Entropiq, an esports organization based in the Czech Republic, announced their new partnership with McDonald’s on Aug. 26. While specific details of the partnership have not yet been released, McDonald’s, a global fast-food company based in the United States, is set to become a notable presence within the sphere of Czech esports entertainment.
Founded in 2016, Entropiq hosts teams of professional esports players in the Czech Republic and Slovakia, playing on titles such as Valorant, Hearthstone, FIFA 20, Counter-Strike: Global Offensive (CS: GO) and PlayerUnknown’s Battlegrounds (PUBG). Entropiq is currently working on developing an esports team for Dota 2, a multiplayer battleground video game. Other partners of Entropiq include Czech companies Fine Gusto, Pure Coco and Ematiq.
How can data be used to execute a deal like this?
In order to make knowledgeable partnership decisions, it is important for businesses such as McDonald’s to utilize data to evaluate the metrics of esports organizations. One aspect McDonald’s could have used to determine that Entropiq would be a valuable partner is to review the amount of unique authorized viewers who attend Entropiq’s broadcasts. Esports Charts, an analytical esports data service, defines unique authorized viewers as the number of authorized viewers who stayed within a specified broadcast for at least 60 seconds. Reviewing this information would give McDonald’s insight into how many individual viewers could see a brand advertisement or shout out during an Entropiq stream.
Another metric worth exploring is data regarding the esports teams themselves. Examples of this would be analyzing the team’s popularity via statistics such as hours watched, peak value of viewers for a given match, the average amount of viewers and overall air time. Additionally, websites such as Esports Charts provide details on audience members, such as the most popular languages used and on which platform an event is streamed. By making data-driven decisions, brands such as McDonald’s can evaluate how an esports organization can align with their desired audience and form the best partnership possible.
How can data be used to measure a deal like this?
Even after a deal has been finalized, data from metrics websites can enhance the perception of whether a partnership will be fruitful and have a good return on investment for a brand. Some data websites provide features that allow users to analyze the chatroom of esports streams, examining metrics such as the number of unique chat participants, most popular messages, popular chat rooms and popular Twitch emoticons used. This information can be useful in measuring a partnership, as a company can see how many chat users were exposed to their brand and if they positively recognized it. Other metrics such as data on the core audience of an event are useful for brands to consider, because this information relates to the number of unique viewers who watched more than 50% of all tournament matches during the tournament. These viewers are the heart of the audience during an esports tournament and are the demographic that will be the most repeatedly exposed to a partnering brand. Understanding this group, how large it is and how to market to them effectively could increase a company’s profits after partnering with an esports organization.
Factoring in data while executing partnerships and measuring deals with esports organizations is a valuable effort. It provides profound insight into an organization’s popularity, audience and potential profitability for a brand.
NGame Esports partners with a leading esports analytics firm, Esports Charts, to provide a great amount of metrics and data to help sponsors and brands make key business decisions.
Written by Caitlin Joyce | image credit: McDonald’s