and its ability to connect with fans. It also allows sponsors to plug ads which can be recorded and monitored from there.

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